Guide to Personal SellingDeveloped by Tori Etts, xSell360 InternJanuary 2014

Key Terms

Personal Selling – a person-to-person business activity in which a salesperson uncovers and satisfies the needs of a buyer to the mutual, long-term benefit of both parties.

Customer Centric – making the customer the center of everything the salesperson does.

Relationship Marketing – the focus of marketing activities on establishing, developing, and maintaining cooperative, long-term relationships.

Key Characteristics of Modern Sales

Sale is customer driven, not salesperson driven

Presentation is customized, not canned

Client talks, salesperson listens

Focus is on long-term, win-win relationships

Greater emphasis on customer retention vs. new customer acquisition

Salesperson is business focused, not product focused

Steps in the Selling Process

Prospecting

Precall Planning

Approach

Presentation

Trial Close/Close

Overcome Objections

Close

Follow Up

Prospecting Methods

Networking

Promotional Activities

Public Speaking

Authoring Articles

Use of Lists/Directories

Telemarketing

Letters

Prospecting Sources

Satisfied Customers, Referrals

Center of Influence

Endless Chain

Networking

Competitors

Internet

Trade Shows

Company Promotional Activities

Precall PlanningResearch, Research, Research

Prospect

Prospect’s Business/Organization

Prospect’s Industry

Your Competition

Prospect’s Competition

Prospect’s Target Market

Create a Personal Prospect Profile!

Finding the Need Gap

Need Gap: the difference between a prospect’s actual state and their ideal state.

Pre-Call Objectives

S = Specific What am I trying to accomplish on this particular sales call? A demo, a facility audit, verify decision makers?

M = Measurable You will be able to determine success by the end of time frame.

A = Attainable Is it realistic to meet this measurement in the time frame allotted?

R = Relevant Is your goal something that will lead to a long-term relationship with the client?

T = Time Bound Exactly when would you like to meet your specifically stated goal?

Presentation

1. Identify Needs

2. Present Solutions to Needs

3. Trial Close

Initial Benefit Statement

Example: “If I can show you how our organized payroll services will save you time and allow you to spend more time focusing on your store and employees, is that something you would be interested in?”

Go Above and Beyond!

Find out their needs first!

Presentation Enhancers:

- Utilize Multiple Senses- Offer Proof- Demonstrate- Charts/Graphs- Models, Samples, Gifts- Catalogs, Brochures- Testimonials- Visual Aids

- Handouts- Quantify the Solution

- Profit margin- ROI- Payback Period- B-E Analysis- Cost-Benefit Analysis- Opportunity Cost

Completing the Presentation

Summarize their needs (which they already should have given you)

Establish Success Criteria (how your product/service satisfies their needs)

Set Up Next Step – The Close

Overcoming Objections

5 Steps to Handling Objections

1. Identify the true concern and clarify

2. Acknowledge the concern (empathize)

3. Handle the concern

4. Confirm that the objection was handled

5. Close for the Sale

Closing for the Sale

Direct Close: Are you ready to order?

Assumptive Close: Should I put you down for 20 units?

Alternative Choice Close: Would you like to meet Monday or Tuesday?

Ben Franklin Close: List all pros and cons (for low risk takers)

Pilot Close: Close for less than what they really need (should never be your first close… for very hesitant buyers)

Summation Close: Summarize key needs and benefits

Closing for the Sale cont’d.

Agree on the details

Get signatures

Assure client of the benefits

Arrange follow up plans

Thank the Client

Resources

Seiler, Christine. "Professional Selling." Bowling Green State University. Bowling Green, OH. Lecture.

Castleberry, Stephen B., and John F. Tanner, Jr. Selling. Eighth ed. New York: McGraw Hill, 2011. Print.