This course focuses on the theoretical and practical techniques used in selling goods and services in a business-to-business (b-to-b) environment. Emphasis is given to developing practical skills in presenting goods and services to prospective buyers. Attention is devoted to the art of persuasion as a life-skill and to the need to develop professional relationships in business. The importance of the sales professional in the business community and the need for ethical behavior is emphasized. The overriding sales philosophy is relationship focused and the customer approach is consultative. Personal selling is the direct face-to-face selling done to a potential buyer behalf of a company. Personal selling helps a company build and improve lasting relationships with customers and is a handy tool in the hands of marketers due to various reasons. It gives marketers the freedom to make adjustments in the promotional message to satisfy the information needs of customers. It also allows them to target the promotional message with utmost precision and direct it at the most promising leads.As there is a two-way interaction, personal selling allows marketers to obtain valuable feedback from the customers, that in turn helps them identify the strengths and weaknesses in existing products and improve new product development.
Introduction
Objective and Scope of Personal Selling
Sales Management as defined by
Objectives of Sales Management
Sales Executives as Coordinator
Coordinating with Advertising
Co-ordination with Production
Buyer Seller Dyad and Personal Selling Situations
Buyer Seller Dyad
Diversity of Personal-selling Situations
Recent Trends In Selling
Team Selling
Sales Force Automation (SFA)
Theories of Personal Selling
Theories of Selling
“Right Set of Circumstances” Theory Of Selling
“Buying Formula” Theory of Selling
“Behavioral Equation” Theory
Personal Selling Process
Personal Selling Process
Steps in Personal Selling Process
Mistakes in Sales
Prospecting and evaluating potential customers,
Preparing to approach,
Approaching the customers,
Making a presentation to the customer,
Handling objections,
Closing the sales deal and follow up
Managing the sales force calls
Establishing sales objectives,
Fixing the sales quotas,
Designing the sales force,
Determining the size of sales force,
Recruiting the sales force,
Routing and scheduling their activities,
Training the sales force,
Providing compensation,
Evaluating their performance and motivating the sales force.
Prospecting, Objection Handling and Closing
Prospecting
Formulating Prospect Definitions
Searching out Potential Accounts
Sales Resistance
Closing Sales
Sales Forecasting
Types of Personal-Selling Objectives
Market Potential
Analyzing Market Potential
Market Indexes
Sales Potential and Sales Forecasting
Sales Forecasting Methods
Qualitative Forecasting Methods
Poll of Sales Force Opinion
Survey of Customers’ Buying Plans
Sales Forecasting-II
Projection of Past Sales
Moving Average Method
Regression Analysis
Econometric Model Building and Simulation
Converting Industry Forecast to Company Sales Forecast
Functions of Salesperson
The Effective Sales Executive
Nature of Sales Management Positions
Position Guide-Sales Manager
Functions Of The Sales Executive
Qualities of Effective Sales Executives
Relations with Top Management
Relations with Managers of Other Marketing Activities
Importance of Customer Feedback By Sales Personnel
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