Find the prospects or the potential customers 2. The prospect is in fact requesting additional information to help him to justify a decision to buy. Additionally, an interface that is difficult to navigate or understand can hinder the CRM’s effectiveness, causing users to pick and choose which areas of the system to be used, while others may be pushed aside. Second, there may be some products in a salesperson’s product range that match up better to one industry or market segment than another. In this step, Dorfman proposes prioritizing features and benefits identified by clients, suppliers, and customers. Salespeople can overcome objections by following certain guidelines such as viewing objections as selling tools, being aware of the benefits of their product, and creating a list of possible objections and the best answers to them prior to the presentation. The most traditional form of sales, many salespeople are lured to the industry by the adrenaline rush of high-stakes personal selling; picture those whisky-swilling Mad Men, or the ultra-driven salesmen of Glengarry Glen Ross. A method is usually selected depending on the attention span available from the prospective client. A steadily growing list of qualified prospects is important for reaching the sales targets.Qualifying a prospect: A lead is a name on a list. Objections can generally be handled easier through listening, clarifying, respecting, and responding. Closing a sale is only the confirmation of an understanding. If they can tailor their products to secure a unique selling proposition in that particular market segment, they will meet less competition. Information gained through CRM initiatives can support sales development and marketing strategy by growing the organization’s knowledge in customer-oriented areas. Many salespeople fear the closing of a sale. Solution selling is when the salesperson focuses on the customer’s pain and addresses the issue with his offerings. The seller does not just want to ignore the buyer and his concerns. But the challenges faced by the company will last longer for the convenience of their customers. Thanks. During the course of the sales presentation, the salesperson can expect the prospect to object to one or more of the points made. It is reserved for more artful means of persuasion. Eg. Closing is distinguished from ordinary practices such as explaining a product ‘s benefits or justifying an expense. This is done by using the product's features and advantages. This validation takes place as the prototypes are assessed by consumers to identify potential problems and to smooth out design issues. For instance, the salesperson might say, “Yes, it does look expensive, I agree, but if you take into account the reliability of the product, then over time this is actually a much cheaper option than taking the cheap and cheerful rubbish that only…”. Measuring and valuing customer relationships is critical to implementing this strategy. ” / “When would you like delivery? The Personal Selling Process. Each stage of the process should be undertaken by the salesperson with utmost care. Step 1. Stakeholders must be identified early in the process and a full commitment is needed from all executives before beginning the conversion. What is Selling Process? Personal selling is when a company uses salespersons to build a relationship and engage customers to determine their needs and attain a sales order that may not otherwise have been placed. This fragmented implementation can cause inherent challenges, as only certain parts are used and the system is not fully functional. The Personal Selling Process The personal selling process is a consecutive series of activities conducted by the salesperson, the lead to a prospect taking the desired action of buying a product or service and finish with a follow-up contact to ensure purchase satisfaction. Closing is distinguished from ordinary practices such as explaining a product’s benefits or justifying an expense. Fig. The salesperson should know the requirements that a potential customer has set for his future, the priorities that he has decided, and in all probability, his financial resources. Try to build a more personal relationship with the client by finding common ground for discussion other than the product or transaction. It tells the customer that he or she continues to matter and this perception might make him receptive to repeat business. This can also be achieved by helping the customer with a problem by connecting them with one of your non-competing contacts for help. A well-prepared sales presentation will engage prospects with relevant information and entice them to make a purchase commitment. By focusing on a particular industry, a salesperson can gradually acquire technical knowledge of his customer’s industry, thus enabling them to develop empathy and talk on equal terms with their customers. Makes the presentation in the proper climate. Individuals who perform as salespeople occupy a unique role: they are the only individuals in their companies who bring revenue into the company. Many SFA applications also include insights into opportunities, territories, sales forecasts, and workflow automation. Techniques of sales promotion SMART LEARNING -SEE YOUR WORLD IN DIFFRENT WAY . The decision