This presentation deals with consumer buying model to give insights on consumer psychology. It defines personal selling and its nature and objectives. It further details the steps and techniques of personal selling process. And finally it differentiates between relationship selling and transactional selling

1. Personal Selling
Presented By:
Jatin Vaid

2. Consumer buying process
Problem / Need recognition
Information search / collection
Evaluation of alternatives
Purchase decision
Post-purchase behaviour
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3. Stages of consumer buying process
1. Problem recognition
 Internal stimuli (hunger, prestige)
 External stimuli
2. Information search
 Low involvement V/S High involvement category
 Visiting stores, asking friends, talking to sales
personnel, Internet
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4. Stages of consumer buying process
3. Evaluation of alternatives
 Evaluation of product features
 Brand beliefs: Price, quality, safety and life
 Positive & negative emotional beliefs
4. Purchase decision
 Most preferred brand
 Attitude of others: Friends, published reviews
 Situational factors
 Brand; timing; quantity; payment method
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5. Stages of consumer buying process
5. Post-purchase behavior
 Meeting customer expectations
 Satisfied: Repurchase, brand ambassadors
 Dissatisfied: Return product, stop buying,
negative word of mouth, complain, legal
recourse
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6. Personal Selling
According to AMA, “Personal Selling is an oral
presentation in a conversation with one or more
prospective purchaser for the purpose of
making sales”
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7. Nature of Personal Selling
 Face to face contact
 Two – way communication
 Helps build long term customer relations
 Highly effective method of promotion
 Flexible
 Expensive
 Limited reach
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8. Objectives of Personal Selling
Product Awareness
Creates interest
Provides information
Causes demand
Reinforcing brand
Increase sales volume
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9. Personal Selling Process
Steps:
1. Prospecting & Qualifying
2. Pre-approach
3. Approach
4. Presentation & Demonstration
5. Overcoming objections
6. Closing the sale
7. Follow-up & Service
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10. 1. Prospecting & Qualifying
Prospect or a potential customer is
someone who needs a product and
has an ability to buy
 Search for new markets /
customers
 Methods:
i. Referrals from existing
customers
ii. Internal company sources
iii. Sales people networking
iv. Cold canvassing
v. Standard Databases
Qualifying means the prospect is
qualified to meet necessary
standards and receive further
attention
 Have the need for the product
 Can afford the product
• Category:
i. Hot – Good requirement &
financially sound
ii. Warm – Medium requirement
& financially sound
iii. Cool – Low requirements & low
affordability
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11. 2. Pre-approach
i. Information gathering:
 Details about prospects: Business, purchasing
practices, problems faced, industry challenges
 Sources: Internet, trade magazines, newspapers,
annual reports, existing customers
ii. Planning the sales call:
 Setting call objectives
 Sales strategy – Presentations, messages,
behavior
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12. 3. Approach
 Make an appointment to meet the prospect
 Favourable first impression
 Appearance, dressing sense, attitude, opening
lines, greetings
 Get the attention of prospects
 Arouse interest
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13. 4. Presentation & Demonstration
Presentation:
i. Understanding buyer’s needs
 Relevant questions – situation/problem/impact/solution
ii. Sales presentation methods
 Attention, Interest, Desire, Action (AIDA)
 Features, Advantages, Benefits, Value (FABV)
 Problem – solution
 Team Selling
iii. Effective presentation
 Tailored to the situation
 Persuasive & Convincing
 Use of technology
 Easily understood
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14. Presentation & Demonstration (Cont.)
Demonstration
 Important selling tool
 Prove benefits
 Reduce risk of wrong buying
 Potential to clear buyer’s doubt
 Potential to suit specific customer needs
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15. 5. Overcoming objections
 Welcome objections & handle satisfactorily
 Important to sales
Types of objections:
i. Psychological – predetermined beliefs, preferences,
decision-making, anxiety.
ii. Logical – quicker delivery, high price, quality, availability
Methods of handling objections:
i. Asking questions
ii. Focus on benefits
iii. Denial
iv. Third – party certificate
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16. 6. Closing the sale
 Closing means asking customer for order
 It helps buyer make a decision
 Trial close: Technique to check customer’s attitude /
opinion before closing
 Favourable response to trial close: Ask for order
 Negative response to trial close: Go back to presentation
 Readiness to buy signals:
 Examines the product
 Ask a friend’s opinion
 Asks questions
 Becomes friendly
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17. Closing Techniques
1. Alternative choice close – Choice between
two or more items
2. Minor points close – Choice on variants,
Options on delivery; payment, etc.
3. Assumptive close – Delivery options, non-
verbal actions of packing; getting the card
swipe machine
4. Summary of benefits close – FABV Approach
5. Special offer – Irresistible offer to customer
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18. 7. Follow-up & Service
Sales personnel’s job is not over after closing the
sale. Customer service is crucial to maintain
long-term relations
 Check customer order
 Plan follow-up visit at delivery
 Account penetration
 Relationship marketing (CRM)
 Cross-selling & Up-selling
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19. Transactional V/S Relationship Selling
Parameters Transactional Selling Relationship Selling
1. Objective Get orders / sales Become preferred seller
2. Focus Presentation, closing Build trust, CRM
3. Customer type Many customers with low
profit potential
Fewer customers with high
profit potential
4. Relationship length Short term (Days) Long term (Years)
5. Sales team Junior level sales people Mix of senior level and
medium level sales people
6. Selling efforts Low to medium High, with diverse
functions
7. Pricing strategy Competitive; Lowest prices
to get sales
Mutually acceptable prices
for profits
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20. Thank You!
jatinvaid@gmail.com
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