PERSONAL SELLING . PROMOTIONAL METHOD ORAL COMMUNICATION POTENTIAL BUYER DEVELOPING RELATION INTENT OF CLOSING SALES . STAGES IN PERSONAL SELLING. Prospecting - trying to find new customers Communicating - with existing and potential customers about the product range
PERSONAL SELLING PROMOTIONAL METHOD ORAL COMMUNICATION POTENTIAL BUYER DEVELOPING RELATION INTENT OF CLOSING SALES
STAGES IN PERSONAL SELLING Prospecting - trying to find new customers Communicating - with existing and potential customers about the product range Selling - contact with the customer, answering questions and trying to close the sale Servicing - providing support and service to the customer in the period up to delivery and also post-sale Information gathering - obtaining information about the market to feedback into the marketing planning process Allocating - in times of product shortage, the sales force may have the power to decide how available stocks are allocated
TASKS IN PERSONAL SELLING Order getting Order taking Support Personnel
ADVANTAGES • Face-to-face activity; High degree of personal attention • Message can be customized to meet the needs of the customer • The two-way nature of the sales process allows the sales team to respond directly and promptly to customer questions and concerns • Personal selling is a good way of getting across large amounts of technical or other complex product information • The face-to-face sales meeting gives the sales force chance to demonstrate the product • Frequent meetings between sales force and customer provide an opportunity to build good long-term relationships Given that there are many advantages to personal selling, why do more businesses not maintain a direct sales force?
DISADVANTAGE Very Expensive Way. One sales person engage with one customer.
PERSONAL SELLING PROCESS. Prospecting and Qualifying Pre-approach Approaching the Customer Making the sales presentation Overcoming Objections. Follow-up
ACTIVITY OF SALES FORCE g - Prospecting – Communicating – Servicing - Information gathering Allocating -Stores