making stage is only the beginning of your sales and marketing efforts for your brand and personal selling is the cornerstone to your sales-marketing marriage. Victor Antonio 524,787 views Describe the types of buyer’s objections and how to address them. Customers may have gotten into the habit of raising objections, have a desire for more information, or have no need for the product or service. Prospecting: Searching for prospects is prospecting. Personal selling can be termed as the oral presentation given by the salesperson to one or more than one consumers face to face to sell the product or service. Different qualitative research techniques such as in-depth interviews, ethnographies, and focus group sessions permit the identification of the core market needs. The personal selling process is a seven step approach: prospecting, pre-approach, approach, presentation, meeting objections, closing the sale, and follow-up. Enjoy self-confidence, which generally increases with the amount of planning done by the salesperson. The Personal Selling Process Generating Needs Prospecting starts with defining a narrow target market, identifying the customer’s wants, and then offering custom solutions. Solution selling is when the salesperson focuses on the customer’s pain and addresses the issue with his offerings. Restaurant on noryo-yuka by MissionControl in Kyoto. The prospect may not be fully convinced and the issues raised are thus very important. buy and the ability to pay. Personal Selling Process – 7 Important Stages: Prospecting, Pre-Approach, Approach, Demonstration, Handling Objection,Closing and Feedback Personal selling or salesmanship itself is a process. The average salesperson will also always have a natural negativity toward approaching someone new. Step SixHandling ObjectionsObjections are often indications of interest by the prospect and should not be viewed with misgiving by salespeople. The final stage of the personal selling process is the follow-up, which is when your sales team contacts the customer after a sale to ensure they're delighted and have had or are working through your effective onboarding. The assumptive close is one of the most commonly used closing techniques. Every salesperson should prepare a customized elevator pitch to quickly entice the customer to view the product offered as the solution to his needs. Companies are urged to consider the overall impact of a viable CRM software suite and the potential for good or bad in its use. iii. A Customer Relationship Management system may be chosen because it is thought to provide the following advantages: Instances of a CRM attempting to contain a large, complex group of data can become cumbersome and difficult to understand for ill-trained users. When you follow up a customer, you are valuing them and repeating business with customer. CC licensed content, Specific attribution,,,,_University_of_Lincoln).jpg,,,,,,,,,,,,,,,,,,,,, September 17, 2013. Failing to analyze a prospect is the main reason for a great deal of wasted prospecting spent on a customer who should have been promptly discarded after due research. Many sales representatives rely on a sequential sales process that typically includes nine steps. Outline “closing the sale” importance, characteristics and types, Closing is a sales term which refers to the process of making a sale. The selling process does not conclude with the closing of a sale but in personal selling there is also customer follow-up. The goals of CRM are to find and attract new clients, service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and service. potential customers; qualifying identifies those who have the authority to. The type of presentation to be planned and delivered. Global Text Project, Business Models and Marketing - Identifying Market Needs. In fact, sometimes opportunities to close may not present themselves at all and the salesperson must create an opportunity to close. This applies to in-person meetings, calls, and even initial emails. Several potential pitfalls should be avoided: A framework has been proposed to align customer’s needs and wants with companies capabilities. The first visual and audible impression upon a market or client can appeal to any of the five senses to initiate chemistry between the buyer and the seller. The stages in personal selling are briefly explained below. A qualified prospect has a need, can benefit from the product and has the authority to make the decision. ”, Direct close: simply ask for the order – Examples of this technique include: “Do I have your authority to proceed with this order? They can ask questions to discover the specific need of the customer and can get feedback and adjust the presentation as it progresses. *Response times vary by subject and question complexity. A salesperson gets only one chance to make a good first impression. ”, Closing the Sale: Signing a contract indicates a commitment to buy, so the salesperson is said to have “closed. The rationale behind using the CRM is to improve services provided directly to customers and to use the information in the system for targeted marketing and sales purposes. Keith M. Eades, author of The New Solution Selling, defines a solution as a “a mutually agreed-upon answer to a recognized problem. The steps