1. PERSONAL SELLING
PREPARED BY: Margarita Unigovskaya
Maria Kharitonenko
Elizaveta Zhikhareva
Group 5401

2. NOTION OF PERSONAL SELLING
• "Personal selling" singles out those situations in which a
real human being is trying to sell something to another
face-to-face
• "Impersonal selling" is carried out by advertising, sales
promotion and public relations

3. THE BUYING-SELLING SITUATION
•Not routine occurences
•The decision is difficult
for the buyer
•Many choices are
available
•Business-to-business
purchases

4. CHARACTERISTICS OF SALESMANSHIP
Salesperson must:
• Have deep product knowledge
• Have good communications skills
• Internalize the customer's point of view
• Have a good sense for all kinds of people
and a good sense of timing
Balanced, well-rounded,
outgoing, and
knowledgeable person

5. LEVELS OF SALES
POSITIONS
the sales clerk
chief executive
officer
taking an
order and
guiding
customers to
the product
ability to present
complex, often
controversial and
abstract cases
persuasively
Middle sales

6. TYPES OF PERSONAL SALES
Inside: telephone sales, mainstream retail sales in stores where
product knowledge and presentation skills are required, auto sales
and similar equipment sales where customers visit the dealership;
may be combined with other functions such as scheduling and early
information gathering for an outside agent.
Outside: real estate sales; may be combined with estimating tasks
as in the case of bidding on construction work; product delivery;
sales engineer highly skilled industrial operations - provide
technical support.
Both: financial, consulting, market research, engineering,
construction, and equipment categories.

7. SALES PEOPLE
Sales representatives/sales agents:
Exclusive territory
Commission
Advantage: no in-house costs, seasonality
Disadvantage: work for several different firms and do not devote all of
their time to one client

8. RECENT TRENDS
Replacement of personal selling in all
areas: because personal selling is
expensive.
Packaging, promotion, lower-cost and
lower-skill clerks
Example: distribution of computers
and software
Standard packaged forms
Sales function is reduced to clerking
aimed to help customers find—not to
understand—products.
Servicing products (including their
installation) is being transferred
overseas to lower labor-cost markets;
the service is provided by telephone

9. USAGE OF PRIVATE
SELLING
• Financial products, real estate, and major consumer durables (autos,
appliances, boats, furniture, carpeting); construction and
maintenance.
• Up-scale retail - high prices require attention to customer needs.
• In business-to-business or business-to-institution sales personal
selling remains the principal mode of selling capital goods, raw
materials, and parts, services.

10. PERSONAL SELLING
PROCESS
The personal selling process has eight steps

11. STEP 1 - PROSPECTING
• Finding and identifying buyers who
are most likely to buy the product or
service.
• Ways to qualify leads: cold calls by
telephone, email, through social
networking, or personal referrals.
The word "cold" refers to fact that
the person receiving the call is not
expecting it or has not specifically
asked to be contacted by a sales
person.

12. STEP 2 – PRE-APPROACH
• Prepare for the presentation.
• It consists of customer research and goal planning.

13. STEP 3 – THE APPROACH
• Initial meeting between the salesperson
and the customer.
• Assessment step - the customer’s need
for the product is evaluated by the
salesperson.
• During this step, questions are asked to
identify the current situation, the
source and impact of any problems, the
benefits of the product as part of the
solution, and the buyer’s level of
interest.

14. STEP 4 – PRESENTATION &
DEMONSTRATION
• To grab the buyer’s attention, ignite
interest, create desire, and inspire action
(AIDA) by showing the product’s
advantages and benefits.
• At this point, customer objections
involving price, value, adequacy, the
commitment to buy, or other issues are
addressed.
• Successful salespeople anticipate
objections and respond to them
respectfully before advancing to gaining
commitment, which involves closing the
deal or making the sale.

15. STEP 5 – CLOSING THE
DEAL
Different types of methods to close deals: the alternative
close, the assumptive close, the summary close, or the
special-offer close.

16. STEP 6 – FOLLOWING UP
The last and most crucial step - follow up to ensure
customer satisfaction and help establish a relationship.

17. OTHER TYPES OF SELLING
STARTEGIES
•guaranteed
•needs-based
•persuasive
•hard
•heart
•relationship
•target account
•priced-based
•solution selling

18. KV
МИНИМАЛИСТИЧНЫЙ KV! Поставить надкушенное яблоко
и мелко написать:
The new Human Resource Management Systems
Дизайн как тут: http://www.apple.com/
НЕ СТАВИТЬ лого action !!!!!!!!!!!!!!!!!!

19. Apple Consultants |
August 2011 to date

21. Toshiba | consultants’ programme |
April 2011 to date

23. Olympus | consultants |
May 2010 - February 2012

25. •LG | consultants |
•March 2011 to date

27. BOSCH | small and large household goods |
February 2012 to date

28. Thank you for your
attention!