Introduction to Sales and
Distribution Management –
The Selling Process
Nature of Personal Selling
Most salespeople are well-educated, well-
trained professionals who work to build
and maintain long-term relationships with
customers.
The term salesperson covers a wide
spectrum of positions from:
Order taker (department store salesperson)
Order getter (someone engaged in creative
selling)
Missionary salesperson (building goodwill or
educating buyers)
What is Personal Selling?
Involves Two-Way, Personal
Communication Between
Salespeople and Individual
Customers Whether:
face to face,
by telephone,
through video conferencing,
or by other means.
The Role of the Sales Force
Personal selling is effective because
salespeople can:
probe customers to learn more about their
problems,
adjust the marketing offer to fit the special needs of
each customer,
negotiate terms of sale, and
build long-term personal relationships with key
decision makers.
The Role of the Sales Force
Represent the
Company to
Customers to Produce
Company Profit
Sales Force
Serves as a Critical Link
Between a Company and its Customers Since They:
Represent Customers
to
the Company to
Produce Customer
Satisfaction
Characteristics of Personal Selling
Flexibility Builds
Identify best Relationships
prospects Long term
Adapt to situations Assure buyers receive
Engage in dialogue appropriate services
Solves customer’s
problems
Personal Selling Limitations
Can not reach
mass audience
Expensive per
contact
Numerous calls
needed to generate
sale
Labor intensive
Personal Selling Tasks
Order taking
Routine
writing up orders
checking invoices
assuring prompt
order processing
Suggestive selling
Personal Selling Tasks
Order getting
Seeking out
customers
Creative selling
Pioneering
Account
management
Personal Selling Tasks
Missionary
Detailer
Goodwill
“Closers”
• Cross-functional
• Account service rep
Some Traits of Good
Salespeople
Steps
Steps in
in the
the Selling
Selling Process
Process
Step
Step1.1. Prospecting
Prospectingand
and Identifying and Screening For
Qualifying
Qualifying Qualified Potential Customers.
Learning
LearningAsAsMuch
MuchAsAsPossible
Possible
Step
Step 2.
2. Pre-approach
Pre-approach About
AboutaaProspective
ProspectiveCustomer
Customer
Before
BeforeMaking
MakingaaSales
SalesCall.
Call.
Step Knowing
KnowingHowHowtotoMeet
Meetthe
theBuyer
Buyer
Step3.
3. Approach
Approach to
toGet
Getthe
theRelationship
RelationshipOff
Off
to
toaaGood
GoodStart.
Start.
Step
Step4.
[Link]/
Presentation/ Telling
Tellingthe
theProduct
Product“Story”
“Story”
Demonstration
Demonstration to
tothe
theBuyer,
Buyer,and
andShowing
Showingthe
the
Product
ProductBenefits.
Benefits.
Steps
Steps in
in the
the Selling
Selling Process
Process
Seeking Out, Clarifying,
Step
Step5.
5. Handling
HandlingObjections
Objections and Overcoming
Customer Objections to
Buying.
Step Asking the Customer
Step 6.
6. Closing
Closing
for the Order.
Step Following Up After the Sale to
Step7.
7. Follow-Up
Follow-Up
Ensure Customer Satisfaction
and Repeat Business.
Alternative Steps:
Find ’em
Find ’em
Grab ‘em
Grab ‘em
Show ‘em
Show ‘em
Answer ‘em
Answer ‘em
Sell ‘em
Sell ‘em
Keep ‘em
Keep ‘em
Creative Selling Process
Identify
Identify and
and Qualifying
Qualifying
Prospects
Prospects
Prospecting:
Prospecting: Identifying
Identifying
likely
likely new
new customers
customers
Leads
Leads
Qualifying:
Qualifying: Evaluating
Evaluating aa
prospect’s
prospect’s potential
potential
Creative Selling Process
Approaching
Approaching the the Prospect
Prospect
Contact
Contact
Rapport
Rapport
“Only
“Only one
one chance
chance toto
make
make aa first
first impression”
impression”
Creative Selling Process
Sales
Sales Presentation
Presentation
Persuasive
Persuasive communication
communication
Attention
Attention
Interest
Interest
Desire
Desire
“Tell
“Tell the
the product’s
product’s story”
story”
Creative Selling Process
Handling
Handling Objections
Objections
Questions
Questions
Reservations
Reservations
Understand
Understand Concern
Concern
Counterarguments
Counterarguments
Acknowledge
Acknowledge concern
concern
Clues
Clues to
to process
process
Creative Selling Process
Closing
Closing the
the Sale
Sale
Closing
Closing signals
signals
Trial
Trial close
close
Ask
Ask for
for the
the sale
sale
Creative Selling Process
Following
Following Up
Up
Commitments
Commitments met
met
Shipment
Shipment
Performance
Performance
Reinforce
Reinforce relationship
relationship
Satisfied
Satisfied customers
customers
rebuy
rebuy &
& recommend
recommend
Sales Management
Setting Organizing
objectives Planning Organizing activities
Recruit,
select,
Motivate, train,
evaluate, develop,
& control manage, &
Controlling Directing motivate
Organizing
Organizing Sales
Sales Activities
Activities
Sales
Sales Territor
Territory:
y:
Geographic
Geographic divisions
divisions
Customer
Customer types
types
Product
Product lines
lines
Selling
Selling task
task
Geographic
Geographic Division
Division
Vice-President
Marketing
Regional Sales Regional Sales
Manager Manager
District Sales District Sales District Sales District Sales
Manager Manager Manager Manager
Sales Rep Sales Rep Sales Rep Sales Rep
California Pacific NW Southeast Northeast
Customer
Customer Type
Type
Vice-President
Sales
New Accounts Existing Accounts
Manager Manager
New Account New Account Existing Existing
#1 #2 Account #1 Account #2
Product
Product Line
Line
Vice-President
Sales
Snack Foods Beverages
Sales Manager Sales Manager
Sales Rep Sales Rep Sales rep Sales Rep
Eastern Region West’n Region Eastern Region West’n Region
Directing the Sales Force
Recruiting and selecting
Training & develop
Compensating
• Motivating
Compensation Methods
Straight
Straight
salary
salaryor
or
wage
wage
Salary
Salaryplus
plus Straight
Straight
commission
commission commission
commission
Quota-bonus
Quota-bonus Commission
Commission
plan
plan with
withdraw
draw
Evaluation and Control
Required reports
Measurement against
plan or sales
standards
Expense control
Productivity
New account
development
Ethical Issues
Kickbacks, bribes
and “gifts”
Price
discrimination
Cheating on
expense accounts
Misrepresentation