P 11 – “Selling and Advertising” UNIT -2 – SELLING PROCESS

Selling process, Prospecting, Pre-approach,

Approach, Sales presentation and demonstration,
Handling objections, Closing the sale, After sale
service.
Selling refers to the act of persuading or convincing someone to buy or acquire a
product, service, or idea in exchange for money or other forms of consideration. It
involves a process of communication between a seller and a buyer, where the seller
presents the features, benefits, and value proposition of the product or service to the
buyer, and the buyer evaluates the offer and makes a decision whether to purchase or
not. Selling can take many forms, such as face-to-face interactions, online transactions,
telemarketing, direct mail, and advertising. Successful selling requires effective
communication skills, product knowledge, and the ability to understand and meet the
needs of the customer.

Selling Process

The selling process refers to the series of steps involved in persuading a prospective
buyer to purchase a product or service. The process typically involves several stages,
each of which is designed to move the buyer closer to making a purchase.

Prospecting

Prospecting is the initial stage in the selling process where the salesperson identifies
and gathers information about potential customers or leads who may be interested in
the product or service being offered. Prospecting is crucial to the success of a sales
team as it helps to create a pipeline of potential buyers for the business.

There are various methods of prospecting, including:

 Referrals: Asking current customers, colleagues, friends, and family members to

refer potential customers to the business.
 Networking: Attending events, seminars, and conferences where potential
customers may be present and engaging with them to create a relationship.
 Cold calling: Reaching out to potential customers through phone calls or emails.
 Social media: Using social media platforms like LinkedIn, Facebook, Twitter,
and Instagram to find and engage with potential customers.
 Direct mail: Sending marketing materials such as brochures, flyers, and product
samples to potential customers.
 Prospecting involves identifying potential customers, collecting information about
their needs and preferences, and determining whether they are a good fit for the
product or service being offered. The goal of prospecting is to create a list of
qualified leads that the sales team can then work on converting into paying
customers.

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Pre-approach and Approach

The pre-approach and approach are two key stages in the selling process that involve
establishing a relationship with the potential customer and presenting the product or
service being offered.

The pre-approach stage comes after prospecting and involves preparing for the
approach stage. In this stage, the salesperson researches and gathers information
about the potential customer and their needs, interests, and preferences. The
salesperson may also prepare a sales presentation or script to use during the approach
stage. The goal of the pre-approach stage is to prepare the salesperson to make a
positive and effective first impression during the approach stage.

The approach stage is where the salesperson makes contact with the potential
customer and begins to establish a relationship. This stage is critical as it sets the tone
for the rest of the selling process. The approach can take many forms, including face-to-
face meetings, phone calls, or emails. The salesperson’s goal during the approach
stage is to engage the potential customer, build rapport, and create interest in the
product or service being offered.

There are various techniques that a salesperson can use during the approach stage,
including:

1. Greeting the potential customer warmly and introducing oneself.

2. Asking open-ended questions to learn more about the potential customer and
their needs.
3. Making a statement or offer that captures the potential customer’s attention.
4. Providing a compelling reason why the potential customer should consider the
product or service being offered.
5. Using humor, storytelling, or other techniques to build rapport and establish a
connection with the potential customer.

Sales Presentation and Demonstration

A sales presentation and demonstration are important parts of the selling process where
a salesperson showcases the features, benefits, and value of a product or service to a
potential customer.

A sales presentation is a structured approach to showcasing a product or service that is

designed to persuade the potential customer to buy. A sales presentation typically
involves a series of slides or visual aids that highlight the key features and benefits of
the product or service, as well as any pricing information, testimonials, or other relevant
information that may help to convince the potential customer to make a purchase. The
sales presentation may be delivered in person, over the phone, or through a virtual
meeting or webinar.

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A sales demonstration is a hands-on approach to showcasing the product or service

that is designed to give the potential customer a more interactive and immersive
experience. A sales demonstration may involve the salesperson showing how the
product or service works, providing a sample or a trial version of the product or service,
or allowing the potential customer to test the product or service in some way. A sales
demonstration is typically more effective than a sales presentation as it allows the
potential customer to experience the product or service firsthand and see how it can
meet their needs.

