Question

Explain various steps in the process of personal selling.

Explain the first five steps in personal selling.

Answer 1

1. Preparation: First of all, a well-trained and motivated sales force is developed. Salespersons must have knowledge of the firm and its products and services, competitors and their products and services, customers and selling techniques. They must be fully aware of the quality, uses, prices, etc., of the goods to be sold.
2. Prospecting: Prospecting means locating and identifying the potential buyers. A list of prospective customers can be prepared with the help of dealers, salespersons, telephone and trade directories, etc. Information about the age, income, education, family background, tastes, preferences, etc. of prospective buyers should be collected. Collection of such information is called pre-approach.
3. Approach: In this step, the salesperson makes face-to-face contact with the prospective buyer. The salesperson should introduce himself, greet the customer and start conversation with him/her so as to create a good first impression.
4. Presentation: Now the salesperson displays and describes the product to be sold. He should tactfully demonstrate the product and explain its quality, utility, performance, etc. He should explain how the product meets the needs of the customer and arouses his interest.
5. Convincing: At this stage, the salesperson handles the objections raised by the customer. Objections should be considered as sales opportunities. Instead of arguing or losing temper, the salesperson should understand the causes of objections and should try to convince the customer.
6. Closing the Sale: The salesperson concludes the sale by obtaining the consent of the buyer. Some concession may be necessary for this purpose. The salesperson should know when and how to close the sale. He should assure the customer that he has made a wise choice and should thank the customer. In order to obtain repeat sales, the salesperson should carefully pack and deliver the product.
7. Post-Sale Follow-Up: The salesperson should check up whether the product sold is working to the satisfaction of the customer. Follow-up action helps to win the trust and faith of the customer.