Personal Selling

Personal Selling

Objectives ❧ Building Product Awareness ❧ Creating Interest ❧ Providing Information ❧ Stimulating Demand ❧ Reinforcing the Brand

Examples of Personal Selling Retail selling Field selling Telemarketing Inside selling ❧ 12 million people are engaged in personal selling in the United States ❧ Represents about 10% of the work force

Relative Importance of Advertising and Personal Selling Pre-transaction: Pre-transaction: ❧ ❧ Create Create recognition recognition and and info info understanding understanding Personal selling Advertising

Post-transaction: Post-transaction: ❧ ❧ Reminder Reminder and and

reassurance reassurance

Transaction: Transaction: ❂ ❂

Persuasion Persuasion Personal selling Advertising

Personal selling Advertising

Characteristics of Personal Selling Pro Flexibility ❧ Adapt to situations ❧ Engage in dialog

Builds Relationships ❧ Long term ❧ Assure buyers receive appropriate services ❧ Solves customer’s problems

Con ❧ Can not reach mass audience ❧ Expensive per contact ❧ Numerous calls needed to generate sale ❧ Labor intensive

Types of Salespersons ORDER GETTERS Current customers New customers

ORDER TAKERS Inside Order Takers (via mail, telephone, internet) Outside Field Sales

SUPPORT PERSONNEL Missionary Salespersons Trade Salespersons Technical Salespersons

Personal Selling Tasks Order getting

Order taking

❧ Seeking out customers ❧ Creative selling ❧ Pioneering ❧ Account management

❧ Routine ● ● ●

writing up orders checking invoices assuring prompt order processing

❧ Suggestive selling

Personal Selling Tasks ❧ Missionary ● ● ●

Detailer Goodwill “Closers”

❧ Cross-functional ❧ Account service rep

You are part of the total product

FOLLOWING UP CLOSING THE SALE HANDLING OBJECTIONS MAKING THE SALES PRESENTATION APPROACHING THE PROSPECT

Pre approach: QUALIFYING PROSPECTS PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS

The Personal Selling Process

Creative Selling Process Prospecting: Prospecting: Identifying Identifying likely likely new new customers customers ●● ●●

Leads Leads Developing Developing lists lists of of Potential Potential Customers Customers

Pre-approach (Qualifying) ✔Finding and analyzing information about prospects ✔Evaluating a prospect’s potential

Approaching The Prospect HOW DO WE MAKE THE INITIAL CONTACT & BUILD RAPPORT

There is only one time to make a first impression

Creative Selling Process Making The Sales Presentation ❧ Using Persuasive communication ❧ Hold Attention ❧ Stimulate Interest ❧ Desire ❧ “Tell the product’s story”

Creative Selling Process Handling Objections ● ●

Questions Reservations

❧ Understand Concern ❧ Counterarguments ❧ Acknowledge concern ❧ Clues to process

Iceberg Effect 10% is visible Consumer Preferences

Simple (S – R)

90%

is invisible Technology Complex Interactions

Competition/deals Personal emotions

Overcoming Objections IF HE HADN’T TOLD ME WHAT HIS OBJECTION WAS, I NEVER WOULD HAVE BEEN ABLE TO HELP!

Creative Selling Process Closing the Sale ❧ Closing signals ❧ Trial close ❧ Asking the prospect to buy

Creative Selling Process Following Up ❧ Commitments met ● ●

Shipment Performance

❧ Reinforce L-R relationship ❧ Satisfied customers rebuy & recommend

❧ Job quality: do it right the first time Servic e ❧ Prompt warranty work Awa rd

After-sales Service Ratings Speed .37

Reputation 3.38

Service Quality 7.87

Cost 4.39

10 0

Low

1

2

3

4

(SCALE: Degree of Importance)

5

6

7

8

High (JMR/Vol. 78)

A Key to Success Stay Close to Your Customer and LISTEN!