Personal Selling Theories & Process
Personal Selling
Stimulus
(Sales Presentation)
Buyers decision Making process
Response (Buy or Not Buy)
Psychological factors of Buyer
Attitude Perceptions Motivation personality
Personal Selling
It enhances customer confidence in Seller Promotes Long Term business relations Provides human touch to business transactions Understands customers need and preferences more clearly Powerful and effective tool to convince the customer
Personal Selling
Advantages:
Value Sharing Relation Building Consulting
Theories Of Selling
Selling & Buying Styles
Factors of Buying Styles
Buyers capacity to pay The Quantity of purchase The ability to take risk The bargaining power of Buyer Personality traits
Innovators & Laggards
Selling & Buying Styles
Effective Selling:
Matching of Buyer & Seller Characteristics
Matching the Sellers Style with The Buyers Style
Selling Situations:
Insurance/ Mobile phones Organizational Buying In a retail situation Pharmaceutical selling
Selling & Buying Styles Buyer Seller Dyad
C O N C E R N FOR THE C U S T O M E R
People Oriented
Problem Solving oriented
Sale Technique Oriented
Take it Or Leave it
Push-The-Product oriented
CONCERN FOR SALE
Theories Of Selling
AIDAS Theory
Right Set of Circumstances Theory Buying Formula Theory Theory of Diffusion
Sales Process
Personal Selling
Stimulus
(Sales Presentation)
Buyers decision Making process
Response (Buy or Not Buy)
Psychological factors of Buyer
Attitude Perceptions Motivation personality
Buying Decision Process
Problem/ Need recognition Information search/ Collection Evaluation of Alternatives
Purchase Decision
Post Purchase Behavior
Buying Situations
For Household & Individual Consumers
Routine decision-making Limited decision-making Extensive decision-making
For Business Buyers
New purchase Change in supplier (or modified rebuy) Repeat purchase (or straight rebuy)
Sales Process
Pre-sale preparation Prospecting Preapproach
Sales Process
Selling Activities Non Selling Activities
Approach Presentation & Demonstration
Objection handling Closing the sale Follow-up
Sales Process
Pre-Sale preparation
Knowledge about Company Knowledge about Products Knowledge about Competitors Knowledge about Sales Related Marketing Policies
Pricing policies Distribution policies Promotional policies
Sales Process
Prospecting
Customer Reference
Cold Calling Centre of Influence method Personal Observation method Direct mail/ Telephone method Company records News papers
Sales Process
Preapproach Information Gathering
Planning the Sales Call Setting Call objectives Planning the Sales Strategy
Sales Process
Approach Guidelines
Prior appointment Timing Command Relaxed atmosphere Open mindedness Cashing in on Brand name or Company Reputation Customer Benefit approach The premium Approach The shock approach Making the Prospect feel important Survey Approach Interactive Approach
Methods of Approach
Sales Process
Presentation & Demonstration
Understanding the Buyers needs Knowing Sales Presentation methods
Stimulus response method Formula method Need Satisfaction method Team selling method Consultative selling method
Developing an effective presentation
Sales Process
Objection Handling Methods
Ask Questions Superior feature method Turn an Objection into a Benefit Third-party certificate Feel, Felt, Found Head On Comparison method Another Angle method Question or Why method
Sales Process
Closing the Sale
A close is any question you ask, the answer to which confirms the fact that HE agrees to buy, or give commitment
Closing Techniques
The order pad Close The Summary of Benefits Close The Continued Affirmation Close Logical Close Special Inducement Close Sharp Angle Close The Alternative Close The Assumptive Close The Secondary Question Close The Ask for it Close
Sales Process
Follow-up and Service
Check customer Order Plan Follow-up visits Account penetration Relationship marketing
Sales Effectiveness
The Sales Process
What is Selling? To satisfy the Need/Want with the Product/Service for mutual benefit.
Any Buying involves giving up something! It is a Sales Persons Skill to identify that
Sales Person
Customer
The Sales Process
The Criteria for an Effective Sales Visit
Prepare well for each and every visit. Have a clearly defined objective for each visit. Work with decision makers Use questions rather than statements. Prove that your product or service is of benefit to the customer. Find out all objections and handle them. Agree on a Commitment If I have 8 hours to cut
a tree, I will take 6 hours to sharpen my axe
Understanding Customer Requirements
What do we Need to Know
ABOUT THE PROSPECT ABOUT HIS NEED AREAS
Understanding Customer Requirements
Why do we Need to Know NEED
BENEFIT
FEATURE
Whats in it for me?!
