SHIVANGI JAIN SHALLU SHARMA MBA IV 33-MBA-10 31-MBA-10

Personal selling is paid personal communication that attempts to inform customers and persuade them to purchase products or services. According to AMA , Personal selling is the process of inducing & assisting a prospective buyer to buy a commodity/service or to act favourbly upon an idea that has commercial significance to the seller.

Prospecting Identifying and Qualifying

Pre approach and call planning

Presentation approach and demonstration

Handling of Objections

The close

Follow up

a) Prospecting
The

planning work which is essential in eliminating non buyers is called prospecting. Prospecting refers to identifying and developing a list of potential clients. Prospecting activities should be structured so that they identify only potential clients. The most important part of entire selling process lies in locating the most promising prospect.
b)

Identifying : Identification of prospect is taxing job and every job and every sales

person should try to collect information about the potential customers from the available sources. Some of the sources and techniques employed for finding prospects are as follows : Current Customers Referrals of satisfied customers or endless chain Sales trainees Directories Mailing list Trade shows, exhibitions etc.

c) Qualifying :

For a successful sales presentation the following things regarding the prospect should be kept in mind : He has a clear and well defined need for the product or service He has the authority to make decision

Pre-approach

Pre approach is based on the principle of marketing concept that stresses customer orientation . The more the sales person knows about the prospect , the better the chance of making a sale. The sales person should try and gather information like : What is the financial position of prospect ? What are his special needs or problems ? Who will get involved in making the buy decision?

Call planning
It is basically a specific planning sequence. The sales person has to first of all define the objective to call ,secondly, devise a selling strategy to achieve this objective and lastly make the appointment the ultimate objective of getting the order there might be certain intermediate objective which may be:
To

gain more information about the prospect. To obtain permission for the mission for the demonstration of the product To introduce a new distributor. The settle past collect disputes.

Making the Presentation

During the presentation portion of the selling process, the sales professional tells that product "story" in a way that speaks directly to the identified needs and wants of the prospect. Categories of presentation are listed in five types : a) Fully automated c) Memorized e) Unstructured b) Semi automated d) Organised

Approach & Demonstration : It is the approach that makes or breaks a

presentation. A good approach should : 1.Attract the prospects attention 2.Arouse his interest in conversion 3.Make it easy to have a transition into the demonstration phase These are four basic approaches : 1.Introductory approach 2.Product approach 3.Consumer benefit approach 4.Referral approach

HANDLING THE OBJECTIONS

Prospects

usually show resistance against buying products by pointing out real or imaginary hurdles and by voicing objections. The sales person should try and make the customer feel that he is sensitive and available whenever the customer needs.

CLOSING THE SALES

After the dealt with the customer objections comes the stages when the sales persons ask the order. Unless the sales takes place the entire process is wasted effort. A few of the techniques are given below : Action close Gift close Benefit close Direct close Objection close

FOLLOW UP
After

a successful there is a still a great deal of work to be done. In order to make the customer satisfied the sales person has to ensure that the product is deliver at the desire location and at an appropriate time Sending letters , notes , phone calls greeting etc. are good way of keeping in touch with customers .some company newsletters etc to keep them well informed. The sales persons keep in touch with customers and keep them informed about the products and services.

STRENGTHS
Flexible Adaptable Minimial waste Two-way communication Vital information Act as consultant Demonstration of product

LIMITATIONS

Expensive tool of promotion Dependence on the performance & loyalty of salesman. Unaccessibility of salesman Administrative problems

NEGOTIATIONS SELLING STRATEGY Determine personal selling objectives. Sales policies Formulation of sales strategies Determining the personal selling appropriation Management of sales personnel
Cost of selling one more unit = (Salesmans wage rate) * (Time required to sell one unit) through salesman effort

 AIDA APPROACH Attention Interest Desire

Action
WANT

SATISFACTION APPROACH

What a buyer really wants or needs before starting sales talk.

S

R APPROACH Stimulus Response

- Drive - Cues - Response - Reinforcement

This approach has four components : -

Managing the sales process is typically the job of the Sales Manager. Good sales managers usually exhibit the characteristics of: organization, a good personal sales record, enthusiasm, ambition, product knowledge, trustworthiness, mentoring skills, and somebody who is respected by others. While an in-depth discussion of sales management is beyond the scope of this crashcourse, I'll mention one tool often used by sales managers to manage the sales process. This is called the Sales Funnel or Sales Pipeline Report.

MOTIVATION

STAFFING
TRAINING

CONTROL OF EMPLOYEE PERFORMANCE

COMPENSATION