©2005 Pearson Education Canada Inc.11-1 Chapter 11 Personal Selling.

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Presentation transcript:

©2005 Pearson Education Canada Inc.11-1 Chapter 11 Personal Selling

©2005 Pearson Education Canada Inc.11-2 Personal Selling “Personalized communications that involves a seller presenting benefits of a product to a buyer.” Personal selling plays a key role in customer relationship management programs. It is the human component.

©2005 Pearson Education Canada Inc.11-3 Types of Personal Selling Retail B2B Direct Single transactions, repeat transactions, and order taking. Selling products used in the manufacture of other products. Telemarketing and Internet-based selling techniques.

©2005 Pearson Education Canada Inc.11-4 Selling Has Evolved Consultative Selling Consultative Selling Strategic Selling Strategic Selling Relationship Selling Relationship Selling Partnership Selling Partnership Selling

©2005 Pearson Education Canada Inc.11-5 Personal Selling Planning IMC Plan IMC Plan Sales Plan Objectives Strategies Execution Evaluation

©2005 Pearson Education Canada Inc.11-6 Selling Strategies Personal characteristics and preparation are crucial ingredients for success in selling. Self-Image Verbal skills Body Language Dress Code Self-Image Verbal skills Body Language Dress Code Product Company Competitor Product Company Competitor Good salespeople know more than the product. Strong personal characteristics are needed.

©2005 Pearson Education Canada Inc.11-7 Roles and Responsibilities of Salespeople 1.Gather market information 2.Solving customers problems 3.Locating (new) and maintaining (current) customers 4.Providing follow-up service Making effective sales presentations is the core of the job, but much time is spent on related activities.

©2005 Pearson Education Canada Inc.11-8 Essential Steps in the Selling Process Selling is a 7-step process. Good salespeople adhere to the steps. 1.Prospecting 2.Pre-approach 3.Approach 4.Presentation 5.Handling Objections 6.Closing 7.Follow-up

©2005 Pearson Education Canada Inc.11-9 Prospecting and Pre-Approach Prospecting Pre-Approach Referrals Cold canvas Database management Collecting customer information Qualifying the customer

©2005 Pearson Education Canada Inc Approach and Presentation Approach Presentation Customer contact Make positive impression Schedule appointment Relate benefits to needs Persuasive delivery A/V for impact Demonstration

©2005 Pearson Education Canada Inc Objections and Closing Objections Closing Responding to buyer’s concerns Offering additional information. Trial close Close Confirmation

©2005 Pearson Education Canada Inc Follow-Up The quality of follow-up service activities play a key role in keeping a customer, a customer. Follow-Up Post-sale contact Ongoing contact Relationship building programs

©2005 Pearson Education Canada Inc Changing Nature of Selling Personal selling will continue to change. Technology will lead the way. 1.The “team approach” to selling will continue to grow. 2.The formation of partnerships will be key to long-term growth potential. 3.Technology will change the way we sell and how we communicate.