Mktg 5 Sales Management

1. THE PERSONAL
SELLING PROCESS
CLAUDIO
SALONGA

2. INTRODUCTION
 Personal selling is where businesses use
people (the “sales force”) to sell the product
after meeting face-to-face with the
customer. The sellers promote the product
through their attitude, appearance and
specialist product knowledge. They aim to
inform and encourage the customer to buy, or
at least try the product.

3. 8 STEPS OF THE SALES
PROCESS
 Prospecting
 Preapproach
 Approach
 Need assessment
 Presentation
 Meeting objections
 Gaining commitment
 Follow-up

4. PROSPECTING
 It is the method or system by which
salespeople learn the names of people who
need the product and can afford it.
 2 STEPS IN PROSPECTING:
1. Generating leads
2. Qualifying leads

5. IDENTIFYING LEADS
 Referrals from customers
 Referrals from internal company sources
 Referrals from external referral agencies
 Published directories
 Networking by the salesperson
 Cold canvassing

6. QUALIFYING LEADS
 The customer has a need for the products
which are being sold
 The customer can afford to buy the products
 The customer is receptive to being called upon
by the salesperson

7. PREAPPROACH
 The preapproach step includes all the
information-gathering activities which
salespeople perform to learn relevant facts
about the prospects and their needs and
situation.

8. CUSTOMER RESEARCH
 The sales rep should learn everything possible
about the business of the prospective client. A
few examples would be:
1. It’s size
2. Purchasing practices.
3. Name of executives
4. Those who affects the buying decision

9. PLANNING THE SALES
PRESENTATION
 Planning the sales presentation is the analysis
and the interpretation of all the data gathered
during the customer research. Sales reps
usually take a few calls in order to close a
sale, but planning it creates an effective
strategy. This is also called adaptive selling.

10. THE APPROACH
 Once the sales rep has the name of a prospect
and adequate preapproach information, the
next step is the actual approach. It is important
to make an appointment to see the buyer. This
increases the chances that the salesperson
will have the buyer’s attention during the
meeting.

11. NEED ASSESSMENT
 Companies and consumers purchase products
and services to satisfy needs or to solve
problems. In a business situation, the
company’s purchases are always related to
the need to improve performance. The
important points a salesperson must achieve
would be to discover, clarify, and understand a
buyer’s needs.

12. SITUATIONAL QUESTIONS
Give an  These are questions which ask for
example of a
situational factual information about the
question and buyer’s current situation.
win a prize!
:) Salespeople ask these questions to
get ideas about how the customers
might be able to use their products.

13. PROBLEM DISCOVERY
QUESTIONS
Give an  These are questions used to
example of a
problem uncover potential problems,
discovery difficulties, or dissatisfaction that the
question and
win a prize! customer is experiencing that the
:)
salesperson’s products and
services can solve.

14. PROBLEM IMPACT
QUESTIONS
Give an  These are questions about the
example of a
problem impact that the buyer’s problem will
impact have on various aspects of their
question and
win a prize! operations. Salespeople ask these
:)
questions to make the buyer think
about the consequences of not
solving the problem.

15. SOLUTION VALUE
QUESTIONS
Give an  These questions ask the value or
example of a
solution the importance of a solution to a
value problem uncovered earlier in the
question and
win a prize! conversation. Salespeople use
:)
these to reinforce the importance of
the problem and to help the buyer
assess the value of a solution.

16. CONFIRMATORY
QUESTIONS
Give an  These questions ask for
example of a
confirmatory confirmation from buyer that they
question and are interested in hearing about how
win a prize!
:) your products will help them.
Salespeople may use confirmatory
questions to make the transition into
their presentation of their products’
features and benefits.

17. THE PRESENTATION
 This is primarily the discussion of those
product and/or service
features, advantages, and benefits which the
customers have indicated are important to
them. Most presentations are done oral;
however, they also include written and visual
presentations to support the statements done
orally.

18. PRODUCT
DEMONSTRATIONS
 A good sales presentation is built around a
forceful product demonstration. Reps should
demonstrate everything possible during the
presentation. Today there are numerous
softwares which can be used with laptops to
make product demonstrations easier.

19. PREPARED SALES
PRESENTATION
 This is also called a canned sales talk,
meaning that the presentation is not as
spontaneous as it would be. As to its efficacy
is still debatable, it has several advantages
like:
1. It gives salespeople confidence
2. It can utilize tested & effective sales
techniques
3. It gives some assurance that everything will
be discussed
4. It greatly simplifies sales training

20. DEVELOPING EFFECTIVE
SALES PRESENTATIONS
 Keep the presentation simple
 Talk the prospect’s language
 Stress the application of the product or service
to the prospect’s situation
 Seek credibility at every turn

21. MEETING OBJECTIONS
 Objections are encountered in practically
every presentation. They should be welcomed
because they indicate that the prospect has
some interest in the proposition. There are
several techniques that should be used in
responding to a buyer objection.

22. LISTEN!
"Effective  It is important that you listen
questioning
brings actively. Do not assume that you
insight, whic know what the buyer is going to
h fuels
curiosity, whi say. Encourage the buyer to talk.
ch cultivates
wisdom."
This helps to get the objection out in
— Chip Bell the open.

23. CLARIFY!
“Clarity is  Repeat and clarify the objection by
the
counterbalan asking for more information. The
ce of buyer may confirm that you are
profound
thoughts.” correct in your understanding or
— Luc de
Clapiers, Ma
provide additional information.
rquis De Sometimes this step can uncover a
Vauvenargu
es misunderstanding that the buyer
has about your product and/or
services

24. RESPECT!
“When  Acknowledge that you understand
people do
not respect and appreciate the concerns.
us we are Remember that the buyer is not
sharply
offended; yet attacking you personally, so you
in his private
heart no
should not become defensive.
man much
respects
himself.”
— Mark
Twain

25. RESPOND!
“Sometimes it's
just harder to
 It is important that you respond to
remind yourself
about what
the buyer’s concern. The specific
you're doing
and why you're response to the objection depends
doing it. Other
times, you on the type of objection it is.
have a great
desire for it, but
physically
you're not
responding the
way you want.
That presents
other
challenges.
Then
sometimes it all
comes
together.”
— Andre
Agassi

26. TYPES OF OBJECTIONS
 Price or value objections
 Product or service objections
 Procrastinating objections
 Hidden objections

27. GAINING COMMITMENT
 At some point after the salesperson has
convinced they buyer that his or her products
at least warrant further attention, the
salesperson must ask the buyer to commit to
some action which moves you further toward
the sale.

28. FOLLOW-UP
 Reps must learn that the sale is not over when
they get the order. Good sales reps follow up
in various ways. They make certain that they
have answered all the buyer’s questions and
that the buyer understands the details of the
contract.

29. THE END