Scribd
Upload
452 views15 pages

IMC PPT-Unit 4

The document summarizes the key aspects of personal selling including: 1) Personal selling involves face-to-face interactions between a salesperson and customer to make a sale. It allows for developing relationships and answering customer questions. 2) The personal selling process includes prospecting customers, preparing for sales presentations, making initial contact, presenting the product, overcoming objections, closing the sale, and following up with customers. 3) Personal selling is useful when products need demonstrating, customers are illiterate, or to develop relations and get marketing feedback.

Uploaded by

Vjvnu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
452 views15 pages

IMC PPT-Unit 4

The document summarizes the key aspects of personal selling including: 1) Personal selling involves face-to-face interactions between a salesperson and customer to make a sale. It allows for developing relationships and answering customer questions. 2) The personal selling process includes prospecting customers, preparing for sales presentations, making initial contact, presenting the product, overcoming objections, closing the sale, and following up with customers. 3) Personal selling is useful when products need demonstrating, customers are illiterate, or to develop relations and get marketing feedback.

Uploaded by

Vjvnu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 15

Unit-4

Introduction – Meaning – Functions –


Personal Selling Process – Evaluation –
Compensation – Motivation – Territory
Management – Sales Report Preparation
and Presentation – Ethical Issues.
Personal Selling
• Personal selling is also known as face-to-face
selling in which one person who is the
salesman tries to convince the customer in
buying a product. It is a promotional method
by which the salesperson uses his or her skills
and abilities in an attempt to make a sale.
Functions of Personal Selling
• Personal Form- Under personal selling a personal contact is
established between the buyers and the salesman. In other
words, both the parties face each other.
• Development of Relationship- Personal selling results in the
development of personal relationship between the sales
person and the possible buyer. Such a relationship has an
important place in sales.
• Oral Conversation- There is oral conversation between the
sales person and the buyer regarding the features of the
product, i.e., price, colour, shape, design, method of using,
etc.
• Quick solution of Queries- The prospective buyer can make
inquiries regarding the product. Salesman answers these
queries quickly and removes any doubts in the mind of the
buyer.
• Receipt of Additional Information- Normally, before
introducing its product, a company is aware of the
preferences of the probable buyers. Nevertheless, during the
course of personal selling, when the sales person is in direct
contact with the buyers he/she gathers additional information
regarding their tastes and likings.
• Real Sale- Under personal selling, the buyers are not only
informed about the product but the goods are actually sold to
them.
Objectives of Personal Selling
• Building Product Awareness
• Creating Interest
• Providing Information
• Stimulating Demand
• Reinforcing the Brand
Need for Personal Selling
• Requirements of Product Demonstration
• Illiterate Prospects
• Traditional Necessity of Personal Selling- Eg:Medicines,
where salesmen (called medical representatives) still go
from doctor to doctor or from hospital to hospital,
canvassing new medicines manufactured by their
pharmaceutical companies.
• Emergence of an Entirely New Type of Product
• Need to Develop Relations with Customers
• Source of Marketing Research Data
• To Remove Misconceptions Caused by Competitive
Advertising
Personal Selling Process
Prospecting:
• The first step of the personal selling process is called
‘prospecting’.
• Prospecting refers to locating potential customers.
• There are many sources from which potential
customers can be found: observation, social
contacts, trade shows, commercially-available
databases, commercially-available mail list and cold
calling.
Pre-Approach:
• The nest step in the personal selling process is
called the ‘pre-approach’.
• The pre-approach involves preparation for the
sales presentation.
• This preparation involves research about the
potential customers, such as market research.
• Research is useful in planning the right sales
presentation.
Approach:
• The next step in the personal selling process is called
the ‘approach’.
• The approach refers to the initial contact between
the salesperson and the prospective customer.
• During this stage the sales person takes a few
minutes for “small talk” and get to know the
potential customer.
• The goal of the approach is to determine the specific
needs and wants of the individual customer, as well
as allowing the potential customer to relax and open
up.
Presentation:
• The next step in the personal selling process is
called the ‘sales presentation’.
• The sales presentation involves the
salesperson presenting the product or service,
describing its qualities and possibly
demonstrating features of the product.
• Ideally the sales presentation will be
individualized to match the needs and desires
of the potential customer.
Overcoming Objections-
• An objection is the expression of disapproval of an
action taken by salesman; it is an adverse reason or
an argument indicating clearly that the prospect is
not yet ready to buy.

• These objections may be genuine or mere excuses.

• Overcoming objections is really a delicate stage that


makes or mars the unbroken chain of selling process.
Closing the Sale:
• The next step in the personal selling process is
referred to as ‘closing the sale’
• Closing the sale’ refers to finalizing the sale
and persuading the potential customer to
make the purchase.
• During the ‘closing the sale’ step, prices and
payment options may be negotiated.
Following Up:
• The final step in the personal selling process is referred to
as the ‘follow up.’
• The follow up involves the salesperson contacting the
customer after the sale to ensure that the customer is
satisfied.
• If the customer has any existing issues with the product,
the salesperson will address them.
• A successful follow up stage of personal selling can be
very effective in ensuring repeat sales, evaluating the
effectiveness of the salesperson, and obtaining additional
referrals from the satisfied customer.

You might also like