2. Important Questions about Selling
What is selling?
Why should you learn about selling even if you do
not plan to be a salesperson?
What is the role of personal selling in a firm?
What are the different types of sales people?
What are the rewards of a selling career?
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4. Selling
The exchange of products for an agreed sum of
money
Part of the process by which organisations
persuade customers to purchase their goods and
services
Selling is the process of helping someone discover
something of value
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5. Sales people
Nowadays buying the cheapest is not important to
many companies, they prefer to develop relationships
to be able to do business on ethical grounds. Sales
people play a pivotal role here.
Sales people identify opportunities to create value and
organise resources of their company that the company
can exploit.
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6. Why Learn About Personal Selling?
Time to knock at the door gone
The principles of selling are useful to everyone, not just
people with the title of salesperson.
Sales means more to give potential solutions to the
customers rather than beat the drum of what the
company sells
Internet and other latest technologies involved in
selling and all the possible resources of the company
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(support people etc)
7. Why Learn About Personal Selling?
Selling is a team activity
Rules of Selling are to be followed by all
Very much similar to convincing as we do in our daily
lives (with the parents, teachers, employers and friends)
The term Selling was not taken to be a good one, while
now every one tries to engage directly/indirectly
business development personnel to flourish.
Developing mutually beneficial, long-term relationships
is vital to all of us.
People in business use selling principles all the time.
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9. Personal Selling
Personal selling is oral communication with potential
buyers of a product with the intention of making a sale.
The personal selling may focus initially on developing a
relationship with the potential buyer, but will always
ultimately end with an attempt to "close the sale"
Personal selling is a person-
to-person business activity in
which a salesperson uncovers
and satisfies the needs of a
buyer to the mutual, long-
term benefit of both parties.
10. PERSONAL SELLING
Definition
Seeking out people who have a particular need.
Assisting them to recognize the existence of needs
they have that could be met through your offering.
Demonstrating how your offering fills that need.
Persuading qualified prospects that your product will
fill their needs.
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11. Objectives of Personal Selling
Building Product Awareness
Creating Interest
Providing Information
Stimulating Demand
Reinforcing the Brand
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12. Personal Selling Process
Prospecting
Making first contact
The sales call
Objection handling
Closing the sale to flourish
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13. Comparison to other marketing
communications tools
Use fewer resources
Products tend to be fairly complex (e.g. financial
services or new cars).
There is some contact between buyer and seller after
the sale so that an ongoing relationship is built.
Client/prospects need specific information.
The purchase tends to involve large sums of money.
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14. Advantages of using personal selling
Personal selling is a face-to-face activity; customers
therefore obtain a relatively high degree of personal
attention
The sales message can be customised to meet the needs o
the customer
The two-way nature of the sales process allows the sales
team to respond directly and promptly to customer
questions and concerns
Personal selling is a good way of getting across large
amounts of technical or complex product information
The face-to-face sales meeting gives the sales force
chance to demonstrate the product
Frequent meetings between sales force and customer
provide an opportunity to build good long-term
relationships 14
15. Main disadvantages of using
personal selling
The cost of employing a sales force. Sales people are
expensive. In addition to the basic pay package, a
business needs to provide incentives to achieve sales
A sales person can only call on one customer at a time.
This is not a cost-effective way of reaching a large
audience.
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16. Selling and Marketing
Marketing cycle is completed once the feedback is
received and salespeople play an important role in
bring the feedback
Efforts of the company to provide solutions to the
people could be accomplished through sales people
only
People are informed about the services and products of
a company through the sales people only
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18. Strengths and Weaknesses of
Communication Methods
Communication Credibilit
Control Flexibility Cost
Method y
Personal selling M to H H L H
Internet website H M to H L M to H
Mass media
H L L M
advertising
Publicity L L H L to M
Word of Mouth L L H L
M = Moderate, H = High, L = Low
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19. Integrated Marketing
Communications
Many companies use a combination of various
communication techniques to be able to
communicate better and balance out the pros and
cons of each communication technique
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20. Sales people and Marketing Mix
Sales people are eyes and ears of a company in the
marketplace
Learning organisations acquire information from the
sales people about environment and make
organisational decisions based on them
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21. Types of Organisational Learning
Adaptive Learning
To develop knowledge to do present activities better
Generative Learning
To go beyond the present products, markets, policies
and procedures to develop new insights
Sales people contribute to both by providing in
critical information to the firm’s strategic system
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22. Main Roles of the Sales Force
Prospecting
Communicating
Selling
Servicing
Information gathering
Allocating
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23. Contribution from Sales people
Strategy development
New product development
Pricing
Channel management
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24. Qualities of High Sales Performers
Sell to people
Know when to close
Exchange Information
Regularly establish trust
Engage in certain behaviors
Provide value added to the customer
Be perceived as a genuine advocates of prospects’
needs
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25. Salespeople are made not born
They are made with Concentrated attention
They are made with Concentrated attention
repeated practice goal oriented direction
The skills required to be a successful salesperson can
be learned.
