Personal Selling

Presented By :-
Gaurav Upadhyay
&
Abhishek jain
What is Selling ?

Selling is offering to exchange something of value for something else. The something of value
being offered may be tangible or intangible. The exchange, or selling, process has implied
rules and identifiable stages. It is implied that the selling process will proceed fairly and
ethically so that the parties end up nearly equally rewarded

Selling is trying to make sales by persuading someone to buy one's product or service. From a
management viewpoint it is thought of as a part of marketing, although the skills required are
different. ...
What is Personal Selling ?

Personal selling is oral communication with potential buyers of a product with the intention
of making a sale. The personal selling may focus initially on developing a relationship
with the potential buyer, but will always ultimately end with an attempt to “close the
sale”

Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to
support a push strategy (encouraging intermediaries to buy the product) or a pull strategy
(where the role of the sales force may be limited to supporting retailers and providing after-
sales service).
Examples Of Personal Selling

Retail selling

Field selling

Telemarketing

Inside selling
Introduction

Some important aspects of personal selling are:

1. It enhances customer’s confidence in the seller.
2. It promotes long-term business relations through personal intimacy.
3. It provides a human touch to business transactions.
4. It helps facilitate the seller to understand each customer’s needs and preferences more clearly.
5. It helps satisfy a customer by modifying the product as per the customer’s choice and
preference.
6. Personal selling followed by personal service helps build long-term relations between the
business and the customer.
7. It helps keep up with the competition in the market, based on product customisation as per
customer’s preferences.
8. It is a powerful and effective tool for convincing the customer about the product.

9. Through personal selling the time lag between introducing a product through the media and
actually selling it is reduced.

10. It provides prospective customers with a better understanding of the product and an
interactive opportunity to liaise with the sales personnel.
Objectives of Personal Selling

Personal selling objectives may be:

Short-term
 Short-term personal selling objectives are more specific and of short-term duration. These
objectives change very frequently as soon as there is change in production mix. Further, they
are usually quantitative objectives.

Long-term
 Long-term personal selling objectives are broad and general. There is very little scope of
change in long-term objectives. They are usually quantitative objectives
Changing Face Of Personal Selling

Modern sales approach is based on the following parameters

1. Value Sharing: Salespeople study the changing needs and preferences of their customers.
2. Relation Building: A value-based relationship helps the salespeople to constantly mobilise
resources and modify the end product by catering to the specifics of the buyer.
3. Role Playing: The salespeople, in personal selling, go far beyond realising sales. Sales
people act as consultants to their prospective customers constantly advising them of new
products, their updates and impart knowledge to them.
4. Changing Approach: Personal Selling comes in a package containing the inputs of the
experts from different areas such as maintenance, installation ,trouble shooting ,delivery
staff ,personnel ,etc
Steps In Personal Selling
 Successful personal selling calls for an integrated approach devised from the experience of the
sales personnel. The approach comprises the steps as shown in the figure here. Each of these
steps are further described in brief.
Prospecting Time

 Sales force must plan its time in such a manner that maximum time is made
available for those prospects who are likely to give a large volume of business to the
company.

 To avoid this wastage of time, grading of the prospects will be an important step.
Approaching

1. In this stage the prospect and the salesman come in contact with each other face to face.
2. The salesman has an opportunity to understand and interact with the prospect in a better way.

3. Salesman should put forward his best efforts to make the best use of this opportunity in getting
the attention of the prospect and to convince him to buy the product.

4. Getting the attention of the prospect and persuading him to buy are the two main objectives of
a salesman
Successful Approach

The following points specify the importance of a successful approach:

i. A successful approach enhances the sale and it is thus important for the running of a
business.

ii. A failed approach will give an opportunity to the rival company. So a good approach will
go a long way in building good relations with the prospect while a bad approach will
not only result in losing business but will also make it easy for a competitor to tap
new customers.

iii. The approach helps in enlightening the prospect by providing him ample information
about the product, price, competitor’s product, benefits etc. that he can derive from
the product.
Presentation

1. Quick presentation creates a good impression.

2. Attractively packaged, decorated and well- organised.

3. Should explain the product with its features and price advantage to the customer in simple and
easy terms.

4. Customer be shown the kind of quality that he is looking for.

5. Helps the salesman to prove the features of the product and emphasise its genuineness.
Demonstration

1. Demonstration is an exercise to prove the characteristics of the product.

2. It highlights various attributes of the product such as utility, performance, service and quality.

3. It is only during the demonstration that the customer gets an opportunity to verify the facts
about the product.

4. Demonstration is imperative and essential for a prospect to make a buying decision.

The Close

This is the last stage of any sales presentation.

1. The main aim of the close is to convince the prospect to sign the order form or to
place an order immediately rather than in the future.

