15.3 Steps in the Personal Selling Process

Personal selling is a crucial aspect of marketing, involving direct interactions between salespeople and potential customers. This process encompasses seven key steps, from prospecting to follow-up, each requiring specific skills and strategies to effectively guide prospects through the sales funnel.

Adaptive selling techniques allow salespeople to tailor their approach to individual customers, while strategies for handling objections help overcome common barriers to purchase. By mastering these elements, sales professionals can build strong relationships, close deals more effectively, and drive business growth.

The Personal Selling Process

Steps of personal selling process

1. Prospecting and qualifying

   • Identify potential customers likely to need the product or service (leads)
   • Qualify leads based on their ability and willingness to make a purchase (budget, authority, need, timeline)
   • Utilize lead generation techniques to fill the sales funnel

2. Pre-approach

   • Research the prospect to understand their needs, preferences, and buying behavior (company size, industry, decision-makers)
   • Prepare a customized sales presentation tailored to the prospect (unique selling proposition, relevant case studies)
   • Develop buyer personas to better understand target customers

3. Approach

   • Initiate contact with the prospect through a personal visit, phone call, or email (cold calling, referrals, networking events)
   • Establish rapport and build trust with the prospect (active listening, empathy, finding common ground)

4. Presentation and demonstration

   • Deliver the sales presentation, highlighting product features and benefits (unique value proposition, competitive advantages)
   • Demonstrate how the product or service solves the prospect's problems or meets their needs (live demos, case studies, testimonials)
   • Apply sales psychology techniques to influence decision-making

5. Handling objections

   • Address the prospect's concerns, doubts, or resistance to making a purchase (price, timing, competition)
   • Provide additional information or reassurance to overcome objections (ROI analysis, flexible payment options, unique differentiators)

6. Closing

   • Ask for the sale and guide the prospect towards making a purchase decision (direct close, assumptive close, alternative close)
   • Use appropriate closing techniques based on the prospect's behavior and preferences (creating urgency, offering a trial period, summarizing key benefits)
   • Employ negotiation skills to reach mutually beneficial agreements

7. Follow-up and maintenance

   • Ensure customer satisfaction after the sale and address any issues that arise (post-sale support, warranty, returns)
   • Maintain ongoing communication to nurture the relationship and encourage future sales (newsletters, loyalty programs, upselling opportunities)
   • Utilize customer relationship management (CRM) systems to track interactions and manage relationships

Formats for adaptive selling

• Adaptive selling
  • Adjust the sales approach based on the prospect's unique needs, preferences, and communication style (consultative, transactional, relationship-based)
  • Modify the sales presentation, language, and behavior to match the prospect's expectations (formal vs. informal, technical vs. non-technical, data-driven vs. emotionally appealing)
• Consultative selling
  • Focus on understanding the prospect's problems, challenges, and goals in-depth (needs assessment, discovery questions)
  • Act as a trusted advisor, offering expert advice and customized solutions to address the prospect's specific needs (industry expertise, best practices, tailored recommendations)
  • Build long-term relationships based on trust, credibility, and mutual benefit (regular check-ins, thought leadership, referrals)

Strategies for sales objections

• Handling common objections
  • Price objections: Emphasize the value and ROI of the product or service, offer flexible payment options or discounts (cost-benefit analysis, financing, bundling)
  • Timing objections: Create a sense of urgency, highlight the benefits of acting now, or offer a trial period (limited-time offers, risk-free trials, opportunity cost)
  • Competition objections: Differentiate your product or service, showcase unique features and advantages (side-by-side comparisons, customer success stories, exclusive partnerships)
• Closing techniques
  • Direct close: Ask for the sale straightforwardly ("Shall we proceed with the order?")
  • Assumptive close: Act as if the prospect has already decided to make the purchase, discussing delivery details ("When would you like the product delivered?")
  • Alternative close: Offer the prospect a choice between two positive options ("Would you prefer the silver or gold package?")
  • Summary close: Recap the key benefits and ask for the sale based on the prospect's agreed-upon needs and preferences ("Based on your requirements for X, Y, and Z, our solution is the perfect fit. Let's get started.")

Performance Evaluation and Improvement

• Track and analyze sales metrics to measure performance and identify areas for improvement
• Use data-driven insights to refine sales strategies and tactics
• Continuously update and optimize the sales process based on performance data and customer feedback