are what a salesperson has to go through to sell a particular product or service. Here, the purpose of the positive statement is to emphasize a particular positive aspect of a provider to brand it according to seller’s situational need. The next step in the personal selling process is called the ‘approach’. Illustrate the rationale and use of customer relations management (CRM) as part of personal selling and sales promotion. Some sales representatives develop scripts for all or part of the sales process. The pre-approach investigation is carried out on new customers but also on regular customers. Show appreciation that motivates sales teams to do more follow up to facilitate repeat business and referrals. The salesperson must ask if the product meet’s the client’s needs, if the client has the finances to make a purchase, and if the audience of the presentation is the actual decision-maker. Learn about customer needs and priorities to identify opportunities in the company to fulfill these needs, and to create new or enhanced product offerings. The CRM uses technology to organize, automate, and synchronize business processes —principally sales activities. However, getting a customer to buy a product is not the motive behind personal selling every time. Step One Prospecting - the first step in the personal selling process The process of looking for and checking leads is called … Average rate 0f return Saurabh Sharma. Stakeholders: The picture shows the typical stakeholders of a company. Here, prospect is a person or an institution who is likely to be benefited by the product the salesman wants to sell and can afford to buy it. Salespeople can learn to handle customer’s objections by becoming aware of the reasons for them. Follow Up Calls Work: Contact post sale shows that the customer matters and may lead to future and repeat business or referrals. The follow-up contributes to the customer’s perception of value purchased. Salesman demonstrating Nook tablet in a Barnes & Noble bookstore. Step TwoThe Pre-approachThis stage involves the collecting of as much relevant information as possible prior to the sales presentation. The salesperson tries to highlight various features of the product to convince the customer that it will only add value. Where the potential market is very wide, there are significant advantages to limiting oneself to just one or two specialized market segments. Showing interest can also show prospects that you want to know their concerns in order to help them. Personal selling can adjust the manner in which facts are communicated and can consider factors such as culture and behaviour in the approach. After the prospect has been qualified, the salesperson continues to gather information about the prospect. The personal selling process involves seven steps that a salesperson must go through with most sales. Product Demonstration: Direct selling through product demonstrations can give prospects a chance to try out the product and see if it is a fit for their company. At the core of SFA is a contact management system for tracking and recording every stage in the sales process for each prospective client, from initial contact to final disposition. But the more one can connect at a single point of impact, the better. The stakeholders are divided in internal and external stakeholders. This framework was introduced by Sherri Dorfman in her 2005 marketing article, entitled “What do Customers Really, Really Want”. In addition, a solution must also provide some measurable improvement. It is vital to know who the decision-maker is, so as to save a great deal of time in having to redo yet another sales presentation. Approaching--the all-important first few minutes of contact with a. qualified prospect. * Advantages : Refers to the performance provided by the physical characteristics eg it does not stain. But there should be guidelines prescribing the … During this stage the sales person takes a few minutes for “small talk” and get to know the potential customer. ” / “Would you sign this order form please? Where the potential market is very wide, there are significant advantages to limiting oneself to just one or two specialized market segments. Personal selling is a form of selling that many companies rely on heavily to promote and move their products. What is the buyer’s problem that can be solved with the salesperson’s offering? All sales presentations are not designed to secure an immediate sale. It is important to provide flexibility in prices that salespersons can offer to customers because many deals can be clinched by offering small discounts. First impressions are vital to making a successful sales call. the natural tendency to impose a personal point of view when launching a new product or entering a new market. ” / “May I confirm your delivery and invoice address are correct for this order? Through careful planning, salespeople can focus on important customer needs and communicate the relevant benefits to the buyer, address potential problem areas prior to the sales presentation, and enjoy the self-confidence that arises after thorough preparation. Personal selling is when a salesperson meets a potential buyer or buyers face-to-face with the aim of selling a product or service. Regular follow up is an integral