Personal Selling PDF

Personal Selling process
Prospecting and Qualifying.

The Pre-approach
The Approach
Sales Presentation
Now Prepare your Presentation by Selling Features Vs Benefits & also
keep in mind the A.I.D.A - Techniques.

A= Attract Attention,
I = Create Interest & Maintain it,
D = Arouse Desire & Offer to Fulfil it,
A = Make the Customer to take ACTION
Overcoming objections
Closing the Sale
Theories of personal selling

1. AIDAS Theory of Selling
2. Right Set of Circumstances Theory of Selling
This theory, sometimes called the situation-response theory,

had its psychological origin in experiments with animals and hold
that the particular circumstances prevailing in a given selling
situation cause the prospect in a predictable way.
If the salesperson succeeds in securing the attention and gaining
the interest of the prospect, and if the salesperson presents the

proper stimuli or appeals, the desired response (that is, the sale)
will result.
The more skilled the salesperson is in handling the set of
circumstances, the more predictable is the response
3.
Buying Formula Theory of Selling
Emphasizes the buyers side of the buyer-seller dyad.

The buyers needs or problems receive major attention, and the salespersons role
is to help the buyer find solutions.
This theory purports to answer the question: What thinking process goes on in
the prospects mind that causes the decision to buy or not to buy?
The buying formula is a schematic representation of a group of responses,

arranged in psychological sequence. The buying formula theory emphasizes the
prospects responses (which, of course, are strongly influenced by internal
factors) and deemphasizes the external factors, on the assumption that the
salesperson, being naturally conscious of the external factors, will not overlook
them.
Since the salespersons normal inclination is to neglect the internal factors, the
formula is a convenient way to help the salesperson remember. The origin of this
theory is obscure, but recognizable versions appear in a number of early books
on advertising and selling by authors who had experiential knowledge of

salesmanship.
Marketing vs sales
S.no
MARKETING
SALES
Marketing starts with the buyer and focuses

constantly on buyers needs.
Selling starts with the seller and is

preoccupied allthe time with the
sellers needs.
Seeks to convert customer needs into products
Seeks to convert products into

Cash.
Views business as a customer satisfying process.
Views business as a goods producing

process.
Marketing effort leads to the products that the

The company makes the product first
customers actually want to buy in their own interest. and then figures out how to sell it and
make a profit.
Marketing communication is looked upon as a tool

for communicating the benefits/
satisfactions provided by the product
Sellers motives dominate marketing

communication (promotions).
Consumers determine the price; price determines

costs.
Cost determines the price.
Sales Organization structure
Factors Influencing Structure
Product and Service Related Factors

Organization Related factors
Marketing Mix Related Factors

External factors
(Tapan K Panda)
Sales Organization Concepts

Specialization
The degree to which individuals perform some of the
required tasks to the exclusion of others. Individuals
can become experts on certain tasks, leading to better
performance for the entire organization.
Centralization
The degree two which important decisions and tasks
performed at higher levels in the management hierarchy.
Centralized structures place authority and responsibility
at higher management levels.
Sales Force Specialization Continuum
Generalists
All selling activities
and all products to
all customers
Some specialization
of selling activities,
products, and/or
customers
Specialists
Certain selling
activities for certain
products for certain
customers
Span of Control vs. Management

Levels
Flat Sales Organization
District
Sales
Manager
District
Sales
Manager
District
Sales
Manager
District
Sales
Manager
Span of Control
District
Sales
Manager
Management Levels
National
Sales
Manager
Levels
Tall Sales Organization
National Sales
Manager
District
Sales
Manager
District
Sales
Manager
District
Sales
Manager
Span of Control
Regional Sales
Manager
District
Sales
Manager
District
Sales
Manager
District
Sales
Manage
r
Management Levels
Regional Sales
Manager
Line vs. Staff Positions

National Sales Manager
Sales Training Manager
Regional Sales Managers
District Sales Managers
Staff Position
Salespeople
Line Position
Customer and Product Determinants

of Sales Force Specialization
Customer Needs Different
Simple
Product
Offerin
g
MarketDriven
Specialization
Product/MarketDriven
Specialization
GeographyDriven
Specialization
ProductDriven
Specialization
Customer Needs Similar
Complex
Range of
Products
Geographic Sales Organization

Eastern Region Sales Manager
Western Region Sales Manager
Zone Sales Managers (4)
District Sales Managers (20)
Salespeople (100)
Salespeople (100)
Product Sales Organization

Office Equipment Sales Manager
Office Supplies Sales Manager
Salespeople (100)
Salespeople (100)
Market Sales Organization

Commercial Accounts
Sales Manager
Government Accounts
Sales Manager
Sales Training
Manager
Salespeople (50)
Salespeople (150)
Functional Sales Organization

Field Sales Manager
Telemarketing Sales Manager
Regional Sales Managers (4)
Salespeople (40)
Salespeople (160)

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Personal Selling process

Prospecting and Qualifying.

Now Prepare your Presentation by Selling Features Vs Benefits & also

keep in mind the A.I.D.A - Techniques.

Theories of personal selling

This theory, sometimes called the situation-response theory,

If the salesperson succeeds in securing the attention and gaining

the interest of the prospect, and if the salesperson presents the

The more skilled the salesperson is in handling the set of

circumstances, the more predictable is the response

Buying Formula Theory of Selling

Emphasizes the buyers side of the buyer-seller dyad.

The buying formula is a schematic representation of a group of responses,

on advertising and selling by authors who had experiential knowledge of

Marketing starts with the buyer and focuses

Selling starts with the seller and is

Seeks to convert customer needs into products

Seeks to convert products into

Views business as a customer satisfying process.

Views business as a goods producing

Marketing effort leads to the products that the

Marketing communication is looked upon as a tool

Sellers motives dominate marketing

Consumers determine the price; price determines

Cost determines the price.

Sales Organization structure

Factors Influencing Structure

Product and Service Related Factors

Marketing Mix Related Factors

Sales Organization Concepts

Sales Force Specialization Continuum

Span of Control vs. Management

Line vs. Staff Positions

Customer and Product Determinants

Customer Needs Similar

Geographic Sales Organization

Eastern Region Sales Manager

Western Region Sales Manager

Zone Sales Managers (4)

Zone Sales Managers (4)

District Sales Managers (20)

District Sales Managers (20)

Product Sales Organization

Office Equipment Sales Manager

Office Supplies Sales Manager

District Sales Managers (10)

District Sales Managers (10)

Market Sales Organization

District Sales Managers (5)

District Sales Managers (25)

Functional Sales Organization

Field Sales Manager

Telemarketing Sales Manager

Regional Sales Managers (4)

District Sales Managers (2)

District Sales Managers (16)

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