What Are The 7 Steps/Process Of Personal Selling In Marketing?
Step 1: Prospecting
This is the process of looking for or identifying people who may be interested in owning your product or service.
Let’s say you’re from West Virginia USA. You work for a cosmetics company and your job is to sell lotions, powders, gels, lipstick, creams etc.
Arguably, males and females do cosmetics… But your ideal customers are likely to be females because you’ll agree with me that they leverage it more.
plus, the female market in this regard is very – very – profitable. Like 10x more than the male market.
Females are your major target audience…
…they are who you want to prospect. PERIOD!
The process of you going around your neighbourhood in search of or identifying houses with females who are likely to buy your product is what PROSPECTING is all about.
Note: you may also want to create a spreadsheet like the one below which entails their house number, owner’s name etc.
This list will then be regarded as your potential customer poll or customer base.
Moving forward on the process of personal selling in marketing.
Step 2: Pre-approach
Now that you’ve identified your target audience, this is the stage whereby you prepare before approaching them.
However, the method of preparation involves obtaining relevant information concerning your customers or target audience.
You may be wondering:
Why should I go through this process when I can just meet with them (customers)…
…and let them in on what i I’ve got.
Well, the essence of this stage is that;
The information gathered will help you decide on the most suitable method you can use to approach them.
There’s a saying — first impression lasts longer.
..and the right first impression is what you wanna get.
Otherwise the next time they feel uncomfortable when you’re around, they’re calling the cops.
Because you are after relevant information, you should you be looking at adding on your spreadsheet…
- How many girls per flat/household
- Ages of the girls and
- Most importantly, timings to approach.
Therefore, here’s what your spreadsheet should look like:
Step 3: Approach
In the process of personal selling, this is the stage where the salesman carefully deliberates on how to sell…
- What do I say?
- How do I say it?
- Which fancy word should I use?
- How can sound very convincing
In other words, this is the stage whereby you, first of all, Sell Your Self The Product…
You can actually use the FAB techniques to craft your approach.
FAB simply stands for…
Remember you’re dealing with cosmetics right?
In essence, here’s where you prepare your sales copy or sales pitch by focusing on
- The important features of your cosmetics (powder, cream, lipsticks etc)
These could include:
(a) Free of preservative, irritants, chemicals & talcs
(b) Water-resistant products stand up to heat, humidity, and perspiration, no matter how active your lifestyle!
(c) Natural sun protectant against UVB (burning) and many UVA (ageing) rays
(a) It helps to improve skin conditions
This includes moisturisation, tone, wrinkle and blemish reduction associated with skin ageing.
(b) They do not provoke an allergic reaction and do not have side effects.
(c) Easily available when needed at the right place, right quantity & quality, and also at the right price.
(a) Attractive discount
Therefore, you could set a whooping 30% discounts for your first 150 customers…
…and valid only till the end of the month.
Moving forward on the process of personal selling in marketing…
Step 4: Presentation
There’s a saying: First impression last forever.
So, now that you’re well equipped with what to say and how to say it using the FAB techniques… This is stage you make a good first impression.
As a salesman, here’s is where you prepare to meet with your prospects…
…and fill them in on all they need to know about the product or service.
once again, don’t forget the aspect of narrating the features and why your offering is worth the cost placed on it.
5. Objection handling.
After your sales presentation… And it’s about time the prospects place their order, a few are more likely to feel unwilling… These things happen.
objection handling refers to the method leveraged by sales reps in tackling obstacles put in their way by clients.
In most cases, these obstacles comes in form of questions about the product features, delivery schedule etc.
Another common obstacle is the price.
So as a salesman, here’s is where you still refer to the benefits of the product… The essence of that reference is to paint a bigger picture of what they stand to gain.
However, some objections may be very difficult or completely unavoidable. This occurs in situations whereby the client don’t just like you for no tangible reason. Once again, these things happen.
This stage — in the process of personal selling is one whereby you strategically handle those objections as a professional.
To achieve this, it’s advisable you prepare for it ahead of time… In other words, anticipate the likely questions and general issues you’re likely to face after your sales presentation…
…and then — come up and practice the perfect method of handling the objections.
6. Closing the sale
So after the obstacles have been successfully handled, here’s is where the salesman (you) then ask/encourage the client to place the order.
Note: Some are so fragile. They want the product but they are scared… So you’ll have to close it on their behalf.
You: Sir, you can now bring out your credit card
Client: Ok. Like right now?
You: Yea. it’s about time. Or it’s there anything else you’d like to know concerning the product/service? Do you need more clarification somewhere?
Client: it’s just… No. Not really… Here you go.
You: – insert it here… That’s the cost. you can now put your pin… Boom!
Aside the scaredy cats, they’re also the stubborn mouse… Those who can’t or will refuse to be close immediately.
But since you have their contacts, you can always reach out.
Most importantly, always keep to your promises which may include discounts, after sales services and the likes.
7. Follow up
This is the last stage in the process of personal selling…
…and here’s is where you ensure the client get your offering at the right time, right place, right quantity and of course in the right quality.
Furthermore, seek feedbacks from clients concerning your offerings.
And remember… You want to work on the negative feedback to improve what you offer and show the positive one’s to the stubborn mouses.
What’s the need? You might ask.
Well, such is to let me them know they’re missing out… and also reignite that urge to own it. Sometimes, more convincing is all they need.