Page 520 - Foundations of Marketing

Personal Selling and Sales Promotion | Chapter 17 487

During the presentation, the salesperson must not only talk, but also listen. Listening is
half of the communication process and is often the most important part for a salesperson.
Nonverbal modes of communication are especially beneficial in building trust during the pre-
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sentation. Nonverbal signals provide a deeper understanding. The sales presentation gives
the salesperson the greatest opportunity to determine the prospect’s specific needs by listen-
ing to questions and comments and observing responses. For example, it has been found that
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complimenting the buyer on his or her questions adds to incremental sales. Even though the
salesperson plans the presentation in advance, she or he must be able to adjust the message
to meet the prospect’s informational needs. Adapting the message in response to the cus-
tomer’s needs generally enhances performance, particularly in new-task or modified rebuy
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purchase situations.
Overcoming Objections

An effective salesperson usually seeks out a prospect’s objections in order to address them. If
they are not apparent, the salesperson cannot deal with them, and the prospect may not buy.
One of the best ways to overcome objections is to anticipate and counter them before the
prospect raises them. However, this approach can be risky, because the salesperson may men-
tion objections that the prospect would not have raised. If possible, the salesperson should
handle objections as they arise. They can also be addressed at the end of the presentation.

Closing the Sale

Closing is the stage in the personal selling process when the salesperson asks the prospect
to buy the product. During the presentation, the salesperson may use a trial close by asking
questions that assume the prospect will buy. The salesperson might ask the potential cus-
tomer about financial terms, desired colors or sizes, or delivery arrangements. Reactions to
such questions usually indicate how close the prospect is to buying. Properly asked questions
may allow prospects to uncover their own problems and identify solutions themselves. One
questioning approach uses broad questions (what, how, why) to probe or gather information
and focused questions (who, when, where) to clarify and close the sale. A trial close allows
prospects to indicate indirectly that they will buy the product without having to say those
sometimes difficult words: “I’ll take it.”
A salesperson should try to close at several points during the presentation because the
prospect may be ready to buy. An attempt to close the sale may result in objections. Thus,
closing can uncover hidden objections, which the salesperson can then address. One closing
strategy involves asking the potential customer to place a low-risk, trial order.

Following Up

After a successful closing, the salesperson must follow up the sale. In the follow-up stage,
the salesperson determines whether the order was delivered on time and installed properly,
if installation was required. He or she should contact the customer to learn if any problems
or questions regarding the product have arisen. The follow-up stage is also used to determine
customers’ future product needs.

TYPES OF SALESPEOPLE LO 3 . Identify the types of sales
force personnel.
To develop a sales force, a marketing manager decides what kind of salesperson will sell the
firm’s products most effectively. Most business organizations use several different kinds of
closing The stage in the
sales personnel. Based on the functions performed, salespeople can be classified into three personal selling process when
groups: order getters, order takers, and support personnel. One salesperson can, and often the salesperson asks the
does, perform all three functions. prospect to buy the product

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