Personal Selling and Public Relations Professor Chip Besio Cox School of Business Southern Methodist University 12

Personal selling and sales management quiz. What are your answers?

Basic Types of Selling Approaches Personal Selling Basic Types of Selling Approaches 1. Stimulus-Response 2. Need Satisfaction 3. Problem-Solution 14

Personal Selling Personal Selling – Definition Direct communications between paid representatives and prospects that lead to purchase orders, customer satisfaction and post-sale service. Sales Management – Definition The planning, implementing and control of personal contact programs designed to achieve the sales and profits of the firm. 14

Missionary Salespeople THE MANY FORMS OF PERSONAL SELLING CUSTOMER SALES SUPPORT PERSONNEL Missionary Salespeople Sales Engineer Team Selling Conference Selling Seminar Selling

How outside order-getting salespeople spend their time each week

Comparing order takers and order getters

Stages and objectives of the personal selling process

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PROSPECTING Types of Prospects Lead Prospect Qualified Prospect Cold Canvassing/Cold Calling

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Preapproach Stage When to Contact International Customs

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Approach Stage Customs Gestures

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Presentation Stage

1. Permission Close-ended 2. Fact-finding Factual information Personal Selling Needs Discovery Types of questions 1. Permission Close-ended 2. Fact-finding Factual information 3. Feeling finding Open-ended questions 4. Checking Confirm questions understanding 12

Three Elements of Presentation Personal Selling Advocating Skills Three Elements of Presentation 1. Features Tangible or intangible 2. Benefits Solutions to buyers problems, related to buying motive 3. Evidence Proof benefit will be realized 12

Personal Selling Handling Objections Acknowledge and Convert Acceptance Postpone Denial Agree and Neutralize Ignore

Personal Selling Close Stage Direct Close Summary Close Assumptive Close Single Obstacle Choice Close

Closing Techniques Selling Direct Ask for the order in a straight-forward manner Summary Summarize the benefits already cover in the presentation Single Asks for the order if last obstacle is Obstacle overcome 17

Closing Techniques Selling Assumption Assume readiness to buy and focus on the transaction details Choice Focus on version to be ordered 17

Personal Selling Follow-up Stage Repeat Sales Referrals

Pillars of Sales Support the buying decision Implementation Deal with Dissatis-faction Enhance the Relation-ship 1

Pillars of Sales Support Reduce buyer anxiety Make a follow-up call Ask for feedback Support Buying Decision Manage the Implementation Assist w/ approval process Introduce support resources Monitor & report progress 18

Pillars of Sales Support Empathize with the buyer Respond to problems -- use objection handling techniques Anticipate buyer concerns and expectations Reinforce the Benefits Deal with Dissatisfaction 19

Pillars of Sales Support Enhance the Relationship Be available Arrange continued personal communications Maintain quality of products/services Provide ongoing updates and progress reports Be a resource for info, help and ideas Grow the business internally Ask for referrals 20

Public Relations Public Relations – a form of communication management that seeks to influence the image of an organization and its products or services. Public Relations – can also be essential in minimizing the negative impact of a problem or a crisis, e.g. Toyota’s - Brakes; BP’s - Oil Spill.

Public Relations Publicity Tools News Release Personal Appearances News Conference Photo “Opps”

Public Relations Publicity Tools Public Service Announcement (PSA)

Public Relations Publicity Tools Events