2. It is also important that through proper planning,prospecting, presentation and

demonstration the salesman should try to capture the attention of the prospect and
not let the prospect change his mind.
Ferris Wheel

Referrals Relationship between

customer and sales-
person deteriorates
The “Ferris
Friends and
acquaintances
Business failure Wheel”
P concept,
P P
Directories P New buyer buys from which is
P another source
aimed at
P P
Trade publications Acquisitions and mergers
supplying an
P P
and trade shows
ongoing list of
P P
P prospects, is
Telemarketing and Customer moves
advertising part of world
sales record
Death of customer
holder Joe
Girard’s
Cold calling Customer has only a
one-time need for
customer
product
strategy
Networking Customer needs change
because of new technology
Relationship of Salesmanship With Sales Management And Personal Selling

Salesmanship & Personal Selling

1. The ability to quickly develop rapport with their prospective customers.

2. A desire to truly help their customers.

3. The habit of asking questions to gather information before making a pitch.

4. Sticking to a consistent, proven sales process.

5. A never ending desire to learn more about how to sell more effectively.
Myths about selling

There are various myths about selling process which needs to be cleared for a sales
person.

1. Buyers are liars

2. Anyone can be persuaded to buy

3. In buying decision, price is the primary reasons

4. A technique that works well for one person will work for everyone

5. Close the sales as soon as possible

6. The deal can be closed at any price

Various Selling Theories

“SELL” Model

This is a simple model describing the various actions associated with the word itself.

1.Show features: it is the very first stage; expected to show the features of the product,
demonstrating how it works, and showing the results of using the product immediately.

2. Explain advantage: Immediately, after demonstrating the product, explain the advantage
possibly related with the features, showing the advantages which ate derived from it.

3.Lead into benefits: Correlate the advantages with the benefits.This is simply highlighting the
materialization of those benefits in conducting the set of activities due to having/using the
product.
4. Let them talk: Then at the end, let them talk further about the product, its features and
those future benefits. If the previous steps are done well, they will talk themselves for the sale.
“SLAID” Model
This is another simple model describing the various actions associated with the word
itself, “Slaid” acronym for sales steps.
1. Show the product: Showing the product in full or showing specific function is also
possible in the beginning, just to trigger the anxiety or curiosity in their mind. It is not a full
product demonstration. Demonstration comes a bit latter state in this methods.

2. Listen: A partial demonstration flash triggers a lot of questions or estimations or

expectations, in case if the product is absolutely new concept.

3. Acknowledge: Your hearing will endorse that you have understood and are ready to fulfill
their needs. You may be given elaborative further deep information about their objection.
4. Identify: Identify the objections, and bring them on a squaring off situation with contents
offered by your product. If possible, set up a concession clause, balancing the benefits of new
product over the old objections, so that you can handle the objection and will get the sale.

5. Deliver: Ask the participants to repeat the demonstration to build the confidence about the
product performance.
Theories of selling

Stimulus response Approach to Selling

This is the simplest approach to selling and is shown in Figure. It is up to the salesperson to
provide stimuli, of any kind, initially. This is followed by an attempt to obtain a response from
the prospective buyer a continued on until a decision is made.

Salesperson provide Buyers responses Continue process

stimuli: sought: until purchase
Statement Favourable decision
Questions reactions and
Actions eventual purchase
Audio/visual aids
demonstrations
Mental State Selling
1. This approach utilizes the understanding of the AIDA (Attention, Interest, desire, Action)
concept and its utilization in the selling process.
2. It follows the same strategy of the Stimulus response Approach where a script is prepared and
followed. What is different here is the timing.
3. The timing refers to the mental state of the prospective buyer, whether at Attention,
Interest, Desire, or Action.
Simplified tasks that the salesperson can do is as follows:
Mental State Sales Task
Mental State Sales Task
Awareness To get prospective buyers to be interested in the product
Awareness To get prospective buyers to be interested in the product
Interest To get prospective buyers to want the product
Interest To get prospective buyers to want the product
Desire To get prospective buyers to buy the product
Desire To get prospective buyers to buy the product
Action To close the sale
Action To close the sale
Need satisfaction selling
1. It was critical for salesmen to know what the needs of the customer were.
2. This was done by various methods, including visit, studies of the customers, questioning
and constantly probing.

Need satisfaction Approach to Selling

Uncover and confirm Present offering to Continue selling until

Buyer needs satisfy Buyer need purchase decision
Difference Between Advertising and Personal selling
Both—personal selling as well as advertising—are the means to communicate with the target
customers for the product or service of an organisation. To be effective, i.e., to produce
results, in terms of sales or orders, both should be understandable, interesting, believable and
persuasive.
i. However, there are some notable differences between these two means of
communication.
ii. The customer comes in direct contact with the salesperson. In advertising, on the other hand,
the customer does not come in direct contact with any representative of the organisation.
iii. Advertising has a major role during the pre-purchase phase as the mass demand for the
product has to be generated. Advertising also plays an important role in post-purchase phase
as it gives sound reassurance to the purchaser. Personal selling, on the other hand, has an
important role to play in all the three phases. It plays a major role in the purchase phase.
Three Phase of a Products/Brand’s Market
1. Pre-purchase phase
2. Purchase phase
3. Post-purchase phase

 The pre-purchase phase is characterised by the phase where the organisation is trying to
convince the targeted customers of the benefits of the product/brand. The purchase phase is
the time/duration when the customer is making up his mind to actually buy the product.
The post-purchase phase is one when the customer has bought the product and is evaluating
the decision.
Theories of Personal Selling

There are three main theories of personal selling, which are as follows:

1. AIDAS Theory

2. Right Set of Circumstances Theory

3. Buying Formula Theory

 Thank You 