Discussion Of The Principles Of Personal Selling Marketing Essay

Personal selling: it is when an individual salesperson sells a product, service or a solution to a client. Personal selling has following characteristics:

Pricing can often be negotiated.

Fewer resources usage

Products tend to be fairly complex (e.g. financial services or new cars).

There is an ongoing relationship which is necessary between a buyer and seller.

Client/prospects need specific information.

Personal selling Principles:

Building Product Awareness: The basic objective is of building product awareness. The salesperson are to educate their customers about new products that their company has to offer. A major role is played at the industry trade shows. An important factor in this is word of mouth which is becoming very common useful mechanism for introducing new products.

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Creating Interest: There is more face to face communication in personal selling therefore it makes it easier for creating interest first hand through expertise. It helps the salesperson to make customer experience the product for the first time in an interesting way. In this process a product can also be introduced.

Providing Information: The basic aim of personal selling is to provide information about a product. To help give information salespersons can use brochures, research reports, computer programs and many other forms of informational material to provide to the customers.

Stimulating Demand: Another important objective of personal selling is to convince customers to make a purchase. A salesperson is to create a desire and demand in customers to buy their product.

Reinforcing the Brand: Personal selling is also done to build long term relationship with the customers and to build brand image. A strong relationship will build a positive image of the company. This includes meeting with customers on a regular basis and to make them loyal.

(Knowthis, 2010)

P-6: Analyze the stages in personal selling process.

The Selling Process includes:

1. Prospecting.

2. Making first contact.

3. The sales call.

4. Objection handling.

5. Closing the sale

Prospecting: This stage includes finding potential customers to approach to. This is the first and the most basic step in the selling process. One can find names of prospects through sales records, referrals etc., also responses to advertisements. One needs to evaluate if the person is able, willing and authorized to buy. Following are few steps that can be taken when prospecting;

Plan a sales approach focused upon the needs of the customer.

Determine which products or services best meet their needs.

In order to save time, rank the prospects and leave out those that are least likely to buy.

Approaching the Customer: Second step is to approach the selected potential customers. In this step it is the manner in which the sales person contacts the potential customer. It is the preparation that a salesperson goes through before they meet with the client, for example via e-mail, telephone or letter. Preparation will make a call more focused. Following steps can be taken before approaching the customers;

Make sure that you are on time.

Setting objectives for the sales call before the meeting

Doing homework which will show that you are committed in the eyes of your customer.

Sending some information before meeting in order to save time.

Keep a set of samples at hand, and make sure that they are in very good condition.

Within the first minute or two, state the purpose of your cal

Making the presentation: Next step is to attract and hold the prospects attention to stimulate interest and stir up desire in the customers. One can let the prospect to touch, hold or try the product. It is best to be enthusiastic about your product or service. Below are few things to take care about in making presentation:

Focus on the real benefits of the product or service to the specific needs of your client, rather than listing endless lists of features.

Try to be relaxed during the call, and put your client at ease.

Let the client do most of the talking in order to understand his or her need.

Objection handling: This step is the way in which salespeople tackle obstacles put in their way by clients. Following are some approaches for overcoming objections:

Anticipating the objection before it arises.

Agree with what the customer says and then explain them your point.

Asking why do the clients feel the way they do about a product.

‘Restate’ the objection, and explain it back to the client.

The sales person could also tactfully and respectfully contradict the client.

Closing: The last and the most important stage is closing the sale. A salesperson has to be very tactful in this stage. Below are some steps given of how to close a sale:

Asking for placing an order from the client.

Look for buying signals such as body language or comments made by the client that they want to place an order.

Letting the client stay yes and keeping quiet.

Summarizing the order or the ‘summary close’ allows the salesperson to repeat everything that the client needs or wants to order, based upon the discussions during the communication.

The ‘alternative close’ does not give the client the opportunity to say no, but forces them towards a yes.

Following Up:

Must follow up sale; determine if the order was delivered on time, installation OK etc. Also helps determine the prospects future needs. It accomplishes four objectives:

customer gain short term satisfaction

referrals are stimulated

in the long run, repurchase

prevent cognitive dissonance

(Lecture Slides)

M-4 : Apply the principles of personal selling on a product category that your company wants to sell through personal selling also describe what stages of personal selling will be followed in this regard .

Principles of personal selling on Olpers Milk.

The sales professionals will be hired for the personal selling purpose. The training in the selling techniques will be given to them will be made fully prepared for the communication and presentation of Olpers milk in the market. The will be given time to build relationship with the retail business holders. Like shop keepers and customers etc. the special concentration will be given on negotiation power of the sale person to answer the customer questions and can make deal with them.

The Stages in Personal Selling Process of Olpers Milk

Prospecting and Evaluating

Here Olpers Milk representative or Sales Person Study the Buyer that he/she is interested to buy the product or not if he/she is then the sales person will go for the next step.

Approaching the Customer

When sales person came to know that Buyer is interested to buyer the product then the sales person will approach the buyer and will decide the way to meet the buyer.

Making the Presentation

Here the sales person will make presentation on OPLERS Milk. Will show the differences from competitors. The benefits of the product & The Positive ness of the product. Will answer the question of buyer. Will try to satisfy the buyer.

Closing

Here Sale Person will try to make deal & sell out the product . Will ask the buyer to buy the product if the buyer get agree the sales person will close with sale of OLPERS Milk or Close without sale. If the sale is made then sale person will go for step.

Following Up

After Sale the sale person will ask about the product after use of the buyer and try to make future relation with buyer and if buyer have some complaint to solve it.