Professional Documents
Culture Documents
Selling &
Sales
Management
What is Personal
Selling?
• Personal selling is a promotional
method in which one party (e.g.,
salesperson) uses skills and
techniques for building personal
relationships with another party
(e.g., those involved in a purchase
decision) that results in both
parties obtaining value.
• In most cases the "value" for the
salesperson is realized through
the financial rewards of the sale
while the customer’s "value" is
realized from the benefits
obtained by consuming the
Personal Selling
Peddlers
Peddlers selling
selling door
door Selling
Selling function
function became
became
to
to door
door .. .. .. served
served more
more structured
structured
as
as intermediaries
intermediaries
Selling
Selling function
function became
became
Business
Business organizations
organizations
more
more professional
professional
employed
employed salespeople
salespeople
THE FORMS
OF PERSONAL SELLING
•O rd e r Ta kin g
•O rd e r G e ttin g
How outside order-getting salespeople
spend their time each week
Stages
and
objective
s of the
personal
selling
process
THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
•Stimulus Response
Selling
•Mental States Selling
•Need Satisfaction
Selling
•Problem Solving Selling
Stimulus Response Selling
Continue
Salesperson Buyer Process until
Provides Responses Purchase
Stimuli Sought
Decision
Mental States Selling
Present Continue
Uncover and
Offering to Selling until
Confirm
Satisfy Purchase
Buyer Needs
Buyer Needs Decision
Problem Solving Selling
Continue
Generate Evaluate Selling
Define until
Alternative Alternative
Problem Purchase
Solutions Solutions
Decision
Consultative Selling
Business Consultant
Be Trustworthy
Behave Ethically
Each Customer