ii. Personal selling is an approach that individualizes the sales process. Many a time discounts have to be given to demonstrate to customers that they are important. The seller does not just want to ignore the buyer and his concerns. The term “elevator pitch” reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes. It also assists the salesperson to establish exactly what is on the prospect's mind. The 7-step sales process is a great start for sales teams without a strategy in place—but it's most effective when you break the rules. The Personal Selling Process Generating Needs Prospecting starts with defining a narrow target market, identifying the customer’s wants, and then offering custom solutions. Sales objections can be defined as statements or questions by the prospect which can indicate an unwillingness to buy. How to Sell Your Product or Service: Acquiring the Sales Mindset (Part 1 of 11) - Sales Training - Duration: 7:39. Responding to the objection is important. Delegates at the 2005 meeting of the Incubation Research Group (World Poultry Science Association - group photo, University of Lincoln). Salespeople can learn to handle customer’s objections by becoming aware of the reasons for them. In addition, a solution must also provide some measurable improvement. Salespeople can overcome objections by following certain guidelines such as viewing objections as selling tools, being aware of the benefits of their product, and creating a list of possible objections and the best answers to them prior to the presentation. The evaluation of salespersons is based heavily on their ability to close sales. To create a customized presentation and sales pitch, a salesperson must spend time defining their goals, researching the client’s needs and problems, and asking what information the client needs before choosing to buy the offering. Several factors including the following must be considered prior to approaching a customer: Gather Information from Printed Materials. Aside from friends and family, there are also professionals a salesperson has dealt with in his own life such as neighbors, real estate agents, decorators, and fellow PTA members. Regular follow up is an integral part of good customer service. The Personal Selling ProcessThe personal selling process is a consecutive series of activities conducted by the salesperson, the lead to a prospect taking the desired action of buying a product or service and finish with a follow-up contact to ensure purchase satisfaction. Step TwoThe Pre-approachThis stage involves the collecting of as much relevant information as possible prior to the sales presentation. simple imitation about competitors ‘ moves. The first step, prospecting, involves finding qualified sales leads. Learn about customer needs and priorities to identify opportunities in the company to fulfill these needs, and to create new or enhanced product offerings. This framework was introduced by Sherri Dorfman in her 2005 marketing article, entitled “What do Customers Really, Really Want”. Personal selling occurs when an employee or salesperson has a conversation with a potential customer. Follow Up Calls Work: Contact post sale shows that the customer matters and may lead to future and repeat business or referrals. The steps of personal selling are also knows as the sales process or cycle. Personal selling is a highly peculiar form of promotion. ”, The half Nelson hold close – This technique is used to “strong arm” a prospect after he or she requests something. It is important to not become defensive, as the buyer is not criticizing you the seller, but wants to make sure he makes the best decision for the company. Systematic collection of information requires a decision about applicability, usefulness and how to organise the information for easy access and effective use. Personal selling to consumers takes place through retail and direct-to-consumer channels. In this step, Dorfman proposes prioritizing features and benefits identified by clients, suppliers, and customers. Additionally, an interface that is difficult to navigate or understand can hinder the CRM’s effectiveness, causing users to pick and choose which areas of the system to be used, while others may be pushed aside. A well-prepared presentation should keep in mind the audience and their needs, as well as be clear and concise in tone and content. Table 2 Stages and objectives of … Global Text Project, Business Models and Marketing - Identifying Market Needs. The listener likely turns back for an explanation, and then the remaining sales talk or pep talk happens. First impressions are vital to making a successful sales call. Every salesperson should prepare a customized elevator pitch to quickly entice the customer to view the product offered as the solution to his needs. Establishes credibility with the prospect. Tips for Printing and Marketing Materials. Ranging from a simple phone call or thank you note to an office visit for some coffee, the follow up gives the customer a chance to be heard and to engage in a deeper, more meaningful relationship with the salesperson. Step OneProspecting - the first step in the personal selling processThe process of looking for and checking leads is called prospecting or determining which