1. PERSONAL
SELLING
AND SALES
MANAGEMENT
CHAPTER

2. Definition of Personal Selling
Personal selling –
1) two-way flow of communication
2) between a buyer and seller
3) a face-to-face or real time encounter
Why are “ face to face” and “two-way” important?

3. • Provides a detailed explanation
or demonstration of product
• Message can be varied to fit the
needs of each prospective customer
• Can be directed to specific
qualified prospects
• Instant feedback
• Personal persuasion can be used
“A good salesman can get
you to buy ice in winter”
Advantages of Personal Selling

4. When to Use Personal Selling
Customers are concentratedCustomers are concentrated
There are few customersThere are few customers
Product is technically complexProduct is technically complex
Product is custom madeProduct is custom made
Product has a high valueProduct has a high value
Selling image, not productSelling image, not product

5. Creating Value Through Salespeople
Relationship Selling
building ties to the customer, based on a
salesperson’s attention and commitment to
customer needs over time.

6. 1) Prospecting
2) Pre-approach
3) Approach
4) Presentation
5) Close
6) Follow-Up
Six stages of Personal Selling

7. Personal Selling: Prospecting
 Prospect- possible customer
Qualified Prospect-customer who has desire,
means and power to decide
Cold Canvassing- seller initiated contact of,potential
customers without advance warning.

8. 3) Approach-First meeting
(Physical impressions highly important-appearance, timeliness,
confidence)
2) Pre-approach-Gathering information
(when to call, income level, risk tolerance)
Personal Selling:
Pre- Approach & Approach

9. Personal Selling:Presentation
A) Stimulus-Response Format – (suggestive selling)
keep suggesting items until the buyer responds, like the
McDonalds order taker
B) Formula Selling Format – more formal and planned,
like a telemarketer
Canned Selling Presentation
Memorized, standardized message
conveyed to every prospect.
Works when seller is a novice or
does not know the buyer well

10. Personal Selling: Presentation
 Need-Satisfaction Format-
Let the customer do the talking-
Salesman probes, listens then suggests,
like a financial planner
• Adaptive Selling- pro-active but selective
presentation of offerings,
based on pre-approach data
• Consultative Selling – re-active presentation
for problem solution

11. Personal Selling: Presentation
 Handling Objections
• Acknowledge and Convert the Objection-
use the objection as a reason to buy (expensive)
nswer because next info will convince buyer
ated)
nd Neutralize
how the objection’s insignificance (side effects)
Denial
refute objection with clear facts

12. Personal Selling: Close
Trial Close-”Can I put you down for blue or green?”
•Assumptive Close-ask about delivery or warranty choices.
• Urgency Close-”Offer valid for today only.”
• Final Close-Buyer initiated acceptance of the sale.

13. Address concerns with delivery and installation,
so today’s customer becomes tomorrow’s
qualified prospect or referral source
Personal Selling: Follow-Up

14. Sales Force Motivation
• Compensation
• Straight Salary Compensation Plan
• Straight Commission Compensation Plan
• Combination Compensation Plan

15. Sales Force Evaluation
 Quantitative Assessments – sales quotas
easy but ignores selling environment
•attitude
•attention
• product knowledge
•selling skills
•appearance and professionalism
 Qualitative Assessments – behavioral evaluations

16. Personal selling involves the
two-way flow of communication
between a buyer and seller, often in a
face-to-face encounter, designed to
influence a person’s or group’s
purchase decision.
Personal selling involves the
two-way flow of communication
between a buyer and seller, often in a
face-to-face encounter, designed to
influence a person’s or group’s
purchase decision.
Personal Selling

17. The personal selling process consists
of six stages: (1) prospecting,
(2) preapproach, (3) approach,
(4) presentation, (5) close, and
(6) follow-up.
The personal selling process consists
of six stages: (1) prospecting,
(2) preapproach, (3) approach,
(4) presentation, (5) close, and
(6) follow-up.
Personal Selling Process

18. Adaptive selling involves adjusting
the presentation to fit the selling
situation, such as knowing when to
offer solutions and when to ask for
more information.
Adaptive selling involves adjusting
the presentation to fit the selling
situation, such as knowing when to
offer solutions and when to ask for
more information.
Adaptive Selling

19. Consultative selling focuses on
problem identification, where the
salesperson serves as an expert on
problem recognition and resolution.
Consultative selling focuses on
problem identification, where the
salesperson serves as an expert on
problem recognition and resolution.
Consultative Selling