There are 8 processes in the personal selling. Among them, No. 6 “Meeting objections and No.7 “Gaining commitment is the most difficult and important to make the sales successful and it takes a lot of creative or tricky skills to undertake. So, those two will be discussed separately from the rest.
1. Prospecting
Identifying the prospect customers by gathering name, address which can be obtained from referrals from customers, referrals from internal company sources such as sales managers, the marketing department or the telemarketing department, referrals from external agencies, published directories, networking by the salesperson.
2. Pre-approach/ Planning the sales
The salespeople learn everything possible about the prospective customer’s business, its size, its purchasing practices, the location, the name of the executives and most important, the names of people who make buying decision as well as those who influence the purchase and the background and personalities of these people when and where possible. Then, make a call to present the product information to the prospects and try to get their commitment as much as possible.
3. Approach
Upon collecting all the required information, make an appointment with the right person. And try to build favorable impression and establish rapport with the prospect by your professional manner such as firm handshake, professional attire and good eye contact (USA).
4. Need assessment
At the meeting with customers or telesales; do the following steps;
a. Situational questions= ask as many question as possible about the buyer’s current situation,
b. Problem discovery questions=ask questions to discover the potential problems, difficulties of the customers but your product can solve this problem,
c. Problem impact questions=ask questions about the bad consequences of the problems if the customer didn’t solve it,
d. Solution value questions=ask about the value or importance of the solution and ask what kind of benefit he will get if he solved the problem right away,
e. Finally, confirmatory question= ask for confirmation from customers that they are interested in hearing about how your product will help them.
5. Presentation
It is a discussion of those product/service features, advantages and benefits that the customer has indicated are important. This stage is the purpose to convince the customer that the product or service being sold will satisfy the customers need better than that of competitors. Present the product, expose the features, tell the advantage and benefits.
But make sure the presentation is simple, customer appropriate language, stress the application of the product/service to the prospect’s situation and seek credibility at every turn. The real key to successful selling lies in this credibility.
6. Meeting objection (“How to deal with the customers when they said “No” to your offer” Click Here to read full article on this)
7. Gaining commitment ( Click Here to read “How to gain buyer commitment”)
8. Follow up
After the successful transaction, make sure to follow up which will create good relationship for the repeat purchase. Avoid a one-time transaction as much as possible.
Source: Spiro, Rich, and Stanton (2008): Management of a Sales Force.
Figure (1) Factors affecting successful sales!
1. Prospecting
Identifying the prospect customers by gathering name, address which can be obtained from referrals from customers, referrals from internal company sources such as sales managers, the marketing department or the telemarketing department, referrals from external agencies, published directories, networking by the salesperson.
2. Pre-approach/ Planning the sales
The salespeople learn everything possible about the prospective customer’s business, its size, its purchasing practices, the location, the name of the executives and most important, the names of people who make buying decision as well as those who influence the purchase and the background and personalities of these people when and where possible. Then, make a call to present the product information to the prospects and try to get their commitment as much as possible.
3. Approach
Upon collecting all the required information, make an appointment with the right person. And try to build favorable impression and establish rapport with the prospect by your professional manner such as firm handshake, professional attire and good eye contact (USA).
4. Need assessment
At the meeting with customers or telesales; do the following steps;
a. Situational questions= ask as many question as possible about the buyer’s current situation,
b. Problem discovery questions=ask questions to discover the potential problems, difficulties of the customers but your product can solve this problem,
c. Problem impact questions=ask questions about the bad consequences of the problems if the customer didn’t solve it,
d. Solution value questions=ask about the value or importance of the solution and ask what kind of benefit he will get if he solved the problem right away,
e. Finally, confirmatory question= ask for confirmation from customers that they are interested in hearing about how your product will help them.
5. Presentation
It is a discussion of those product/service features, advantages and benefits that the customer has indicated are important. This stage is the purpose to convince the customer that the product or service being sold will satisfy the customers need better than that of competitors. Present the product, expose the features, tell the advantage and benefits.
But make sure the presentation is simple, customer appropriate language, stress the application of the product/service to the prospect’s situation and seek credibility at every turn. The real key to successful selling lies in this credibility.
6. Meeting objection (“How to deal with the customers when they said “No” to your offer” Click Here to read full article on this)
7. Gaining commitment ( Click Here to read “How to gain buyer commitment”)
8. Follow up
After the successful transaction, make sure to follow up which will create good relationship for the repeat purchase. Avoid a one-time transaction as much as possible.
Source: Spiro, Rich, and Stanton (2008): Management of a Sales Force.
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