PERSONAL SELLING

PERSONAL SELLING 
directly paid, personal communication that attempts to inform and persuade prospects and customers 


CANNED APPROACHES -  
STIMULUS-RESPONSE and FORMULA SELLING: 

AIDA 

====>attention 

   ====>interest 

      ====>desire
 
         ====>action 
The AIDA approach could be effective when prospects are in similar situations and can be sold using the same basic presentation.  This would be aprpropriate, for example, in route sales, where the salesperson calls on the same customers each and every week. 
 
In some situations, however, canned sorts of approaches can be seen by a prospect as pushy. Focus in such an approach is in making a presentation that results in a sale, rather than focusing on the special needs on the prospect. 


 NEEDS BASED SELLING: 

SEVEN-STEP SELLING PROCESS 

====>prospecting 

   ====>preapproach/approach 

      ====>needs assessment
 
         ====>presentation 

            ====>questions/objections 

               ====>close 

                  ====>followup
The focus of this approach is in finding organizations or people who need what you have for sale and in finding solutions to a prospect's needs. 


SEVEN-STEP SELLING PROCESS 

  • prospecting

  • developing a list of potential buyers 

  • preapproach

  • initial preapproach letter, telephone call, etc. 

  • approach

  • initial face-to-face contact with prospect during which first impressions are formed 

  • needs analysis

  • discovery and assessment of prospects needs 

  • presentation

  • presentation/demonstration of how the product fills a need or solves a problem for the prospect 

  • answering questions and overcoming objections

  • prospect provides feedback and salesperson attempts to further tailor the presentation for the prospect's needs 

  • close

  • salesperson asks the prospect to buy 

  • followup

  • delivery, customer service, referrals