PS-Session 1

PERSONAL SELLING
ALI AMMAR
Some Do’s & Don’ts
Do’s
• Interaction is essence of this class. Make it highly interactive, discuss as much as you can;
• You can raise any question anytime;
• I can be approached before or after the class for any concept / discussion which needs further
clarification.
Don’ts
• Cell phone must be on silent. There is a penalty for violation!
• No use of cellphone in the class. No texting or calling whatsoever!
• No one is allowed to leave the class in the middle to attend a call! This is what “Breaks” are for….
• Please don’t look at your watches time and again!!!! Your course facilitator knows when to give
break and when it is time to call it OFF!
• Never ridicule or make fun of your peers when your fellow student asks a question or presenting in
the class. This is considered very Rude and you can be at Receiving End any time / next time!
• Just never be “LATE”. ABSOLUTELY NOT!!
• Punctuality benefits you in terms of class participation marks.
• A piece of advice for Scholarship students OR Those on CGPA borderline OR in last semester !!!!!
• Personal Selling - Concept, Importance, Career prospects • SPIN Selling Model
Discussion / Role Play Discussion / Article / Case Study / Role Play
• Traits of a salesperson , Strategic Role of Selling in • Art of Negotiations

Organizational success Discussion / Case Study/ Articles / Class
Activity
Discussion / Case studies/ Articles/Sales Videos/
Assignment
• Value Selling Model
• Buying Behaviors / Decision Making Unit/ Understanding Discussion / Case Studies/ Articles/ Role play
Buyer Personas and strategies to deal with different Buyer /Assignment
Personas
Discussion / Case Studies/ Articles / Role Play • Key Account Management
Discussion / Case Studies/ Articles
• Use of FAB MODEL in Selling
Discussion / Class Activity/ Reading Material
• Ethics in Selling
Discussion / Article / Case Study
• The Power of Effective Communication in Selling
Discussion / Class Activity/ Articles/ Videos • Modern Selling Strategies
• Personal Selling – Seven Steps Process ( from Approach to

Follow up)
Discussion / Case Studies/ Articles / Class Activity /
Role Play / Video Assignment
What comes to your mind when we think of a
salesperson?
Why is learning to sell so important?
• Selling is a critical skill because, like it or not, everyone has to sell to succeed. Famous
author, Robert Louis Stevenson, recognized this when he said, "
Everyone lives by selling something." Whatever you do, sales skills will help you to…
• Secure the job you want
• Convince your boss to assign you to the project you want
• Influence others
• Sell others to do what you want them to do (Selling your ideas)
• Of course, if you are in a sales position, learning to sell more effectively can put a lot
more money and opportunities in your pocket.
• Organization’s Top Line growth, all indicators and major financial ratios are derived
from Sales.
Sales vs Marketing
The typical goal of marketing is to generate interest in the product and create
leads or prospects. Marketing activities include:
consumer research to identify the needs of the customers
product development – designing innovative products to meet existing or latent
needs
advertising the products to raise awareness and build the brand.
pricing products and services to maximize long-term revenue.
On the other hand, sales activities are focused on converting prospects to
actual paying customers. Sales involves directly interacting with the prospects
to persuade them to purchase the product.
Marketing thus tends to focus on the general population (or, in any case, a large
set of people) whereas sales tends to focus on individuals or a small group of
prospects.
Focus of this Course??
Promotional Mix Advertising is any form of paid presentation or
promotion that is not done face-to-face, such as
television commercials.
Sales promotion is the use of incentives, such
as coupons, to entice a customer to buy a
product or service.
Public relations is the act of building up the
image of a company in the eyes of the community
in the hopes of translating the feelings of
goodwill into sales. An example of public
relations is a company sponsoring a charity
event.
Direct Marketing is the business of selling products or
services directly to the public, e.g. by mail order or telephone
selling, rather than through retailers.
The final component of the promotion mix is

personal selling, in which a demonstration or
presentation to a potential customer is
performed in person.
Personal Selling
• Personal selling is also known as face-to-face selling in which one person who is the salesman
tries to convince the customer in buying a product.
• The sellers promote the product through their attitude, appearance and specialist product
knowledge. They aim to inform and encourage the customer to buy, or at least trial the product.
• Personal selling entails the face-to-face pitching of a product or service to a prospective buyer.
The main thing that sets personal selling apart from other methods of commerce is the intensive
inter-personal skills required, given that that the salesperson conducts his or her business with
the customer in person.
Types of Salespersons
Order Takers
Order takers are not expected to persuade customers to buy the company’s products or
increase their quantity of purchase. They are supposed to book customer orders and pass on
the information to relevant people in the company
Delivery Salespeople
Delivery salespeople are primarily concerned with delivering the product. There is little
attempt to persuade customers to increase the order.
Outside Order Takers
Salespersons visits the customer, but they primarily respond to customer requests rather
than actively seek to persuade them.
Order Getters
Order getters are in typical selling jobs where the major objective is to persuade the
customer to make a direct purchase. These are frontline sales people who are supported by
technical support sales people and merchandisers.
Missionary Salespeople
In some industries the sales task is not to close the sale but to persuade the customer to
specify the seller’s products.
Where do we need Personal Selling?
1.Complex or High-Involvement Products/Services:
2.Customized Solutions:
3.Industrial Sales:
4.Technical Products:
5.Consultative Sales:
6.High-Value Transactions:
7.Building Relationships:
8.Handling Objections:
9.Customer Education:
Personal selling as a career…..
•Corporate Selling in Banking
•Real Estate Business
•Entrepreneurs
•Advertisement & Media Agencies
•Telecom Industries
•IT solutions and Computer Hardware
•Fire & Security systems / CCTVs
•Insurance Companies
•Service Industries
•Consultation Services
•Courier Services
•Corporate Clubs,Hotels & Resorts
•Lubricants, Chemicals, Industrial Supplies etc
•Machines (Generators, Chillers, Compressor n Pumps, Heavy Transport) and
Many More…..
It involves long, irregular work hours and extensive travel

Should also be able to handle rejection face to face.
Offers great rewards for those who are successful.
The potential for income is great since most compensation involves commissions based on
completed sales.
Freedom of flexible hours
Offers a person the chance to develop interpersonal, communication, organizational, and time-
management skills.
LOTS OF TRAVELING…..

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PERSONAL SELLING

• Traits of a salesperson , Strategic Role of Selling in • Art of Negotiations

• Personal Selling – Seven Steps Process ( from Approach to

The final component of the promotion mix is

1.Complex or High-Involvement Products/Services:

It involves long, irregular work hours and extensive travel

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