Methods and Procedure of Personal Selling

1. Methods (Types) of Personal Selling

Not all salespeople do the same kind of job. Depending on where and to whom they sell, there are 6 major methods of Personal Selling:

💡 Exam Favourite — What is Missionary Selling?
In Missionary Selling, the salesperson does not take a direct purchase order from the person they meet! Instead, they educate and convince an expert/decision-influencer who recommends the product to end-users.

• Classic Example: A Medical Representative (MR) from Cipla or Sun Pharma visits a Doctor to explain a new medicine. The doctor doesn’t buy the medicine to sell — the doctor prescribes it to patients, who then buy it from a chemist shop!

2. Theories of Personal Selling (Quick Overview)

Before looking at the step-by-step procedure, remember the 4 classic theories of selling:

1. AIDAS Theory of Selling (Seller-Oriented): The salesperson leads the buyer through 5 mental stages: Attention → Interest → Desire → Action → Satisfaction.
2. “Right Set of Circumstances” Theory (Situation-Response Theory): Holds that if the salesperson creates the right external environment and stimuli, the buyer will respond favourably.
3. “Buying Formula” Theory (Buyer-Oriented): Focuses on the buyer’s need: Need (Problem) → Solution (Product) → Brand Name → Purchase → Satisfaction.
4. Behavioral Equation Theory (By J.A. Howard): Combines buyer’s internal drives, cues, response, and reinforcement.

3. The 7-Step Procedure of Personal Selling (The Selling Process)

This is one of the most frequently asked 10-mark questions in DAVV BBA exams! Memorize these 7 sequential steps in exact order:

Step 1: Prospecting and Qualifying

• Prospecting (Lead Generation): Searching for potential customers (“Leads”) who might need the product.
  • Popular Methods of Prospecting:
    • Endless Chain / Referral Method: Asking every happy customer for 2–3 names of their friends.
    • Centre of Influence Method: Getting leads from respected community leaders, doctors, or CAs.
    • Cold Canvassing (Cold Calling): Knocking on doors or calling people from a directory without prior appointment.
    • Digital Leads & Exhibitions: Website inquiry forms, trade fairs, and social media leads.
• Qualifying (Separating Suspects from Prospects): Not everyone who likes a Mercedes can buy one! The salesperson checks the MAN criteria:
  • M — Money: Does the person have the financial purchasing power?
  • A — Authority: Does the person have the decision-making power to say “Yes”?
  • N — Need: Do they genuinely need the product?

Step 2: Pre-Approach (Homework Before the Meeting)

• Before meeting the qualified prospect, the salesperson does homework: learning the prospect’s name, designation, company background, current supplier, personal hobbies, and best time to meet.
• Also includes preparing sample kits, brochures, laptops, and booking an appointment.

Step 3: The Approach (Making the First Impression)

• “You never get a second chance to make a first impression.”
• Covers the first 1–2 minutes when the salesperson meets the buyer face-to-face.
• Involves neat grooming, a warm smile, firm handshake, polite greeting, and an opening hook:
  • Introductory Approach: Stating your name and company.
  • Referral Approach: “Mr. Sharma suggested I meet you…”
  • Consumer-Benefit / Question Approach: “Would you like to cut your factory’s electricity bill by 30%?”

Step 4: Sales Presentation and Demonstration

• This is the heart of the selling process.
• The salesperson tells the product’s story using the FAB Technique:
  • F — Features: What the product has (e.g., “This laptop has an M3 chip and 512GB SSD”).
  • A — Advantages: What that feature does (e.g., “It boots up in 3 seconds”).
  • B — Benefits: How it helps the buyer personally (e.g., “You can edit videos all day in college without carrying a heavy charger!”).
• Live Demonstration: Letting the customer test-drive the car, try the perfume, or use the software live builds 10x more trust than words alone.

Step 5: Handling Objections (Overcoming Resistance)

• Almost every customer raises doubts or excuses (Objections) — such as “The price is too high”, “Let me ask my family”, or “I already use another brand”.
• A great salesperson never argues with the customer! Instead, they welcome objections as a sign of interest and use smart techniques:
  • Yes, But… (Indirect Denial) Method: Agreeing politely first, then presenting the counter-benefit (“Yes sir, the initial price is ₹2,000 higher, but it saves ₹5,000 in electricity every year!”).
  • Boomerang Method: Turning the objection itself into the very reason to buy.
  • Feel-Felt-Found Method: “I understand how you feel; many customers felt the same way at first, until they found how durable it is.”

Step 6: Closing the Sale

• Even after a great presentation, many shy salespeople fail because they hesitate to ask for the order!
• Closing is the act of getting the buyer’s final consent to buy.
• Popular Closing Techniques:
  • Trial Close: Asking a minor question to test readiness (“Would you prefer the Midnight Black colour or Silver?”).
  • Assumptive Close: Acting as if the decision is already made (“Should we schedule delivery for Tuesday morning or Wednesday?”).
  • Urgency / Last-Chance Close: “This festive ₹5,000 cashback ends tonight at 11 PM.”
  • Summary-of-Benefits Close: Quickly summarizing the 3 biggest benefits and asking for the signature.

Step 7: Follow-Up and Maintenance (After-Sales Service)

• The selling process does NOT end when the bill is paid!
• After the sale, the salesperson calls or visits the customer to ensure timely delivery, proper installation, and smooth operation.
• Why Follow-up is Crucial: Reduces buyer’s remorse (cognitive dissonance), generates repeat orders, and wins free word-of-mouth referrals!

💡 DAVV Exam Tip

Question (10 Marks): “Explain the step-by-step procedure of Personal Selling in detail.”

• Draw the 7-Step Flowchart (Prospecting → Pre-approach → Approach → Presentation & Demo → Handling Objections → Closing → Follow-up) right at the beginning of your answer.
• Mention the MAN rule (Money, Authority, Need) under Qualifying, FAB (Features, Advantages, Benefits) under Presentation, and Yes-But / Boomerang under Handling Objections!