Personal Selling

Presented by: Ruchika Singh Shikha Sehgal

Personal Selling Defined

Direct face-to-face communication between sellers and potential buyers.

Essential elements of Personal Selling

Face-to-Face interaction: Personal selling

involves a salesmen having face-to-face interaction with the prospective buyers.

Persuasion: A salesman must have the

ability to convince the customers so that an interest may be created in the mind of the customers to use that product

 Flexibility: Sometimes salesman may explain the

features and benefits of the product and faces number of queries from the customers. Looking into the situation and interest of the customers, the approach of the salesman is decided instantly.

Promotion of sales: The ultimate objective of

personal selling is to promote sales by convincing more and more customers to use the product.

 Supply of Information: Personal selling

provides various information to the customers regarding availability of the product, special features, uses and utility of the products.
Mutual Benefit: It is a two-way process.

Both seller and buyer derive benefit from it. While customers feel satisfied with the goods, the seller enjoys the profits.

Example
Selling vegetables or rice by carrying the

same in a cart and moving from door to door to sell. Even sarees, carpets in a similar fashion. Moreover while traveling in buses or local trains you must also have seen people selling pens, toys, books, combs, etc. inside the bus or train

Emphasis Should be on LongTerm Relationship Building

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:-reinforcing and confirming the customers choice

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: Identifying likely
new customers
Leads Developing lists of Potential Customers

Pre-approach (Qualifying)
Finding and analyzing information about prospects Evaluating a prospects potential

Approaching The Prospect

HOW DO WE MAKE THE INITIAL CHOW 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 products story

Creative Selling Process

Handling Objections
Questions Reservations

Understand Concern Counterarguments

Acknowledge concern
Clues to process

Iceberg Effect
10% is visible
Consumer Preferenc es Technology

Simple (S R)
Competition/deal s Personal emotions

90% is invisible

Complex Interactions

Overcoming Objections
IF HE HADNT 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

Prompt warranty work

After-sales Service Ratings

Speed .37
0 1 2

Reputation Cost 3.38 4.39

3 4 5 6 7

Service Quality 7.87

10 8

Low
(SCALE: Degree of Importance)

High
(JMR/Vol. 78)

A Key to Success

Stay Close to Your Customer and LISTEN!

Planning the Sales Call

Know your company Know your products Know your competitors products Know your business environment Know your customers