Unit 7 - Personal SellingUnit 7 - Personal Selling

At the end of the session you will At the end of the session you will be able to:be able to:

Understand the purpose of sales Understand the purpose of sales personnel personnel

A Jack of all trades but a master of A Jack of all trades but a master of none!!!none!!!

Personal Selling DefinedPersonal Selling Defined

An interpersonal communication tool which involves face to face activities

undertaken by individuals, often representing an organisation, in order

to inform, persuade or remind an individual or group to take appropriate action, as required by the sponsor’s

representative.

An alternative definitionAn alternative definition

The essence of personnel sellingThe essence of personnel selling

What is the purpose of sales What is the purpose of sales personnel?personnel?

Reason 1- increase businessReason 1- increase business

They generate They generate additional revenueadditional revenue

They can They can cross sellcross sell – eg promoting – eg promoting related itemsrelated items

The sales personnel can be used to The sales personnel can be used to up-up-sellsell – eg sell a higher specification of a – eg sell a higher specification of a product/serviceproduct/service

Reason 2- to help the business to Reason 2- to help the business to remain competitiveremain competitive

By providing an excellent service that is By providing an excellent service that is better than the rival competitorsbetter than the rival competitors

(Q) Can you think of an organisation that (Q) Can you think of an organisation that you chose over another and why?you chose over another and why?

Reason 3 – providing information Reason 3 – providing information and services to the customersand services to the customers

Helping a customer to find what they are looking Helping a customer to find what they are looking

forfor

Helping a customer to decide on the Helping a customer to decide on the

product/suitable for their needs and expectationsproduct/suitable for their needs and expectations

Giving advice regarding a product/serviceGiving advice regarding a product/service

A technology driven sales servicesA technology driven sales services

Reason 4 – providing customer Reason 4 – providing customer carecare

Sales staff are the first point of call and Sales staff are the first point of call and therefore will hopefully be providing therefore will hopefully be providing excellent customer care for the customers excellent customer care for the customers in order to increase revenue for the in order to increase revenue for the organisation.organisation.

Reason 5 – Gathering feedbackReason 5 – Gathering feedback

They gather customer feedback to enable They gather customer feedback to enable the organisation to respond to the needs the organisation to respond to the needs and wants of the products/services.and wants of the products/services.

Types of sales peopleTypes of sales people

What are the benefits of personal What are the benefits of personal selling?selling?

To the organisation.To the organisation.

The employees.The employees.

The customers.The customers.

In pairs see I you can think of any In pairs see I you can think of any benefitsbenefits

(10 minutes)(10 minutes)

The OrganisationThe Organisation

The organisation gains as it is more The organisation gains as it is more likely to meets its objectives as:likely to meets its objectives as:

Both sales and the number of Both sales and the number of customers will increasecustomers will increase

The employeesThe employees

They can be motivated to work hard and They can be motivated to work hard and do well – both in terms of personal do well – both in terms of personal achievements and financial rewards for achievements and financial rewards for meeting sales targets.meeting sales targets.

The customersThe customers

Gain because they can rely on Gain because they can rely on professional assistance and advice which professional assistance and advice which will help them to obtain the best goods or will help them to obtain the best goods or services that they require to meet their services that they require to meet their needs and expectations.needs and expectations.

SKILLS AND KNOWLEDGE OF A SKILLS AND KNOWLEDGE OF A SALES PERSONSALES PERSON

Group WorkGroup Work

On the post it notes provided, write down On the post it notes provided, write down the skills and knowledge that you think the skills and knowledge that you think would make a good sales personnel.would make a good sales personnel.

FEEDBACK IN 10 MINUTESFEEDBACK IN 10 MINUTES

Does this list match the ones your Does this list match the ones your group has chosen??group has chosen??

To have sound product knowledgeTo have sound product knowledgeTo possess and be able to promote good selling To possess and be able to promote good selling techniquestechniquesTo be inwardly motivated to sellTo be inwardly motivated to sellPossess good problem solving skillsPossess good problem solving skillsTo have good sales habitsTo have good sales habitsTo have excellent presentation skillsTo have excellent presentation skillsHave the ability to close salesHave the ability to close salesBe able to keep up to date with services and Be able to keep up to date with services and productsproducts

Sales Personnel - typical skills

Figure 1

The apprenticeThe apprentice

Crisis of confidence – presentations Crisis of confidence – presentations http://www.bbc.co.uk/apprentice/videos/vid/371.http://www.bbc.co.uk/apprentice/videos/vid/371.htmlhtmlhttp://www.bbc.co.uk/apprentice/videos/vid/362.http://www.bbc.co.uk/apprentice/videos/vid/362.htmlhtmlKevin saves the day Kevin saves the day http://www.bbc.co.uk/apprentice/videos/vid/370.http://www.bbc.co.uk/apprentice/videos/vid/370.htmlhtmlhttp://www.bbc.co.uk/apprentice/videos/vid/332.http://www.bbc.co.uk/apprentice/videos/vid/332.htmlhtml

Group work – 4sGroup work – 4s

Match up the sales habits to the different Match up the sales habits to the different stages of the sales processstages of the sales process

FEEDBACK IN 20 MINUTESFEEDBACK IN 20 MINUTES

The personal selling process

Figure 2

Group TaskGroup Task

As a group match up the sales As a group match up the sales habits to the different stages of habits to the different stages of the sales processthe sales process

See page 281 and 282 for the listSee page 281 and 282 for the list