To deliver an effective sales presentation and demonstration, a salesperson should:

 Know the product or service inside and out, including its features, benefits, and
value proposition.
 Understand the potential customer’s needs, preferences, and pain points, and
tailor the presentation and demonstration to address them.
 Be enthusiastic and passionate about the product or service and convey that
enthusiasm to the potential customer.
 Use visual aids and other tools to make the presentation and demonstration
engaging and memorable.
 Follow up with the potential customer after the presentation and demonstration to
answer any questions and address any concerns they may have.

Handling Objections

Handling objections is an important part of selling, as objections can often be the

difference between making a sale or losing a customer. Here are some general tips to
handle objections in selling:

 Listen actively: The first step in handling objections is to listen carefully to the
customer’s objection. Ask open-ended questions to understand the root cause of
the objection.
 Acknowledge the objection: Show empathy and understanding towards the
customer’s objection. Repeat the objection back to the customer to confirm that
you understand it correctly.
 Clarify any misunderstandings: If the objection is based on a
misunderstanding, clarify the facts and provide additional information that may
help clear up any confusion.
 Provide options: Provide the customer with options or alternatives that address
their concerns. This can help them feel heard and valued as a customer.
 Handle objections proactively: Anticipate common objections before they arise
and address them in advance. This can help to build trust and confidence with
the customer.
 Show the value: Show the customer the value of your product or service and
how it can solve their problem or address their needs.
 Stay positive: Stay positive and avoid becoming defensive or argumentative.
Remember, the customer’s objection is not a personal attack on you.

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Closing the Sale

Closing the sale is the ultimate goal of any sales interaction. Here are some tips to help
you close the sale effectively:

1. Build rapport: Building a strong relationship with the customer can help you
understand their needs and preferences, and make them more likely to buy from
you.
2. Create urgency: Urgency can help to motivate the customer to make a
purchase. Highlighting the benefits of buying now, such as limited-time offers,
can create a sense of urgency.
3. Address objections: Any objections that the customer may have should be
addressed before closing the sale. By doing so, you can overcome any barriers
to closing the sale.
4. Offer incentives: Offering incentives such as discounts, free trials, or bundled
packages can help to persuade the customer to buy.
5. Ask for the sale: It may sound simple, but asking for the sale is often
overlooked. Clearly and confidently ask the customer if they are ready to make a
purchase.
6. Provide payment options: Make the payment process as easy as possible for
the customer by providing various payment options, such as credit cards,
PayPal, or financing options.
7. Follow up: After the sale is closed, follow up with the customer to ensure their
satisfaction, address any concerns, and build a long-term relationship.

AFTER SALE SERVICE

After-sale service refers to the assistance and support provided by a seller to a buyer
after a product or service has been sold. It typically includes services such as
installation, maintenance, repair, and technical support. The main goal of after-sale
service is to ensure customer satisfaction and build long-term relationships with
customers. By providing high-quality after-sale service, sellers can improve their
reputation, increase customer loyalty, and generate repeat business.

The after-sale service process typically involves the following steps:

 Acknowledge the customer’s request: When a customer contacts the seller

with a request for after-sale service, it’s important to acknowledge their request
promptly and let them know that their request has been received.
 Gather information: The seller should gather all relevant information about the
product or service in question, as well as the customer’s contact information and
any details about the issue they are experiencing.
 Evaluate the request: Once the seller has all the necessary information, they
should evaluate the request and determine the appropriate course of action. This
may involve troubleshooting the issue, scheduling a repair or maintenance

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appointment, or providing the customer with instructions on how to resolve the

issue themselves.
 Provide a solution: After evaluating the request, the seller should provide the
customer with a solution that addresses their concerns and resolves the issue as
quickly and efficiently as possible.
 Follow up: After the issue has been resolved, the seller should follow up with the
customer to ensure that they are satisfied with the service they received and that
the issue has been fully resolved.
 Maintain contact: It’s important for sellers to maintain regular contact with their
customers even after the initial after-sale service has been provided. This can
help to build customer loyalty and increase the likelihood of repeat business in
the future.

