Chapter 11Personal Selling ©2005 Pearson Education Canada Inc.
Personal Selling “Personalized communications that involves a seller presenting benefits of a product to a buyer.” Personal selling plays a key role in customer relationship management programs. It is the human component. ©2005 Pearson Education Canada Inc.
Types of Personal Selling Single transactions, repeat transactions, and order taking. Retail Selling products used in the manufacture of other products. B2B Telemarketing and Internet-based selling techniques. Direct ©2005 Pearson Education Canada Inc.
Selling Has Evolved Consultative Selling Strategic Selling Relationship Selling Partnership Selling ©2005 Pearson Education Canada Inc.
Personal Selling Planning IMC Plan Sales Plan Objectives Strategies Execution Evaluation ©2005 Pearson Education Canada Inc.
Selling Strategies Personal characteristics and preparation are crucial ingredients for success in selling. Self-Image Verbal skills Body Language Dress Code Strong personal characteristics are needed. Good salespeople know more than the product. Product Company Competitor ©2005 Pearson Education Canada Inc.
Roles and Responsibilities of Salespeople Making effective sales presentations is the core of the job, but much time is spent on related activities. • Gather market information • Solving customers problems • Locating (new) and maintaining (current) customers • Providing follow-up service ©2005 Pearson Education Canada Inc.
Essential Steps in the Selling Process Selling is a 7-step process. Good salespeople adhere to the steps. • Prospecting • Pre-approach • Approach • Presentation • Handling Objections • Closing • Follow-up ©2005 Pearson Education Canada Inc.
Prospecting and Pre-Approach • Referrals • Cold canvas • Database management Prospecting • Collecting customer information • Qualifying the customer Pre-Approach ©2005 Pearson Education Canada Inc.
Approach and Presentation • Customer contact • Make positive impression • Schedule appointment Approach • Relate benefits to needs • Persuasive delivery • A/V for impact • Demonstration Presentation ©2005 Pearson Education Canada Inc.
Objections and Closing • Responding to buyer’s concerns • Offering additional information. Objections • Trial close • Close • Confirmation Closing ©2005 Pearson Education Canada Inc.
Follow-Up The quality of follow-up service activities play a key role in keeping a customer, a customer. • Post-sale contact • Ongoing contact • Relationship building programs Follow-Up ©2005 Pearson Education Canada Inc.
Changing Nature of Selling Personal selling will continue to change. Technology will lead the way. • The “team approach” to selling will continue to grow. • The formation of partnerships will be key to long-term growth potential. • Technology will change the way we sell and how we communicate. ©2005 Pearson Education Canada Inc.