Overview of Personal Selling

Introduction

• Personal selling gained popularity in the 1960s.
• It was part of commerce and trade aimed at increasing income by adding value.
• More value equates to higher pricing and potential cost reduction in trade.

Evolution of Selling

• 1960s: Door-to-door sales were prevalent due to the absence of the internet.
• 1990s: Internet emergence led to online selling platforms like eBay and Amazon.
• 2010s: Internet usage became widespread; selling expanded to social media and mobile platforms.

Characteristics of Selling

1. Customer Retention
   • Vital for ongoing sales.
   • Major profits in industries like telecom and banking come from returning customers.
2. Database and Knowledge
   • Importance of technological knowledge and linking sales tasks with technology.
3. Consumer Relationship Management (CRM)
   • Focus on long-term relationships and creating win-win situations.
4. Marketing the Product
   • Effective product presentation and persuasion.
5. Problem Solving
   • Act as a consultant to identify and solve customer needs, offering suitable solutions.
6. Adding Value
   • Increase product/service value through:
     • Functional, emotional, social, conditional, and surprise values.
   • Reduce cost, effort, and time for consumers.

Types of Selling Functions

1. Order Getter (Persuasive Selling)
   • Divided into Frontline Sales (New Business, Organizational, Consumer Sales) and Sales Support.
2. Order Creator
   • Indirect selling through recommendations, e.g., doctors and house agents.
3. Order Taker
   • Includes inside and outside order takers handling committed customers and after-sales services.

Definition of Personal Selling

• The art of persuasion to motivate customers to purchase products with benefits.
• Considered a method of communication.

Challenges in Selling

• Sellers must adapt to different markets, objectives, and consumer behaviors.
• Need to manage time zone differences, cultural and income disparities.

Top Skills for Successful Selling

1. Listening Skills
2. Follow-Up
3. Adaptability
4. Objective-Oriented
5. Communication Skills
6. Overcoming Objections
7. Closing Skills
8. Time Management

Key Challenges in Personal Selling

1. Repositioning and Managing Change
   • Adapting to new technologies and market changes.
2. Building Trust
   • Particularly crucial in B2B environments.
3. Creating and Delivering Value
   • Keeping value unique and beneficial amidst competition.

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This overview concludes the discussion on personal selling. Stay tuned for the next lecture on sales management.