Personal selling involves building relationships between salespeople and customers to satisfy customer needs through face-to-face interactions. It aims to build long-term beneficial relationships rather than just short-term transactions. Successful personal selling requires the right attitudes, knowledge, and skills. Salespeople must have positive attitudes, understand their products and customers, and have strong communication, negotiation, and presentation abilities. The personal selling process involves prospecting, planning calls, approaching customers, discovering needs, presenting products, handling objections, closing sales, and following up. Building trust and addressing customer motivations and objections are key to effective personal selling.

1. BASIC SELLING
SKILLS
Dr. Enas Mohsen

2. WHAT IS THE PERSONAL
SELLING
**Personal selling is :
- Person to person business activity in which a salesperson
discover and satisfies the need of a buyer.
- Person to person communication used to persuade a
customer to buy something .
**the objective is build a relationship that provides
benefits to both parties

3. PERSONAL SELLING
Old image
Bad
New image
Good
Pushy Persuasive
Knocking doors Highly educated
Low educated Good listener
Good talker

4. PERSONAL SELLING
Transaction selling Relationship selling
Get new account
Get the order
Manage all account to
maximize short term sales
Sell to any one
-Retain existing account
-Become the preferred
supplier
-Manage each account for
long term profit
-Concentrate only on high
profit and potential accounts

5. WHAT MAKES
PROFESSIONAL SALES
PERSON
**The professional sales person must have 3 important characters
1- attitude
2- knowledge
3 skills
WHICH CALLED
ASK

6. ATTITUDE

7. ATTITUDE
• Attitude is the way you look at the things in your
life
• Types of attitude
• Positive and negative
You must have positive attitude if you want to
success

8. ATTITUDE
There are many characters for successful medical rep:
1- enthusiasm
Medical rep must be enthusiastic about his company , product,
sales cover
2- sincerity
Med rep must be sincere to himself , his company by avoiding the
false visit which has a bad impact on his career

9. ATTITUDE VS BEHAVIOR

10. ATTITUDE VS BEHAVIOR
Basis for comparison attitude behavior
meaning Attitude refer to
person’s mental view,
regarding the way you
think or feel about
something or someone
Behavior is the action s
,moves towards others
persons
Based on Experience and
observation
situation
What is it ? A person’s mindset Outward expression of
attitude
reflects What you think or feel What you do
Defined by What we perceive
things
Social norms

11. IT’S EASY TO CHANGE
BEHAVIOR THAN
ATTITUDE

12. HOW CAN YOU LEAVE A GOOD
IMPRESSION WITH PEOPLE
1- Look
You must care about your appearance and your personal
hygiene
2-Act
You must care about your action and promises to your
customer and don’t over promise him
3-Speak
Your voice tone reflect your confidence and enthusiasm

13. KNOWLEDGE

14. TYPES OF KNOWLEDGE
1- PRODUCT KNOWLEDGE
You must know all thing about your product like composition , mode
of action , price ….
It gives you self confidence and help you to answer any question
from customer
You must be sure that no customer have greater product
knowledge than your own

15. 2-COMPETITOR KNOWLEDGE
It’s important as your product knowledge be careful
don’t mention competitor name more frequently than
that of your own
In sales call make highlights on strength of your
product and weakness of competitor when it is
important in the call

16. 3- CUSTOMER KNOWLEDGE
When you first start it will be limited but it will grow every
visit
You need to use list to record customer data specially for
important customer
Remember that 20% of your customer make 80% from
your business so those customer are very important you
must care them well , give him more time and try to build
long term relation ship with them

17. PARETO’S PRINCIPLE

18. 4-MEDICAL KNOWLEDGE
Med rep need to know more about the disease
area in which his product are used and current
opinion about managing those diseases
He must update his medical knowledge through
clinical papers , text books and training materials

19. 5- TERRITORY KNOWLEDGE
You are a manager of your area
So you must know everything about it
No of customer ,types of customer
And classification of customer A, B, C
Then you have to set strategic planning

20. SKILLS
*Selling skills
• * communication skills
• * Negotiation skills
• * Presentation skills
• * Interpersonal skills

