Ch-2
Personal Selling
Introduction
Some important aspects of personal selling are:
1.
2.
3.
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Ch-2
1.
Personal Selling
It is a powerful and effective tool for convincing the customer about the
product.
2.
Through personal selling the time lag between introducing a product through
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Personal Selling
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Ch-2
Personal Selling
Provide service to customers (Introduce the product, explain the right use,
3.
4.
Executive Function
5.
Develop goodwill
6.
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Personal Selling
Availability of expertise
2.
3.
4.
5.
6.
7.
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Personal Selling
Cont.
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Personal Selling
Prospecting
Prospecting is the process of identifying prospective buyers of the product. A
prospect is qualified if he has the authority, need, ability and eligibility to buy.
There are different ways to identify prospects. Some of the most frequently used
methods are described below:
Acquaintance References
2-9
Cold Calling
Companys Records
Newspapers
Retailers
Other Methods
Cont.
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Ch-2
Personal Selling
Pre-approach
Pre-approach is the second step in the selling process which emphasises that the
salesman should know, after identifying the prospect in the prospecting stage, the
prospects likes and dislikes, his needs, preferences, habits, nature, behaviour,
economic and social status etc.
Significance of Pre-Approach
1.
2. Salesman gain all the possible information about the prospect before
approaching him. Hence any kind of loose talk or serious mistake can be
avoided.
3. He is able to give a sales presentation more efficiently, effectively and with
confidence.
4. It does not waste the prospects time and energy since the salesman is
already aware of the needs and preferences of the prospect.
Cont.
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Ch-2
Personal Selling
Friends and
acquaintances
Business failure
P
Directories
P
Trade publications
and trade shows
P
P
P
P
Telemarketing
advertising
Relationship between
customer and salesperson deteriorates
Referrals
and
Customer moves
Death of customer
Cold calling
Networking
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Cont.
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Ch-2
Personal Selling
Sales force must plan its time in such a manner that maximum time is made
available for those prospects who are likely to give a large volume of
step.
Cont.
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Personal Selling
Approaching
In this stage the prospect and the salesman come in contact with each other
face to face.
Salesman should put forward his best efforts to make the best use of this
opportunity in getting the attention of the prospect and to convince him to buy
the product.
Getting the attention of the prospect and persuading him to buy are the two
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Personal Selling
Sending an advance mailer explaining his product and its benefits vis--vis
other products available.
Cont.
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Ch-2
Personal Selling
Successful Approach
The following points specify the importance of a successful approach:
i.
A successful approach enhances the sale and it is thus important for the
running of a business.
ii.
approach will go a long way in building good relations with the prospect while
bad approach will not only result in losing business but will also make it easy for a
competitor to tap new customers.
iii.
information about the product, price, competitors product, benefits etc. that
he can derive from the product.
Cont.
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Ch-2
Personal Selling
Prior Appointment
Timing
Command
Relaxed Atmosphere
Open Mindedness
Courtesies
Effective Presentation
Follow up
Cont.
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Ch-2
Personal Selling
Methods of Approach
There are different methods of approaching a prospect and some of the most
important ones are given below.
Interactive Approach
Cont.
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Personal Selling
Presentation
Should explain the product with its features and price advantage to the
Helps the salesman to prove the features of the product and emphasise its
genuineness.
Cont.
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Personal Selling
Demonstration
decision.
Cont.
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Personal Selling
The Close
The main aim of the close is to convince the prospect to sign the order form
or to place an order immediately rather than in the future.
and demonstration the salesman should try to capture the attention of the
prospect and not let the prospect change his mind.
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Personal Selling
2.
3.
4.
5.
A never ending desire to learn more about how to sell more effectively.
Cont.
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Personal Selling
2.
3.
4.
A technique that works well for one person will work for everyone
5.
6.
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Personal Selling
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Ch-2
Personal Selling
SLAID Model
This is another simple model describing the various actions associated with the
word itself, Slaid acronym for sales steps.
1.
Show the product: Showing the product in full or showing specific function
is also possible in the beginning, just to trigger the anxiety or curiosity in their
mind. It is not a full product demonstration. Demonstration comes a bit latter
state in this methods.
2.
Acknowledge: Your hearing will endorse that you have understood and are
ready to fulfill their needs. You may be given elaborative further deep
Cont.
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1.
Personal Selling
Identify: Identify the objections, and bring them on a squaring off situation
clause,
you can
Cont.
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Personal Selling
Theories of selling
Stimulus response Approach to Selling
This is the simplest approach to selling and is shown in Figure. It is up to the
salesperson to provide stimuli, of any kind, initially. This is followed by an attempt
to obtain a response from the prospective buyer a continued on until a decision is
made.
Stimulis response Approach to Selling
Salesperson provide
stimuli:
Statement
Questions
Actions
Audio/visual aids
demonstrations
Buyers responses
sought:
Favourable
reactions and
eventual purchase
Continue process
until purchase
decision
Cont.
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Personal Selling
Sales Task
Sales Task
To get prospective buyers to be interested in the product
To get prospective buyers to be interested in the product
To get prospective buyers to want the product
To get prospective buyers to want the product
To get prospective buyers to buy the product
To get prospective buyers to buy the product
To close the sale
To close the sale
Cont.
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Ch-2
Personal Selling
It was critical for salesmen to know what the needs of the customer were.
This was done by various methods, including visit, studies of the customers,
questioning and constantly probing.
Need satisfaction Approach to Selling
Present offering to
satisfy Buyer need
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Personal Selling
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Personal Selling
Pre-purchase phase
2.
Purchase phase
3.
Post-purchase phase
Personal
Selling
Advertising
Pre-purchase
Purchase
Post-purchase
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Personal Selling
AIDAS Theory
Cont.
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Personal Selling
AIDAS Theory
this theory is based on the premise that during a sales presentation, the prospect
consciously goes through five different stages: Attention, Interest, Desire, Action
and Satisfaction.
Attention: The salesperson should attract the prospect to his presentation
before he actually goes into the details of the same.
Interest: He/she should maintain the interest of the prospects throughout the
presentation.
Desire: The next step in the sales process, as per the AIDAS theory, is to
create a strong desire in the prospects mind to purchase his product.
Action: Once the salesperson has been successful in taking his prospect
through the three stages, as discussed above, he should induce the
prospects
into actually buying the product.
Cont.
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Personal Selling
Cont.
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Personal Selling
Solution
Purchase
There are all the chances that a continuous relationship will develop between the
prospect and the salesperson. As a result of sales, the satisfaction will also come
in the sequence. This sequence can be presented as
Need
Solution
Purchase
Satisfaction
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