Personal Selling Strategies PDF

PERSONAL SELLING  Personal Selling is where businesses use people (the "sales force") to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product...

PERSONAL SELLING  Personal Selling is where businesses use people (the "sales force") to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product. Dr. Rosebloom Dr. Rosebloom  Personal Personal Selling Selling as as aa form form of of Promotion Promotion Promotion Mix refers to the particular combination of elements (advertising, personal selling, publicity, public relations, sales promotion) used by an organization as part of its promotional strategy PS provides Tailored solutions Focused efforts to target market Stimulates buying behavior and action However cost is higher than other mediums Company may not find best quality sales force staff Dr. Rosebloom Dr. Rosebloom Dr. Rosebloom Dr. Rosebloom Dr. Rosebloom Dr. Rosebloom Dr. Rosebloom Dr. Rosebloom Changing Patterns in Personal Selling These new patterns reflect a growing purchasing expertise among customers and business buyers, which in turn, have fostered more sophisticated in personal selling These situations exist in both retail sales and also in business to business transactions  Selling Centers Also called sales team or team selling Is a group of people representing a sales department as well as other functional areas in a firm, such as finance, production, sales and research and development Team selling is expensive and is therefore usually restricted to accounts that have a potential of high sales volume and profit E.g Wal-Mart and AT&T  Systems Selling A total package of goods related goods & services –a system- to solve custom’s problem Xerox sold individual products initially then they started analyzing companies information & operating problems and provides a total automated solution of machines and services. Gives a larger sale and compatibility to customer Global Sales Team To serve the global customer anywhere in the world that are the largest and most profitable one unit is responsible to take care of the customer’s account anywhere in the world May be organized by industries IBM sells through Global sales team Focus on any one industry develops specialization Teams are accustomed to short notices Relationship Selling Developing a mutually beneficial relationship with selected customers over time Discontinues the practice of large numbers of customer and focus on quality service to limited customers Common view buyer seller relationships as adversarial Seller must build trust by preference to customer needs Don’t focus on immediate sales Telemarketing The innovative use of telecommunications equipment and systems as part of going to the customer category of personal selling Small orders then field trips are expansive Not time consuming Reduced cost of business Internet Selling Sales efforts over the internet are viewed as impersonal Better for commodities and standardized goods Cost effective Intense competition Convenience Impulse buying  Sales Force Automation Capability of using electronic tools to combine company and clients information in real time to enhance the sales function The biggest benefit of automation is that it saves labor, however, it is also used to save energy and materials and to improve quality, accuracy and precision Companies equip their sales force with pagers , computers , laptops, fax machine and cellular phones to be able to communicate with managers and customers The capability to use electronic tools to combine company and client information  Advantages Advantages of of Personal Personal Selling Selling Detailed Detailed Information Information Message Message Control Control Targeted Targeted Advantages Advantages Cost Cost Control Control Closing Closing Sales Sales Advantages Advantages of of Personal Personal Selling Selling (Sales) (Sales) Ability to close sales. Ability to hold the prospect’s attention. Immediate feedback and two-way communications. Presentations can be tailored to the prospect’s needs. Ability to precisely target the prospect. Ability to get immediate action Disadvantages of Personal Selling (Sales) High cost per contact. Inability to reach some customers as effectively.  Steps Steps in in the the Selling Selling Process Process Identifying and Screening For Qualified Potential Customers. Step Step1.1. Prospecting Prospectingand andQualifying Qualifying Learning As Much As Possible About a Prospective Customer Step Before Making a Sales Call. Step 2.2. Pre-approach Pre-approach Knowing How to Meet the Buyer Step to Get the Relationship Off to a Step3.3. Approach Approach Good Start. Step Telling the Product “Story” to Step4.4.Presentation/ Presentation/Demonstration Demonstration the Buyer, and Showing the Product Benefits.  Steps Steps in in the the Selling Selling Process Process Seeking Out, Clarifying, and Step Step5.5. Handling HandlingObjections Objections Overcoming Customer Objections to Buying. Step Step 6.6. Closing Closing Asking the Customer for the Order. Step Step7.7. Follow-Up Follow-Up Following Up After the Sale to Ensure Customer Satisfaction and Repeat Business. Steps Steps in in the the Selling Selling Process Process Dr. Rosebloom Steps Steps in in the the Selling Selling Process Process Dr. Rosebloom