Steps To The Personal Selling Process
Step 1: Prospecting and Qualifying
The first step is prospecting and qualifying. This is about finding people or businesses that
need your product or service. It’s about filtering out leads that won’t convert and saving time
and resources.
Techniques:
● Use detailed reports to find high-potential prospects.
● Use automated tools to qualify leads based on your criteria.
Step 2: Pre-Approach
Once you have your prospects, the next step in the personal selling process is the
pre-approach. This is about gathering information about the prospect and preparing for the
first contact. Research the prospect’s needs, preferences, and pain points.
Techniques:
● Use customer profiles to gather information.
● Develop an approach strategy using analytics.
Step 3: Approach
The approach is the first contact with the prospect. It sets the tone for the whole selling
process. Whether it’s a cold call, a meeting, or an email, the approach should be interesting
and informative.
Techniques:
● Write personalized messages using the data you’ve gathered.
● Make sure your approach shows how your product or service solves the prospect’s
problems.
Step 4: Presentation
In the presentation phase, you show your product or service, its features, and benefits. This is
where all the hard work of prospecting and pre-approach pays off, as you can tailor your
presentation to the prospect’s needs.
Techniques:
● Create custom presentations and proposals.
● Highlight the unique selling points that resonate with the prospect.( differentiate
with competitors)
Step 5: Overcoming Objections
Overcoming objections is a key part of the selling process. Prospects will have questions and
concerns that need to be answered before they can make a decision. Being able to handle
objections smoothly can make or break a sale.
Techniques:
● Record common objections and responses.
● Use real-time data to back up your answers.
Step 6: Close
The closing phase is where you ask for the sale. This step in the 7-step process requires
confidence and timing. You need to recognize buying signals and know when to pounce.
Techniques:
● Use closing techniques like the assumptive close or the urgency close.
● Watch the prospect’s engagement to time your close perfectly.
Step 7: Follow-Up
The last step in the personal selling process is the follow-up. This ensures customer
satisfaction and opens up future sales opportunities. A good follow-up turns a one-time buyer
into a repeat customer.
Techniques:
● Book follow-up activities so no customer is missed.
● Use feedback to improve your approach.
What are the main types of objections?
1. Price Objections
The customer thinks the product or service costs too much or doesn't see enough value for the
price.
Example: “It’s a bit more than I was planning to spend.”
🎯 How to handle:
● Emphasize the value, not just the price.
● Break it down into cost per use or long-term savings.
● Offer financing or alternative packages if possible.
2. Time Objections
The customer says the timing isn’t right — this is often a stall tactic or fear of commitment.
Example: “Let me think about it” or “Maybe next month.”
🎯 How to handle:
● Create urgency or a reason to act now.
● Ask follow-up questions to discover the real reason behind the delay.
3. Need Objections
The buyer doesn't see a need for the product or doesn’t recognize the problem it solves.
Example: “I don’t really need this right now.”
How to handle:
● Reframe the conversation to show how it solves a problem.
● Share stories or case studies of others with similar needs.
4. Product/Service Objections They’re not fully confident in the product, its quality,
reliability, features, or how it compares to others.
Example: “I’m not sure it’s the right fit for what I need.”
How to handle:
● Offer demos, trials, testimonials, or guarantees.
● Show how it aligns with their needs or preferences.
5. Source Objections (Trust Issues)
They don’t fully trust the seller, the company, or brand reputation.
Example: “I’ve never heard of your company before.”
🎯 How to handle:
● Build credibility through testimonials, reviews, certifications, or third-party
endorsements.
● Focus on building rapport and trust.
6. Lack of Authority Objection
The person you’re talking to doesn’t have the authority to make the final decision.
Example: I need to check with my manager/spouse/business partner.”
How to handle:
● Ask who else is involved in the decision and offer to speak with them.
● Equip your contact with materials to help make the case.
7. Hidden Objections
The real concern isn’t being openly stated — they might say something vague or
noncommittal.
Example: “I’m just not sure,” or “Let me sleep on it.”
How to handle:
● Ask open-ended questions to dig deeper:
“What part are you unsure about?”
● Use a trial close to feel out their concerns.
How to handle objections in sales
STEP 1: Choose the right method
Here are two examples:
LAARC method:
This is one of the most popular handling objections in sales methods. LAARC stands for:
● Listen: It’s important to show the buyers that you are listening to them and are
taking their objections into account. This technique is called “active listening”
where you pay attention not only to the words that the buyers are saying but,
more importantly, to the complete message being communicated.
