Professional Documents
Culture Documents
The delivery of a specially designed message to a prospect by a seller, usually in the form of faceto-face communication, personal correspondence, or a personal telephone conversation. For instance, the marketing of a sophisticated computer system may require the use of personal selling, while the introduction of a new product to millions of consumers would not.
May also involve door-to-door selling and home demonstration parties especially for high-end products . Ideally, personal selling should be supported by advertising to strengthen its impact.
PURPOSES OF SELLING
Introducing Innovation to Markets Conveying Information Acting as Intelligence Agent Solving Customer Problems
Internal Sources
using a database mailing list.
Qualifying
finding out if candidates are in a position to buy. Qualified candidates have a need, have the authority to buy, and can afford to buy The MAN approach to qualifying candidates
2. PRECALL PLANNING
Involves the salesperson determining the best time to make the sales call and establish sales call objectives. What do I want to accomplish? What do I know about the prospect? Where can I find information? What am I going to say?
3. THE APPROACH
This
Types of Approaches
Introductory
Approach Assessment Approach Product Approach Consumer Benefit Approach Referral Approach
Presentation Types
Prepared/Canned approach
involves a tightly scripted talk that is either memorized or read.
Organized Tailored
5. HANDLING OJECTIONS
Types of Objections
Real
vs. hidden The stall The specific objection The price objection
Real objection- tangible With a real objection, the salesperson can show that the product provides the benefits necessary and is worth the price Hidden objections- when the object is not clearly state due to the prospect not wanting to clearly state it Usually the prospect will not purchase the product until the hidden objections have been handled
Types of Objections
The Stall 1) Ill be back 2) I need to think it over 3) I need to bring my spouse Care needs to be taken because a stall could be a specific objection
Types of Objections
The Specific objection- Prospect telling you certain information that they are concerned with, for instance: I am not sure about the color I need to measure The computer doesnt have enough memory
Types of Objections
Objections pertaining to: 1) Price value, Budget Solution is not to cut price unnecessarilyThe salesperson should show the true economic value of the product (show that the benefits outweigh the costs) 2) Product 3) Timing 4) Source 5) Service 6) Need
Handling Objections 1. Listen carefully, sincerely, with undivided attention 2. Repeat the objection back, in a slightly different form 3. Provide new evidence or information without offending the prospect 4. Answer the objection a) convert the objection into a question b) Use testimonials or third-party experiences c) Use boomerang or positive conversion techniques d) Use comparisons
Handling Objections
Convert the prospects objection into a reason why the prospect should buy
options/solutions
Ask for action to determine commitment
When to close? Salespeople need to learn to recognize the clues when they occur 1) Facial Expression, 2) Physical Actions, 3) Verbal Comments
Direct close Assumptive close Summative close Demonstration close Negative close - Normally used as a last resort, Used on
procrastinators e.g. Product shortage; Price increases will follow
Special concession close e.g. offering a price concession; some additional piece of merchandise either free or at X off the price
7. POST-TRANSACTION
Stimulus-Response Selling
Manipulate customer to elicit desired responses