Lecture fundamentals of marketing - Lecture 25: Personal selling process. After studying this chapter you will be able to understand: The preliminary steps in personal selling process, the advance steps in personal selling process. | Personal Selling Process LECTURE-25 1 The Preliminary steps in Personal Selling Process The Advance steps in Personal Selling Process Topic Outline In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics—from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and PR must be blended into the overall IMC program. In chapters 16 and 17, we will discuss the remaining promotion mix tools: personal selling, sales promotion, and direct marketing. 2 The Personal Selling Process The goal of the personal selling process is to get new customers and obtain orders from them The selling process consists of several steps that salespeople must master. These steps focus on the goal of getting new customers and obtaining orders from them. However, most salespeople spend much of their time maintaining existing accounts and building long-term customer relationships. We will discuss the relationship aspect of the personal selling process in a later section. Steps in the Selling Process As shown in Figure , the selling process consists of seven steps: prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up. 3 The Personal Selling Process Prospecting identifies qualified potential customers through referrals from: Customers Suppliers Dealers Internet Steps in the Personal Selling Process The first step in the selling process is prospecting—identifying qualified potential customers. Approaching the right customers is crucial to selling success. Salespeople don’t want to call on just any potential customers. They want to call on those who are most likely to appreciate and respond to the company’s value proposition—those | Personal Selling Process LECTURE-25 1 The Preliminary steps in Personal Selling Process The Advance steps in Personal Selling Process Topic Outline In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics—from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and PR must be blended into the overall IMC program. In chapters 16 and 17, we will discuss the remaining promotion mix tools: personal selling, sales promotion, and direct marketing. 2 The Personal Selling Process The goal of the personal selling process is to get new customers and obtain orders from them The selling process consists of several steps that salespeople must master. These steps focus on the goal of getting new .
