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7/31/2019 1.Personal Selling
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Personal Selling
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Sales ManagementDefinitions and Functions
The planning, direction and control ofpersonal selling, including recruiting,
selecting, equipping, assigning, routing,supervising, paying and motivating of thepersonal sales force -American MarketingAssociation
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Expectations from SalesManagement
What are they?
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Expectations from SalesManagement
Sales Volume
Contribution to Profits
Continuing Growth
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Sales Jobs Differ from otherjobs
How?
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Sales Jobs Differ from otherjobs
Implements the firms marketingstrategies on field
Authorised to spend company funds Represent co. to customers
Represent customers to company
Operate with little supervisionNeed tact and social intelligence
Require travel and time away fromhome
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Diversity of Personal SellingSituations
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Diversity of Personal SellingSituations
What are they?
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Group A-Service Selling
Inside Order Taker
Delivery Salesperson
Route or Merchandising SalespersonMissionary
Technical Salesperson
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Group B- DevelopmentalSelling
Creative Salesperson of tangibles
Creative Salesperson of intangibles
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Group C-DevelopmentalSelling requiring unusual
creativity Political, Indirect or Backdoor
Salesperson
Salesperson engaged in multiple sales
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Transaction Vs. RelationshipMarketing
What are the differences?
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Transaction Vs. RelationshipMarketing
Transaction Oriented Relationship Oriented
Get New Accounts Retain Existing Accounts
Get the order Become the preferred
supplierCut price to get the sale Price for profit
Manage all accounts tomaximise short term sales
Manage each targetedaccount for long term profit
Sell to anyone Concentrate on high profitpotential accounts
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Profit Impact of 5% ofRetention Rate
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Relationship Building
Panaromic has made numerous salesbut customer loyalty is low
Each order is negotiated afresh withoutany advantage to Panaromic as anestablished supplier
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The Personal Selling Process
Prospecting
Pre-approach-Planning the Sale
ApproachNeed Assessment
Presentation
Meeting ObjectionsGaining Commitment
Follow-up
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Prospecting
How will you prospect for when thereare a few customers and order size is
largeHow you will you prospect when there
are several customers and order size ismoderately large
How will you prospect when there are alarge no. of prospects and order size issmall
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Prospecting
Identify Leads
Qualify Leads
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Pre Approach
How will you study the Customer
How will you plan the sales presentation
Adaptive Selling
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Approach
Making appointment
Prepare for meeting
Understand the customer
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Need Assessment
Situational Questions
Problem Discovery Questions
Problem Impact Questions Solution Value Questions
Confirmatory Questions
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Presentation
The Product
Product Features
Advantage to the customer Specific benefits in Time, Money,
Convenience
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Presentation
Prepared or Canned Presentations
Developing Effective Presentations
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Meeting Objections
Listen
Clarify
Acknowledge and appreciate Respond
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Types of Objections
Price Objections
Value Objections
Product Objections Service Objections
Procrastinating Objections
Hidden Objections
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Objection Handling
Panaromic office products are priced at10% higher than Korean suppliers butPanaromic products have a lower cost ofownership
The Korean competitor is perceived tohave superior support systems which in
reality can be matched by Panaromic Panaromic has demonstrated
superiority in features, reliability and
product life
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Gaining Commitment
Deciding on Technical Specifications
Deciding on demonstration
Deciding quantity, delivery period,commercial terms
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Common Sales Closes
The Assumptive Close
Special Offer Close
Summary Close
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Follow-up
Post Sale Contact
Long Term Relationship Building
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Questions for Discussion
Panaromic wants to improve grossrevenues by 30%
Panaromic does not want to introducenew products or enter new geographicmarkets
As Sales Manager what avenues will you
explore in such a situation
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Price Vs. Value
Most customers base decisions on pricealone
Panaromic products are designed to befar superior in terms of improvingproductivity of staff
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AIDAS Theory of Selling
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AIDAS Theory of Selling
Securing Attention
Gaining Interest
Kindling Desire Inducing Actions
Building Satisfaction
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Setting Personal Selling
Objectives
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Types of Personal SellingObjectives
Do the entire selling job
Service existing accounts
Search and obtain new customers Secure customers cooperation in
stocking and promoting products
Inform customer of new products andpolicies
Assist dealers in selling the product line
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Types of Personal SellingObjectives
Provide technical advise to customers
Training middlemens sales personnel
Advise middlemen on managementissues
Collect and report market information
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Questions for Discussion
Draw up a set of objectives forPanaromics Industrial Products Group
Draw up a set of objectives forPanaromics Office Automation Groupand Consumer Products Group
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Presentation
Draw up a strategy 30% sales growthfor Panaromic Corporation
Draw up a strategy for developing arelationship strategy for PanaromicCorporation
Define personal selling objectives for
sales groups handling different productsfor Panaromic corporation
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End of section