Personal Selling
• Personal
selling is also known as face-to-face selling in which one person who is the
salesman tries to convince the customer in buying a product.
• It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale.
Description
• Salesperson
uses his or her interpersonal skills to persuade a customer in
buying a particular product.
• The
salesperson tries to highlight various features of the product to
convince the customer that it will only add value.
• The
company wants to spread awareness about the product for which it
adopts a person-to-person approach.
• Personal
selling can take place through two different channels through
retail and through direct to the consumer channel.
– Under
the retail channel, a sales person interacts with potential
customers who come on their own to enquire about a product. The job of the
salesperson is to make sure that he understands the need of the customers and
accordingly shows various products that he keeps under that category.
– Under
the direct channel, a salesperson visits potential customers in
an attempt to make them aware about a new product that the company is launching
or it may have a new offer which the customers may not get from the open
market.
Steps in Personal
Selling Process
1. Prospecting.
2. Pre-Approach.
3. Approach.
4. Presenting.
5. Handling objections.
6. Closing.
7. Follow up.
Prospecting
• Sales
representatives look for new customers that they can
potentially sell their products to.
• This
can be done by cold calling or by going out into the market and talking
to people.
• This
part of the process is a numbers game, and the sales representative has to
contact many people.
• Prospects
may come from Referrals from existing customers, suppliers &
dealers.
• They
may come from resources such as directories newspapers public
activities of the firms.
• Once
prospects have been identified the need is to qualify for being screened to
see if they are good prospects.
Pre-approach
• Once
the Prospect has been identified and qualified the next step is to approach.
• Salesperson
gatherers information to use in the attempt to make the
sale.
• Salesperson
investigates the prospect in Greater depth and plan the sales
call.
• Salesperson
determines where the specific target market consumer is in
the purchasing process.
Approach
• The
approach is the next step in the process and it is also one of the most
important.
• During
this step, the sales representative takes a minute or two to try to get
to know the prospect.
• This
phase usually involves some small talk to warm up the prospect
and help them open up.
Presentation
• This
involves demonstrating the product or service and showing the
customer why they need it.
• The
Sales Representative should focus on the features and benefits of the
product or service during this part of the process.
• Purpose
of presentation is to provide knowledge about the future advantages
and benefits of the product.
• Telling
the product story to the prospect showing how the product will
solve a problem for the market.
Handling Objections
• Sales
representative will have to overcome objections by the customer.
• Many
customers have questions and concerns at this point of the sales process.
• The
sales representative can answer the questions and overcome any objections
successfully, the barriers for a successful sale will be removed.
• Sales
representative will have to overcome objections by the customer.
• Many
customers have questions and concerns at this point of the sales process.
• The
sales representative can answer the questions and overcome any objections
successfully, the barriers for a successful sale will be removed.
Closing
• This
can involve writing up an invoice.
• Providing
any final information to the customer.
• At
this stage of the process, you may need to negotiate the final sales
price and any payment terms.
Follow up
• Sales
representative follows up with the customer to find out if they are pleased.
• If
there were any issues with the product, the sales Exe. can work
with the customer to get them resolved.
• If
the customer is happy, the sales exe. can also try to obtain additional
referrals from the customer.
Common Mistakes
• Not
understanding the selling.
• Expecting
things to improve by themselves.
• Talking
too much and not listening.
• Using
words that kill sales.
• Not
knowing when to close the sales.
• Not
knowing how to close the sale.
• Lack
of Sincerity.
• Not
paying enough attention to details.
• Letting
yourself slump.
• Not
keeping in touch.
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