1. IMC - Prof. Rajesh Satpathy

2. What is Personal Selling?
Face-to-face interaction or telephonic interaction with one or
more prospective purchaser, for the purpose of making sales
and building customer relationships.
It includes:
• Sales Presentation• Sales Presentation
• Trade shows
• Incentive Programme

3. Sales Presentation

4. Trade Show

5. Personal Selling carries the major chunk of the
promotional load when…
• The market is concentrated geographically
• The product’s unit value is high, technical in nature or
requires a demonstrationrequires a demonstration
• The product must fit the need of an individual customer
• The product is in the introductory stage
• The company has lesser amount of fund for an advertising
campaign

6. Advanced Nuclear Reactor by Areva Corporation, France

7. Demonstration

8. Contribution of Personal Selling:
• Sales people generate revenue
• Sales people provide market research
• Sales people provide solutions to problems
• Sales people provide expertise and serve as information
resources
• Sales people serves as advocates for the customer when
dealing with the selling organization

9. Personal Selling Objective: Qualitative
• To do the entire selling job
• To service existing accounts
• To search out and obtain new customer
• To secure and maintain customers co-operation in promoting
the product line
• To keep customers informed on changes in the product line• To keep customers informed on changes in the product line
and other aspect of marketing strategy
• To provide technical advice and assistance to customers
• To assist with the training and middlemen’s sales personnel
• To provide advice and assistance to middlemen on
management problems
• To collect and report market information/ intelligence of
interest to the company management

10. Personal Selling Objective: Quantitative
• To capture and retain a certain market share
• To obtain sales volume that contributes to profitability
• To obtain some no. of new accounts of given types
• To keep personal selling expanses with in set limits• To keep personal selling expanses with in set limits
• To secure targeted percentage of certain account business

11. Service Selling:
• Inside order takers- Sales clerk behind the counter in a Pvt.
Bank, Tele-callers, Tele-marketers.
• Delivery Sales person- mainly engages in delivering the
product
• Route/ Merchandising Sales person- operates as an order
taker who works in the field – the sales person calling ontaker who works in the field – the sales person calling on
retailers is typical
• Missionary- aims only to build goodwill or to educate the
actual or potential user- Distiller’s representative or
Pharmaceutical companies representative
• Technical Sales person- emphasizes technical knowledge-
Engineering sales person, who primarily a consultant to
clients.

12. Delivery Boy Tele-Marketers

13. Developmental Selling…
• Creative sales person of tangible product- sales person
selling Water purifiers, Vacuum cleaner, Cars, Fire
extinguishers.
• Creative sales person of Intangible product- sales person
selling Insurance, Advertising services, educational
programmes, banking products.
selling Insurance, Advertising services, educational
programmes, banking products.

14. Theories of Personal Selling:
• AIDAs theory of Personal Selling
• “Right Set of Circumstances” theory of Selling
• “Buying Formula” theory of Selling
• “Behavioral Equation” theory of Selling
Attention Interest Desire Actions Satisfaction
AIDAs Model
Need/Problem Product/Service Purchase Satisfaction/ Dissatisfaction
Buying Formula

15. Prospecting
V
V
Preparation/ Pre-approach/ Cold Calls
V
V
Opening
V
V
Requirement Identification
V
V
Presentation/ Demonstration
VV
V
Handling Objections
V
V
Negotiation
V
V
Closing
V
V
Follow Up/ Maintenance

16. Thank You!