Become a student of your profession
Learn throughout your career
Innate characteristics such as personality traits, gender,
and height are largely unrelated to sales performance.
Companies spend billions of dollars each year on
training.
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26. THE SALES EDGE - EVERYBODY
SELLS
Human relation skills are basic selling skills.
Skills are learned and practiced from birth.
Everyone has a base upon which to build their
selling abilities.
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28. Selling
Prospecting for new customers
Increasing sales to existing customers
Making sales presentations
Demonstrating products
Negotiating prices and delivery terms
Writing orders
and many more
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29. Servicing Customer
To work with employees of other departments to
make sure that the customers get full benefit of what
they have bought
Coordinate during meetings to resolve the problems
of the customers
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30. Reporting
Time and money spent
Future schedules
Activities of competitors
Business conditions
Unsatisfied needs of the customers
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31. What do Salespeople do?
Client relationship manager
Account team manager
Vendor and channel manager
Information provider to their
firm
33. Types of salespeople
Selling products to the customers over the counter
Selling products to the customers in the showrooms
Selling parts to producers to make the products
Selling material to the producers to make parts
this chain could be very long…..
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34. Selling and Distribution
Channels
Business to business
Direct sales A distribution
channel is a set of people
Sales through distributors and organizations
responsible for the flow of
Business to customer products
Direct sales and services from the
Sales through Retailers producer to the ultimate
user.
Sales through Retailers and
distributors
38. Trade selling
Taking orders and field service.
Largely involves delivering orders and replenishing
inventory.
Expected to persuade customers to provide additional
shelf space or more favorable placement of stock.
Opportunity to increase sales comes most often
through assisting the customer to move a larger volume
of inventory.
Often actually set up product displays in retail stores
39. Missionary selling
Educate those who ultimately decide what product
will be used by the consumer.
Often does not see immediate results from their
efforts in the way of products sold.
Still accountable for sales.
40. Technical selling
Salespeople must also be competent in some
technical specialty related to the products being
sold.
Usually called in by another salesperson who has
already contacted the prospect and stimulated some
interest.
Often conducted by a sales team.
Still need real sales skills because their role is more
than just explaining the technical aspects of the
product.
47. Rewards in Selling
Independence and responsibility
Financial rewards
Management opportunities
Variety and Independence
No set routine
The variety of prospects and their needs.
Professional salespeople are never unemployed.
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48. Average Annual Compensation for
Salespeople and Managers
Source: 2004 Salary Survey, Sales & Marketing Management, May 2004, p. 29.
49. Opportunity for Advancement
Advancement in Direct Selling
Entrepreneurship
Promotion to Sales Management
Involvement in Sales Training
Moving Into Top Management
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52. Characteristics of Successful
Salespeople
Motivation Enthusiasm
Dependability and trustworthiness Sincerity
Ethical sales behaviour Goal Direction
Customer and product knowledge Resourcefulness
Communication skills Pleasant Personality
Flexibility Initiative
Administrative Ability Ability to Ask
Emotional intelligence Questions
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53. Other characteristics
Willing to do what it takes to attain goals.
Ability to find satisfaction in contributing to
achievement of the goals set by their company.
Enjoy serving the needs of others.
Able to stay focused on daily activities.
Strong positive self image
High ethical standards
Sensitivity to the needs of others.
Able to win the trust of others
56. Summary
You should study personal selling because we all
use selling techniques.
Salespeople play a vital role in business activities.
Salespeople engage in a wide range of activities.
The specific duties and responsibilities of
salespeople depend on the type of selling position.
Research on the characteristics of effective
salespeople indicates that many different
personality types can be successful in sales.