Effective Selling Techniques

Effective selling techniques can vary depending on the product, industry, and customer base,
but here are some commonly used techniques that can be effective in a variety of contexts:

Remember, effective selling is about building relationships and creating value for the customer.
By following these techniques, you can improve your chances of success and create satisfied
customers who are likely to refer others to your business.

 Build rapport: Building a connection with the customer is essential to successful selling.
Ask questions to get to know the customer and their needs, and show genuine interest in
their concerns.

 Listen actively: Active listening involves paying close attention to what the customer is
saying and demonstrating that you understand their needs. Use open-ended questions
to gather more information and clarify any points of confusion.

 Highlight benefits: Customers want to know what’s in it for them, so it’s important to
highlight the benefits of your product or service. Emphasize how your product can solve
their problem or address their needs, and focus on the outcomes they can expect.

 Overcome objections: Objections are a natural part of the selling process, but they can
be overcome by addressing the customer’s concerns head-on. Be prepared to provide
solutions to common objections and demonstrate how your product can meet the
customer’s needs.

 Create urgency: Creating a sense of urgency can help motivate the customer to make a
purchase. Highlight any time-sensitive offers, such as limited-time discounts, to
encourage the customer to act quickly.

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 Provide social proof: Social proof refers to the idea that people are more likely to do
something if they see others doing it first. Provide testimonials or case studies that show
how your product has helped other customers, and highlight any industry awards or
accolades.

 Close the sale: Closing the sale is the ultimate goal of any sales interaction. Clearly and
confidently ask the customer if they are ready to make a purchase, and make the
process as easy as possible by providing various payment options and a simple
checkout process.

Selling Techniques Strategies and Theories

There are many different selling techniques and strategies that businesses can use to increase
their sales and revenue. Here are some of the most popular theories and approaches:

1. Consultative selling: This approach involves the salesperson acting as a consultant to

the customer, understanding their needs and offering solutions that meet those needs.

2. Solution selling: This strategy focuses on selling a complete solution to a customer’s

problem rather than just a product or service.

3. Relationship selling: This approach emphasizes building long-term relationships with

customers through regular communication and providing personalized service.

4. Social selling: This technique uses social media to build relationships with potential
customers and drive sales.

5. Challenger selling: This approach involves challenging the customer’s assumptions

and educating them on the latest industry trends and best practices.

6. Value selling: This strategy focuses on emphasizing the value of the product or service
to the customer and demonstrating how it will benefit them.

7. Transactional selling: This approach is focused on making the sale quickly, often
through discounts or other incentives.

8. Team selling: This technique involves a group of salespeople working together to close
a sale, with each member bringing their own strengths and expertise to the table.

9. Upselling and cross-selling: These strategies involve offering customers additional

products or services that complement or enhance their original purchase.

 Emotional selling: This approach involves appealing to the customer’s emotions to

create a sense of urgency or desire to make a purchase.

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Role of Relationship Marketing in Personal

Selling.
Relationship marketing is an approach to marketing that emphasizes building and maintaining
long-term relationships with customers. It is based on the idea that repeat customers are more
valuable than one-time customers, and that building a loyal customer base can lead to
increased sales and profitability over time.

Personal selling is a marketing technique in which a salesperson engages with a potential

customer in a face-to-face interaction to promote a product or service. The purpose of personal
selling is to build relationships with customers, understand their needs and preferences, and
ultimately persuade them to make a purchase. Personal selling can take place in a variety of
settings, including in-person meetings, trade shows, and over the phone or video conferencing.
In contrast to other marketing techniques, such as advertising or direct mail, personal selling is
highly personalized and allows the salesperson to tailor their message and approach to the
individual customer. Personal selling is often used in industries where products or services are
complex or require a significant investment, as it allows the salesperson to provide detailed
information and address customer concerns in real-time.