part of good customer service. It is mostly two-way communication, which not only involves a … For any given sales situation, some of the facts concerning the salesperson’s company, product, and market will be irrelevant, and the challenge is in the task of distilling relevant facts from the total knowledge base. The objections of customers include objections to prices, products, services, the company, time, or competition. Several factors including the following must be considered prior to approaching a customer: Gather Information from Printed Materials. Showing genuine but tempered enthusiasm about the product, making eye contact, and actively listening to whomever you come in contact with are just a few suggestions that will create a good impression. The sales process can be used in face-to-face encounters and in telemarketing. Five steps to a successful sell. Usually the first sentence of a sales pitch is supposed to be either an attention-grabbing statement or a positive statement introducing the best information about the provider of goods or services. Educate them in order to figure out if they are valid customers Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. Table 2 Stages and objectives of … Aside from friends and family, there are also professionals a salesperson has dealt with in his own life such as neighbors, real estate agents, decorators, and fellow PTA members. Sales force automation (SFA) involves using software to streamline all phases of the sales process, minimizing the time that sales representatives need to spend on each phase. Tips for Printing and Marketing Materials. What are the buyer’s needs? Sellers of low- value, fast-moving consumer goods are usually known to deploy the first method. Chapter 2The personal selling process Lo-Ann Placido. Describe the characteristics and requirements for a sales approach as part of personal selling and sales promotion. These factors are: 2.2.1 Individual factors - gender. Began in the 1950s. Personal selling is a process of Developing relationships Discovering needs Matching products with needs Communicating benefits Viewed as a process that adds value The evolution of personal selling 1950 to present is describe as under Personal Selling in the Information Age:-An evolution from the industrial economy to the information economy. Showing genuine but tempered enthusiasm about the product, making eye contact, and actively listening to whomever you come in contact with are just a few suggestions that will create a good impression. The personal selling process consists of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up (Table 2). Paying attention to attire is also important. Focusing on how to go into the selling business for yourself, this quiz and corresponding worksheet will help you gauge your knowledge of the personal selling process. ”, Duke Of Wellington close – In the Duke Of Wellington close, you make a list or table of positive and negative points, then take each negative in turn and convert it into a positive. The main thing that sets personal selling apart from other methods of selling is that the salesperson conducts business with the customer in person. This stage is important because it allows your sales team to maintain customer relationships that hopefully renew or upgrade. Discovery: Finding out What Customer’s Need. Such prospects only need to be “closed. All these models take into account the so-called end consumer perspective, which implies that consumers buying, using, or recommending the products are the driving force behind successful marketing efforts. The entire object of any prospecting must be to find sales leads that can eventually be translated into sales turnover. Understanding these seven steps can help improve your individual sales or … The increased use of customer relationship management software has also led to an industry-wide shift in evaluating the role of the developer in designing and maintaining its software. Personal selling occurs when an employee or salesperson has a conversation with a potential customer. At least two senses must connect: vision and hearing. A well-prepared presentation should keep in mind the audience and their needs, as well as be clear and concise in tone and content. Every salesperson should prepare a customized elevator pitch to quickly entice the customer to view the product offered as the solution to his needs. The elevator pitch simply defines a product, service, or organization and its value proposition. In the other column, they write what they think could be reasons to not own the product. In a Web-focused marketing CRM solution, organizations create and track specific web activities that help develop the client relationship. He was energetic and memorable. A salesman’s product must be relevant to his prospect. Responding to the objection is important. Step ThreeThe ApproachThe salesperson should always focus on the benefits for the customer. In this process, companies should find real consumption motivators that eventually evolve into product offerings. A regular follow up is an integral part of customer service and will ensure the customer feels he is still cared for and might make him receptive to purchases down the road. Handling Objections: Any presentation of a product or