The Process of Personal Selling
When it comes to sale, the
process of selling is applied. It is a face to face communication by which
salesman uses his skills to persuade a customer to buy a particular product.
However, convincing a customer to buy a product is not the objective behind
personal selling every time. A company may follow this approach to make aware
customers about a new product. The process of personal selling is briefly
illustrated below.
1. Pre-Sale Preparation
The expert salesman can easily
convince potential customers to buy products and services. The salesperson must
be familiar with the product, the market, competitors’ products and the degree
of competition. So, in the first step the right person is selected for
marketing and selling the product. He is given proper training and motivation
to achieve target successfully.
2. Prospecting
Looking for potential
customers is prospecting. In the step of prospecting, the names, phone numbers, addresses
and other data of those persons are collected who are likely to buy products
and services. Potential customers can be found from many sources like social
media, trade shows, commercially available database, mail lists, cold calling
and from many other sources.
3. Approach
In the third step, the sales
representative meets the prospective buyer. It is the chance for salesman to
impress the buyer by using his marketing skills. It is necessary for the
salesman to approach the right person. For example, if a company is selling a
software for textile mills then the sales representative must try to approach
the factory manager and explain the features of product. He must not approach
the gate keeper or quality controller.
4. Presentation
During this step, the salesman
makes a presentation. This involves demonstrating the product or service at
relaxed atmosphere. The salesman focuses on features and benefits of the
product during presentation. The sales professional presents product based on
AIDA principle which gains attention, creates interest, arouses desire and
finally obtains action of the prospect. During
presentation the sales representative tries to address needs of the prospect
and shows that he understands and cares about the needs of the prospect.
5. Overcoming Objectives
After receiving presentation,
the potential customer may have some questions or objections. The salesman must
address these questions. It will assist the salesperson to build exactly what
is on the prospect's mind. If the customer is answered correctly without
entering into a controversary, the drawback for a successful sale will be
removed. The sales person should anticipate and try to handle every possible
objection before it arises. He should not lose his patience if customer asks
too many questions and take time in arriving any decision. He must believe in
the universal rule that the customer is always right.
6. Closing The Sale
This is the critical point in
the personal selling process. After all the objections have been cleared, the
sales person closes the sale after studying the body language and statements
made by prospects. This may include asking for an order or providing any final
information to the prospects. The sales profession should not force the deal
but let the customer make the final decision. Sometimes price adjustment may be
necessary for a successful closing. It is the best practice to close the sale
in a cardinal manner. Closing the sale
is the last part of presentation.
7. Follow Up
Once the salesman accomplished
his goal by selling the product, building relationship with customer begins.
After sale, the sales person makes contact with a customer in order to build
long term relationship. The salesman
gets feedback from the customer and ensures that the customer is satisfied. The
follow up is an important part of retaining customers and exploring new
customers. Good follow up helps ensure positive reviews.
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