firms or individuals could become customers.Up to 20% of a firm's customer base can be lost for reasons such as transfer, death, retirement, takeovers, dissatisfaction with the company and competition. In the second strategy, a “positive statement” is adopted in solution selling and in direct selling to corporate and or high value and or capital goods selling. In case of consumer categories who have less attention span, the first method of attention-grabbing is usually a question or statement that might surprise or shock the listener. Personal selling includes direct communication with any consumer or business prospect in an effort to make a sale. Yet it cannot be over-emphasized that, however good his negotiating or closing skills, he will always fail in his selling if he isn’t comfortable approaching new prospects. Salesman demonstrating Nook tablet in a Barnes & Noble bookstore. About This Quiz & Worksheet. The overall goals are to find, attract, and win new clients, service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and client service. Showing interest can also show prospects that you want to know their concerns in order to help them. Effective prospecting requires a systematic methodology. A salesperson gets only one chance to make a good first impression. The average salesperson will also always have a natural negativity toward approaching someone new. Otherwise the tone would not fit the seller’s outfit, which might lead to the candidate deeming him a fake in a critical situation. Short term follow up occurs right after the sale has closed while long term follow up may include a card on a birthday or anniversary or a note commemorating a milestone or a thank you card for a referral. Description: Personal selling is a face-to-face selling technique by which a salesperson uses his or her interpersonal skills to persuade a customer in buying a particular product. Describe the characteristics and requirements for a sales approach as part of personal selling and sales promotion. CRM systems for marketing help the enterprise identify and target potential clients and generate leads for the sales team. This can also be achieved by helping the customer with a problem by connecting them with one of your non-competing contacts for help. Here, the purpose of the positive statement is to emphasize a particular positive aspect of a provider to brand it according to seller’s situational need. Clarifying the objection can allow you to ask questions to gain more information. Focusing on how to go into the selling business for yourself, this quiz and corresponding worksheet will help you gauge your knowledge of the personal selling process. It is mostly two-way communication, which not only involves a … In the other column, they write what they think could be reasons to not own the product. It is important to find out what customers really need, customize products to meet those needs, and make sure your products fit into the customer’s existing world. Different qualitative research techniques such as in-depth interviews, ethnographies, and focus group sessions permit the identification of the core market needs. Does Your Product Meet the Buyer’s Needs? ” / “May I confirm your delivery and invoice address are correct for this order? At least a slight modification to what has worked in the past is always required for the pitch to be authentic and effective. A salesman’s product must be relevant to his prospect. But the challenges faced by the company will last longer for the convenience of their customers. (adsbygoogle = window.adsbygoogle || []).push({}); Prospecting starts with defining a narrow target market, identifying the customer’s wants, and then offering custom solutions. CC licensed content, Specific attribution, http://en.wikibooks.org/wiki/Introduction_to_Business/Marketing%23Methods_of_Personal_Selling, http://en.wikipedia.org/wiki/unique%20selling%20proposition, http://commons.wikimedia.org/wiki/File:Delegates_at_the_2005_meeting_of_the_Incubation_Research_Group_(World_Poultry_Science_Association_-_group_photo,_University_of_Lincoln).jpg, http://commons.wikimedia.org/wiki/File:A_researcher_at_The_National_Archives.jpg, http://en.wikipedia.org/wiki/Solution_selling, http://en.wikipedia.org/wiki/Elevator_pitch, http://en.wikipedia.org/wiki/Direct_selling, http://commons.wikimedia.org/wiki/File:Salesman_demonstrating_Nook_tablet_in_a_Barnes_&_Noble_bookstore.jpg, http://www.saylor.org/site/wp-content/uploads/2012/11/Core-Concepts-of-Marketing.pdf, http://en.wikipedia.org/wiki/Fast-Moving%20Consumer%20Goods, http://en.wikipedia.org/wiki/File:Billy_Mays_Portrait_Cropped.jpg, http://en.wikipedia.org/wiki/Need_identification%23Meeting_Objections, http://commons.wikimedia.org/wiki/File:Linutop-presentation.jpg, http://en.wikipedia.org/wiki/Closing_(sales), http://commons.wikimedia.org/wiki/File:Jose_grullon_signing.JPG, http://commons.wikimedia.org/wiki/File:Restaurant_on_noryo-yuka_by_MissionControl_in_Kyoto.jpg, http://commons.wikimedia.org/wiki/File:Italien_Cappuccino_Coffee.jpg, http://commons.wikimedia.org/wiki/File:Siemens_cordless_telephone.jpg, http://en.wikipedia.org/wiki/Customer_relationship_management, http://en.wikiversity.org/wiki/Customer_relationship_management%23Strategy, http://www.boundless.com//marketing/definition/sales-force-automation, http://en.wiktionary.org/wiki/stakeholders, http://en.wikipedia.org/wiki/customer%20relationship%20management, http://commons.wikimedia.org/wiki/File:Stakeholder_(en).png. *Response