Personal Selling

• Sales Calls -- typical elements
• The communication model applied to sales
• The communication steps A I D C A
• Pre-approach
• A sales call plan
• Who to contact -- The buying center
• The Approach
• The idea of Relationship Marketing
• Types of presentations
  • Standardized or Memorized Presentation
  • Formula Presentation (structured, but without script)
  • Needs Development Presentation
  • Problem Solution Presentation
• The Presentation -- The Elements
• Communication Issues
  • Learning about the customer-- Lisetning
  • Non-verbal 65 -75% of social communication
    • Gestures
    • Posture
    • Voice characteristics
  • Questioning Techniques
  • Suggestion
  • Source Characteristics
    • Trustworthiness enhanced
    • Dynamism enhanced
  • Non verbal cues to lying
  • Semiotics The "science" of signs
    • Semiotics: Understanding the code:
    • The Six Principles of Semiotics
    • The central semiotic belief:
    • Mythic frames
    • The Gender myth(s)
    • Myths as used by Advertisers
    • The role of semiotics in personal selling
    • Dress Codes
    • Dress for Success
  • Language considerations
    • The meaning of words * Denotative -- dictionary
    • The meaning of words * Connotative cultural baggage of words
    • Intensity of language -- vocabulary
    • Gender and language intensity
  • Message Structure -- Visual Stimuli
  • Structure of Messages
    • Toulmin elements
    • Logic
    • Order effects
    • One -sided vs. Two -sided
  • Metaphors
    • General types of metaphor
    • Metaphors useful for organizing sales presentations
  • Gender differences in communication styles
    • Female communication rituals
    • Male communication rituals
    • Tannen -- Implications for personal selling
• Objections
  • Objections -- handling techniques
  • Objections -- a system for handling them
• Trial Closes
• The Close
• Closing techniques