Page 47 - DMGT205_SALES_MANAGEMENT

Unit 3: Process of Personal Selling

 The current satisfied customers act as one of the best source of prospective customers. Notes
 The satisfied customers act as a good source of referrals.
 Pre approach is based on the principle of the marketing concept that stresses customer
orientation.
 Call planning is basically a specific planning sequence.
 Demonstration forms the core of the selling process.
 The salesman should with his intelligence and tact should be able to convince the customer.

3.8 Keywords

Benefit Close: Here the sales person restates the benefits of the product in order to elicit a
positive response from the prospect.
Cold Canvassing: This technique basically involves calling on a potential customer without any
prior appointment. Here, the sales person just goes in and introduces himself to the prospect and
inquires about the need of the product or service by the prospect.
Direct Close: It is a simple technique and is most appropriate if the buyer is showing strong
positive buying motives. The sales person gives a summary of the major points of the presentation
and directly asks for the order.
Mailing List: Certain organisations compile lists of persons and organisations for direct mail
advertisers, pamphlets, etc. Such lists can also be employed to identify sales prospects.

Objection Price: To tackle these kind of objections, cheaper variations of the same products can
be shown. Cash memos of bills of previous customers can be shown or some discount can be
offered as a last resort.

3.9 Review Questions

1. What is the importance of closing the sales in sales transactions?
2. Describe briefly the steps involved in personal selling.
3. What is the situation in which personal selling should be used? Give examples.

4. How would you remove the objection of a buyer in personal selling?
5. What are the various ways of demonstration and what are their effects in personal selling?
6. Discuss the categories of presentations.

7. Discuss Pre Approach and Call Planning.
8. What do you know about closing the sales?

Answers: Self Assessment

1. Personal Selling 2. Customer Orientation
3. Sales Person 4. Prospective
5. Selling 6. Imaginary

7. True 8. False

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