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Principlesofpersonalselling Kotlerchapter19 page601 603 Learningobjectives PersonalsellingWhichelementsshouldbeincludedinpersonalselling 2020 3 18 1 Introduction Personalselling Direct personal Face to face communicationwithoneormorecustomersinordertoobtainasaleSalestraining Convertthesalespersonintoan ordergetter insteadofan ordertaker Salesorientedapproach Highpressure Customerorientedapproach Problemsolvingforthecustomer 2020 3 18 2 TheSPINmodel S situationquestions Whatsystemareyouusingtoinvoiceyourcustomers P problemquestions Whatpartsofthesystemcreateerrors I implicationquestions Howdoesthisproblemaffectyourpeople sproductivity N need payoffquestions Howmuchwouldyousaveifourcompanycouldhelpreducetheerrorsby80 2020 3 18 3 Personalselling prosandcons Pros DialoguesecuresultimateneedsatisfactionBuilduplongtermrelationswithcustomers CRMMostcustomersfavorthepersonalcontact Cons CostwiseanexpensiveapproachSalespeoplecanbedifficulttocontrolImportanttomotivateandengagesalespeopleinordertoobtainbestresults 2020 3 18 4 Figure19 8StepsinEffectiveSelling Prospecting Qualifying Preapproach Approach Presentation Overcomingobjections Closing Follow up 2020 3 18 5 The7stepsinpersonalselling Seefigure19 8 page601 Step1 Identifypotentialcustomers Searchdatabasesetc Askcustomers suppliersetc BuyaddressesRemembertoevaluatethecustomers Financialanalysis turnoveretc 2020 3 18 6 Step2 preapproach Researchbeforethevisit FindasmuchaspossibleSetobjectivesforthemeetingFindbestwayofcontactingTimingandgeneralstrategyforthesalesmeeting 2020 3 18 7 Step3 thecontact Thecontact Everythingfromopeningremarksto closing mustbecarefullyplannedRememberthe10 10 10rule 2020 3 18 8 Step4 Presentationanddemonstration UsethestepsintheAIDAmodelasaframeUsecompetitiveadvantagesoftheproduct FABV Features Advantages Benefits Value Needsatisfactionapproach thebestmethodUse Reputation ekspertise references professionalismThegoal AIDAS 2020 3 18 9 Step5 Overcomingobjections Psychologicalobjections Preferences predeterminationetc Logicalobjections Typicallythemarketing mixObjectionscanbemetvia PositiveattitudeClarifyobjections letthecustomertalk MakethecustomercontradictownobjectionsEstimateandprepareanswersforobjections 2020 3 18 10 Step6 Closing Identify closing signalsMethods AskfortheorderGivediscountsetc BATNA FallBackPosition 2020 3 18 11 Step7 Followupandmaintenance InordertoobtainsatisfactionandrepeatbuyersFollowupshortlyafterthesale inordertobesure thatexperiencedandexpectedqualityisthesameBUTREMEMBER Wecannotmakepartnershipswithallourcustomers seechapter5 2020 3 18 12 LevelsofRelationshipMarketing 2020 3 18 13 TheZoneAgreement negotiation 2020 3 18 14 Exhibitionobjectives MaintainrelationshipTransmitbenefitsRemedyserviceproblemsStimulateextrasales MaintainimageDemonstrateproductsGathercompetitiveintelligenceWidenexperience ContactprospectsDetermineneedsTransmitbenefitsCommittofollow uporsale ContactprospectsFosterimageb
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