PERSONAL SELLING

PERSONAL SELLING

Personal selling is the interpersonal arm of the

promotion mix. A company’s salespeople create and
communicate customer value through personal
interactions with customers.
Personal presentation by the firm’s sales force for the
purpose of making sales and building customer
relationships.
 Definition of sales force

A company's sales force consists of its staff of

salespeople. The role of the sales force depends to a large
extent on whether a company is selling directly to
consumers or to other businesses. In consumer sales, the
sales force is typically concerned simply with taking and
closing orders. These salespeople are not responsible for
creating demand for the product, since demand for the
product has already been created by advertising and
promotion. They may provide the consumer with some
product information, but individuals involved in
consumer sales are often not concerned with maintaining
long-term customer relationships. Examples of consumer
sales forces include automobile salespersons and the
sales staffs found in a variety of retail stores.
 The role of sales force

Linking the company with its customers:-

The sales force serves as a critical link between a
company and its customers. In many cases, salespeople
serve both masters the sellers and the buyer. First, they
represent the company to customers. They find and
develop new customer and communicate information
about the company’s product and services. They sell
products by approaching customers, presenting their
products, answering objections, negotiating prices and
terms, and closing sales. In addition, salespeople
provided customer service and carry out market research
and intelligence work.
 The role of retail sales personnel

A salesperson should do the following in

order to serve customers:
Be a resource for information as he or she is
knowledgeable about the store’s merchandise,
services and policies.
Be a value counselor, assisting the customer with
value comparisons with items in the store or
competing brands.
Be a public relations representative for the store.
 Contd….

Be able to advise customers with good selling

suggestions that will improve customer satisfaction
and build sales.
Be able to explain the benefits of the merchandise
and services that he or she sells and not just its
features.
Ensure that the customer’s needs are met to so that
complaints are kept to the minimum.
Develop by virtue of his or her attitude knowledge
and skills, and ensure that the store’s merchandise
has a loyal customer following.
Designing the sales force
 Designing the sales force

Sales personnel serve as the company’s personal link

to the customers. The sales representative is the
company to many of its customers. therefore, the
company needs to carefully consider issues in sales
force design namely, the development of sales force
objectives, strategy, structure, size, and
compensation.
 Sales force objectives and strategies

Companies need to define the specific objectives they

want their sales force to achieve. Sales people will
have one or more of the following specific tasks to
perform.
Prospecting searching for prospects, or leads.
Targeting deciding how to allocate their time among
prospects and customers.
Communicating information about the company’s
products and services.
 Contd.

Selling approaching, presenting, answering

questions, overcoming objections, and closing sales.
Servicing providing various services to the
customers-consulting on problems, rendering
technical assistance, arranging financing, expending
delivery.
Information gathering conducting market research
and doing intelligence work.
Allocating deciding which customers will get scarce
products during product shortages.
 Sales force structure

Four types of sales forces:-

A strategic market sales force composed of technical,
applications, and quality engineers and service
personnel assigned to major accounts
Geographic sales force calling on thousands of
customers in different territories.
A distributors sales force calling on and coaching
distributors.
And inside sales force doing telling marketing and
taking orders via phone and fax.
 Sales force size

 Once the company establishes the no. of customers it wants to

reach, it can use a work load approach to establish sales force
size. This method consists of the following five steps:-
1. Customer are group into size classes according to annual
sales volume
2. Desirable call frequency are established for each class
3. The no. of accounts in each size class is multiplied by the
corresponding call frequency to arrive at the total work load
for the country, in sales calls per year.
4. The average no. of calls a sales representative can make per
year is determined.
5. The no. of sales representatives needed is determined by
dividing by the total annual call required by the average
annual call made by the sales representative .
 Sales force compensation

The company must determined the four components

of sales force compensation:-
1. a fixed amount
2. a variable amount
3. expense allowances
4. benefits
Principles of personal selling
 EUREKA FORBES

Presenting Aqua guard RO :- India’s most trusted name

in the water purification gives you a RO water purifier
you can trust your child health with.
Eureka Forbes pioneered the practice of personal
selling in India. Each sales person of EFL is called a
Euro champ.
EFL is called a Euro champ. He demonstrates,
interacts, convinces, installs, and provides services at
the customer’s door step and brings customer care
activities to the customer. He is the single point contact
between the customer and EFL.
 Contd.

This unique method of direct selling, pioneered by EFL,

has been the key to its growth and the “friendly man on
his bike, "as a Euro champ is referred to , has become the
most identifiable face of EFL and its brands.
“We strongly believe that a sale gets the customer, service
keeps the customer” says a senior manager of EFL.
This strong belief in customer service led EFL to
establish a well equipped and expensive service network
to uphold its promise of being “a friend for life”
 Contd.
 Today it comprises over five
thousands company- trained
technician who make fifteen
thousands kitchen visits a
day and are supported by call
centers, customer care
representatives and mobile
service vans.
 EFL understands and
acknowledges that this sales
persons, as “euro champs”
are at the heart of its org.
 Contd.

 It offers them a fruitful and regarding career through its

unique philosophy of earning, learning, pride and fun.
 It recruits young, dynamic, ambitious people and gives them
an opportunity to achieve their potential and fulfill their
dreams.
 EFL honors excellence and has institutionalized a no. of
recognition platforms to do so.
 The highest achievers are felicitated at achievers’ clubs at
exotic locales in India and overseas.
 It offers a no. of incentives to euro champs. Schemes like “Own
Your Bike” and celebration of landmark euro champs and keep
them motivated to offer their best.
 Contd.

Today EFL’s Euro champs, most professional sales

persons are well educated, well groomed men and
women who work to build valued customer
relationships.
They succeed not by taking customers in, but by
helping them out by assessing customer needs and
offering them solutions that will enhance their life.
This unique method of direct selling, pioneered by
EFL, has been the key to its growth.
 Presented by

Amit ranjan
&
sandeep