Introduction to Sales Management – The Sales Organization
– Determining Sales Related Marketing Policies – Sales
Functions and Policies – International Sales Management
– Personal Selling.
Sales Planning – Sales Budgets – Estimating Market
Potential and Forecasting Sales – Sales Quotes – Sales &
Cost Analysis, Sales Force Management: Hiring and Training Sales
Personnel – Time and Territory Management –Compensating Sales Personnel – Motivating the Sales Force
– Leading the Sales Force – Evaluating Sales Force
Performance.
Marketing Logistics - Distribution as Marketing Mix
Element – Distribution Resource Planning – Marketing
Channel Integration – Channel Management – Nature of
Marketing Channels – Evaluating Channel Performance-
Specialized Techniques in selling – Tele Marketing – Web
Marketing
Distribution Cost Analysis: Managing Channel Conflicts –
Channel Information Systems – Wholesaling – Retailing –
Ethical And Social Issues in Sales and Distribution
Management.
1. DEPARTMENT OF BUSINESS ADMINISTRATION & RESEARCH
Shri Sant Gajanan Maharaj College of Engg., Shegaon
Personal Selling
2. Personal Selling
Personal Selling- is direct oral communication designed to
explain how an individual’s or firm’s goods, services, or ideas
fit the needs of one or more prospective customers
(Source: Hoffman et al)
3. The Sales Process
Prospecting/ Qualifying
Preapproach/ Planning
Presentation
Handling Objections
Closing the Sale
Approach
Follow up
IdentifyingNeeds
IdentifyingNeeds
4. Prospecting
What is the difference between a lead and a prospect?
A lead is a person or organization that might possibly have a need
for the company’s product or service
A prospect is a lead that has been qualified in terms of need or
want, ability to buy, authority to buy, accessibility, and eligibility
(Source: Hite and Johnston)
5. Prospecting
Ability to Buy
The lead must have the ability to pay for the product or service
How can the salesperson qualify the lead?
Dun and Bradstreet rating service
Financial status and credit rating
Local credit agencies
Noncompetitive salespeople
Local banks
Better Business Bureaus
May ask the lead if they can afford to buy what they want
(Source: Hite and Johnston)
6. Prospecting
Authority to Buy
In many firms the actual purchasing authority is not in the hands of the
purchasing agent
A buying committee often makes the buying decision, and the purchasing
agent only carries out the committee’s mandate
(Source: Hite and Johnston)
7. Prospecting
Accessibility
The person with the authority to buy may be completely inaccessible
Unless the person can be contacted, the lead does not become a prospect
(Source: Hite and Johnston)
8. Prospecting
Eligibility
Some companies sell only thorough distributors or wholesalers.
If a company sells to direct customers, it may run the risk of alienating its
retail customers or wholesalers
(Source: Hite and Johnston)
9. Planning
The selling process should not be looked upon as a conflict between
salesperson and prospect
People don’t always like to be sold, but PEOPLE LOVE TO BUY
When selling is approached as a conflict the worst is brought out in both the
buyer and the seller
Selling should be approached as a problem-solving, helping situation
(Source: Hite and Johnston)
10. Planning
The sales presentation must be organized
With organization most people will increase their sales
The purpose of an organized sales presentation is to present ideas so
systematically that they lead to action on the buyer’s part—a purchase
Most prospects are not organized to buy, they must be shown reasons for
buying
(Source: Hite and Johnston)
11. Planning
Why Salespeople Should Plan Their Calls
1) Builds self-confidence
2) Develops an atmosphere of goodwill and trust will buyer
3) Professionalism
4) Increases sales due to preparedness
(Source: Futrell)
12. Planning
Developing the Presentation
Features vs. Benefits
How to promote Benefits?
Use of visual aids
(Source: Hite and Johnston)
13. Planning
The Organized Sales Presentation
Feature- Something important or outstanding that the manufacturer,
provider, or seller has either included with, eliminated from, or made
available in our product or services
Benefit- What the feature will do for, or give to, the prospect
(Source: Huisken)
14. Planning
Acquiring Sales Opportunities
Once the sales presentation has been organized, the opportunity to make the
presentation must be secured
1) Contact the correct person (one who can make the buying decision)
2) Contact the person at the most opportune time
3) Decide whether an appointment or a cold call is best
4) Know how to secure a sales presentation when making a cold call
(Source: Hite and Johnston)
15. The Approach
Purpose: Develop mutual trust and empathy
Key elements to building acceptance
1) Physical appearance
2) Ability to ask questions
3) Willingness to be a good listener
4) Skill in getting the prospects to talk about themselves or something of interest
to them
Offering a compliment on something the prospect has done
(Source: Hite and Johnston)
16. The Presentation
The general problem
The specific problem
The company’s product or service as the preferred solution
The close
(Source: Hite and Johnston)
17. Objections
Why objections?
Prospect may be afraid of purchasing the wrong type of product
The salesperson should welcome objections
The most difficult prospect to handle is one who says “no” and gives no reason
Objections should not be taken personally
(Source: Hite and Johnston)
18. Objections
Anticipating Objections
The salesperson should anticipating objections
Objections should never be ignored
Most of the time they should be answered immediately, but occasionally they
should be put off
If the objections is not answered immediately, the prospect may hear little of
what else is said
(Source: Hite and Johnston)
19. Objections
Types of Objections
1) Price
2) Product
3) Timing
4) Source
5) Service
6) Need
(Source: Hite and Johnston)
20. Closing the Sale
Viewed as part of the total selling process that will naturally occur if the
salesperson meets the desires of the prospect
Close- a question or action by the salesperson intended to evoke a favorable
decision from the prospect
(Source: Hite and Johnston)
21. Closing the Sale
How to Close the Sale
Direct close
Assumptive close
Summative close
Demonstration close
Negative close
Special concession close
(Source: Hite and Johnston)
22. Closing the Sale
Problems with Closing the Sale
1) Problems with the Prospect
2) Problems with the Salesperson
23. Closing the Sale
Problems with the Prospect
Prospects may be afraid to buy
Industrial buyers often face greater risks that than the seller
Industrial buyer must consider:
1) Judge the supplier in terms of reliability, capability, and value
2) Companies budget
3) Goals of the firm
4) Capabilities of the equipment being considered
5) Complying with regulations
6) The buyer’s personal reputation as an effective purchaser
(Source: Hite and Johnston)
24. Closing the Sale
Problems with the Salesperson
1) Fear of rejection
2) Wrong attitude
3) Talking too much
4) Inadequate presentation
5) Improper prospecting
(Source: Hite and Johnston)
25. Follow Up
Good for repeat business
Set delivery times
Purchase terms
Other details
Reduce cognitive dissonance