Old Version Steps of Personal Selling

Steps of selling is important theme in personal selling. This article will tell about old version steps of personal selling. It is one that has a long history of its roots. In 1920, there was a sales training book entitled “How to Increase Your Sales”. The book explains 6 steps sales, (Moncrief & Marshall, 2005).

There are

First, find prospects of customer

Second, pre approach

Third, approach

Fourth, demonstration

Fifth, argumentation

Sixth, closing.

First, find prospects of customer

It is finding and select prospects of customers. This work is hidden from the outside, but it is important. Without find prospects of customers and select it, the next work of selling is not effective. Imagine, sales-force argue someone to buy something. If someone’s properties are not suited to products, that is difficult work. If there is a problem, then the buyer avoids buying. If the product’s benefit has a connection to their task, pain, and gain, the persuasion will be smoother.

In the beginning, find for prospects was a task that was charged to salespeople. Later, this task also came to the attention of the leader, because this was a matter of marketing strategy. With internet support, companies also use market profile data to find prospects.

Second, Pre-approach

The pre approach is an important step in selling after finding the prospects of customers. Preparations that need to be done are to study the needs, transactions that have been made, hobbies, interests, achievements prospects. Study the need to arrange the most acceptable messages. Learn the needs and interests can also learn the transactions that have been done before if he has ever done a transaction. If you have not made a transaction but have had a conversation, you also need to study the contents of the conversation.

Initially this pre-approach was made through recording. With the support of information technology, this has been recorded in the Customer Relationship Management program.

Third, Approach

The approach was taken in the first minute of the meeting. The approach aims to create a good impression on prospects. This is done by dressing modestly and attractively, pleasant little conversations, shaking hands, face to face, active listening, praising big and small achievements, and so on.
That is important because any interesting sales message will not get the prospect’s acceptance if they are not happy or do not believe that we are good.

Fourth, Presentation

The presentation is to convey information about the product with the aim of inviting to do something. At this stage the seller is intriguing and offers a solution to the problems faced by the prospect. The seller also has the opportunity to demonstrate the benefits and ways to use the product in more detail. Features, benefits, when to use, how to use can be conveyed visually and practically.

To be able to do that, the seller must first understand the needs, problems faced by prospects. This was done in the pre-approach phase.

In addition, the seller must listen actively to understand the needs and problems of the response made by prospects. The specialty of personal sales is that the seller can get immediate feedback.

Fifth, Handle Objections

Objections often occur in personal sales. Many people are afraid to handle objections because they interpret it as rejection and distrust of their entire being. But the seller needs to deal with this positively.
 To face objections the seller has a meaning that makes him brave. The seller interprets the objection as an objection to the product he is offering, not a rejection of him. Interpreting objections to the product is not exactly correct, the seller interprets the objection as further questions about the product.
Generally, a prospect’s rejection is as follows:
• The product is too expensive
• I can’t decide now
• I need another type of product
• I want to talk to the team
• I have a bad experience with this kind of product.
• I already have the
The seller faces it while still giving a good impression, that is by listening actively and exploring what the prospect wants and trying to understand it. That becomes the basis for developing new offers. Besides the seller also shows the risks if not buying and the benefits of buying.

Sixth, Closing

Closing or closing in the sales process is the seller’s request to the prospect to conduct a sales transaction. The fulfillment of that request is the most expected thing by the seller. This happens if the objection is resolved,

Then the prospect is committed to making a purchase.
  Despite being a seller’s dream, sellers sometimes don’t ask prospects to commit to making a deal. Maybe because of reluctance and expect initiative to come from prospects, maybe also because of forgetting. In addition, the seller should make it easier for prospects to take further steps, for example by conveying their address and telephone number.

In addition, the seller should prepare a purchase notice. This will make it easier for buyers to make transactions.

That is old version of steps of selling. Almost all the steps are still relevant today. Today, we found after sales step as important step to keep lasting relationship.

Source old version steps of personal selling

Moncrief, William C. 1986. “Ten Key Activities of Industrial Salespeople.” Industrial Marketing Management 15(4):309–17. Moncrief, William C., and Greg W. Marshall. 2005. “The Evolution of the Seven Steps of Selling.” Industrial Marketing Management 34(1):13–22.

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