In personal selling, relationship marketing can play a crucial role in helping salespeople build
and maintain strong relationships with their customers. By taking a customer-centric approach
and focusing on the needs and preferences of each individual customer, salespeople can create
a sense of trust and loyalty that can lead to repeat business and referrals.

Some specific ways that Relationship Marketing can impact personal selling include:

 Building trust: Relationship marketing is focused on building trust with customers,

which can be particularly important in personal selling where the salesperson is often the
face of the company. By being honest, transparent, and reliable, salespeople can create
a sense of trust that can make customers more likely to do business with them.

 Creating a positive customer experience: Relationship marketing emphasizes

creating a positive experience for customers, which can help to build long-term
relationships. Salespeople can do this by providing personalized service, addressing
customer concerns, and going above and beyond to meet customer needs.

 Encouraging repeat business: Relationship marketing is all about building long-term

relationships with customers, which can lead to repeat business over time. By staying in
touch with customers, following up after the sale, and providing ongoing support and
service, salespeople can encourage customers to come back again and again.

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Tools of Selling
Selling refers to the process of persuading and convincing potential customers to purchase a
product or service. It involves identifying the needs and wants of the customer, demonstrating
how the product or service can fulfill those needs, and overcoming any objections or concerns
the customer may have.

Selling is an important aspect of business and commerce, as it is the primary way in which
companies generate revenue and profits. Successful selling requires a combination of skills,
including effective communication, product knowledge, and the ability to build relationships and
trust with potential customers.

The selling process typically involves several stages, including prospecting and lead generation,
qualifying potential customers, presenting and demonstrating the product or service, handling
objections and concerns, closing the sale, and following up with the customer after the sale.

There are many tools that can be used in the selling process. Some of the most common ones
include:

 Sales scripts: These are pre-written scripts that guide salespeople through the selling
process, helping them to communicate effectively with potential customers.

 Sales collateral: This includes brochures, flyers, and other marketing materials that
provide information about products or services being sold.

 Customer relationship management (CRM) software: This tool helps salespeople to

manage their interactions with customers, track sales leads, and organize customer
data.

 Sales training and coaching: This involves providing salespeople with the knowledge
and skills they need to succeed in their role.

 Sales analytics: This tool helps sales managers to analyze sales data and make
informed decisions about their sales strategy.

 Social media: Social media platforms such as LinkedIn, Twitter, and Facebook can be
used to find and connect with potential customers.

 Email marketing: This involves sending targeted emails to potential customers,

highlighting the benefits of a product or service.

 Sales automation: This includes tools that automate certain aspects of the sales
process, such as lead generation, lead nurturing, and customer follow-up.

 Sales incentives: These are rewards and bonuses that are offered to salespeople who
meet or exceed their sales targets.

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 Sales forecasting: This tool helps sales managers to predict future sales based on
historical data and current trends, allowing them to make informed decisions about
resource allocation and sales strategy.

Tools of Selling benefits with example

The tools of selling can provide numerous benefits for salespeople and sales organizations.
Here are some examples of these benefits:

 Increased efficiency: Tools such as sales automation and CRM software can
streamline the selling process, allowing salespeople to spend more time selling and less
time on administrative tasks.

 Improved Customer Experience: Sales collateral, social media, and email marketing
can provide potential customers with valuable information about products or services,
helping them to make informed purchasing decisions.

 Better communication: Sales scripts and sales training can help salespeople to
communicate effectively with potential customers, building trust and rapport.

 Data-driven decision making: Sales analytics and sales forecasting can provide sales
managers with valuable insights into sales performance, allowing them to make data-
driven decisions about resource allocation and sales strategy.

 Higher Sales Productivity: Sales incentives can motivate salespeople to achieve their
sales targets, leading to higher sales productivity and revenue growth.

Examples of how these tools can provide benefits:

 Sales automation: A sales organization may use sales automation to automatically

send follow-up emails to potential customers who have expressed interest in a product
or service. This can save salespeople time and help to keep potential customers
engaged with the sales process.

