Institute of Management Studies

DAVV Indore

Submitted to :Ms BHAWNA SAUM

SESSION: 2012-14

Integrated Marketing Communication

MBA(MM) 3rd SEM

SUBMITTED BY:GOURAV JUNEJA

Topic : Personal Selling Process

Personal selling –1) two-way flow of communication2) between a buyer and seller3) a face-to-face or real time encounter

Personal Selling :

• Provides a detailed explanation or demonstration of product

• Message can be varied to fit the needs of each prospective customer

• Specific Qualified Prospects.

• Instant feedback• Personal persuasion can be used

“A good salesman can get you to buy ice in winter”

Advantages of Personal Selling :

When to Use Personal Selling

Customers are concentrated

There are few customers

Product is technically complex

Product is custom made

Product has a high value

Selling image, not product

Relationship Selling

Building ties to the customer, based on a salesperson’s attention and commitment to customer needs over time.

1) Prospecting and Qualifying 2) Pre-approach3) Approach4)Presentation and Demonstration

5)Overcoming Objections6.) Trial Close/Closing of Sales

7.) Follow-Up

Seven stages of Personal Selling

Personal Selling: Prospecting

Prospect- Possible customer

Qualified Prospect-customer who has desire, means and power to decide

Hot prospects

Warm Prospects

Cool Prospects

2) Pre-approach-Gathering information (when to call, income level, risk tolerance)

• Information Gathering

• Planning the Sales Call

Personal Selling: Pre- Approach & Approach

3) Approach-First meeting with the prospect.

• Introductory Approach • Customer Benefit Approach• Product Approach • Question Approach• Praise Approach

Personal Selling:Presentation

A) Stimulus-Response Format – (suggestive selling)keep suggesting items until the buyer responds, like theMcDonalds order taker

B) Formula Selling Format – more formal and planned, like a telemarketer

Personal Selling: Presentation Need-Satisfaction Format- Let the customer do the talking- Salesman probes, listens then suggests, like a financial planner

• Adaptive Selling- pro-active but selective presentation of offerings, based on pre-approach data

• Consultative Selling – re-active presentation for problem solution

Personal Selling: Presentation

Handling Objections

• Acknowledge and Convert the Objection- use the objection as a reason to buy (expensive) •Postpone hold off answer because next info will convince buyer

(complicated)

•Agree and Neutralize show the objection’s insignificance (side effects)

•Denial refute objection with clear facts

Personal Selling: Close

• Trial Close-”Can I put you down for blue or green?”

•Assumptive Close-ask about delivery or warranty choices.

• Urgency Close-”Offer valid for today only.”

• Final Close-Buyer initiated acceptance of the sale.

Address concerns with delivery and installation,

so today’s customer becomes tomorrow’s

qualified prospect or referral source

Personal Selling: Follow-Up