service will raise objections from the prospect. It is more relevant is B2B business sales where the sales cycle is not short and might take a longer duration to close. It is important to focus on a virtual balance of the candidate’s needs and wants to maximize one’s leverage when pitching. Selling Process is a complete cycle which starts from identifying the customers to closing the deal with them. The personal selling process consists of a series of steps. Cody Zahler, Telephone Follow Up. How you approach a sales pitch in terms of attitude, prospect knowledge, and customized product will determine your success. This is known as the FAB technique (Features, Advantages and Benefits). ‘” You are not asking for a decision, and the prospect, in answering, is merely saying, “You have not convinced me yet, but if you can, I would be prepared to…” Failing to establish this initial willingness or ability to invest will result in endless, unprofitable discussions. A salesperson must understand their products thoroughly, and ensure that there is a match between product, benefits, and customer needs. The term can also be used to refer to the achievement of a desired outcome, such as the exchange of money or the acquiring of a signature. Saves you 20% on replacement cost. However, if the product is mediocre and the service poor, in all likelihood customer follow up will not result in future sales unless the follow up can change the perception of both the product and the services rendered. ”, The either / or choice close – Examples of this technique include: “Would you like red or green? Assumptive closing – This technique is most commonly used in cold calling after impulsing a customer. At least a slight modification to what has worked in the past is always required for the pitch to be authentic and effective. Customer relationship management is a widely used model for managing a company’s interactions with customers, clients, and sales prospects. Invite Customers to Lunch: Show your appreciation for the business, share a meal, make a personal connection. It is important to not become defensive, as the buyer is not criticizing you the seller, but wants to make sure he makes the best decision for the company. Presenting and Demonstrating--a full explanation of the product, its. If you are a sales professional or a sales executive engaged in personal selling, you probably get overwhelmed with too much information on the topic of a sales process. The resolution of the pain is what constitutes a true “solution. The preapproach is when you gather relevant information regarding the prospect in order to create a customized sales presentation. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. Personal selling is a highly peculiar form of promotion. For example, if a customer is only mildly satisfied with the product, but pleased with the service and experience, he may view the overall sale favorably. Identify the basis for and the importance of follow up as part of the personal selling process and sales promotion, Grab a Cup of Coffee Together: The follow-up can be done in a less formalized way that will help develop a better relationship with the client. Definition: Customizing the Offering to Meet Customer Needs. Sales objections can be defined as statements or questions raised by the prospect which can indicate an unwillingness to buy. Very often the list of benefits is somewhat longer than the list of cautions. The information required can generally be established very early in a sales interview through a simple trial close such as, “If I can convince you that…, would you be prepared to consider…..? Be sure to not overwhelm the buyer with questions. The initial step of selling process starts with prospecting or searching for potential customers. The Process of Personal Selling (6 Steps) Article shared by : ADVERTISEMENTS: 1. A salesperson can use personal and previous business contacts to gather information on new clients and their preferences. The ideal customer (i.e., the one who buys as soon as the salesperson talks to them) is probably non-existent, but the closer a salesperson’s prospect matches that ideal customer profile, the fewer sales objections will arise. Customer relationship management (CRM) is a widely implemented model for managing a company’s interactions with customers, clients, and sales prospects. ” / “Would you like the standard or the enhanced package? Direct marketing involves using campaign materials like emails, text messages, fliers, catalogs, letters and postcards, and does not involve interacting directly with customers. The listener likely turns back for an explanation, and then the remaining sales talk or pep talk happens. The profile should include psycho-demographic characteristics, such as age, sex, jobs, and interests. Do not interrupt the buyer while he is speaking, as doing so can quickly close the deal and result in a loss of the sale. For example, a salesman might mention that his product is popular with a person’s neighbors, knowing that people tend to follow perceived trends. i. Prospecting and Qualifying--Prospecting is the process of identifying. If viable, the salesperson should also consider using mail shots and advertising to evaluate their potential market. This is known as the Jones Theory.