MRK400 Chp.8 PersonalSellingSkills
MRK400 Chp.8 PersonalSellingSkills
PERSONAL SELLING
SKILLS
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OUTLINE
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CUSTOMER - ORIENTED SELLING
The Opening:
Initial impressions can cloud later perceptions.
Salespeople should:
Respect the fact that buyers are busy people;
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THE PERSONAL SELLING PROCESS
Salespeople should:
Reference selling
Demonstrations
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Guarantees
Trial orders
THE PERSONAL SELLING PROCESS
Conducting demonstrations (1/2):
Show the potential purchaser how the product’s features & benefits can fulfill his or her needs or solve his
or her problem;
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THE PERSONAL SELLING PROCESS
Conducting demonstrations (2/2):
Do not leave the purchaser until s/he is completely satisfied with the demonstration;
Summarize the main points by re-emphasizing the purchase benefits that have been put forward during the
demonstration;
In case of (a), ask for the order now or in case of (b), arrange for further communication.
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THE PERSONAL SELLING PROCESS
Negotiation:
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THE PERSONAL SELLING PROCESS
Implement behavioral skills:
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THE PERSONAL SELLING PROCESS
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THE PERSONAL SELLING PROCESS
Know how to grab the right opportunity at the right moment Intentions.
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THE PERSONAL SELLING PROCESS
Follow-up:
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