Chapter 17 - PowerPoint Presentation

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					CHAPTER

             PERSONAL
               SELLING
            AND SALES
          MANAGEMENT
    Definition of Personal Selling

  Personal selling –
         1) two-way flow of communication
         2) between a buyer and seller
         3) a face-to-face or real time encounter




Why are “ face to face” and “two-way” important?
Advantages of Personal Selling

 •   Provides a detailed explanation
     or demonstration of product

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

 •   Can be directed to specific
     qualified prospects

 •   Instant feedback
 •   Personal persuasion can be used
        “A good salesman can get
         you to buy ice in winter”
When to Use Personal Selling

     Product has a high value


      Product is custom made


   Product is technically complex


     There are few customers


    Customers are concentrated


     Selling image, not product
Creating Value Through Salespeople

           Relationship Selling
   building ties to the customer, based on a
   salesperson’s attention and commitment to
   customer needs over time.
Six stages of Personal Selling


        1) Prospecting
        2) Pre-approach
        3) Approach
        4) Presentation
        5) Close
        6) Follow-Up
     Personal Selling: Prospecting

 Prospect- possible customer
Qualified Prospect-customer who has desire,
                    means and power to decide
Cold Canvassing- seller initiated contact of,potential
                  customers without advance warning.
            Personal Selling:
       Pre- Approach & Approach

2) Pre-approach-Gathering information
   (when to call, income level, risk tolerance)
3) Approach-First meeting
   (Physical impressions highly important-
   appearance, timeliness, confidence)
       Personal Selling:Presentation

A) Stimulus-Response Format – (suggestive selling)
     keep suggesting items until the buyer responds, like the
     McDonalds order taker
B) Formula Selling Format – more formal and planned,
    like a telemarketer

              Canned Selling Presentation
      Memorized, standardized message
      conveyed to every prospect.

      Works when seller is a novice or
      does not know the buyer well
 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.
  Personal Selling: Follow-Up

Address concerns with delivery and installation,

  so today’s customer becomes tomorrow’s

   qualified prospect or referral source
   Sales Force Motivation

    • Compensation
• Straight Salary Compensation Plan

• Straight Commission Compensation Plan
• Combination Compensation Plan
      Sales Force Evaluation

 Quantitative Assessments – sales quotas
         easy but ignores selling environment



 Qualitative Assessments – behavioral evaluations
   •attitude
   •attention
   • product knowledge
   •selling skills
   •appearance and professionalism
     Personal Selling


   Personal selling involves the
  two-way flow of communication
between a buyer and seller, often in a
 face-to-face encounter, designed to
   influence a person’s or group’s
          purchase decision.
Personal Selling Process


The personal selling process consists
     of six stages: (1) prospecting,
    (2) preapproach, (3) approach,
    (4) presentation, (5) close, and
              (6) follow-up.
     Adaptive Selling


Adaptive selling involves adjusting
   the presentation to fit the selling
 situation, such as knowing when to
 offer solutions and when to ask for
          more information.
 Consultative Selling


 Consultative selling focuses on
 problem identification, where the
 salesperson serves as an expert on
problem recognition and resolution.

				
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