Samvedna

Vipul

Examples of Personal Selling

Telemarketing

Inside selling

Retail selling

Field selling

12 million people are engaged in personal selling in the United States

Represents about 10% of the work force

Characteristics of Personal Selling

Flexibility• Adapt to situations• Engage in dialog

Builds Relationships• Long term• Assure buyers receive

appropriate services• Solves customer’s

problems

Can not reach mass audience

Expensive per contactNumerous calls

needed to generate sale

Labor intensive

ConProPro cons

Prospecting &

qualifying

Pre-approac

h

Approach

Presentation &

demonstration

Handling

objections

ClosingFollow-

up

Identify qualified potential

customers

Learn as much as possible about

customer

Make a relationship

Tell the product “story” & focus on customer

benefits

Overcome customer objections

Ask for an

order

To insure customer

satisfaction & repeat business

Strategic/Consultative selling modelStrategic step PrescriptionsDevelop a personal selling philosophy

Adopt Marketing Concept Value Personal selling Become a problem solver

Develop a relationship strategy

Adopt double-win philosophy Project professional image Maintain high ethical standards

Develop a product strategy

Become a product expert Sell benefits Configure value-added solutions

Develop a customer strategy

Understand buyer behavior Discover Customer needs Develop Prospect base

Develop a presentation strategy

Prepare Objectives Develop Presentation Plan Provide Outstanding service

WHY DO MOST FIRMS USE BOTH PERSONAL SELLING AND ADVERTISING IN THEIR STRATEGY ?

Advertising is a "pull" strategy with which you broadcast to the public and try to "pull" some interest of your product or service out of the public mass.

Personal selling is a "push" strategy with which you use sales rep to push your message through personal contacts.These 2 ways complement each other in the sales process. Almost any sales process need to go through the following stages:lead generation-> prospect -> customer

Personal selling of Eureka Forbes

• The brand name that Eureka Forbes used was Aqua Guard.

• The company marketed a broad line of modern,

lifestyle products , including water purifiers

• The brand was also launched as Pure sip.

Analysis of AqUA guard AND Pure sip.

Aqua guard was sold exclusively 25000 persons

sales force. Pure sip of was sold by

independent home appliances.

Each salesperson were asked to

demonstrate their product exclusively.

Televisions , magazines supported the personal selling.

About RS. 120 million was spent on

sales activities.

The sales force was motivated. It was confined to urban areas. More than 80% of INDIA ‘s population of

lived in rural areas where quality of water was low.

Moreover customers were told that aqua guard readily available.

Aqua guard was first to enter the water market.

Results…

Relationship building opportunities of TATA TEA

• Direct communication by demonstration at the village bazaar

• Door to door personal selling by offering discounts and trial packs

• Sampling done through careful selection of houses with no brands

• Parivar:

– CAs (communication agents) and acted as brand ambassadors

– Sampling: Parivar-branded nameplates on which the CAs wrote the

household's name. Families who agreed to fix this nameplate on their

doors were given a free sample pack of tea.

PERSONAL SELLING TECHNIQUES FOR SMALL BUSINESS-TO-BUSINESS (B2B) COMPANIES Boost sales with a client testimonials program Sales leads. How to secure more client appointments

CHECKLIST: Sales lead qualification scoring form

CHECKLIST: What information to include in your customer database

A strategy for Nokia

Personal selling PROSPECT

• NOKIA IS THE WORLD’S NUMBER ONE BRAND IN MOBILE PHONE

INDUSTRY. THEY ALSO HOLD A HUGE REPUTATION FOR THEIR QUALITY PRODUCTS. THAT’S WHY THEY HAVE TO WORK LESS TO SELL THEIR PRODUCT. WHEN SOMEONE THINK OF BUYING A MOBILE PHONE SET HE FIRST THINKS ABOUT NOKIA.

• SO THE CUSTOMER FELLS A NEED FOR THE NOKIA’S HANDSET AND HE TRY TO COLLECT INFORMATION ABOUT THE AVAILABLE HANDSETS OF NOKIA. FOR THESE REASON THE SALES PEOPLES OF NOKIA GET AN COMPETITIVE ADVANTAGE TO SELL THE PRODUCT.

WHY Nokia should go for

personal selling?

. So as a salespeople of a mobile phone one have to identify what the customer want to do with his mobile. If he just want to use it as a phone than he should prefer Nokia 1100or non-multimedia set. But if he wants it as a multimedia device then he surely want to be a N series mobile if he has the effort.

After sales service is one of the most important fact for any kind of sale. As NOKIA gives one year warranty with their every mobile phone set then the salespeople should make sure that the customer gets his after sales service properly.

• .

Sony-EricssonNOKIA Motorola Samsung LGE

ASP

80 €

100 €

120 €

140 €

160 €

2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06

Handset Market Share

0%

10%

20%

30%

40%

2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06

Handset Operating Margin

0%

5%

10%

15%

20%

2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06

Percent of Top 5 Profits

-10%

0%

10%

20%

30%

40%

50%

60%

2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06

Nokia vs. others

7

Knowledge of Sales and Sales-related Marketing Policies

Sales Knowledge Marketing Policies

• Company knowledge • Pricing and Payment policies

• Product knowledge • Product policies

• Customer knowledge • Distribution policies

• Competitor knowledge • Promotional policies

Major reasons for giving above information / knowledge through training programmed to salespeople are:• increase their self-confidence• Meet customers’ expectations• Increase sales• Overcome competition

Why Choose a Sales Career?

• There are a wide variety of sales jobs available• The freedom of being on your own• The opportunity for advancement in a company• The rewards from a sales

career can be substantial

A Key to Success

Stay Close to Your

Customerand

LISTEN!