 CRM software: A sales organization may use CRM software to track customer
interactions and keep detailed records of customer preferences and needs. This can
help salespeople to provide more personalized and effective service to customers.

 Social media: A salesperson may use LinkedIn to find and connect with potential
customers in a particular industry. This can help the salesperson to build a network of
contacts and generate leads.

 Sales forecasting: A sales manager may use sales forecasting to predict sales for the
upcoming quarter and allocate resources accordingly. This can help to ensure that the
sales organization is well-prepared to meet customer demand.

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Tools of Selling hierarchy

There are many tools that can be used in the selling process, and their importance may vary
depending on the specific sales context. However, here is a general hierarchy of the tools of
selling, arranged in order of importance:

 Sales skills and knowledge: The most important tool in selling is the salesperson’s
skills and knowledge. This includes the ability to communicate effectively, build
relationships with potential customers, and understand the product or service being sold.

 Customer relationship management (CRM) software: CRM software is a critical tool

for managing customer interactions and keeping track of sales leads. It can help
salespeople to identify potential customers, track their preferences and needs, and
manage the sales process more efficiently.

 Sales training and coaching: Sales training and coaching are essential for developing
and improving sales skills and knowledge. This includes training in communication,
negotiation, and product knowledge, as well as coaching on specific sales techniques
and strategies.

 Sales analytics: Sales analytics provides valuable insights into sales performance and
can help sales managers make data-driven decisions about resource allocation and
sales strategy. It includes tools for tracking sales data, analyzing trends, and forecasting
future sales.

 Sales automation: Sales automation tools can help to streamline the sales process and
save time for salespeople. This includes tools for lead generation, lead nurturing, and
customer follow-up.

 Sales incentives: Sales incentives can motivate salespeople to achieve their sales
targets and increase sales productivity. This includes rewards and bonuses for meeting
or exceeding sales targets.

 Sales collateral: Sales collateral, such as brochures and flyers, can provide potential
customers with valuable information about products or services. It can help to build
awareness and interest in the product or service being sold.

 Email marketing: Email marketing can be an effective tool for reaching potential
customers and communicating the benefits of a product or service. It can be used to
send targeted emails to potential customers based on their interests and needs.

 Social media: Social media can be a useful tool for building a network of contacts and
generating leads. This includes platforms such as LinkedIn, Twitter, and Facebook.

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Motivating and Remunerating Salespersons.

Motivating refers to the process of stimulating or inspiring someone to take action,
pursue a goal, or achieve a desired outcome. It involves identifying what drives a
person’s behavior, interests, and goals, and finding ways to tap into those motivators to
encourage positive action.

Motivation can come from a variety of sources, including intrinsic factors such as
personal values and goals, as well as extrinsic factors such as rewards, recognition,
and external pressure. Effective motivation often involves a combination of these
factors, as well as clear communication, feedback, and support.

Motivation plays a critical role in many areas of life, including education, work, sports,
and personal development. It can help individuals to overcome challenges, stay focused
and committed, and achieve their goals. In organizations, motivation is important for
building high-performing teams, increasing productivity and efficiency, and creating a
positive and supportive work environment.

Remunerating refers to the act of compensating or rewarding someone for their work,
services, or contribution. It typically involves providing financial compensation or other
benefits in exchange for a person’s labor or service.

Remuneration can take many forms, including salaries, wages, bonuses, commissions,
stock options, benefits, and perks. It is often determined by factors such as job
responsibilities, experience, education, market demand, and industry norms.

Remuneration is an important aspect of employment and business, as it helps to

attract and retain talented employees, motivate performance, and create a fair and
equitable workplace. Effective remuneration strategies require a deep understanding of
the needs and expectations of employees, as well as market conditions and regulatory
requirements.

