personal selling

PERSONAL SELLING

Personal selling can be defined as a process of using personal communication to inform and persuade customers to purchase products or services that suit his/her needs.

Personal selling is quite different from other promotional tools like advertising and sales promotion.

Personal selling is generally used to push products into a market.

Personal selling is to inform the customer about the product and demonstrate product functioning.

Personal selling is targeted at specific customers and allows two-way communication.

TYPES OF PERSONAL SELLING

RETAIL SELLING

Retail selling involves direct selling of product and services to end –consumers

or retail consumers.

Individual consumers make their purchasing decisions themselves.

The consumer pass through a five-step process when making a purchase.

1. Identifying the problem.

2. Gathering information.

3. Evaluating the alternative solutions.

4. Making the purchase.

5. Post purchase evaluation.

BUSINESS-TO-BUSINESS SELLING There are two types of industrial buying

situations

1) New task buying 2)Repeat buying

Industrial buying process key steps

1. Identifying the problem

2. Formulating specifications for the products.

3. Searching & evaluating suppliers

4. Selecting the supplier

5. Negotiatinig the sale

TRADE SELLING

Trade selling refers to the selling of goods by manufactures to channel members such as:-

1) Wholesalers

2) Retailers

PERSONAL SELLING RESPONSIBILITIES

Order taking This includes accepting orders,

processing orders,promtly and making suggestive selling.

Two types of order taking Inside order taking External order taking

Order getting The sales person engages in

creative selling so as to increase sales and build relationship with customers.

He needs to identify prospective customers & then inform about companies product.

He uses various techniques to persuade the customer to purchase the product.

Order supporting Order supporting personnel are not

directly involved in selling the products but act as support staff for the front-line sales personnel

Two types of order support personnel

1)Missionary sales people

2)Technical specialists

PERSONAL SELLING PROCESS

Identifying Prospects

Personal selling processing start with identifying the potential customer.

A salesperson can locate prospective customer from different sources :-

a) Customer referralsb) Existing customers

Qualifying Prospects

Qualified prospect are one who are in need of the product and have the ability and authority to buy the product.

Pre- Call Planning

In pre-call planning the salesman gather information from qualified prospective, it help the salesperson to prepare effective sales presentation.

Approaching the Prospect

In this stage the salesperson approach the prospect with various tactics

Making Sales Presentation

In sales presentation the salesperson highlight the product’s attributes and benefits the customer can gain by using the product or service

Overcoming Objections

Salespeople need to be adept at anticipating objections and responding to such objections

Closing the Sales

The closing of sales process involves the salesperson negotiating with prospects for the purchase of the product.

Follow-Up

The salespersons job doesn’t end with the selling of product to the customer, He should also follow up with the customer.

INTEGRATION OFPERSONAL SELLING WITH OTHER ELEMENTS OF THE MARKETING

COMMUNICATION MIX

Personal selling is most effective when it synchronized with other marketing communication activities.

PERSONAL SELLING & ADVERTISING

PERSONAL SELLING ADVERTISING

It is a one-to-one communication tool that delivers a unique message depending upon customer needs.

It is a one-way communication tool .

Personal selling also helps in soliciting feedback from customers.

No provision for soliciting feedback from the audience.

The costs involved in personal selling are high.

It is a cost effective marketing communication tool.

The support of advertisements reduces the costs involved in personal selling.

Advertising is an effective tool for increasing brand awareness among target customers.

Eg: Eureka Forbes

combines advertising & personal selling to achieve its marketing goals.

PERSONAL SELLING & PUBLIC RELATIONS

Due to the direct communication between the sale person & the customer ,personal selling is not just limited to selling the product.

It also helps in building and enhancing the image of the product and the company.

Customers develop an image of the brand &the company based on the characteristics of the salesperson such as

1) Communication style 2) personality 3) His Customer service capabilities etc….. Eg: Mc Donald’s as a socially responsible company.

PERSONAL SELLING & INTERNET

The internet enables the better access to information & easier exchange of information between customers & salespersons.

Customers can gather more information about the product he is interested in.

Salesperson can keep updated about the new developments in his product category.

Salesperson get a chance to serve the customer more efficiently.

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