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

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

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

4. 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

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

6. How outside order-getting salespeople spend
their time each week

7. Comparing order takers and order getters

8. Stages and objectives
of the personal
selling process

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

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

11. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
Approach Stage
Customs
Gestures

12. THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
Presentation Stage

13. 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

14. 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

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

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

17. 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

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

19. Personal Selling Follow-up Stage
Repeat Sales
Referrals

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

21. 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

22. 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

23. 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

24. 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.

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

26. Public Relations
Publicity Tools
Public Service Announcement (PSA)

27. Public Relations
Publicity Tools
Events