Page 36 - DMGT205_SALES_MANAGEMENT

Sales Management Ashwani Panesar, Lovely Professional University

Notes Unit 3: Process of Personal Selling

CONTENTS
Objectives
Introduction
3.1 Prospecting, Identifying and Qualifying

3.2 Pre Approach and Call Planning
3.3 Presentation
3.3.1 Categories of Presentation

3.3.2 Requirements of a Presentation
3.4 Handling of Objections
3.5 Closing the Sales
3.6 Follow Up
3.7 Summary

3.8 Keywords
3.9 Review Questions
3.10 Further Readings

Objectives

After studying this unit, you will be able to:
 Describe the pre approach and call planning;
 Discuss the steps in Selling Process;
 Describe the handling of objection and closing the sales.

Introduction

Personal selling is all about locating a potential buyer, making an effective sales pitch and
getting the order. But simple as it may seem, personal selling is, in fact, a complex
communication and learning process for both the sales person and the prospective customer.
While making a sales 'pitch' the sales person can have either a sales oriented approach which
involves high pressure selling techniques (such a technique is used in selling encyclopedias or
automobiles) or the customer oriented approach whose crux lies in consumer problem solving.
Here the sales person tries to identify customer needs and comes up with sound product
solution.
There are many different ways to go about making a sale, since every sales person has his
unique manner of attaining the objectives.

3.1 Prospecting, Identifying and Qualifying

The planning work which is essential in eliminating non-buyers is called prospecting. The most
important part of the entire selling process lies in locating the most promising prospects. The

30 LOVELY PROFESSIONAL UNIVERSITY