times vary by subject and question complexity. The decision making stage is only the beginning of your sales and marketing efforts for your brand and personal selling is the cornerstone to your sales-marketing marriage. The initial step of selling process starts with prospecting or searching for potential customers. It’s the salesperson who reaches out to customers in order to sell the product. Personal selling is a process of Developing relationships Discovering needs Matching products with needs Communicating benefits Viewed as a process that adds value The evolution of personal selling 1950 to present is describe as under Personal Selling in the Information Age:-An evolution from the industrial economy to the information economy. The preapproach can be defined as obtaining as much relevant information as possible regarding the prospect prior to making a sales presentation. A salesperson can use personal and previous business contacts to gather information on new clients and their preferences. It is important to provide flexibility in prices that salespersons can offer to customers because many deals can be clinched by offering small discounts. Techniques of sales promotion SMART LEARNING -SEE YOUR WORLD IN DIFFRENT WAY . There may be several opportunities to attempt to close during a presentation, or opportunity may knock only once. ”, Direct close: simply ask for the order – Examples of this technique include: “Do I have your authority to proceed with this order? Very often the list of benefits is somewhat longer than the list of cautions. Objections can generally be handled easier through listening, clarifying, respecting, and responding. A well-prepared presentation should keep in mind the audience and their needs, as well as be clear and concise in tone and content. Personal selling is the most expensive form of advertising and to be effective one should use a step by step process to gain the most benefit. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. Step ThreeThe ApproachThe salesperson should always focus on the benefits for the customer. During the course of the sales presentation, the salesperson can expect the prospect to object to one or more of the points made. The following are the two major activities under prospecting − 1. buy and the ability to pay. That is why the Personal Selling Process is so important. The salesperson must ask if the product meet’s the client’s needs, if the client has the finances to make a purchase, and if the audience of the presentation is the actual decision-maker. These factors are: 2.2.1 Individual factors - gender. The final stage of the personal selling process is the follow-up, which is when your sales team contacts the customer after a sale to ensure they're delighted and have had or are working through your effective onboarding. The purpose of listening to the buyer is to gain as much knowledge as possible about their objection. Prospecting. However, getting a customer to buy a product is not the motive behind personal selling every time. The Process of Personal Selling (6 Steps) Article shared by : ADVERTISEMENTS: 1. * Advantages : Refers to the performance provided by the physical characteristics eg it does not stain. The selling process is the series of steps followed by a salesperson while selling a product. If viable, the salesperson should also consider using mail shots and advertising to evaluate their potential market. Try to build a more personal relationship with the client by finding common ground for discussion other than the product or transaction. So instead of taking a megaphone to share features far and wide, you take a step back and turn your head to listen. Several potential pitfalls should be avoided: A framework has been proposed to align customer’s needs and wants with companies capabilities. The goal of the approach is to determine the specific needs and wants of the individual customer, as well as allowing the potential customer to relax and open up. The elevator pitch simply defines a product, service, or organization and its value proposition. Fear will disappear if the salesperson truly believes that the prospect will enjoy benefits after the purchase of the product. There are several stages involved in the process and a salesman has to understand all the stages in the process to make the process more effective. Step 1. Learn the textbook seven steps, from prospecting to following up with customers, so you can adapt them to your sales org's unique needs. If no one’s requirements seem to match with what he is selling, then he is either moving in the wrong circles or selling the wrong product. Other techniques to get a foot in the door include leveraging common contacts or referrals and simply building a relationship through conversation with the gatekeepers to get information on the best way to approach the purchase decision-maker. The personal selling process consists of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up (Table 2). Direct selling is the marketing and selling