Why we should Ask Questions
Understanding Customer Requirements
The Art & Science of Asking Questions
Open Neutral Questions Open Leading Questions Closed Questions
Understanding Customer Requirements
Encouraging the Conversation The Funnel Technique
1. Motivate The Customer to Talk
1.
2. 3. 2. Open Neutral Questions to get unbiased information 3. Open Leading Questions to explore more deeply 4.Closed Questions to Pinpoint precise Requirements 5. 5. Summary to gain Customers Acceptance of Requirements
4.
Customer Needs
Understanding Customer Requirements
Motivating the Prospect/Customer The Key Existing Customer New Customer
Creating an Ambience
Greeting & Introduction
Purpose of The Meeting The First 60 Seconds Are Vital
Create a Feeling I am interested in You
Understanding Customer Requirements
The Art of Listening
THE NEED
The more we Listen, The better others will Listen to us
Obstacles in Listening
Something else in Mind Lack of Interest Impatience Making Assumptions Mentally criticizing delivery of Speech Over Stimulated/ Over Enthusiastic Too busy to Listen Too tired to Listen
The DAPA Method
Define customers requirements for your product/ service Acceptance by the customer of the requirements
Prove that your product/service fulfill the customers requirements
Acceptance of the proof by the customer
The DAPA Method
Who talks more
D A
SP: Asks questions C : Answers SP: Listens SP: Take notes
Customer
p
A
SP: Presents, proves C : Listens C : Asks questions SP: Answers
Sales Person
Presenting The Value
Features, Advantages, Benefits
Feature
The Customer Requirement this Feature Addresses
The Consequent benefit to the Customer
1
2 3
Presenting The Value
What you gain What you want
Benefit
Need
Feature/ Proof
What we offer
Presenting The Value
Presenting Benefits Creating the Impact
Voice Voice Modulation Clarity Conviction Gestures Enthusiasm
Dealing with Objections
Why do objections come How do sales person tend to feel How should sales person react
Dealing with Objections
The Three Kinds of Objections
Objections that dont hear Objections that hear & can answer Objections that hear & cant answer
Dealing with Objections
Handling Objections we can Answer
Pause Tell me more Empty the Customer Lock the Customer Give best possible Solution Are you satisfied with the Answer
Handling Objections we cannot Answer
Product Features Customer Needs
Selling Price Effectively
The right stage to present Price
Why
Price
Not until the customer has realized the benefits of the product/ service
Selling Price Effectively
Presenting the Price:
The Sandwich Method Split Method
Handling the price Objection
SELL THE DIFFERENCE
Difference
Benefit
Closing the sale
Gaining Commitment
A Close is any Question you ask, the answer to which confirms the fact that he agrees to buy, or gives commitment
Why we may not close closing well effectively What prevents from
When to close
Closing the sale
Different ways of Closing a Sale:
The Order Pad Close The Summary of Benefits Close The Continued Affirmation Close Logical Close Special Inducement Close The Alternative Close The Assumptive Close The Secondary Question Close Sharp Angle Close The Ask for it Close
The Sales Structure
Steps to Success
Gain Commitment Are U satisfied with my answer? Present Best possible Solution Lock the Customer If Empty the Customer Apart from This.. Tell me More Pause Objection Closed Question Presentation of Solution Summary of Customers needs & Requirements Open Leading and/or Closed questions Open Neutral Questions Motivate The Customer Own Introduction, Purpose of the Meeting
PA
DA
Summary
The Sales Process
Defining the Sale Criteria for an Effective Sales Visit
Understanding Customer Requirements
What do we need to Know Why do we need to Know Motivating the Customer/ Prospect The art of Listening
Presenting the Value
FAB Presenting the Benefit Creating the Impact
Objection Handling Selling Price Effectively
Right stage to present Price Handling Price objections
Closing the Sale
Gaining Commitment Different ways of Closing the Sale
