PERSONAL SELLING PROMOTIONAL MIX

Angel Perez Austine Velasco Franchesca Tobias Katrina Vinalay

SELLING
o Selling, the art of persuasion, is defined as a

one-on-one interaction whereby a tangible or intangible item of value is exchanged for a different item, usually with money in an amount of equal or greater value of the item being sold.
o Selling is part of the promotional mix. It is

systematic, repetitive, and measurable. When properly analyzed, sales data will offer objections to overcome and help to predict sales patterns and projections.

PERSONAL SELLING

In personal selling, people are used in businesses to sell their products after meeting the customer personally. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least try the product. It is used usually when selling products with high prices A good example of personal selling is found in department stores on the perfume and cosmetic counters.

COMPARISON TO OTHER PROMOTIONAL MIX:

resources

are fewer

pricing

is generally negotiated

client

need specific information

contact

between buyer and seller after the sale so that an ongoing relationship is built. involve large sums of money.

to

FORMS: Telephone marketing, direct mail, online marketing, etc.; FOUR DISTINCTIVE CHARACTERISTICS: Nonpublic, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts

THE MECHANICS OF PERSONAL SELLING

At the core of personal selling is the human exchange between buyer and seller. The interaction is based upon fulfilling a need or desire with the product or service that is offered and paid for. A systematic approach to successful personal selling includes good prospecting, the salespersons in-depth knowledge of the product, and the qualification of potential buyers. Good prospects are predisposed and wellsuited to the product or service being offered, allowing the salesperson to facilitate the exchange of value and to guide them through the process with a minimum amount of objections or resistance.

PERSONAL SELLING PROCESS

1. Prospecting

Prospecting is all about finding prospects, or potential new customers. Prospects should be 'qualified,' which means that they need to be assessed to see if there is business potential, otherwise you could be wasting your time

2. Pre-approach

Collecting of as much relevant information as possible prior to the sales presentation It is carried out on the regular customers especially on the new ones

3. Making first contact

The salesperson must focus on the benefits for the customers FAB technique

Features - refers to the physical characteristics of the product Advantages - refers to the performance provided by the physical characteristics Benefits - refers to the benefits for the prospect

4. Sales Presentation
The

presentation of the product to the potential customer.

Tips!! It is best to be enthusiastic about your product or service. If you are not excited about it, don't expect your prospect to be excited. Focus on the real benefits of the product or service to the specific needs of your client, rather than listing endless lists of features. This should be done in a relaxed atmosphere to encourage the prospect to give information in order to establish requirements

5. Handling Objections

Objection handling is the way in which salespeople tackle obstacles put in their way by clients. Some objections may prove too difficult to handle, and sometimes the client may just take a dislike to you (aka the hidden objection).

6. Closing the Sale

Last part of the presentation Allows the salesperson to summarize everything that the client need

7. Follow Up

Follow up activities are very important to check if the products have been received in a good condition Useful to establish the long-term business relationship To know if the customer is satisfied

THREE TYPES OF PERSONAL SELLING

Order-takers:
Inside order-taker

is the retail sales assistant. The customer has full freedom to choose products without the presence of a saleperson. The sales assistant's task is purely transactional:receiving payment and passing over the goods as another type of order taker is the telemarketing sales team, which supports field sales by taking customers' orders over the telephone.

Delivery salespeople's
Task is primarily concerned with delivering the product. In the UK , milk,newspapers and magazines are delivered to the door.However there is little attempt to persuade the household to increase the milk order or number of newspapers taken- changes in order size are customer driven.

Outside order-takers
unlike inside order -takers, these salespeople visit the customer but also primarily respond to customer requests rather than actively seek to persuade. Unlike delivery salespeople, outside order-takers do not deliver. Outside order-takers are a dying breed, and are being replaced by the more cost-effective telemarketing teams.

II. Order-creators:
Missionary Salespeople
In some industries,notably pharmaceuticals, the sales task is not to close the sale but to persuade the customer to specify the seller's products.For example medical representatives calling on doctors cannot make a direct sale since the doctor does not buy drugs but prescribes them for patients.

III. Order-getters:
are thoses in selling jobs where a major objective is to persuade the custormer to make a direct purchase. These are the front line Salespeople, who are supported by technological support salespeople and merchandisers.

New business salespeople

The

selling tasks are to win new business by identifying and selling to prospects.

Organizational salespeople
The

salespeople have the job of maintaining close long-term relationships with organizational customers. The selling job may involve team selling.Where mainstream salespeolple are supported by product and finacial specialists.

Consumer salespeople
o This type of selling task involves selling to individuals

physical products and services such as double glasing, encyclopaedias, cars, incurance and personal pension plans.

Technical support salespeople

o Where a product is highly technical and negotiations

complex, a saleperson may supported by product and financial specialist who can provide the detailed technical information required by customers. This may be ongoing as part of a key account team or on a temporary basis, with the specilists being called in to the selling situation when required.

Merchandisers

These provide sales support in retail and wholesale selling. Orders may be negotiated nationally at head office but sales to individual outlets are supported by merchandisers, who give advice on display, implement sales promotions, check stock levels and maintain contact with store managers.

PRODUCT LIFE CYCLE Pre-Introduction:

Light advertising, pre-introduction publicity

Introduction: Heavy use of advertising, public relations for awareness, sales promotion for trial

Growth: Advertising, public relations, branding and brand marketing, personal selling for distribution

Maturity: Advertising decreases, sales promotion, personal selling, reminder & persuasion

Decline: Advertising and public relations decrease, limited sales promotion, personal selling for distribution