Role of Personal Selling

in Retail

Prepared by:

Dinesh Khiyani (28)Submitted

To:Rajendra.D Sir

What is Personal Selling?

• Face to face interaction with one or more prospective purchasers for the purpose of making presentation, answering questions, and procuring orders.

Introduction

• Integrated marketing communication

• Non-personal communication

• Personal communication

Seller Buyer

ProductPlacePrice

Promotion

Value

Pla

nn

ing

Execu

ting

Personal communication

The Selling Environment

Three Selling Environments1. Telemarketing2. Over-the-counter selling3. Field selling.

Telemarketing

Inbound Outbound

Over-the-counter selling

Usually conducted in retail outlets Order taker- routine clerical and sales functions Order getter- actually involved with informing

and customers and closing sales. Suggestion selling- occurs when the

salesperson points out available complementary items in line with the selected item(s), in order to encourage an additional purchase.

Field Selling

Involves calling on prospective customers in either their business or home locations (be order takers or order getters)

Professional Salespeople Missionary Salespeople Support Salespeople National Account Managers

The Selling Process

• Generating Sales Leads• Qualifying / prospecting Leads• Pre-approach/ Planning• Approach• Presentation• Handling Objections• Closing the Sale• Follow up

Generating Sales Leads

• Personal and Professional Contacts • Prospect Initiated • Canvassing • Data Mining • Promotions

Prospecting

• What is the difference between a lead and a prospect?

• A lead is a person or organization that might possibly have a need for the company’s product or service

• A prospect is a lead that has been qualified in terms of need or want, ability to buy, authority to buy, accessibility, and eligibility.

Prospecting

• Finding and analyzing information about prospects

• Evaluating prospect’s potential• Ability to Buy• Authority to Buy• Accessibility

Pre-approach / Planning

• Why salespeople should plan?

1) Builds self-confidence2) Develops an atmosphere of goodwill and

trust 3) Professionalism4) Increases sales due to preparedness

Pre-approach/planning

Essential information at this stage is:• Product knowledge • Company knowledge • Market knowledge

• Customer knowledge

Approach

• Actual contact with customer• Purpose: Develop mutual trust and

empathy• Key elements to building acceptance

• Physical appearance• Ability to ask questions• Willingness to be a good listener• Skill in getting the prospects to talk about

themselves or something of interest to them• Offering a compliment on something the prospect

has done.

Presentation

• Telling the product “story” to the prospect • Features and benefits• Using Persuasive communication• Attract and Hold Attention, Plus Stimulate

Interest and Desire

Handling Objections

• The salesperson should anticipate objections

• Clearly understand the prospect’s concern • Types of Objections

– 1) Price – 2) Product– 3) Timing– 4) Service– 5) Need

Closing the Sale

• Close- a question or action by the salesperson intended to evoke a favorable decision from the prospect

• Asking the prospect to buy.• Closing can be Basic close, Trial close,

Alternative choice, Assumptive close, Puppy dog technique

Closing the Sale

• Problems with Closing the Sale

1) Problems with the Prospect

2) Problems with the Salesperson Fear of rejection Wrong attitude Talking too much Inadequate presentation Improper prospecting

Follow Up

1. Good for repeat business2. Set delivery times3. Purchase terms4. Other details

Personal selling in Retail Store

• Greets customer• Determine customer wants• Shows merchandise• Gives a sales presentation• Demonstrate goods/services• Answers objections• Closes the sale.

Advantages

• Two-way form of communication • Adaptable to the needs of individual

customer• Attention span of customers higher• Flexible• Immediate feedback is provided

Disadvantages

• Only a limited no. of customers can be handled at a given time

• High cost to interact with each customer• Unhelpful or aggressive salespeople• Customers are not initially lured into a

store by personal selling.

Thank you