1. 1 Sales & Distribution Management (2005) Martin Khan Instructor Abdel Fatah Afifi MA&T, MBA, BA, ACPA, CPT 1 st Semester 2009/2010

2. 2 Personal Selling Chapter 7

3. 3 Personal selling Personal selling is a part of communication mix Other elements of which are:  Advertising,  Sales promotion,  Public relations,  Direct mail and  Exhibitions.

4. 4 communication mix 1. Personal selling 2. Advertising, 3. Sales promotion, 4. Public relations, 5. Direct mail, 6. Exhibitions

5. 5 What is the difference between Personal Selling and Salesmanship?  Salesmanship is a seller initiated effort that provides prospective buyers with information and motivates them to make favorable decisions concerning the seller's product or services.  Personal selling is a two-way communication involving individual and social behavior. It aims at bringing the right product to the right customer. It is used for creating product awareness, stimulating interest, developing brand performance, negotiating price, etc.

6. 6 Strategies used by salesman Strategies of sales person have changed from being a fast talker to a consultant.  Communication Strategies  Persuasion Strategies  Negotiation Strategies  Clint Profit Planning Strategies  Business Management Strategies

7. 7 Strategies used by salesman 1. Communication Strategies (Sales representatives communicate about the product or service offered. Strategy is walking more and talking more. This has little use as communication can be done by press, radio, television, etc.). 2. Persuasion Strategies (Sales representative understand the needs of the customer and goes beyond the role of a communicator. The salesman tries to fill the customer about the existing product or service mix and skillfully overcomes objections. 3. Negotiation Strategies (Product and commercial terms are adjusted to meet customer's needs).

8. 8 Strategies used by salesman 4. Clint Profit Planning Strategies (It is applicable in industrial product selling. The sales person is put to work with the client team to understand the profit planning system, product finance, marketing, resource and developing R&D so that a product meeting the needs of the customer could be developed. 5. Business Management Strategies (Sales person manages the territory as a strategic business unit. Territory representative along with sales manager and accounts manager develop business strategies to meet the objectives of the organization).

9. 9 Diversity of Selling Situations Different selling jobs require different tasks and activities. (Job selling soft drink is different from selling a computer).  Delivery sales person  Inside order taker  Outside order taker  Missionary sales person  Creative sales person of tangible products  Creative sales person of intangible products

10. 10 Changing role of salesman To facilitate the various role of sales persons, they can be categorized as:  Consultative sales  Technical sales  Commercial sales  Direct sales

11. 11 New approaches in Selling 1. Team Selling 2. Market Information System 3. Direct Marketing 4. Direct Mail 5. Telemarketing

12. 12 Basic requirements of sales promotion 1. Identifying the basic requirement (identify the need of sales promotion as to why this campaign is being undertaken). 2. Identifying the right promotional program. 3. Role of a salesman 4. Role of the dealers 5. Launching and follow up campaign 6. Tuning of the campaign (Seasons, Festivals, New year, or other special events of national and local interest should be kept in mind). 7. Coordination with other elements of promotion