Role of Business

Communication in Personal
Selling
Presented By:
Mohsin khan 220
Adnan rashed 204
M.Fayyaz 225
Sadia Iftikhar 234
Hina sarwar 211
M. Faran 215

Agenda/Topics To Be
Covered
Conceptualizing personal selling
Importance of effective communication in
business
Levels for communication

Skills for selling

Listening skills
Understanding non-verbal cues

Conceptualizing Personal
Selling
Personal selling involves the building of
relationships through communication for the
purposes of creating a sales transaction.
Defined by Weitz, Castleberry, and Tanner
Personal selling is an interpersonal process
whereby a seller tries to uncover and satisfy a
buyers needs in a mutually, long-term
beneficial manner suitable for both parties.

Importance of effective
communication in
business

Companies are functioning in a brutally

competitive business world. One minor mistake
and it can cost companies millions of dollars
and loss of loyal customer base. Organizations
can do nothing to ward off the challengers.
However, what they can do is to build up the
communications skills of employees which play
a significant role in retaining customer base,
offer better service and make the customers
visit them again and again.

Contd
The fact is, customers have become very
choosy on the subject of products and
services. There is no much difference
between the quality of products and
services offered by the companies in
same category. But they can definitely
differentiate themselves on the basis of
better customer service and effective
communication.

Levels for communication

Communication works on two different
levels of internal and external in an
organization and both play an equally
important part in deciding the future of the
company.

Skills for Selling

When selling to customers, your nonverbal communication skills - such as
active listening and interpreting nonverbal cues - are just as important as
what you say. Developing these skills will
help you understand what your
customers want, so you can offer them
the most suitable products and services.

Listening skills
To be a good active listener you should:
Focus your full attention on your customer
Briefly summarize your understanding of what
your customer has said
Take notes if necessary
Use appropriate non-verbal cues such as
nodding your head, inclining your body forward
and maintaining eye contact

Understanding non-verbal
cues
Facial expressions
bad - wrinkling the nose, furrowing the brow or
rolling the eyes
good - smiling, raised eyebrows, relaxed mouth
Eye contact
bad - avoiding your customer or looking outside your
sales space
good - looking back to your customer's face and at
your products
Smile
bad - closed, firm or expressionless mouth
good - smiling or relaxed mouth

Understanding non-verbal
cues
Hands
bad - hands folded to the chest or near the face
good - hands moving freely, relaxed, touching the
product
Gestures
bad - closed arms, dismissive hand gestures
good - open arms, nodding the head
Posture
bad - slouching, shoulders turned away
good - standing upright, inclining the body forward

Why should you learn about

personal selling?

Everyone sells either

formally or
informally!!!

Its an important means of

communicating directly with
customers and potential customers.

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Impersonal

Personal

Paid

Advertising/
Sales Promotion

Personal Selling/
Internet Web Site

Unpaid

What are the various methods that can be used

to communicate with customers?

Publicity

Word of Mouth

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What are the characteristics

of successful salespeople?
Self starters
Use time efficiently
Motivated to learn
Dependable and trustworthy
Ethical
Have product knowledge
Good communicator
Adapt to their customer
Have emotional intelligence

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Stay Close to the Customer

The sales force has a central role in
the firms strategy: managing
customer relationships.
In B2B business, personal selling is
the dominant component and a
major determinant of overall
company success.

The Role of the Sales Force

Personal selling is the interpersonal part
of the promotion mix and can include:
Face-to-face communication
Telephone communication
Video or Web conferencing

Thank You