Audyogik Shikshan Mandal’s.Institute of Management and Computer Studies. : Audyogik Shikshan Mandal’s.Institute of Management and Computer Studies. : MMS PART I
SUBJECT- Selling And Negotiation Skills.
Group Members – (1)Deepti. –Rollno. 98
(2)Vaibhav. –Rollno. 102
(3)Siddhesh. –Rollno. 108
(4)Narsinha. –Rollno. 109
(5)Ashwin. –Rollno. 119 THE SELLING SKILLS. Slide 3: The Art of Selling 1. Promotion Mix. 2. Personal & non-personal elements. 3. Why personal selling ? 4. Promotion Strategies. Steps in effective selling process. Part 1 : Part 2 : 2. SUPER sales person skills. Part 3 : 1. Understanding the Buyer 2. 13 Reasons Why People Buy Slide 4: The Art of Selling Selling is providing customers with goods and services they want to buy. Slide 5: Promotion Mix. 2. Personal & non-personal elements. 3. What is personal selling? 4. Why personal selling? 5. Promotion Strategies. 1. Promotion Mix Advertising
Reaches Many Buyers, Expressive
Impersonal Personal Selling
Personal Interaction, Builds Relationships
Costly Sales Promotion
Provides Strong Incentives to Buy
Short-Lived Public Relations
Believable, Effective, Economical
Underused by Many Companies Direct Marketing
Nonpublic, Immediate, Customized,
Interactive Slide 6: SALES PROMOTION Definition Sales promotion can be defined as an activity taken up to boost the sales of a product. It can include distribution of free samples, offering free gifts, conducting trade fairs, exhibitions & competitions, offering temporary price discounts etc. Slide 7: Purpose of Sales Promotion Encouraging the customers to try a new product like free samples distributed by different companies. Attract new customers. Encourage customers to use the product or service & make them brand loyal. Counter a competitor’s promotional activities. Slide 8: Summing up Examples Distributing coupons, free gifts/samples, giving money refunds, frequent user incentives, installment offers etc. In a specific sense, sales promotion includes those sales activities that supplement both personal & advertising & co-ordinate them & make them effective, such as displays, shows, demonstrations & other non recurrent selling efforts not in the ordinary routine. Slide 9: Personal Selling money (cost) Product market Promotion Mix.
Personal & non-personal elements.
What is personal selling?
Why personal selling?
Promotion Strategies. 2. Personal selling ? Slide 10: Personal selling –
1) two-way flow of communication
Personal selling is a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another.
2) between a buyer and seller
3) a face-to-face or real time encounter
Because selling involves personal contact, this promotional method often occurs through face-to-face meetings or via a telephone conversation, though newer technologies allow contact to take place over the Internet including using video conferencing or text messaging (e.g., online chat). Personal Selling Slide 11: Why Personal Selling
Provides a detailed explanation or demonstration of product
Message can be varied to fit the needs of each prospective customer
Can be directed to specific qualified prospects
Personal persuasion can be used
“ A good salesman can get you to buy ice in winter” Customers are concentrated When to Use Personal Selling Slide 12: Informative Advertising - Advertising approach intended to build initial demand for a good or service in the introductory phase of the product life cycle.
Newspapers - C an be costly so you want to reach the exact audience that will buy your product or service.
Television and R adio - Are typically expensive. The most popular stations are typically expensive. Be sure to know your target audience and study the media kits to determine if the station reaches that audience.
Direct Mail - Can be either generated by you individually or can be a part of a co-op program such as Val-Pak.
Magaz ines and Trade Journals - Many have space available regionally.
Outdoor Advertising Including Billboards and Transit Ads (buses, cabs) Yellow Pages - This is possibly the first type of advertising you should purchase. The downfall with Yellow Page advertising is that it takes the customer directly to your competition!
Internet - Website or banner advertising 2. Non-personal Selling Slide 13: I. PUSH strategy Distribution Channels Customer Producer promotion efforts demand 5. Promotion Strategies. Push Strategy - “Pushing” the Product Through Distribution Channels to Final Consumers. Slide 14: Distribution Channels Customer Producer promotion efforts demand demand I. PULL strategy 5. Promotion Strategies. Pull Strategy - Producer Directs It’s Marketing Activities Toward Final Consumers to Induce Them to Buy the Product. Slide 15: Steps of effective Selling Process Slide 16: 1. Prospecting
Salesperson locates and qualifies prospects
2. Pre approach
determines sales call objective, develops customer profile, customer benefit program, and selling strategies. Customer’s needs are determined. 3. Approach
Salesperson obtains interview, meets prospect, and begins individualized sales presentation. Needs are further uncovered. 4. Presentation
Salesperson relates product benefits to needs, using demonstration, dramatizations, visuals, and proof statements. 5.Trial close
Salesperson asks prospect’s opinion on benefits during and after presentation.
Salesperson uncovers objections. Slide 17: 7. Meet Objections
Salesperson satisfactorily answers objections. 8. Close
Salesperson has determined prospect is ready to buy and now asks for the order. 9. Follow-Up
Salesperson provides customer service after the sale. Slide 18: SUPER salesperson Risky & innovator
Sense of mission
Partner & team
Rejections are information SUPER sales person skills. (a) Characteristics of Effective Salespeople (b) 9 Keys to Sales Success Slide 19: Possesses Good
Demonstrates Good Interpersonal Skills
Possesses Solid Technical Skills
Has a Positive Attitude
Enthusiastic (a) Characteristics of Effective Salespeople Slide 20: 5.. Write down your thoughts, strategies & ideas and
your mind & 6 th sense will supply info
6.. Take courses to improve your knowledge
7. Be a speaker / writer...positions you as an exper7. expert
8.. Publish something...someone else confirms you are
9. . G ive value first...put valuable info in the hands of
purchasers, so they may benefit...will allow them to
know you, trust you, respect you & will want to buy
from you. (b) 9 Keys to Sales Success “If you make a sale you make commissions...If you make a friend you can make a fortune”
1. Have a total belief system..high self-belief = high
success (best person, best company, best
2. Belief drives passion (intangible persuader) failur2. failure
comes from lack of belief not lack of skills
3. Y es ! Attitude : I think I can sets up a positive outcome
4. Invest in things that make you successful...improve
skills; knowledge of your clients, biggest obstacles, or
biggest opportunities Slide 21: Understanding the Buyer “ People don’ t like to be sold ......but they love to buy ”
Forget knowing how to sell...get to know why people buy
You don’t know the answer if:
1. You get a price objection
2. You have to present a bid, or proposal
3. They say they are satisfied with their existing supplier
4. No one returns your call
5. You think the economy is too slow Slide 22: 13 Reasons Why People Buy “ 1st sale is you, then people buy your product / service ”
1. I like my rep (like leads to trust...leads to buying...leads to a relationship)
2. I understand what I am buying
3. I perceive a difference in the rep, or company
4. I perceive value in my purchase
5. . I believe my rep
6. . I have confidence in my rep
7.. I trust my rep
8. . I am comfortable with my rep
9. . I feel a fit with my needs & their products
1 0. The price is fair (not necessarily the lowest)
11. I perceive the purchase will improve productivity
12. I perceive that this purchase will increase profits
13. I perceive that my rep is helping me and is a valuable resource Slide 23: Thank You