Personal selling process Essay

No 2 gross gross r plainuepersons use exactly the same sales method, but it is everydayly a seven feel process1. Prospecting and Evaluating undertake 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), unbidden and authorized to buy. Blind prospecting-rely on ph atomic number 53 directory etc.2. Preapproach (Preparing)Review key decision makers esp. for production line to business, but also family assess credit historiesprepare sales presentationsidentify product needs.Helps present the presentation to meet the prospects needs.3. Approaching the CustomerManner 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, glacial calling or repeat contact.4. Making the PresentationNeed 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 counterchange the presentation to meet the prospect needs. Three types of presentationsStimulus Response Format Appropriate stimulus will initiate a buy decision, use one and only(a) appeal after another hoping to hit the right buttonCounter Clerk McDonalds Would you like fries with your burger? Formula Selling Format (Canned gross revenue Presentation) memorized, repetitive, given to all customers interested in a specific product. Good for inexperienced sales plenty.Better with heavily advertised items that are presold.Telemarketing a credit cardNeed 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 exclusive customers needs, this is a ke y advantage of personal selling vs. advertising. Sales person asks questions first, so makes the presentation accordingly. Need to do homework, listen well and allow customers to talk etc. Must answer two types of questionsfor more informationovercome objections.Overcoming ObjectionsSeek out objections and address them.Anticipate and counter them originally the prospect can raise them. Try to avoid bringing up objections that the prospect would not pee-pee raised. Price objection is the most commonNeed to provide customers with reasons for the $s, build up the value before set is mentioned Must be convinced of price in own mind before you can sell to customer. Get budget info. on buyer before you try to sell, and mustiness know what they want, must sell service on top of product augmented productto create value Must know value of product, provide warranties etc.5. decisionAsk prospect to buy product/products. Use trial clam ups, IE ask about financial terms, preferred method of deli very(prenominal). 20% sales people generally close 80% sales., Avon, over 1/2 US $1.4 bn business from 17% of 415,000 SRs. Need to be prepared to close at any(prenominal) time. The following are popular closing techniques Trial Close (Minor decision close)Assumptive close (Implied consent close)Urgency closeAsk for the sale closeIf prospect says no, they may just need more reasons to buy6. Following UpMust follow up sale, determine if the order was delivered on time, introduction OK etc. Also helps determine the prospects future needs. Accomplishes four objectives customer gain short term satisfactionreferrals are stimulatedin the coarse run, repurchaseprevent cognitive dissonanceOld school, sell and leaveQuickly before customer changes her mind NowStay a fewer minutes after salereinforce, make them feel good, made wise choice, leave small gift (with co. name on it), call office at any time etc Follow up, reinforce, know birthdays, new year etc, friendly correspondencer elationship building HandoutToyota Calling In Japans Car MarketHalf of cars are sold door-to-door. This is shrinking due to environmental changes. Toyota has more than 100,000 door-to-door sales people. Developing Long-term relationships is key, Keiretsu, do business with only those you know and trust. Face-to-face meetings before business to establish trust, the approach stage. Follow up is key to relationshipAfter salescall curious on cars immediate performancehand written greeting cardswritten invitations for low cost oil changesProspecting includesDriving schools for people to obtain licenses = prospectsAlso referrals from existing customers is very importantCurtesy calls to clients who referred new customers.Timing of presentationTo housewife in the middle of the dayJust before 3 year Shaken, following 2 yearsAt first I had no intention of buying a new car, but Mr. Saito is very good at proposing reasons why I should change = $1,600 shaken. fork out to ContentsManagement of S alesforceSales force is directly responsible for generating sales revenue. Eight general management areasEstablish Salesforce objectivesSimilar to other promotional objectivesDemand oriented or image oriented.Major objective is persuasion, converting consumer interest into sales. Sales objectives expected to follow out within a certain period of time. Give direction and purpose and act as a standard for evaluation. Set for total salesforce and each individual salesperson.Can be $s, units sold, market share to achieve, for individual salespersons, also include ave. order size, ave. of sales/time period, and ratio orders/calls. Return to ContentsOrganizing the SalesforceIn-house vs. independent agents (manufacturers sales agents). Organize byGeography (simplest, but not suitable if product(s) are complex or customers require specialized knowledge) Customer Different buyers occupy different needsProduct Specific knowledge re products is demandSize. Marginal analysis, or determine ho w many sales calls/year are needed for an organization to effectively serve its customers and divide this total by the average of sales calls that a person makes annually. Also use subjective judgement. MBNA estimates how many calls to expect, one year in advance, and then determines the size of the salesforce at any given time.Return to ContentsRecruiting and Selecting SalespeopleNeed to establish a set of required qualifications before beginning to recruit. Prepare a job description that lists specific tasks the salesperson should perform and analyze traits of the successful salespeople within the organization. May use assessment centers ardent training environment that places candidates in realistic problem settings in which they give priorities to their activities, make and act on decisions. Recruitment should be a continual drill aimed at reaching the outperform applicants. Applicants that most match the demographics of the target market. Changingdemographics, may be wise t o hire hispanic sales people if your filth is in Florida Return to ContentsTraining Sales PersonnelUse formal programs, or Informal on-the-job training. Can be complex or simple. Training should focus onthe companyproductsselling techniques.Aimed at new hires and experienced personnel.Can be held in the field, educational institutions or company facilities. Oldsmobile spent $25 million last year to teach its dealers how to better treat its customers. Return to ContentsCompensating Sales PeopleTo attract, motivate and retain sales people, that ease and encourage good treatment of the customers. Need to understand personalities of sales people. Strive for proper balance of freedom, income and incentives. Need to determine the best level of compensation required, and the best method of calculating it.Straight salarystraight commission (selling insurance)single percentage of sales or sliding rate Combination planReturn to ContentsMotivating Sales PeopleNeed a systematic approach, mus t also satisfy non-financial needs Job securityWorking ConditionsOpportunities to fall outSales contests increase sales.Symbolic awardsplaques, rings etc.Can also use negative motivational methods for under performers. Due to burn outeven the best need motivatingOngoing processkeep reps. hungryNeed a motivational program.Spend time with reps, personal attention scan interest in them and the sales goalsCompensation packet that rewards quality salesmanship and extra effort Recognition of extra effort of sales forceMake veritable SR feel importantKeep SR informed of company activitiesMake certain reps. believe in the companyGoals must be realistic and achievable and changeableDetermine what they want and give it to themControlling and Evaluating Salesforce performanceRely on information from call reports, customer feedback and invoices. Performance is determined by objectives. May compare with predetermined performance standards or with other sales people working under similar condit ions