" Personal selling ia an ancient art , effective sales persons have more than instincts ; they are trained in a method of analysis and customer management. Selling today is a profession that involves mastering and applying a whole set of principles. There are many different styles of personal selling , some consistent with the marketing concepts and some anti-ethical to spirit of marketing concept".

THE PROCESS OF SELLING PROSPECTING AND QUALIFYING

The first step in the selling process is to identify prospects. Although the company may provide leads , sales representatives need skills in developing their own leads. Leads can be developed in the following ways:

• Asking current customers for the names of the prospects
• Cultivating other referrals sources, such as customers, friends , non competing sales representatives, bankers , clubs, associations etc.
• Engaging in speaking and writing activities that will draw attention .
• Examining data sources ( newspapers, directories) in search of names.
• Using the telephone and mail to find leads.
• Dropping in unannounced on various offices ( cold canvassing)
  

Sales representative need skills in screening out poor leads. Prospects can be qualified by examining their financial ability , nature of business, special requirements, location and likelihood of continuous business. In Asia, Avon and other direct selling representatives rely mainly on extended family kinship pattern and go-between's for prospects.

PRE APPROACH
The salesperson needs to learn as much as possible about the prospect company ( what it needs , who is involved in the purchase decision) and it's buyers, their personal characteristics and financial reports, acquaintances, and others - to learn about the company. The salesperson should set call objectives , which might be to qualify the prospect or gather information or make an immediate sale. Another task is to decide on the best approach , which might be a personal visit, a phone call, or a letter. The best timing should be thought out because many prospects are busy at certain times. Before approaching the customer a salesperson must ensure the following:
* Information about the company, product & competition.
* Categorization of prospects - Prospecting
*Gathering information about the prospect - customer research.

APPROACH
The salesperson should know , how to greet the buyer to get the relationship off to a good start. This involves the salesperson's appearance , the opening lines and the follow-up remarks. The salesperson might consider wearing clothes similar to what buyer wear; show courtesy and attention to the buyer; and avoid distracting mannerisms , such as pacing the floor or staring at the customer. The opening line should be positive ; for example ," Mr. Sood, I am Rahul from ICICI Prudential . My company and I appreciate your willingness to see me. I will do my best to make this visit profitable and worthwhile for you and your family."

This might be followed by key questions and active listening to understand the buyer and his or her needs better.

PRESENTATION AND DEMONSTARTION
The sales person now tells the product 'story" to the buyer, following the AIDA formula of gaining attention , holding interest, arousing desire and obtaining action. The sales person emphasizes throughout the customer benefits , bringing in product features as evidence of these benefits. A benefit is any advantage , such as lower cost, less work or more profit for the buyer. A feature is a product characteristic , such as Double Sum assured benefit, Accidental Death Benefit, Waiver of Premium, Critical Illness. A common selling mistake is to dwell on product features ( a product orientation0 instead of customer benefits ( a market orientation).

OVERCOMING OBJECTIONS
Customers almost always pose objections during the presentation or when asked for the order. Their resistance can be psychological or logical. Psychological resistance includes resistance to interference, preference for established supply sources or brands, apathy, reluctance to giving up something, unpleasant associations about other person, pre determined ideas , dislike of making making decisions and neurotic attitude towards money. Logical resistance might consist of objections to the price , delivery schedule or certain product or company characteristics . To handle these objections , the salesperson maintains a positive approach, asks the buyer to clarify the objections or turns the objections into a reason for buying. The salesperson needs training in the broader skills of negotiation of which handling objections is a part.

STEPS IN ELIMINATING DOUBTS
Closing- Now the salesperson attempts to close the sale. Some salespeople do not get to this stage or do not do it well. They lack confidence or feel uncomfortable about asking for the order or do not recognize the right psychological moment to close the sale. Unless you close , you will be like a Soccer team that plans it's strategy , starts of well , dribbles all over the field with the ball in it's control , but is not able to score goals.

Salespersons need to know how to recognize closing signals from the buyer, including physical actions, statements or comments and questions. Salespersons can use one of several closing techniques. They can ask for the order, recapitulate the points of agreement , offer to help the secretary write up the order, ask whether the buyer wants A or B , get the buyer to make minor choices such as the color or the size, or indicate what the buyer will lose if the order is not placed now. The salesperson might offer the buyer specific inducements to close , such as a special price, an extra quantity at no charge or a token gift.

FOLLOW-UP AND MAINTENANCE
This last step is necessary if the salesperson wants to ensure customer satisfaction and repeat business. Immediately after closing the salesperson should complete any necessary details on delivery time, purchase terms and other matters. The salesperson should schedule a follow up call when the initial order is received , to make sure there is proper installation , instruction and servicing. This visit would detect any problems , assure the buyer of the salespersons interest and reduce any cognitive dissonance that might have arisen.
The salesperson should develop an account maintenance plan to make sure that the customer is not forgotten or lost.