Professional Documents
Culture Documents
Personal selling:
selling interpersonal
influence process involving a sellers
promotional presentation conducted on a
person-to-person basis with the buyer
A salesman is someone who sells
goods that wont come back to
customers who will. (Anonymous)
17-2
17-3
ConditionsThatFavor
Advertising
Geographicallydispersed
Product
ConditionsThatFavor
PersonalSelling
Geographically
concentrated
Relativelylownumbers
Expensive
Technicallycomplex
Custommade
Specialhandling
requirements
Transactionsfrequently
involvetradeins
Price
Relativelyhigh
Relativelylow
Relativelyshort
Relativelylong
Consumer
17-4
Channels
Relativelyhighnumbers
Inexpensive
Simpletounderstand
Standardized
Nospecialhandling
requirements
Transactionsseldom
involvetradeins
17-5
17-6
Relationship selling:
selling regular contacts over an extended
period to establish a sustained seller-buyer relationship
Consultative selling:
selling meeting customer needs by listing to
them, understanding -- and caring about -- their problems,
paying attention to details, and following through after the
sale
Cross-selling(selling additional products)
Up selling ( more expensive items)
17-7
17-8
Prospecting:
Prospecting personal-selling function
of identifying potential customers
Qualifying:
Qualifying determining that a
prospect has the needs, income, and
purchase authority necessary for being
a potential customer
17-9
Approach:
Approach salespersons initial contact
with a prospective customer
Precall Planning: use of information
collected during the prospecting and
qualifying stages of the sales process and
during previous contacts with the prospect to
tailor the approach and presentation to match
the customers needs
17-10
Presentation:
Presentation describing a products
major features and relating them to a
customers problems or needs
Demonstration allows the customer to
experience a good or service
17-11
Handling Objections:
Objections expressions of
sales resistance by the prospect
Example: A customers I don't like the color
is probably their way of asking what other
colors are available
Objections are reasonable and professional
salespeople are prepared to handle them
appropriately
17-12
Closing:
Closing stages of personal selling
where the salesperson asks the
customer to make a purchase decision
Follow-up:
Follow-up postsales activities that
often determine whether an individual
who has made a recent purchase will
become a repeat customer
Helps build mutually beneficial long-term
relationships
17-13
17-14