Motivating Salespersons:

 Set clear goals: Providing clear and specific goals can help salespersons
understand what they are working towards and feel a sense of purpose.
 Offer incentives: Offering incentives such as bonuses, commissions, and
rewards can help to motivate salespersons to achieve their goals.
 Provide training and development opportunities: Offering training and
development opportunities can help to build the skills and knowledge of
salespersons, which can increase their confidence and motivation.
 Foster a positive work environment: Creating a positive and supportive work
environment can help salespersons feel valued and motivated.

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 Recognize and reward achievements: Recognizing and rewarding

achievements can help to boost morale and motivate salespersons to continue
performing well.

Remunerating Salespersons:

 Offer competitive compensation packages: Offering competitive

compensation packages that are in line with industry norms can help to attract
and retain talented salespersons.
 Use performance-based incentives: Performance-based incentives such as
bonuses and commissions can help to reward salespersons for their efforts and
motivate them to achieve their goals.
 Provide benefits and perks: Offering benefits and perks such as health
insurance, retirement plans, and flexible work arrangements can help to attract
and retain talented salespersons.
 Provide opportunities for advancement: Providing opportunities for
advancement and career development can help to retain salespersons by
providing a clear path for growth and advancement within the organization.
 Conduct regular salary reviews: Conducting regular salary reviews can help to
ensure that salespersons are being paid fairly and in line with their performance
and market demand.

Salesmen Remuneration Reasons

There are several reasons why salesmen remuneration is important for a company’s
success:

 Attracting and retaining talented salespeople: Competitive remuneration

packages can help a company attract and retain talented salespeople who can
drive sales growth and help the company achieve its goals.
 Motivating performance: Remuneration packages that are based on
performance can motivate salespeople to work harder and achieve their goals,
leading to increased sales and revenue.
 Aligning goals: Salespeople who are motivated by remuneration are more likely
to align their goals with those of the company, working towards achieving the
company’s objectives.
 Encouraging teamwork: Remuneration packages that are based on team
performance can encourage salespeople to work together and support each
other, leading to a more collaborative and productive work environment.
 Creating a positive work culture: A fair and equitable remuneration system can
create a positive work culture and improve employee morale, leading to
increased job satisfaction and lower turnover rates.

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Essentials of a Good Remunerative Plan

A good remunerative plan for salespersons should include the following essentials:

 Clarity and transparency: The remunerative plan should be clear and

transparent, so that salespersons understand how they will be compensated and
how their performance will be measured.
 Alignment with company goals: The remunerative plan should be aligned with
the company’s goals and objectives, so that salespersons are motivated to work
towards achieving those goals.
 Fairness and equity: The remunerative plan should be fair and equitable, with
compensation that is based on performance and market conditions, and that
rewards salespersons for their efforts and results.
 Flexibility: The remunerative plan should be flexible enough to adapt to changes
in the market or the company’s goals, while still providing motivation and
incentives for salespersons.
 Communication: The remunerative plan should be communicated clearly to
salespersons, along with regular updates on their progress and performance.
 Motivation and incentives: The remunerative plan should provide motivation
and incentives for salespersons to perform at their best, with rewards such as
bonuses, commissions, and other benefits that are tied to their performance.
 Cost-effectiveness: The remunerative plan should be cost-effective for the
company, with compensation that is in line with market conditions and that
provides a good return on investment.

Methods of Salesperson Compensation

Salesperson compensation is a critical aspect of any business, and it plays a vital role in
motivating sales personnel to achieve the company’s goals. There are several methods
of salesperson compensation, and each method has its advantages and disadvantages.
Here are some of the most common methods of salesperson compensation:

 Salary: This is the most traditional method of salesperson compensation.

Salespeople receive a fixed salary regardless of their sales performance. The
advantage of this method is that it provides a stable income for the salesperson,
but the downside is that there is no incentive for the salesperson to perform
better.
 Commission: Under this method, salespeople receive a percentage of the sales
they generate. This method provides a direct incentive for salespeople to perform
better, but it can also create a competitive environment that can harm teamwork
and customer relationships.
 Salary plus commission: This method combines the stability of a salary with the
incentive of a commission. Salespeople receive a base salary plus a commission
based on their sales performance. This method provides a balance between
stability and motivation.

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