Personal Sell
Content
PRINCIPLES OF PERSONAL SELLING
Personal selling is an ancient art, it has spawned a large literature & many principals. Effective salespeople are trained in methods of analysis & customer mgmt. Sales training approaches try to transform a salesperson from a passive order taker into an active order getter who engages in customer problem solving. An active order getter learns how to listen & question in order to identify customer needs & come up with sound product solutions.
Prospecting & qualifying preapproach approach Presentation & demonstration Overcoming objective Closing Follow-up & maintenance
THE SIX STEPS
A. Prospecting & Qualifying:The first step in selling is to identify & qualify prospects. Companies can qualify the leads by contacting them by mail or phone to assess their level of interest & financial capacity.
B. Pre-approach:The salesperson needs to learn as much as possible about the prospect company (what it needs, who is involved in the purchase decision) & its buyers (personal characteristics & buying styles).
THE SIX STEPS
C. Presentation & Demonstration:The salesperson tells about the product to the buyer, following the AIDA formula of gaining attention, holding interest, arousing desire, & obtaining action.
D. Overcoming Objections:costumers typically pose objections during the presentation or when asked for the order. To handle these objections, the salesperson maintains a positive approach, asks the buyer to clarify the objection in way that buyer has to answer his own objection. Handling the objection is the part of negotiation.
THE SIX STEPS
E. Closing:Now the salesperson attempts to close the sale. Salespersons need to know how to recognize closing signs from the buyer, including physical actions, questions.
F. Follow-up & Maintenance:Follow-up & maintenance are necessary if the salesperson wants to ensure customer satisfaction & repeat business.
NEGOTIATION
In negotiation exchange, price & other terms are set via bargaining behavior, in which two or more parties negotiate long term binding agreements.
RELATIONSHIP MARKETING
The principles of personal selling & negotiation we have described are largely transaction - oriented because their purpose is to close a specific sale. But in many cases the company is not seeking an immediate sale, instead wants to build a long-term supplier customer relationship.
Personal selling is an ancient art, it has spawned a large literature & many principals. Effective salespeople are trained in methods of analysis & customer mgmt. Sales training approaches try to transform a salesperson from a passive order taker into an active order getter who engages in customer problem solving. An active order getter learns how to listen & question in order to identify customer needs & come up with sound product solutions.
Prospecting & qualifying preapproach approach Presentation & demonstration Overcoming objective Closing Follow-up & maintenance
THE SIX STEPS
A. Prospecting & Qualifying:The first step in selling is to identify & qualify prospects. Companies can qualify the leads by contacting them by mail or phone to assess their level of interest & financial capacity.
B. Pre-approach:The salesperson needs to learn as much as possible about the prospect company (what it needs, who is involved in the purchase decision) & its buyers (personal characteristics & buying styles).
THE SIX STEPS
C. Presentation & Demonstration:The salesperson tells about the product to the buyer, following the AIDA formula of gaining attention, holding interest, arousing desire, & obtaining action.
D. Overcoming Objections:costumers typically pose objections during the presentation or when asked for the order. To handle these objections, the salesperson maintains a positive approach, asks the buyer to clarify the objection in way that buyer has to answer his own objection. Handling the objection is the part of negotiation.
THE SIX STEPS
E. Closing:Now the salesperson attempts to close the sale. Salespersons need to know how to recognize closing signs from the buyer, including physical actions, questions.
F. Follow-up & Maintenance:Follow-up & maintenance are necessary if the salesperson wants to ensure customer satisfaction & repeat business.
NEGOTIATION
In negotiation exchange, price & other terms are set via bargaining behavior, in which two or more parties negotiate long term binding agreements.
RELATIONSHIP MARKETING
The principles of personal selling & negotiation we have described are largely transaction - oriented because their purpose is to close a specific sale. But in many cases the company is not seeking an immediate sale, instead wants to build a long-term supplier customer relationship.
