7/23/2019 Personal Selling (Extra Reading-3) http://slidepdf.com/reader/full/personal-selling-extra-reading-3 1/19 PERSONAL SELLING PERSONAL SELLING It is a personal communication of information It is a personal communication of information to persuade a prospective customer to to persuade a prospective customer to buy something--- a good, service, or buy something--- a good, service, or idea---- that satises an individual’s idea---- that satises an individual’s needs. needs. Broadly classied into industrial, retail and Broadly classied into industrial, retail and service selling. service selling.
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It is a personal communication of informationIt is a personal communication of informationto persuade a prospective customer toto persuade a prospective customer to
buy something--- a good, service, orbuy something--- a good, service, or
idea---- that satises an individual’sidea---- that satises an individual’s
needs.needs.
Broadly classied into industrial, retail andBroadly classied into industrial, retail andservice selling.service selling.
Personal selling is the most e"ective tool at laterPersonal selling is the most e"ective tool at later
stages of the buying process , particularly in buildingstages of the buying process , particularly in building
up buyer preference ,conviction,& action.up buyer preference ,conviction,& action.
Personal selling has # distinctive $ualities%Personal selling has # distinctive $ualities%
1.1. Personal confrontation:Personal confrontation: Personal selling involves an immediate & interactivePersonal selling involves an immediate & interactive
relationship beteen to or more persons. achrelationship beteen to or more persons. ach
party is able to observe the other’s reactions.party is able to observe the other’s reactions.
'part from industrial products selling ,'part from industrial products selling ,personal selling can also ma!e a strongpersonal selling can also ma!e a strong
contribution in consumer-goods mar!eting.contribution in consumer-goods mar!eting.
Some consumer mar!eters use the sales forceSome consumer mar!eters use the sales force
mainly to collect ee!ly orders frommainly to collect ee!ly orders from
-- re$uires very little training & compensation-- re$uires very little training & compensation
-- generates bul! of the rms sale-- generates bul! of the rms sale
-- high turnover of these sales personnel-- high turnover of these sales personnel
OR"ER GETTERSOR"ER GETTERS
-- )esponsible for the groth of a company by getting orders from-- )esponsible for the groth of a company by getting orders fromnew & existing customers)new & existing customers)
------ Identifying prospective buyers, educating them aboutIdentifying prospective buyers, educating them about
the companies products , building goodill for thethe companies products , building goodill for the
company & providing after sales support to the buyers0company & providing after sales support to the buyers0
--- usually involved inBB products or org. products--- usually involved inBB products or org. products
--- e.g. missionary sales people, trade sales people &--- e.g. missionary sales people, trade sales people &technical sales peopletechnical sales people
/hen the product is not very technical or sales person is/hen the product is not very technical or sales person isine+perienced A e+tensively used in door-to-door selling &ine+perienced A e+tensively used in door-to-door selling &in telemar!eting programs0in telemar!eting programs0
------2or$ula%e' approa*,2or$ula%e' approa*,%%
/sales person identifying the buyer’s needs & his buying styles/sales person identifying the buyer’s needs & his buying styles& consistently hit ith informations till he derives success0& consistently hit ith informations till he derives success0
- 7ustomiCing the sales presentation to cater to the7ustomiCing the sales presentation to cater to theneeds of individual customersneeds of individual customers
- Better suited for e+perienced & sophisticated salesBetter suited for e+perienced & sophisticated sales
Silent close ,=egative close, direct close , assumptive close ,Silent close ,=egative close, direct close , assumptive close ,alternative close ,concession close , cautious close etc. arealternative close ,concession close , cautious close etc. aresome of the close.some of the close.
---- Assu$p%i#e *lose:Assu$p%i#e *lose:
'ssumes that the sale is made so that the sales person'ssumes that the sale is made so that the sales personproceeds to issues such as spelling of names, properproceeds to issues such as spelling of names, properaddress, $uantity desired, siCe, color etc.address, $uantity desired, siCe, color etc.
&&&& Nega%i#e *lose:Nega%i#e *lose:
ccurs hen sales person urges the customer to buyccurs hen sales person urges the customer to buyimmediately because the product is in short supply or thereimmediately because the product is in short supply or thereis li!ely for a price rise.is li!ely for a price rise.
-- 7aution close%-- 7aution close% 2he sales person ma!es the customer cautious about availability of 2he sales person ma!es the customer cautious about availability of
the product or the period of availability & then suggests thethe product or the period of availability & then suggests theclose.close.