● Acknowledge the Objection: You have to show buyers that you listened and
understood their objections clearly. You also want to assure them that their objection
is taken into account.
● Ask a Question: Ask more questions to find out what the real objection is. It’s
usually open-ended questions.
● Respond to the Objection: When you already identify the objections, think about
what you can reply to them.
● Confirm the Objection was Handled: Before moving to the next step of the selling
process, please confirm that the objection is truly handled.
LAIR method:
● Listen: First, listen to their concerns and objections and how important solving
the problems is to them.
● Acknowledge: Summary and confirm what you heard to show that you
understand and to encourage the prospect to give you the full details of their
objection.
● Identify the objection: Verify that this is their only reason for not buying and
think about what you can respond to them.
● Reverse the objection: Turn the “No” into the sales opportunity. Turn around
the rebuttal. Show how the truth is the reverse of what was being rejected.
STEP 2: Accept objections with kindness
First, start by listening carefully and actively to the objections of the customer. Let him
speak freely and don't cut him off. In fact, do not enter into "confrontation" with him by
trying to justify yourself straight away.
STEP 3: Learn more about the prospect's remarks
Did you let your potential client speak? Now it's your turn to reply.
Start speaking in order to dig deep. In this way, you make sure to identify with precision the
nature of the objections of your customer, as well as his motivations. This step is essential
since it allows you to bounce back with a tailor-made argument and to avoid
misinterpretations.
STEP 4: Provide an appropriate response to objections
Once the objections have been clearly identified, a relevant response should be provided.
Summary all the remarks of your customer, and use them to reply in a factual way, erase
his doubts and prove to him that the value of your offer will satisfy him.
Some tips :
● Base your argument on examples and concrete evidence (figures, customer
feedback, etc.);
● Whenever possible, be flexible in changing your offer and adapt to the
prospect's needs.
STEP 5: Make sure objections are raised
At the end of the conversation, always check that your prospect's objections are resolved and
no doubts remain.
💡 To do this, simply ask the question:
● Have we been able to remove your doubts about our solution?
● Would you be ready to close the sales now?
Techniques of closing sales in personal selling
1. Assumptive Close You assume the buyer is ready to purchase and move forward
confidently. Example: “Great! I’ll go ahead and schedule your first delivery for next Tuesday
— does morning or afternoon work better?”
2. Summary Close
You summarize the key benefits or features the customer has shown interest in, then ask for
the sale. Example: “So, you’re getting the upgraded version, 24/7 support, and free setup —
all under budget. Shall we get the paperwork started?”
Helps the buyer focus on the total value instead of small doubts.
3. Something for Nothing Close
You offer a bonus, freebie, or added value to motivate the customer to close. Example: “If
you decide today, I’ll throw in an extra 6 months of support at no cost.”
Everyone loves a deal — especially one that feels exclusive or limited.
4. Sharp Angle Close
When the buyer asks for a concession (like a discount), you agree only if they agree to close
right then. Example: “If I can get that 10% discount approved for you, are you ready to sign
today?”
Puts pressure on the buyer to commit in return for a favor.
5. Ben Franklin Close
You help the customer logically weigh the pros and cons (especially good for analytical
buyers). Example: “Let’s list the pros and cons together. On the plus side, you’re saving
time, getting more features, and increasing efficiency. Any real cons?”
Helps the customer rationalize the decision and feel confident in it.
6. Artisan Close
You focus on the craftsmanship, passion, and effort behind the product or service. Example:
“This piece took our team 3 months to perfect — each one is handcrafted with attention to
every detail. You’re not just buying a product; you’re owning a story.”
Appeals to emotions and values like quality and uniqueness.
7. Columbo Close
Inspired by the detective Columbo — you “accidentally” bring up a key point or
deal-sweetener just as you're wrapping up. Example: “Oh, just one more thing — I forgot to
mention this also comes with free lifetime updates.”
Feels casual and authentic, and can shift the buyer’s mindset positively right before the
decision.
8. Takeaway Close
You subtly pull the offer away or suggest it might not be right for them. Example: “Honestly,
if you’re unsure, maybe this isn’t the best time to invest in this — I’d hate for you to feel
rushed.”
Creates FOMO and positions the product as exclusive or scarce. Reverses the pressure.
