Personal selling

Elevator Pitch / Networking pitch

How?
Interesting opening: opening much
immediately grab interest of recipient
Passion: if you are not excited about your
idea, no one else will be
Short: you only have one minute deliver your
pitch
Caution: Do not take too long to get to the
pain/problem that you are solvingyou could
lose the listeners attention

2 minutes per group

First Base:
Introduce your team

Second Base:
Describe your product/service
Why you are better then your competition (research: cost,
quality, or product features)

Third Base:
Why should they buy from you/ what value your product
will add if they buy your product/services

Headed for HOME!: Action statement (business

card, coffee?)

Psychology in Selling
AIDA(S) Theory of Selling
A = Securing attention
I = Gaining interest
D = Kindling Desire
A = Inducing actions
S = Building satisfaction

Right set of circumstances also called as situation

response theory Theory of selling
Buying formula Theory of selling
Need (problem)

Solution

purchase

Continued
Behavioral Equation Theory
Combination of four factors
Internal drives ( Physical), Learned drives (Psychological, Social)
Cues that instigate buyer to respond
Triggering cues activating purchase decision
Non triggering cues influence decision process (product cues +
information cues)

Response What buyer does

Reinforcement event that strengthens the buyers tendency to
make a particular response

The Personal Selling Process

(Steps 1 & 2)

1.

Prospecting and Qualifying

2.

Identify potential customers.

Qualifying involves determining whether prospects
have the willingness, purchasing power, and authority
to buy.
Preapproach to Individual Prospects

Salespeople must learn how buying decisions are

made.
Salespeople should also try to find out a prospects
personal habits and preferences.

The Personal Selling Process

(Steps 3 to 5)
3.

Presenting the Sales Message: AIDA

4.

Attract the prospects Attention.

Hold the prospects Interest.
Build a Desire for the product.
Stimulate the Action of closing the sale.
Meet Objections and Close the Sale

5.

Objections help clarify customers concerns.

Postsale Services

Deal with cognitive dissonance.

Ensure everything happened as it should (delivery).

Always be prepared Before

the Call

Know your product inside out.

Be knowledgeable about this industry.
Know your competition
Know the basics of the customers needs.
People in common.
Believe in yourself, your company, and product or
DONT be there.

The pre-call Plan

Always have a written plan
Hello/smiles, get 2 names, name impression

Always have a list of objectives for you/customer

Free product trial, competitors terms, secure lunch date

Always have a goal of learning something new about the

customer
Equipment, ancillary products, 2nd tier suppliers
Their go to market strategy and unique advantages

Always try to have an actionable item for you and your

customer after the call
Price on equipment, tech specs, trial in plant, customer volume
per month

Before intro
Read the sign in sheet. Always. Consider whether to write
your name/company legibly or not.
Extra effort with reception. Always.
Never talk in car parking, elevators, lobby, bathroom, etc.
Review your written plan briefly.
Look very relaxed in the lobby. (even if not)

First few minutes matter

Nonverbal visual cues

Your dress. Plan it.

Look them in the eye and shake firmly.
Smile broadly.
Show personal enthusiasm in body language.
Pace yourself by customerwatch their approach

The opener
Im Vikram, How are you?

Nice looking kids. Ive got one just about that age, pretty
darn busy around our place.
Got your name from Nikumbhthanks for seeing me. He
thought this might make sense for us to get together
Its a nice office/ Good campus

Concerns/Objections
Typically a natural part of any call
An opportunity for more dialogue
Helps both parties in buying process.
this is a buying process

Customer indifference is the killer

Handling Objections

Listen
Agree/restate without prejudice
Get clear about the real issue
Discuss solutions
Ask for a commitment

Basic rules to overcome and

objection
Never argue - ( interesting point is a better
word than objection)
Never Answer too quickly
Dont over answer
Dont be drawn into a pointless angles
Dont guess at any answer

Closing
Trial closes might uncover more issues/needs
Is this what you had in mind?
Would this do the job for you?
How does this look?

If still no
What specifically doesnt seem as though it meets your
needs?

Close
Alternative close
Which would you prefer the single case or pallet quantity?

Summary close
With the 10% gain in factory efficiency and unique new
volume price program lets get this on the books. When
would you like delivery?

Post Sale

Service, service, service.

Know your companys ability
Dont ever oversell
Call and write.
Creative thanks.
Visit again soon after product delivery.