unit 4: personal selling: a relational approach

personal selling

modern selling philosophy

principles of modern selling

types of personal selling

responsive selling

trade selling

missionary selling

technical selling

creative selling

consultative selling

soft selling

sales environment

retail sales

wholesale sales

manufacturer sales

service sales

business-to-business sales

telephone sales

process of personal selling

phase 1: creating relationships

step 1: attaining knowledge

step 2: prospecting

step 3: pre approach

step 4: approach

phrase 2: building relationships

step 5: sales presentation

stimulus-response presentation

formula selling presentation

need-satisfaction presentation

problem-solving presentation

8 typical buying signals to look out for:

phase 3: sustaining relationships

step 6: post-sale activities

step 7: staying in close contact

advantages of personal selling

disadvantages of personal selling

importance of understanding buyers

types of buyers

factors affecting buying

personal types

measurement in personal selling

quantitative evaluation

qualitative evaluation

3 compensation plans

fixed salary

commission

salary plus commission

ethical issues

examples of unethical behaviour

the salesperson as a professional in an IMC strategy

skills needed