personal sell pt1 3dec03
DESCRIPTION
Personal Sell Pt1 3dec03TRANSCRIPT
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Personal Selling &Sales Management
Part 1 of 3
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Objectives
Describe roles of selling and relationship management
Identify when to use personal sellingUnderstand contributions of a salespersonOutline the steps involved in making a saleUnderstand ongoing nature of selling & marketingDescribe major aspects of sales manager’s jobClassify various forms of sales compensation Identify ethical issues facing sales personnel
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Examples of Personal Selling
Telemarketing
Inside selling
Retail selling
Field selling
12 million people are engaged in personal selling in the United States
Represents about 10% of the work force
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AdvertisingAdvertising
PersonalPersonalsellingselling
Post-transaction:Post-transaction: Reminder and Reminder and
reassurancereassurance
Post-transaction:Post-transaction: Reminder and Reminder and
reassurancereassurance
AdvertisingAdvertisingPersonalPersonalsellingselling
Transaction:Transaction: PersuasionPersuasion
Transaction:Transaction: PersuasionPersuasion
Pre-transaction: Create recognition and Create recognition and
info understandinginfo understanding
Pre-transaction: Create recognition and Create recognition and
info understandinginfo understanding
AdvertisingAdvertising
PersonalPersonalsellingselling
Relative Importance of Advertising and Personal Selling
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Characteristics of Personal Selling
FlexibilityAdapt to situationsEngage in dialog
Builds RelationshipsLong termAssure buyers receive
appropriate servicesSolves customer’s
problems
Can not reach mass audience
Expensive per contactNumerous calls
needed to generate sale
Labor intensive
ConPro
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ORDER
GETTERS
Current
customers
New
customers
ORDER
TAKERS
Inside Order Takers
(via mail, telephone, internet)
Outside Field Sales
SUPPORT
PERSONNEL
Missionary
Salespersons
Trade
Salespersons
Technical
Salespersons
Types of Salespersons
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Personal Selling Tasks
Order gettingSeeking out customersCreative sellingPioneeringAccount management
Order taking Routine
writing up orders checking invoices assuring prompt order
processing
Suggestive selling
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Personal Selling Tasks
Missionary Detailer Goodwill “Closers”
Cross-functionalAccount service rep
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You are part of the total product
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The Personal Selling Process
PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS
APPROACHING THE PROSPECT
FOLLOWING UP
CLOSING THE SALE
HANDLING OBJECTIONS
MAKING THE SALES PRESENTATION
Pre approach: QUALIFYING PROSPECTS
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Prospecting: Identifying likely new customers
Leads Developing lists of Potential
Customers
Prospecting: Identifying likely new customers
Leads Developing lists of Potential
Customers
Pre-approach (Qualifying)Finding and analyzing
information about prospectsEvaluating a prospect’s
potential
Creative Selling Process
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Approaching The Prospect
HOW DO WE MAKE THEINITIAL CONTACT & BUILD
RAPPORT
There is only one time to make a first impression
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Making The Sales Presentation Using Persuasive
communication Hold Attention Stimulate Interest Desire“Tell the product’s story”
Creative Selling Process
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Handling Objections Questions Reservations
Understand ConcernCounterargumentsAcknowledge concernClues to process
Creative Selling Process
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Iceberg Effect
Simple (S – R)
Complex Interactions
10% is visible
90% is invisible
Competition/deals
Technology
Consumer Preferences
Personal emotions
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Overcoming Objections
IF HE HADN’T TOLDME WHAT HIS OBJECTION
WAS, I NEVER WOULDHAVE BEEN
ABLE TO HELP!
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Closing the SaleClosing signalsTrial closeAsking the
prospect to buy
Creative Selling Process
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Following UpCommitments met
Shipment Performance
Reinforce L-R relationshipSatisfied customers rebuy
& recommend
Creative Selling Process
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After-sales Service Ratings
0 1 2 3 4 5 6 7 8
Speed.37
Reputation3.38
Cost4.39
ServiceQuality
7.87
10
(SCALE: Degree of Importance) (JMR/Vol. 78)
Low High
Job quality: do it right the first time Prompt warranty work
Service
Award
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A Key to Success
Stay Close to Your
Customerand
LISTEN!