Personal Selling

"A salesman is somebody who sells goods that won't come back, to customers that will."  (Anon)

Personal selling is a promotional tool that creates value by establishing relationships based on trust.  A good salesperson knows that the focus is about identifying and providing the best product/solution for the customer's needs.

Advantages

• High customer attention
• Message is customised
• Interactivity
• Persuasive impact
• Potential for development of relationship
• Adaptable
• Opportunity to close the sale

Disadvantages

• High cost
• Labour intensive
• Can only reach a limited number of customers

7 Aspects of personal selling

Prospecting

Use a variety of sources like directories, referrals, trade publications and databases to identify new clients.  However, not all leads will be useful.  It is important to qualify prospective customers and screen out the poor leads.

Pre-approach

It is important to ensure you really understand the prospects' needs, how they use the brand as well as how they feel about the brand.  This knowledge makes it easier to create a sales presentation.

Approach

Armed with the essential background knowledge, the salesperson can be confident when actually making contact with the prospect.

Presentation

It is essential to tell the product's story in a way that identifies the needs and wants of the prospect.

Overcome objections

Objections should be viewed as signals that prospects need more information to make a decision.

Close the sale

Do not be afraid to ask for the sale!

Follow up

This step is crucial for customer satisfaction and to build long term relationships.  Contact the customer to ensure that the entire process was acceptable.