Understanding the Basics: What is Personal Selling and Why Does it Matter?
Personal selling is a crucial aspect of any business. It is a form of communication that is aimed at persuading potential customers to buy products or services. In simple terms, personal selling involves a salesperson building a relationship with a prospective customer, identifying their needs, and offering them a solution that meets those needs.
The Importance of Personal Selling
Personal selling is an excellent way for businesses to interact with their customers on a personal level. It is a method where a salesperson gets to understand the customer’s needs, preferences, and challenges. By doing so, businesses can tailor their solutions to meet the specific requirements of the individual customer.
One significant advantage of personal selling is that it creates a relationship between the salesperson and the customer. This relationship allows the salesperson to build trust with the prospective customer, which can increase the likelihood of a sale. Furthermore, the salesperson can use the relationship to upsell or cross-sell other products or services and increase revenue for the business.
The Process of Personal Selling
The process of personal selling generally involves four steps: prospecting, presentation, closing, and follow-up.
Prospecting involves identifying prospective customers who could benefit from the business’s products or services. This step includes researching potential customers, making cold calls, and using other methods to identify potential leads.
Presentation involves the salesperson introducing the product or service to the prospective customer. This includes highlighting the features and benefits of the product or service and identifying how it can solve the customer’s needs.
Closing involves the salesperson asking the prospective customer for a commitment to purchase the product or service. This involves negotiating the price, discussing payment options and terms, and ensuring the customer is satisfied with the product or service.
Follow-up involves the salesperson maintaining contact with the customer after the sale. This includes ensuring the customer is satisfied with the product or service, addressing any issues or concerns, and identifying opportunities for upselling or cross-selling other products or services.
Examples of Successful Personal Selling
One example of successful personal selling is from Zappos, an online shoe and clothing retailer. Zappos’ customer service representatives are trained to engage with customers and build a relationship with them. They go above and beyond by providing free shipping, allowing customers to return or exchange items hassle-free, and offering personalized recommendations based on the customer’s preferences.
Another example is from Salesforce, a customer relationship management software provider. Salesforce’s sales representatives are trained to be experts in the product and to understand the customer’s needs. They use this knowledge to position the product as a solution to the customer’s challenges and to build trust with the customer.
Conclusion
In summary, personal selling is a critical aspect of any business. It allows businesses to build relationships with their customers, understand their needs, and tailor solutions to meet those needs. The process of personal selling involves prospecting, presentation, closing, and follow-up. Successful examples of personal selling include Zappos and Salesforce, who have built their business around building relationships with their customers through personal selling.
