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Chapter 11 Personal Selling

Chapter 11 Personal Selling. 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. . Types of Personal Selling.

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Chapter 11 Personal Selling

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  1. Chapter 11Personal Selling ©2005 Pearson Education Canada Inc.

  2. 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.

  3. 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.

  4. Selling Has Evolved Consultative Selling Strategic Selling Relationship Selling Partnership Selling ©2005 Pearson Education Canada Inc.

  5. Personal Selling Planning IMC Plan Sales Plan Objectives Strategies Execution Evaluation ©2005 Pearson Education Canada Inc.

  6. 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.

  7. 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.

  8. 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.

  9. Prospecting and Pre-Approach • Referrals • Cold canvas • Database management Prospecting • Collecting customer information • Qualifying the customer Pre-Approach ©2005 Pearson Education Canada Inc.

  10. 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.

  11. Objections and Closing • Responding to buyer’s concerns • Offering additional information. Objections • Trial close • Close • Confirmation Closing ©2005 Pearson Education Canada Inc.

  12. 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.

  13. 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.

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