9. Now or Never Close
You create a limited-time opportunity that pushes the buyer to act immediately. Example:
“This promotion ends today, and we only have 2 units left at this price. Should I reserve one
for you now?”
Taps into urgency and the fear of missing out (FOMO).
10. Puppy Dog Close
Let the customer try the product/service risk-free so they become emotionally attached.
Example: “Why don’t you take it home for a week and see how it fits into your lifestyle? If
you love it, we’ll finalize everything then.”
People are more likely to buy something they’re already using and loving — just like falling
for a puppy you "try out."
Customer relations and follow up
1. Send a note to say thank you
Some companies send emails. Others say it with a card they enclose with the invoice.
Whatever your method, it's important to say thanks after making a sale as part of making it a
good experience for your client.
2. Check in
It's a good strategy to call clients a week or two after the sale and find out how everything is
going. Are they happy with their purchase? How was the service they received? Do they have
any questions? But don't overdo it.
3. Keep the lines of communication open
Ask your clients for permission to communicate with them. Then send helpful information
and advice based on their needs and interests. Focus on high-value content, such as guides,
articles or educational webinars.
4. Think second sale
Talking to existing cients who already bought might seem like a waste of time, but it is
actually the key to future sales. Regular contact will help you understand their needs, give
you ideas about product improvements and set the stage to offer a complementary product.
5. Ask for referrals
Happy customers will refer you other customers. When a recommendation comes from
someone who has actually used your services, it has an extra layer of credibility and trust.
Addressing customer concerns and complaints
To address customer complaints and concerns effectively:
1. Listen Actively: Give customers your full attention and listen to their concerns without
interrupting.
2. Acknowledge the Issue: Show that you understand and acknowledge their complaint.
3. Respond Promptly: Address complaints quickly to show you value their time and business.
4. Offer Solutions: Provide clear, practical solutions or alternatives to resolve their issue.
5. Follow-Up: Check back with the customer to ensure their issue was resolved and they are
satisfied.
6. Learn and Improve: Use feedback to make improvements in your service or product.
LATTE method, popularized by Starbucks.
L - Listen: Start by actively listening to the customer. Hear them out without interrupting.
This is crucial.
A - Acknowledge: Show empathy and understanding. Acknowledge their emotions and
situation.
T - Take Action: This is where you scope out the issue to find the right course of action room.
Suggest this course of action and verify it with the customer.
T - Thank: Express gratitude for their feedback and for bringing the issue to your attention.
This shows appreciation for their input and that you / the company wants to do better.
E - Explain: Finally, explain what happened and summarize the conversation along with
what steps you’re going to take to resolve the matter.
Sales manual
A sales manual is a structured guide used by a company to outline its entire sales process,
strategies, tools, and best practices. It's designed to help salespeople—especially new
hires—understand how to effectively sell the company’s products or services.
Key Purposes of a Sales Manual:
1. Standardize Sales Activities – Ensures every rep follows the same process.
2. Speed Up Training – Onboards new team members faster.
3. Improve Performance – Provides scripts, tips, and frameworks to close more deals.
4. Ensure Consistency – Keeps brand messaging and customer interactions aligned.
What a Sales Manual Typically Includes:
Section Description
Company & Product Overview What the company sells and why it matters
Target Customer Who the product is for and common pain points
Sales Process Step-by-step guide from lead to close
Scripts & Templates Cold calls, emails, objection handling
Tools & Systems CRM usage, sales software, automation tools
KPIs & Metrics What success looks like
Training Resources Onboarding steps, continuous learning
Order book
The order book of a personal seller refers to the record or list of all the current and pending
sales orders and purchase commitments that the individual seller is managing. It's similar
in concept to a formal financial order book but scaled down for a small business, freelancer,
or individual selling products or services.
What It Typically Includes:
Field Description
Order ID A unique number for each transaction
Customer Name Who placed the order
Item/Service What’s being sold
Quantity How many units are ordered
Price Price per unit or total price
Order Date When the order was placed
Delivery/Pickup Date When it's due
Order Status Pending, In Progress, Delivered, Cancelled
📘 Example: Order Book for a Personal Seller (Homemade Soap Business)
Order ID Customer Product Qty Price Date Ordered Status
001 Sarah Lee Lavender Soap 10 $50 Apr 25, 2025 Shipped
002 Mike Green Charcoal Soap 5 $25 Apr 26, 2025 Pending
003 Emma Tan Gift Set 3 $90 Apr 27, 2025 In Progress
Purpose of an Order Book for a Personal Seller:
● Track sales efficiently
● Avoid missing orders or deadlines
● Analyze trends (e.g., which products sell best)
● Manage cash flow and inventory
Cash memo
A cash memo is a document issued by a seller to a buyer as proof of a cash transaction.
