personal selling (part-ii). what is the personal selling process? (advance steps in the selling...
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What is the personal selling process? (Advance steps in the selling process
How is personal selling managed and how does it relate to an IMC program?
Lecture Outline
Presentation
APPROACH First impressions are essentials.
Wear neat, conservative clothes
Be clean and carefully groomed
Know the prospect’s name and pronounce it correctly
Be alert and pleasant
Let the prospect offer to shake hands
Forget about yourself and concentrate on the prospect
Avoid smoking or chewing gum
Presentation…
APPROACH… Beginning the presentation.
Ask questions
Use a reference
Offer a benefit
Offer a service
Compliment the prospect
Give something of value
Probing for needs SPIN selling
S(Situation question) P(Problem question) I(Implication question N(Need assessment)
Presentation…
APPROACH…
Benefits of questions
Learn about prospect’s needs
To maintain control
To involve the prospect
To build relationship
To establish trust
Presentation…
APPROACH…
Types of questions Open ended questions
Broad questions that are asked early in the presentation
Reflective questions Questions asked in response to prospect’s
comments
Directive questions Leading questions designed to point the prospect
towards areas of agreement
Convincing the prospect
Seek agreement
Read signals
Emphasize benefit relating to customer
Narrow choice
Identifying and handling objections
Sales resistance: Actions or statements by a prospect that postpone, hinder or prevent the completion of a sale.
Objection: Outwards expression of a prospect’s doubts or negative feelings about a sales proposal.
Objections represent sales opportunities.
Confronting an objections
Listen carefully:
Make sure you know what has been said
Ask Questions:
Clarify the objection so there is no misunderstanding
Respond to the objection:
Use an appropriate technique be tactful and honest Yes.....But method
Boomerang method
Comparison method
The compensation method
Case history method
Closing
When to close Looking & listening for buying signals
Verbal buying signals
Non verbal buying signals
Closing
How to close Alternative proposal close
Choice between details….truck or rail shipment
Assumptive Close Prepare all documents and ask the prospect
to sign
Gift Close Added inducement for taking immediate
action
Closing
How to close Action close
Follow up with other people and do the needful yourself
One-more-yes Restate the benefits in a series of question that will
result in positive response and final question ask the person to complete the sales
Balance Sheet List reasons for action now and delaying and out
weight the reasons for delay
Follow up
Post Sale Action
Customer Relations
Handle Complaints Promptly and Pleasantly
Maintain Contact with Customers
Keep Serving the Customers
Show Appreciation
Self Analysis Were the plan sales objectives achieved?
What could I have done better?
What did I learn from this sales call that will contribute to my future success?
Provides Salespeople With an Automated System for Organizing
Their Sales Activities
Provides Salespeople With an Automated System for Organizing
Their Sales Activities
CRM Databases Integrate Organization and Client DataCRM Databases Integrate
Organization and Client Data
Provides Salespeople With an Automated System for Organizing
Their Sales Activities
Provides Salespeople With an Automated System for Organizing
Their Sales Activities
Strategies such as CRM (Customer Relationship Management)
CRMCRM
Insight: Use of CRM by Sales People
CRM can be divided into 5 categories of primary use:
1. Sales force automation (44% of all CRM use)2. Customer service and technical support (27%)3. Help desk for supporting channel members
(20%)4. Tracking of field service technicians (6%)5. Support for planning, executing, and tracking marketing campaigns (3% but the fastest
growing)
Salesperson’s Call-to-sales Ratio
5-1 = 1 sale for every 5 calls
Salesperson’s Call-to-sales Ratio
5-1 = 1 sale for every 5 calls
Salesperson’s Call-to-sales Ratio
5-1 = 1 sale for every 5 calls
Salesperson’s Call-to-sales Ratio
5-1 = 1 sale for every 5 calls
Number of Referrals Made by a Salesperson’s Accounts
Number of Referrals Made by a Salesperson’s Accounts
Sales and Profitability of Salesperson’s AccountsSales and Profitability of Salesperson’s AccountsSales and Profitability of Salesperson’s AccountsSales and Profitability of Salesperson’s Accounts
Sales Management Issues
MeasuringSuccess
MeasuringSuccess
Public Relations
Public Relations
Direct Response
Direct Response
Sales Promotion
Sales PromotionAdvertisingAdvertising Sales Promotion
Sales Promotion
Direct Response
Direct Response
Public Relations
Public Relations
Other MC Functions Support Sales
MCFunctions
MCFunctions
Tales From the Real World
It’s amazing, but true, that many sales people feel totally disconnected from the remainder of the MC functions.
In fact, in many organizations, “sales” is a separate department, and views marketing communications as a rival. As a result, in the real world, there is sometimes very little coordination between a salesperson’s pitch and what the organization is saying in its advertising, direct marketing, or public relations.
Vs.
StrengthsStrengths
• Customized two-way communication
• Very measurable• Very flexible about
pricing and customer needs
• Customized two-way communication
• Very measurable• Very flexible about
pricing and customer needs
StrengthsStrengths
• Customized two-way communication
• Very measurable• Very flexible about
pricing and customer needs
• Customized two-way communication
• Very measurable• Very flexible about
pricing and customer needs
How Does it Relate to An IMC Program?
LimitationsLimitations
• High cost• Image of being high-pressure
• High cost• Image of being high-pressure
Final Note:
The critical balance of personal sales:
It’s the most costly way to reach customers…
It’s the most costly way to reach customers…
…It has the most powerful one-on-one impact
…It has the most powerful one-on-one impact
Bibliography
Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.
Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.
Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.
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