CHAPTER THREE

Personal Selling

PURPOSES OF SELLING
Introducing Innovation to Markets  Conveying Information  Acting as Intelligence Agent  Solving Customer Problems


ATTITUDES ABOUT SELLING

Sales people are born and not made.  Sales people must be good talkers.  Selling is a matter of knowing the right techniques or tricks.  A good salesperson can sell ice to an Eskimo.  People generally do not want to buy.


TRAITS OF WINNING SALES PEOPLE

Desire to succeed  Continually seek self-improvement self Accept responsibility  Have mental toughness


PERSONAL SELLING AND THE MARKETING MIX



Price, Product, Place, and Promotion

Advertising, Sales Promotion, Public Relations, and Personal Selling

PERSONAL SELLING IS CUSTOMER ORIENTED SELLING

Consultative Selling Adaptive Selling

PERSONAL SELLING PROCESS

PRETRANSACTIONAL PHASE (Prospecting, Qualifying, Precall Planning)  TRANSACTIONAL PHASE (Approach, Needs Discovery, Presentation, Handling Objections, Closing)  POSTTRANSACTIONAL PHASE (Service and Follow-up) Follow

PERSONAL SELLING PROCESS



Prospecting
External Sources
Direct Inquiries Referrals Directories Cold Canvassing

Internal Sources

PERSONAL SELLING PROCESS



Qualifying
Qualified candidates have a need, have the need, authority to buy, and can afford to buy

PERSONAL SELLING PROCESS



Precall Planning
What do I want to accomplish? What do I know about the prospect? Where can I find information? What am I going to say?

PERSONAL SELLING PROCESS



Precall Planning--What do I want to Planning--What accomplish?

determine information on historical inventory levels. determine who is involved in the purchasing decision. arrange for a follow-up meeting follow agreement to a trial-run purchase trial-

PERSONAL SELLING PROCESS



Precall Planning--What do I know about Planning--What the prospect?

Size of business/products sold/markets served Key personnel Buying routines/purchasing process Present supplier(s)/volumes purchased Future plans

PERSONAL SELLING PROCESS



Precall Planning--Where can I find Planning--Where information?

Ask prospect directly Observe business facilities Ask other company salespeople Ask current customers Ask competitors

PERSONAL SELLING PROCESS



Precall Planning--What am I going to Planning--What say?

The Sales Mix Model
Presentation Pace Presentation Scope Depth of Inquiry Two-way Communication Two Visual Aids

PERSONAL SELLING PROCESS



Precall Planning--What am I going to Planning--What say?

Implications for managers
how to structure the presentation product, competitive, industry information increase rep confidence

PERSONAL SELLING PROCESS



The Approach
Securing Appointments Establishing Rapport

PERSONAL SELLING PROCESS



Why is the approach important?

It can help capture the buyers attention It can help to establish a harmonious atmosphere It serves as a good transition to the presentation It can help in need determination

PERSONAL SELLING PROCESS



The Approach
Types of Approaches
Introductory Approach Assessment Approach Product Approach Consumer Benefit Approach Referral Approach

PERSONAL SELLING PROCESS



Need Discovery
Ascertain buyer benefits Types of questions: permission, fact finding, feeling finding, checking

PERSONAL SELLING PROCESS



Presentation Types
Canned Organized Tailored

PERSONAL SELLING PROCESS



The Presentation
Focus on Benefits, not just Features Keep it Simple Talk the Prospects Language Stress Application Get the Prospect Emotionally Involved Seek Credibility

FROM THE INTERNET

Psycho Selling Skills--Getting Inside Skills--Getting Your Prospects Head  <http://www.pentech.net/psycho.htm>


PERSONAL SELLING PROCESS

Overcoming Objections  LSCPA Approach to Overcoming Objections: Listen to the buyers feelings Share the concerns without judgment Clarify the real issue with questions Problem solve by presenting


options/solutions

Ask for action to determine commitment

PERSONAL SELLING PROCESS



Closing
Alternative Choice Summary Close

PERSONAL SELLING PROCESS



Service and Follow-up Follow Entering Orders Installation of Product Training Handling Billing Problems

FROM THE INTERNET

Basic Selling Skills Questionnaire  <http://www.sales.org/quizes/BSQ.html>


PERSONAL SELLING APPROACHES

StimulusStimulus-Response Selling  Need Satisfaction Selling  Problem Solving Selling


PERSONAL SELLING APPROACHES



STIMULUS RESPONSE SELLING

Manipulate customer to elicit desired responses

PERSONAL SELLING APPROACHES



NEED SATISFACTION SELLING

Presentation is tailored to fit needs of buyer

PERSONAL SELLING APPROACHES



PROBLEM SOLVING (PROBLEM(PROBLEMSOLUTION) SELLING

The salesperson defines a customer problem that may be solved by various alternatives.

PERSONAL SELLING POSITIONS

Sales Support Personnel (Missionaries)  New Business (Pioneers and Order Getters)  Existing Business (Order Takers)  Direct to Consumer Sales  Combination Sales Positions


FROM THE TEXT... TEXT...



Read pages 96 to 127.