of products directly to consumers away from a fixed retail location. If you are a sales professional or a sales executive engaged in personal selling, you probably get overwhelmed with too much information on the topic of a sales process. The prospect may object to points made in the presentation, so the salesperson should be prepared to listen and address those concerns. First, read the brief fictional scenario about Ilya Rastova's personal selling process. Inbound is only the beginning of how your sales and marketing come together. This involves a "persuasive vocal and visual explanation of a business proposition". Defining a Target Market: Prospecting in a defined target market that mostly contains characteristics of an ideal customer will help in making the sale. The objective or objectives of the presentation. This process has eight steps that every salesperson should go through in order to be efficient and effective at landing sales. Failing to analyze a prospect is the main reason for a great deal of wasted prospecting spent on a customer who should have been promptly discarded after due research. Presenting and Demonstrating--a full explanation of the product, its. Such prospects only need to be “closed. Normally ladies with children, shopkeepers, and people in a hurry give less attention. Stakeholders must be identified early in the process and a full commitment is needed from all executives before beginning the conversion. Often … A salesperson should read all he can about his market, using information that is readily and freely available in libraries, reference books, trade directories, newspapers, and magazines. Personal selling is the process of communicating with a potential buyer (or buyers) face-to-face with the purpose of selling a product or service. Situations where a closing attempt is logical include: when a presentation has been completed without any objectives from the prospect, when the presentation has been completed and all objections and questions have been answered, and when the buyer indicates an interest in the product by giving a closing signal, such as a nod of the head. According to the World Federation of Direct Selling Associations, consumers benefit from direct selling because of the convenience and service it provides, such as the personal demonstration and explanation of products, easy delivery, and generous satisfaction guarantees. Closing is distinguished from ordinary practices such as explaining a product ‘s benefits or justifying an expense. The salesperson will tell them what they are going to do to complete the sale. Situations where a closing attempt is logical include when a presentation has been completed and all objections have been answered, or when the buyer indicates an interest in the product by giving a closing signal. Personal selling is when a salesperson meets a potential buyer or buyers face-to-face with the aim of selling a product or service. If you are making a sales call to a construction site, you would not wear a full business suit. Cody Zahler, Telephone Follow Up. Do not interrupt the buyer while he is speaking, as doing so can quickly close the deal and result in a loss of the sale. Customer relationship management is a widely used model for managing a company’s interactions with customers, clients, and sales prospects. The salesperson/client relationship can be strengthened and personalized and possibly evolve into a light level of friendship. Personal contacts can also be a great source for mining information. Restaurant on noryo-yuka by MissionControl in Kyoto. 1. Identify the basis for and the importance of follow up as part of the personal selling process and sales promotion, Grab a Cup of Coffee Together: The follow-up can be done in a less formalized way that will help develop a better relationship with the client. ”, The either / or choice close – Examples of this technique include: “Would you like red or green? Information gained through CRM initiatives can support the development of sales and marketing strategy by developing the organization’s knowledge in areas, such as identifying customer segments, improving customer retention, improving product offerings (by better understanding customer needs), and identifying the organization’s most profitable customers. Personal selling is a form of selling that many companies rely on heavily to promote and move their products. The salesmen aim to inform and encourage the customer to … What is Selling Process? It is reserved for more artful means of persuasion, which some compare with conning. Some sales processes can take years. It is important to focus on a virtual balance of the candidate’s needs and wants to maximize one’s leverage when pitching. Keith M. Eades, author of The New Solution Selling, defines a solution as a “a mutually agreed-upon answer to a recognized problem. Does Your Prospect Have the Finances to Buy? Follow-up activities are very important and are useful for the establishment of long-term business relationships. To identify which particular market segment to aim for, a salesperson should analyze the profile of their existing customers, and secure a picture of what their “ideal customer” should look like. 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