Boost Your Sales with a Personal Selling Process in Marketing

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personal selling is another one of our IMC tools that is very distinctive in terms of what it allows for marketers to do it is mostly considered to be a face-to-face type of opportunity it's a very different kind of selling than what you would see with advertising it's more of an interpersonal kind of communication where one person is talking to another person or one person is talking to a small group of people rather than advertising Which is far more mass uh communication oriented where the brand is communicating to many at a time with personal selling the great benefit we get is this idea of relationship selling right the pro professional salesperson is really charged with creating a relationship with each individual Prospect and therefore creating a customer for life so there's seven steps in the professional selling or personal selling process and let's go through them kind of quickly here and maybe talk about a few of the steps in a bit more detail towards the end of this presentation the first step is generating leads you have to figure out who are prospects that you can approach uh to potentially sell your product and to generate leads you're going to need to do a variety of different things you need to do networking first and foremost you know so make connections across your industry maybe outside of your industry you may use tactics like cold calling which is kind of calling people out of the blue or random to see if you could generate some interest in your product you also would want to do things like maybe go to trade shows uh if that is something that is important in your industry once you've collected a variety of leads now remember we've talked about database Marketing in the past you would take your leads and you create a database of them you know and now you have this kind of list of prospects once you have your list of prospects you can start to qualify your prospects what I mean by qualifying your prospects is really determining you know who is most likely to buy out of all the people on your prospect list so typically speaking you would kind of rank your prospects in terms of the likelihood and the the I guess timeliness in which they would purchase who is more most likely to purchase now who is more likely to purchase later who is maybe not so likely to purchase at all you'll then want to get a lot more knowledge about these prospects you want to do as much research as you possibly can to understand their underlying motivation once you know you know what it is that motivates them you can put together a sales presentation and then you can approach them and you can start to make your pitch your sales presentation may actually come in a variety of different forms it may start with a sales letter it may move on to a sales call where you're calling them on the phone and then it may at some point move towards uh a onetoone or personal type of presentation where you're actually visiting them and walk walking through a presentation similar to the one you're watching right now now during this presentation clearly customers or prospects are always going to have problems they have objections they're not just yes people who are nodding their heads at everything you you say they will have concerns they will be skeptical and so we're going to have to create some strategies for handling objections which we'll talk about in a moment then you want to move once you've handled your obje you move to closing the sale and this is where the sale is actually made you know where the prospect agrees yes I want to purchase this product they sign on the dotted line you agree to terms and all is good to go but you're not done yet you still need to provide some sort of after Sal service which uh we'll talk about again in a moment but this is really crucial to recognize that even though you've closed the sale and you've sold something it's not done with you still have to continually service the sale over time and that's what we mean by customer for life and relationship selling it's something that is ongoing let's say now I said we talk a little bit more about qualifying prospects and there's a couple of good key terms that we want to make sure that we keep in mind specifically you see here this idea of an 8020 Rule and what that reminds us is that not all prospects are created equal about 20% of our prospects provide us with 80% of our Revenue so to kind of keep it in the 8020 80% of our Revenue comes from 20% of our customers and so it reminds us that we want to make sure we are emphasizing uh and and focusing on the correct prospects and one of the ways in which we can kind of figure out who to focus on is we can remember that good prospects have three things they have money to buy so they have the purchasing power they have a need for our product and they also have the authority to make the purchased decision and that's important cuz a lot of times in professional selling we can waste our time talking to somebody who's not even given the responsibility for making a decision within their organization or within their family in terms of handling objectives this little process is awesome this feel felt found approach for handling objectives right more often than not the biggest objective someone would have when you're making a sales present ation it's too expensive right so price is always one of the biggest object uh objectives uh or objections I should say that they might have and so how do you handle that when somebody says hey you know I can't buy this car it's way too expensive well you use feel felt found I know how you feel you know I look at the price tag on this car and it is it's expensive you know I felt the same way when you know they told me that this car is is $50,000 but what I found when I started thinking about what that $50,000 meant is that you're really getting the quality that will help you to minimize your maintenance of the car over time so you know really in the long run the $50,000 you're paying much less for the car than you would if you bought a cheaper car and then had to pay more on maintenance ongoingly so feel felt found I know how you feel I felt the same way but I found that it really was something different something more positive and then finally this after salale service follow through follow up and suggestion selling clearly you always need to follow through you make promises as a salesperson you need to make sure you deliver on those promises that's follow through follow up means that once everything's said and done the product is delivered all those kinds of things a week later two weeks later a month later you call call you followup right you took hey you know Mrs comoro you uh took delivery of your new Lexus uh two weeks ago I just wanted to call to make sure that everything's going well and that you're happy with the car you know is there anything I can do for you that's your followup and then suggestion selling can often happen when you're following up suggestion selling is when you try to buy or I should say try to sell something in addition to what the customer has already purchased so hey you know you bought this Lexus car you know we're having this great deal on new sound systems we can have one installed for you at this low price if you come in within the next week so now you know you might think of the term upselling selling the person to the next level selling them an additional uh service an additional um uh augmented part of the product so here we have professional selling and you can see how it's really related to customers it's related to interpersonal communication and really developing these long-term relationships not just onetime sales