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Personalselling 1

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23 views16 pages

Personalselling 1

Uploaded by

hoodakirti9896
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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www.studygalaxy.

com
Types of Communication

Product Promotion Place Price

Personal Selling Public Relations Sales Promotion Direct Marketing


Advertising
A definition of personal selling
Personal selling is a sales technique where a
sales representative meets with a potential
customer face-to-face to persuade them to buy a
product or service. It can help build relationships
with customers and ensure their satisfaction.

“ The process of persuasion leading to a


continuing trade arrangement, initiated and
perpetuated at either a personal or impersonal
level but commonly confined to oral
representation supported by visual aids”
(Institute of Marketing).
Involves a salesperson building a relationship
with a customer to persuade them to buy a
product. Personal selling can be done face-to-
face, online, or by phone. It's used to sell
more complex products and services, and it's
more effective at building customer
relationships. However, it can be expensive
and time-consuming because sales personnel
need extensive training
The objectives of personal selling
To increase the volume of sales
To increase sales revenue
To reduce the costs of sales
To increase the number of distribution
outlets
To prospect for new customers
To increase sales per customer
To reduce the number of customers with
minimum viable orders
Selling and the promotional mix
Personal selling is one element of the
promotional mix.
In business to consumer markets (B2C)
personal selling and advertising are the main
elements of the mix.
Personal selling becomes more important
when
The product is more complex
The product is more expensive
The product is bought infrequently
The customers is another business i.e. B2B markets
The essence of personal selling
The presentation of products and associated
persuasive communication to potential clients
Involves two way, persuasive communication
The aim is to match customer needs with the
goods/services on offer
Ultimate objective: to make a sale
Selling involves..
Creating positive attitudes towards a product
or service
Motivating people to want to purchase a
product or service
Convincing people that they will be acting
wisely if the buy
Closing/clinching a sale
Reassuring people that they have acted
wisely in making a purchase
B2C transactions where
personal selling is….
Very important Unimportant
Motor vehicles Food
Fitted kitchens Grocery
Double glazing Clothing
Security systems CDs/DVDs
Conservatories Books
Shopping and i.e. Convenience
speciality goods goods
The role of the sales representative
To gather information about customer wants
To communicate information especially on the
advantages of the product to the customer
To prospect-look for new opportunities.
Prospecting is concerned with locating potential
customers
To display and demonstrate the product
To advise customers
To advise on stock levels
To progress orders
To build goodwill
To deal with complaints
To close the sale - i.e. to secure a sale
To provide after -sales service
To collect orders from customers
In some cases, to make deliveries
Types of salespeople
Order takers - primary responsibility to respond
to customer orders
Customer service providers - provide personal
assistance to existing customers
Missionaries - primary task is to increase
business with information and advice
New business salespeople - aim to win new
business
Organisation sellers - build up and maintain
relationships with major customers
Personal selling skills
Interpersonal qualities
Adaptability
Self motivation
Problem solving capabilities
Product knowledge
Customer knowledge
Presentation skills
Five Ps of personal selling
Preparation- preparation of material for use
Prospecting - locating potential customers
Pre-approach - tailoring material for the
“prospect” (the potential buyer)
Presentation - delivering the presentation
Post sale support - re-enforcing and
confirming the customers choice
Sales representatives - typical
tasks
The Sales Process
Prospecting/ Qualifying

Preapproach/ Planning
Needs
Identifying

Needs
Identifying
Approach

Presentation

Handling Objections

Closing the Sale

Follow up
Sources of prospects

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