Personal Selling(Preliminary Steps In The Selling Process)

LECTURE-23

Chapter Questions

How does personal selling work and what are its objectives?

What is the personal selling process? (Preliminary Steps In The Selling Process)

Chapter Perspective

If you can sell you have a job for life.

Everyone lives by selling something.

Some sale people are born but most are develop.

Work smart not hard.

Sales man do not work for the company he works for the customers.

“I don’t care how many degrees you have on the

wall, if you don’t know how to sell, you’re

probably going to starve.”

“I don’t care how many degrees you have on the

wall, if you don’t know how to sell, you’re

probably going to starve.”

Heavyweight boxer George Forman’s advice to his childrenL.A. Times, pg. C2, Tuesday, March 25, 1997

Chapter Perspective

Opening Case: Avon

An IMC program featuring:• The introduction of a new youth brand,

mark• Joint sales training program with

University of Phoenix• New magazine/catalog: meet mark

An IMC program featuring:• The introduction of a new youth brand,

mark• Joint sales training program with

University of Phoenix• New magazine/catalog: meet mark

An IMC program featuring:• The introduction of a new youth brand,

mark• Joint sales training program with

University of Phoenix• New magazine/catalog: meet mark

An IMC program featuring:• The introduction of a new youth brand,

mark• Joint sales training program with

University of Phoenix• New magazine/catalog: meet mark

Recruit a new generation of Avon salespeopleRecruit a new generation of Avon salespeople

• To early to tell, but the target audience, young women 16-24, is a huge potential market, spending approximately $24 billion on beauty-related products

• To early to tell, but the target audience, young women 16-24, is a huge potential market, spending approximately $24 billion on beauty-related products

Opening Case: Avon

Challenge:Challenge:

Answer:Answer:

Results:Results:

Recruit a new generation of Avon salespeopleRecruit a new generation of Avon salespeople

How Does Personal Selling Work?

Personal selling: Person-to-person interactive communication used to ultimately persuade a current/ prospective customer to buy something.

The Oldest Marketing Communication Function

ProspectingProspecting

Following up on Sales LeadsFollowing up on Sales Leads

Toughest Challenge: Cold CallingToughest Challenge: Cold Calling

Following up on Sales LeadsFollowing up on Sales Leads

ProspectingProspecting

Acquiring New Customers

Problem: 15-20% customer turnover rate each yearProblem: 15-20% customer turnover rate each year

Ways toRespondWays toRespond

Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest

Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest

Treating Current Customer Like New OnesTreating Current Customer Like New Ones

Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest

Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest

Retaining Current Customers

Problem: often overlooked in favor of Problem: often overlooked in favor of attracting new customersattracting new customers

Ways toRespondWays toRespond

Make X Cold Calls

Make X Cold Calls

Increase Current

Customers’ Business by Z

Percent

Increase Current

Customers’ Business by Z

Percent

Identify Y Qualified Sales

Leads

Identify Y Qualified Sales

Leads

Make X Cold Calls

Make X Cold Calls

Identify Y Qualified Sales

Leads

Identify Y Qualified Sales

Leads

Personal Selling Objectives

TypicalMeasurableExamples

TypicalMeasurableExamples

Solution (enterprise) Selling

Solution (enterprise) Selling

• Helping customers solve problems or take

advantage of opportunities

• Helping customers solve problems or take

advantage of opportunities

Solution (enterprise) Selling

Solution (enterprise) Selling

• Helping customers solve problems or take

advantage of opportunities

• Helping customers solve problems or take

advantage of opportunities

Personal Selling Strategies

PartneringPartnering

• Working with prospects and customers as

business partners

• Working with prospects and customers as

business partners

Prospecting

1. Present Customers

2. Former Customers

3. End Less Chain

4. Center Of Influence

5. Cold Calling

6. Spotters

7. Directories

8. Mailing Lists

9. Prospecting Services

10.Advertising

11.Personal Contacts

12.Trade Shows And Exhibitions

13.Internet/Social Media

Identifying Prospects

MoneyMoney NeedNeedAuthorityAuthorityMoneyMoney AuthorityAuthority

Qualifying Prospects

MAN

APPROACH

MAN

APPROACH

PREPARATION

Who is the customer? Who will be the actual decision maker? Who will influence the decision? Who will be the actual user? With Whom will develop favorable relationship?

What are the customer’s needs? Identify the prospects need Try to understand his liking or disliking

What other information is required? Family back ground Hobbies / Interest / Memberships etc.

PRE APPROACH

PREPARATION….

Where does one obtain information? Company’s internal records Annual reports Catalogs Trade publications Advertisements Yellow pages Company’s official website

PRE APPROACH

PREPARATION....

Specify the objectives Why am I going? What am I trying to happen? What am I going to recommend?

Develop a strategy Course of action Various alternatives

Make an appointment Sales call are costly

CALL PLANNING

Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc.

Sales Management Concepts, Practices, and Cases by Eugene M. Johnson, David L. Kurtz & Eberhard E. Scheuing Published by McGraw-Hill Irwin.

Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.

Principles of Marketing by Philip Kotler & Gary Armstrong Thirteenth Edition, Published by Prentice Hall

Bibliography

The End:

“Enjoy life. This is not a dress rehearsal.”

Author Unknown