Sales Management, Personal Selling and Salesmanship

Rustomjee
Business
School
Rustomjee
Business
School
Objectives
Personal Selling and Salesmanship
Advertising vs. Personal Selling
Buyer Seller Dyads
Types of Selling Situations
Theories of Selling
Prospecting vs. Leads
Sales Cycle
Sales Resistance
Closing the Sales
2 Sales and Promotion Management
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Introduction
Sales Management directs Personal Selling
effort which in turn is implemented largely
through Salesmanship
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Personal Selling
Is the art of successfully persuading prospects
or customers to buy products or services from
which they can derive suitable benefits,
thereby increasing their total satisfaction
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Salesmanship
Is seller-initiated effort that provides
prospective buyers with information and
other benefits, motivating or persuading them
to decide in favour of the sellers products and
service.
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Personal Selling and Salesmanship
Sales personnel have to be psychologists with
some individuals, human computer with
others, counsellors or advisors with still others
and personal friends with others
Personal selling is that sales personnel identify
differences among buyers and pattern
presentations according to individual
peculiarities

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Advertising vs. Personal Selling
Advertising is non-personal presentations
The opportunity for interaction is less in
advertising case than in personal selling
Advertising is described as salesmanship in
print
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Buyer-Seller Dyads
Dyad is a term used to describe a situation
in which two people interact
Research
Franklin Evans selling depends on physical
characteristics, personality and objective factors
of the seller
Henry Tosi Buyers initial conditioning with
respect to selling


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Humour!!
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Diversity of Personal Selling Situations
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Service Selling
Developmental
Selling
Mixed Selling
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Types of Selling Situations
Group A Service selling
Aims to obtain sales from existing customers
whose habits and pattern of thought are already
conducive to such sales
Group B Development Selling
Aims to convert prospects to customers
Group C Mixed - basically developmental
selling, but requiring unusual creativity
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Service Selling
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1. Insider Order Taker
waits on the customer
Ex sales clerk behind the neckwear counter in a
mens store
2. Delivery Salesperson
Mainly engages in delivering the product
Ex person delivering milk, bread
3. Route or Merchandising Salesperson
Operates as order taker but works on the field
Ex - Soap or spice salesperson calling on retailers
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Service Selling
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4. Missionary
Aims to build good will
Ex - Pharmaceutical company detail person
5. Technical Salesperson
Emphasizes on technical knowledge
Ex Eng. Salesperson who is consultant to client
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Developmental Selling
6. Creative Sales person of tangibles
Ex automobiles, encyclopaedias, vacuum cleaners
7. Creative Sales person of intangibles
Ex insurance, educational programs
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Mixed Developmental but requiring creativity
Political / Indirect/ Back Door
Selling big ticket items
Ex large order for flour from baking companies
Salesperson Engaged in Multiple Sales
Selling big ticket items to a group
Ex large software development contract for a financial firm
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Theories of Selling
AIDAS Attention, Interest, Desire, Action,
Satisfaction
Right set of circumstances
Buying formula theory of selling
Behavioural equation theory of selling
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AIDAS
Securing Attention
Gaining Interest
Kindling Desire
Inducing Actions
Building Satisfaction
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Right Set of Circumstances
We can sum up this theory as Everything was
right for the sale
Particular circumstances prevailing in a given
selling situation can cause the prospect to
respond in a predictable manner

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Buying Formula
In this theory the buyers needs or problems
receives major attention and the salespersons
role is to help the buyer find solutions
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Behavioural Equation
Buying behaviour in terms of purchasing decisions
Drives
Innate drives physiological needs hunger, thirst etc.
Learned drives striving for status or social approval
Cues (Weak Stimuli Determine when the buyer will
respond )
Product cue example stimuli received for product colour,
package , weight , price etc
Informational cue ex talking to other people
Response is what the buyer does
A reinforcement is any event that strengthens the buyers
tendency to make a particular response
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Prospecting
Prospecting is the planning work that looks for ways
to stretch productive selling time and is essentially
eliminating calls on non-buyers
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Prospect vs. Lead
Prospect vs. Lead
A lead is not yet a prospect.
Leads are people who you have some information on, you
think they could potentially be a good fit, needs nurturing,
someone you are cold calling and emailing with relevant
information to get a meeting.
A prospect on the other hand is someone youve had a
meeting or initial conversation with and this person can be
categorized as a good fit. Still needs nurturing and some
coaching but they are engaged and moving through the
sales process.
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Leads, Prospects and Clients
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Sales Pipeline
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Steps in prospecting
Formulating Prospect Definitions
Searching out potential Accounts
Qualifying prospects and determining
probable requirements
Relating company products to each
prospects requirements
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Sales Cycle
Prospect for
Leads
Book the
Appointment
Determine
Client Needs
Present the
solution
Handle
Objections
Close the
Sale
Deliver / Ask
for Leads
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Cold Calling
The solicitation of potential customers who
were not anticipating such an interaction.
Cold calling is a technique whereby a
salesperson contacts individuals who have not
previously expressed an interest in the
products or services that are being offered.
Cold calling typically refers to phone calls but
can also entail drop-in visits, such as with
door-to-door salespeople.
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Video
Cold Calling Nail in the first 20 seconds
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Sales Resistance
Obstacles to sales
prospect has reasons for not buying
Sales objections
ex Prospects may not recognize the need or may
doubt the appropriateness of the product

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Closing the Sale
Low pressure sale prospects feel that they
are reaching the buying decision themselves
High pressure sale the main thrust is on the
prospects emotions, so salespersons attempt
to propel prospects into buying decisions.

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Case
Case: United Airflow Inc. Manufacturer of
Household Appliances - Salesperson's Job
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Thank You