Description
marketing
The Personal Selling Process
What is Personal Selling?
?
Personal selling is a personal presentation for the purpose of making sales and building relationships. The key to personal selling today is to create relationship marketing
Relationship marketing is the idea of creating a long term relationship between the customer and the business, in order to provide the customer with satisfaction and a lack of buyer’s remorse, and to leave the business with a future long-term customer and possibly attract new ones
?
?
The Five Characteristics of Successful Relationship marketing Customer Orientation means that the salesperson places as much
emphasis on the customer's interests as on the salesperson’s interests. Presentations balance the pros and cons. The salesperson doesn’t push a product that the buyer doesn't need. Competence includes the salesperson’s ability, knowledge, and resources to meet customer expectations. The salesperson displays technical command of products and applications. Dependability is the predictability of the salesperson’s actions. His or her words and actions are consistent with a professional image. Candor is the honesty of the spoken word. The proof used to support claims is credible. Subsequent events prove the salesperson’s statements to be true. Likability is rooted in each party's perception of "having something in common" with the other. This is an emotional factor, yet a powerful force in buyer and seller relationships.
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The Personal Selling Process
1.
2.
Prospecting is identifying potential qualified customers Preapproach is planning the sales presentation to meet the customer’s wants or to solve the customer’s problem. This involves gathering research about the prospect. The salesperson must determine where the specific target market consumer is in the purchasing process. In the approach, the salesperson meets and greets the buyer and puts the buyer at ease. At this meeting, the salesperson asks some key questions to get some essential information before getting the buyer’s attention and launching into the presentation.
The Personal Selling Process
3.
4.
Presentation is telling the product “story” to the prospect, showing how the product will solve a problem for the product. The salesperson must build a case for how the product can serve the needs of the buyer. A need-satisfaction approach involves carefully listening to the buyer’s needs and then clearly explaining how the product can satisfy those needs. Questioning and listening are more important than talking. This presentation can talk about: Handling Objections raised by the prospect takes a great deal of skill and training. The salesperson must be able to identify the real reasons for an objection, respond to the objection, and overcome it. Objections provide the salesperson with the opportunity to learn more about the customer’s needs and provide information about the product to satisfy those needs.
The Personal Selling Process
5.
6.
Closing the sale is asking the prospect for an order. The salesperson must be able to recognize the signals that indicate the prospect is ready to close. Follow-up is essential to building a relationship between the seller and the buyer. The salesperson follows-up to ensure that the buyer received the right products in the right condition at the right time. Any problems or concerns on the part of the buyer after the sale are addressed immediately. The salesperson demonstrates continued interest in the account and a desire to satisfy the buyer’s needs on an ongoing basis.
doc_857856038.ppt
marketing
The Personal Selling Process
What is Personal Selling?
?
Personal selling is a personal presentation for the purpose of making sales and building relationships. The key to personal selling today is to create relationship marketing
Relationship marketing is the idea of creating a long term relationship between the customer and the business, in order to provide the customer with satisfaction and a lack of buyer’s remorse, and to leave the business with a future long-term customer and possibly attract new ones
?
?
The Five Characteristics of Successful Relationship marketing Customer Orientation means that the salesperson places as much
emphasis on the customer's interests as on the salesperson’s interests. Presentations balance the pros and cons. The salesperson doesn’t push a product that the buyer doesn't need. Competence includes the salesperson’s ability, knowledge, and resources to meet customer expectations. The salesperson displays technical command of products and applications. Dependability is the predictability of the salesperson’s actions. His or her words and actions are consistent with a professional image. Candor is the honesty of the spoken word. The proof used to support claims is credible. Subsequent events prove the salesperson’s statements to be true. Likability is rooted in each party's perception of "having something in common" with the other. This is an emotional factor, yet a powerful force in buyer and seller relationships.
?
?
?
?
The Personal Selling Process
1.
2.
Prospecting is identifying potential qualified customers Preapproach is planning the sales presentation to meet the customer’s wants or to solve the customer’s problem. This involves gathering research about the prospect. The salesperson must determine where the specific target market consumer is in the purchasing process. In the approach, the salesperson meets and greets the buyer and puts the buyer at ease. At this meeting, the salesperson asks some key questions to get some essential information before getting the buyer’s attention and launching into the presentation.
The Personal Selling Process
3.
4.
Presentation is telling the product “story” to the prospect, showing how the product will solve a problem for the product. The salesperson must build a case for how the product can serve the needs of the buyer. A need-satisfaction approach involves carefully listening to the buyer’s needs and then clearly explaining how the product can satisfy those needs. Questioning and listening are more important than talking. This presentation can talk about: Handling Objections raised by the prospect takes a great deal of skill and training. The salesperson must be able to identify the real reasons for an objection, respond to the objection, and overcome it. Objections provide the salesperson with the opportunity to learn more about the customer’s needs and provide information about the product to satisfy those needs.
The Personal Selling Process
5.
6.
Closing the sale is asking the prospect for an order. The salesperson must be able to recognize the signals that indicate the prospect is ready to close. Follow-up is essential to building a relationship between the seller and the buyer. The salesperson follows-up to ensure that the buyer received the right products in the right condition at the right time. Any problems or concerns on the part of the buyer after the sale are addressed immediately. The salesperson demonstrates continued interest in the account and a desire to satisfy the buyer’s needs on an ongoing basis.
doc_857856038.ppt