It acts like a receipt and is used when the payment is made in full and immediately, typically
in cash or via direct payment (like mobile payment apps or debit cards).
Key Features of a Cash Memo:
Item Description
Seller's Name and Who is issuing the memo
Address
Date of Transaction When the sale happened
Buyer’s Name (optional) To whom it was sold
List of Goods/Services Description and quantity
Price Per item and total cost
Taxes (if applicable) Like VAT or GST
Total Amount Paid Final amount the buyer paid
Mode of Payment Cash, card, UPI, etc.
Signature or Stamp From the seller or cashier
📘 Example of a Cash Memo:
Cash Memo
Shop Name: Fresh Organics
Address: 123 Main Street, Citytown
Date: April 28, 2025
Customer: [Optional]
------------------------------------------------------
Item Qty Rate Total
------------------------------------------------------
Organic Apples 2 kg $3.00 $6.00
Almond Milk 1 L $4.50 $4.50
------------------------------------------------------
Subtotal: $10.50
GST (5%): $0.53
------------------------------------------------------
**Total Paid: $11.03**
Payment Mode: Cash
Thank you for your purchase!
Purpose of a Cash Memo:
● Confirms that payment has been made
● Acts as proof of sale for the buyer
● Helps the seller maintain accounting records
Tour diary
In personal selling, a tour diary (also known as a sales tour diary or salesman’s tour
diary) is a daily record maintained by a salesperson to document their travel, client visits,
activities, and outcomes during sales trips.
Purpose of a Tour Diary in Personal Selling:
● Track customer visits and interactions
● Record sales performance and follow-ups
● Monitor travel expenses and time
● Help with reporting and accountability
● Improve planning and territory management
What a Tour Diary Typically Includes:
Field Description
Date The day of the sales activity
Locations Visited Cities or areas covered
Client Names Businesses or people met
Purpose of Visit Follow-up, new pitch, complaint resolution, etc.
Meeting Outcome Sale closed, lead generated, future follow-up needed
Next Steps Actions planned (e.g., send brochure, call next week)
Travel & Time Spent Hours, distance traveled, etc.
Expenses (optional) Fuel, food, lodging, etc.
📝 Example Entry from a Sales Tour Diary:
Date: April 27, 2025
Location: Lucknow, UP
Clients Visited:
1. Sharma Electronics – Demonstrated new POS system; client requested a proposal.
2. Raj Traders – Follow-up visit; closed order for 50 units of product X.
Time Spent: 6 hours total
Travel Distance: 50 km
Next Steps: Email proposal to Sharma Electronics by April 29.
Notes: Discussed upcoming promotional scheme.
Benefits to the Company:
● Keeps sales reps accountable and organized
● Helps managers evaluate field performance
● Aids in forecasting and customer relationship tracking
Daily Reports
A daily report records activities and performance for a single day. It provides quick,
real-time insights into what was done, what issues arose, and what results were achieved.
Common Daily Reports:
● Salesperson Daily Call Report
● Inventory Status Report
● Customer Service Activity Report
● Daily Cash or Expense Report
Example: Salesperson Daily Report
Field Example
Date April 28, 2025
Salesperson John Doe
Customers Visited 6
New Leads 3
Orders Booked $4,200
Issues/Observations Delay in product delivery for Client
A
2. Periodical Reports
Periodical reports are summaries of performance or activities over a longer time
period—weekly, monthly, quarterly, or annually. They’re used to assess trends, strategy
impact, and business health.
Common Periodical Reports:
● Monthly Sales Report
● Quarterly Financial Report
● Employee Performance Review
● Market Analysis Report
Example: Monthly Sales Report
Field Example
Month April 2025
Region North Zone
Total Sales $82,000
New Clients 12
Top Performer Asha Patel ($21,000 sales)
Issues Noted High product return rate in Tier 2 cities
✅ Key Differences:
Aspect Daily Report Periodical Report
Time One day Week, month, quarter, etc.
Frame
Detail Level High (day-to-day activities) Summary and trends
Use Monitor operations in Evaluate long-term strategy and
real-time performance