In the world of sales management, personal selling is a crucial component of the marketing mix. It’s a process of convincing a prospect or a customer to buy a product or a service, by building a relationship and establishing trust. Personal selling is often considered as the most effective way of creating a long-term relationship with customers.

In this blog, we will discuss the personal selling process, which is a seven-step approach that involves: prospecting and qualifying, pre-approach, approaching the prospect, sales presentation and demonstration, negotiating sales resistance or buyer objections, closing the sales, and follow-up and servicing the account.

Prospecting and Qualifying

The first step in the personal selling process is prospecting, which involves identifying potential customers who might be interested in the product or service. This can be done through various methods such as referrals, networking, cold calling, and lead generation. After identifying the prospects, the next step is to qualify them based on certain criteria such as their needs, budget, authority, and timeframe.

Pre-approach

Once the prospects have been identified and qualified, the salesperson should conduct research to learn more about them, their company, and their industry. This helps the salesperson prepare for the approach and tailor the sales pitch to the prospect’s specific needs and preferences.

Approaching the Prospect

The approach is the first face-to-face interaction between the salesperson and the prospect. The salesperson should make a good first impression, build rapport, and establish the prospect’s interest and needs. This can be done through a variety of methods, including a phone call, email, or in-person meeting.

Sales Presentation and Demonstration

The sales presentation and demonstration are the core of the personal selling process. The salesperson should use the knowledge gained in the pre-approach and approach stages to present the product or service in a way that is tailored to the prospect’s needs and preferences. This can include product demonstrations, case studies, testimonials, and other persuasive tactics.

Negotiating Sales Resistance or Buyer Objections

Even after a successful presentation, it’s common for prospects to raise objections or concerns. The salesperson should be prepared to handle these objections by acknowledging and addressing them, and providing additional information or evidence to support the product or service.

Closing the Sales

Once the objections have been handled and the prospect is convinced, the salesperson should ask for the sale. This can be done through a variety of methods, including trial closes, assumptive closes, and direct closes.

Follow up and Servicing the Account

The final step in the personal selling process is to follow up and service the account. This involves delivering the product or service, providing ongoing support, and building a long-term relationship with the customer. This step is crucial for creating customer loyalty and repeat business.

Conclusion

The personal selling process is a seven-step approach that involves prospecting and qualifying, pre-approach, approaching the prospect, sales presentation and demonstration, negotiating sales resistance or buyer objections, closing the sales, and follow-up and servicing the account. By following this process, salespeople can build relationships with prospects and customers, and ultimately increase sales and revenue.