Personal Selling- Strategy Guide

Topics: Sales, Marketing, Customer service Pages: 3 (833 words) Published: May 21, 2013
Personal Selling
A Strategy Guide

Ali Al-Kubaisi

Personal selling is a form of selling that many companies rely on heavily to promote and move their products. The personal selling process involves seven steps that a salesperson must go through with most sales. Understanding these seven steps can help improve your individual sales or the sales of your company. Personal selling is especially important in large, sometimes even multi-million, business deals because if a corporation is going to invest that kind of money, they will not do so without a sense of personal assurance.

During this stage, the sales representative looks at any information that he may have about the customer. He may practice his sales presentation and do anything necessary to prepare for it. The salespersons must be fully familiar with the product, the firm, the market and the selling techniques. They should be well-informed about the competitor's products and the degree of competition. They should also be acquainted with the motives and behavior of prospective buyers.

The pre-approach is the second step in the personal selling process. At this time, the sales representative prepares for the first contact with the potential customer. This stage involves the collecting of as much relevant information as possible prior to the sales presentation. The pre-approach investigation is carried out on new customers but also on regular customers. Systematic collection of information requires a decision about applicability, usefulness and how to organize the information for easy access and effective use.

The approach is the next step in the process and it is also one of the most important. During this step, the sales representative takes a minute or two to try to get to know the prospect. This phase usually involves some small talk to warm up the prospect and help them open up. Before calling on the prospects, the salesperson should fully...
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