personal selling process
Elements of the Personal Selling Process
No 2 salespersons use exactly the same sales method, but it is generally a seven step process:
1. Prospecting and Evaluating
Seek names of prospects through sales records, referrals etc., also responses to advertisements. Need to evaluate if the person is able (Undergraduate degree to attend a graduate program), willing and authorized to buy. Blind prospecting-rely on phone directory etc.
2. Preapproach (Preparing)
Review key decision makers esp. for business to business, but also family assess credit histories prepare sales presentations identify product needs.
Helps present the presentation to meet the prospects needs.
3. Approaching the Customer
Manner in which the sales person contacts the potential customer. First impression of the sales person is Lasting and therefore important.
Strive to develop a relationship rather than just push the product.
Can be based on referrals, cold calling or repeat contact.
4. Making the Presentation
Need to attract and hold the prospects Attention to stimulate Interest and stir up Desire in the product so the potential customer takes the appropriate Action. AIDA
Try to get the prospect to touch, hold or try the product. Must be able to change the presentation to meet the prospect needs.
Three types of presentations:
Stimulus Response Format: Appropriate stimulus will initiate a buy decision, use one appeal after another hoping to hit the right button...Counter Clerk @ McDonald's "Would you like fries with your burger?"
Formula Selling Format: (Canned Sales Presentation) memorized, repetitive, given to all customers interested in a specific product.
Good for inexperienced sales people.
Better with heavily advertised items that are presold.
Telemarketing a credit card!!
Need Satisfaction Format: Based on the principal that each customer has a different set of needs/desires., therefore the sales presentation should be adapted to the individual customer's
No 2 salespersons use exactly the same sales method, but it is generally a seven step process:
1. Prospecting and Evaluating
Seek names of prospects through sales records, referrals etc., also responses to advertisements. Need to evaluate if the person is able (Undergraduate degree to attend a graduate program), willing and authorized to buy. Blind prospecting-rely on phone directory etc.
2. Preapproach (Preparing)
Review key decision makers esp. for business to business, but also family assess credit histories prepare sales presentations identify product needs.
Helps present the presentation to meet the prospects needs.
3. Approaching the Customer
Manner in which the sales person contacts the potential customer. First impression of the sales person is Lasting and therefore important.
Strive to develop a relationship rather than just push the product.
Can be based on referrals, cold calling or repeat contact.
4. Making the Presentation
Need to attract and hold the prospects Attention to stimulate Interest and stir up Desire in the product so the potential customer takes the appropriate Action. AIDA
Try to get the prospect to touch, hold or try the product. Must be able to change the presentation to meet the prospect needs.
Three types of presentations:
Stimulus Response Format: Appropriate stimulus will initiate a buy decision, use one appeal after another hoping to hit the right button...Counter Clerk @ McDonald's "Would you like fries with your burger?"
Formula Selling Format: (Canned Sales Presentation) memorized, repetitive, given to all customers interested in a specific product.
Good for inexperienced sales people.
Better with heavily advertised items that are presold.
Telemarketing a credit card!!
Need Satisfaction Format: Based on the principal that each customer has a different set of needs/desires., therefore the sales presentation should be adapted to the individual customer's