Page 194 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 11.1 Personal Selling

Personal selling has been around since ancient times. The objectives and the manner, it requires
to be implemented have evolved over the years. In today's highly dynamic and competitive
market conditions, the role of a salesperson is not just limited to persuading customers to buy
products but also adopting ways to build long-term customer relationship.
Prospecting

The first requirement in personal selling is narrowing down the selling effort to the targeted
customers. Prospecting involves developing and following all the leads to identify potential
target customers and this requires hard work and proper time management.

Some companies provide prospect lists or customer relationship database to make it easier for
sales- people. Customer enquiries from different territories through various sources, including
company website can be passed along to salespersons. Companies can also acquire lists from
commercial sources providing this service. Other sources to generate leads can be current
customers, suppliers, resellers, trade association members, various directories, or cold calling
(calling unannounced on offices and individual households) etc.

Pre-approach

Once the salesperson identifies a set of prospects and customers, the salesperson should try to
learn as much as possible about the individual or company needs. In case of a company, the
salesperson should collect as much information as possible about the company's products,
competition, market, potential sales volume, the purchase procedure, who is involved in
influencing purchase decision, who is the final authority for making purchase decision, and
their personal traits.
The salesperson should consider the available facts and set specific call objectives that have
measurable outcomes.
Approach

It is extremely important for the salesperson to determine how the customer should be greeted.
The first impression is not just important but crucial to the success of a sales call. The salesperson
must look and act like a professional.

A salesperson should select an approach that suits her/his personality and judgement about the
specific sales situation. Homer B. Smith has recommended different approaches. Some proven
techniques include:
1. Ask Questions: Questions should preferably be relevant to sales presentation.
2. Use a Referral: Preferably someone favourably known to the potential customer.
3. Offer a Benefit or Service: This can be quite effective if relevant to customer's need.

4. Complement the Prospect: It is a good way to establish rapport if there is anything the
prospect has achieved.

Sales Presentation

Relevant to prospect needs, the salesperson presents the product/service story according to the
AIDA model (capture attention, hold interest, stimulate desire, and get action). The salesperson

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