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BA 493 Article Presentation : Personal Selling in Today’s Changing World

BA 493 Article Presentation : Personal Selling in Today’s Changing World. Kristin Murray Bill Swancutt. Why are customer relations becoming more important?. Rapid changes in transportation and communication have made customers more mobile than they were 20 years ago Higher level of education

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BA 493 Article Presentation : Personal Selling in Today’s Changing World

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  1. BA 493 Article Presentation:Personal Selling in Today’s Changing World Kristin Murray Bill Swancutt

  2. Why are customer relations becoming more important? • Rapid changes in transportation and communication have made customers more mobile than they were 20 years ago • Higher level of education • More selective in their purchases • More willing to try new products and services • Traits are constantly changing

  3. Why customers don’t return to a store • 68 % of the customers do not return because of the indifferent attitude of an employee (i.e. bad personal selling interaction) • 14 % - product dissatisfaction • 9% - competitive reasons • 5% - shop at a friend's establishment • 3% - move away • 1% - die

  4. How to optimize each sale opportunity • View each customer as the most important person ever to walk through your doors • Focus on convenience and satisfaction of the customer rather than yourself • If you don’t make a sale, learn something from it • Use 5 stages of the personal selling process

  5. Stage 1: Prospecting • Finding prospects, or potential new customers • Make sure the prospect is ‘qualified’ • Plan a sales approach • Determine which products or services best meet customer needs • Find prospects most likely to buy

  6. Stage 2: Making first contact • Preparation prior to meeting client • Be on time • Set objectives • Research your prospect • Keep samples of product on hand • Be sincere and friendly

  7. Stage 3: The sales call • Be enthusiastic about your product • Focus on benefits, not features • Be relax and calm • Let client do 80% of talking • Ask plenty of questions

  8. Stage 4: Objection handling • Anticipate clients objections • Use the ‘yes but’ technique • Ask ‘why’ the client feels that way about your product • Always be respectful of the client’s opinion

  9. Stage 5: Closing the sale • Ask for the business – i.e. “Please may I take an order?” • Look for buying signals – i.e. body language or comments • Stop talking, let the client say “yes”

  10. Sources • http://www.marketingteacher.com/Lessons/lesson_personal_selling.htm • http://web1.msue.msu.edu/imp/modtd/33209601.html

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