21. BUYING MOTIVES
Behind every sales there is a
buying motive
Sell the way that your customer
want to buy

22. NEED , WANT AND DEMAND

23. BUYING MOTIVES
*Buying motives examples:
1-making again
2- avoiding loss
3- avoiding pain , worries and problems
4- self satisfaction
5- prestige

24. MASLOW’S THEORY
OF MOTIVATION
1- PHYSIOLOGICAL NEEDS
2- SAFETY NEEDS
3- SOCIAL NEEDS
4- ESTEEM NEED: RESPECT FROM OTHERS
5- SELF ACTUALIZATION NEED
HIGHER NEEDS BECOME IMPORTANT ONLY IF LOWER
NEED IS SATISFIED

25. MASLOW’S THEORY OF MOTIVATION

26. EXERCISE
1- sales person are born or made?
Is born and made
2- sales person must be a good talker?
Must be a good listener and a good talker
3- people generally don’t want to buy?
They will buy only if you add value

27. EXERCISE
A good sales person can sell ice to an eskimo
Old myth, you can do it only if you add value

28. PERSONAL SELLING PROCESS
• Pre call : prospecting – planning and
preparation
• * During call : approach – need discovery
– presentation –handling objection
• * post call : follow up

29. PRE CALL STEPS
1-PROSPECTING
Help sales person find ne opportunity
*External sources
*Internal sources

30. PRE CALL STEPS
• Importance of prospecting:
• Sales people must find new customer to replace those switch to
competitor
• Customers needs shift to new products and business
• Non customer may become customer
• Changes which occur in organizations leads to shift market
potentiality

31. PRE CALL STEPS
2- PLANNING AND PREPARATION
After prospection you must study and analyze the
prospect and his need
This step occur in two steps
A- setting objective
B- planning

32. PRE CALL STEPS
SETTING OBJECTIVE
SMARTER

33. PRE CALL STEPS
PLANNING THE CALL
*Sales person must detect best approach to meet the customer
and best time
*Sales person must analyze his product benefits well and
select one which satisfy customer need
*Sales person must analyze the competitors product strength
and weakness

34. DURING CALL
3- APPROACH
*Meet and great
*Gain attention
*Be positive
*Appearance is very important in this step

35. APPROACHAPPROACH TYPES
1- Introductory approach
2- product approach
3- shock approach : with analytical
4-patient’s benefit approach
5-survey approach :FDA
6- question approach
7- referral approach: with follower
8- flattering approach : stimulating of ego with expressive

36. APPROACH
• Approach
• * Need discovery
• * Sales person tries to discover customer need
through question this step called
•Probing

38. DURING CALL
Open /closed ended
question
Benefit tag
question
close

39. OPEN ENDED QUESTION

40. DURING CALL
4-PRESENTATION
Salesperson tell the product story to the customer and
explain how the product solve his problem
Salesperson can use different types of presentation like
standard memorized presentation
Outlined presentation
Customized presentation

41. DURING CALL
5- HANDLING CUSTOMER OBJECTION
Objection is a barrier ?
Actually No,
Because the objection give you chance to understand
how customer think and to discover his need
If you can respond to him effectively and satisfying
you are close to a sale

42. HANDLING CUSTOMER
OBJECTION

43. HANDLING CUSTOMER
OBJECTION
*TYPES OF
OBJECTIONS
•FALSE
•TRUE

45. HANDLING CUSTOMER
OBJECTION
*FALSE OBJECTION

46. HANDLING CUSTOMER
OBJECTION
*TRUE
OBJECTION :

47. DURING CALL
6- CLOSE
Some people fail to close because lack of
self confidence
Sales person must know the right time to
close and read verbal and non verbal
buying signals from customer

48. CLOSE TECHNIQUES

49. CLOSE
If you don’t ask , you don’t take
You must take commitment from your
customer.
This is non sign contract between
you and Him

50. CLOSE THE SALE
What prevents a medical rep from
closing effectively ?
*Fear
*Uncertainty
*Doubt

51. CLOSING PYRAMID

52. POST CALL
**FOLLOW UP
• Evaluate the call
• Record call information
• Set objective for next call
**Remember that
** Single successful order not build business relationship
** You must ensure customer satisfaction

53. EXERCISE

54. THANK YOU
Dr. Enas Mohsen