Marketing: Personal Sale - Assignment Example

of the of the Submitted Marketing: Personal Sales Assignment Chapter 7: Zig Ziglar Chapter 7 of the book deals with conducting the comfortable interview (Ziglar, 56). Ziglar believes in the value of visualization and positive affirmation and tells us to use both these techniques in preparing ourselves to make a sale. Similarly he encourages us to put ourselves in the shoes of the prospective customer whom we are approaching, and try to guess the best or most unique selling point that we can have to induce the customer to buy our product.

Our language, our courteousness and our overall attitude and response to the customer and the ability to handle his queries and objections successfully will enhance our chances of making the sale. This tells me that belief in one’s self and the value of the product are the most important elements in selling. Chapter 8: Zig Ziglar Chapter 8 of the book is concerned with making the lights go on, that is, creating an awareness or a need in the mind of the prospective buyer or client (Ziglar, 66).

The prospective buyer may not be aware of the availability of the product in the market, or what it can do, or how it can satisfy his need. A good salesman not only makes the buyer aware of the product, but also shows him how it can satisfy a particular need. The point is to induce the customer to buy and try the product. The salesman must convince him that it is the best product available at that price. Once the buyer tries the product, he compares the satisfaction that he has achieved with other products that satisfy this need.

If he gets the most satisfaction from this product, he will switch preferences and become a loyal buyer of this product. Otherwise he will just carry on experimenting or using the present brand that he considers is giving the best value for his money. Chapter 12: Stephen Schiffman Chapter 12 of the book deals with asking for referrals (Schiffman, 66). As every sales person knows, increasing the volume of your sales is made possible not just by selling repeatedly to the customers you know but to their neighbours, relatives and friends, and even business colleagues.

This is how you expand your sales network. The best time to ask for a referral is just after you have made the sale and the customer has tested out and is happy with the product. At this point he is most likely to give you the name of a friend, relative, neighbour or business colleague who could be interested in a similar product, and could very well be your next customer. While most people feel reluctant or shy to ask for referrals, it is they who are usually at a loss in times of sales slumps as in a recession, as to how to create sales leads.

The author contends and I believe that the best sales leads are generated by satisfied customers. The best advertisement is by word of mouth, as people tend to believe those who have tried and tested the product. This tells me that I should never be shy of introducing myself as a sales person to prospective clients, no matter where I meet them. You never know who your next customer will be. Chapter 13: Stephen Schiffman In Chapter 13 of the book, the author Stephan Schiffman explains to the reader how to create enthusiasm for the sale (Schiffman,72).

While the majority of us think that we are all logical creatures, sales people know and practice selling on the principle that human beings are emotional creatures. We have to first create enthusiasm in ourselves if we want to pass this on to the prospective customer. We have to sell the sizzle, not the steak. Looking at the sex and age of the customer, we can generally tell what would be the best selling point we could put forward to the customer in order to attract his attention. Once we have him hooked, we can then put forward more positives and overcome his objections until he is ready to buy.

This tells me that a positive, upbeat and never say die attitude is one of the best attributes of a good salesman. Chapter 15: Stephen Schiffman In Chapter 15 of the book, the author Stephan Schiffman tells us that it is always easier to tell the truth at all times (Schiffman, 80). This fundamental principle or habit is very important and conducive to integrity and honesty in business affairs. This could mean telling your buyers the downside of your products as well, so that they are aware of it.

Sometimes prospective buyers already know the pluses and minuses connected with various brands but prefer to keep quiet, to test if you are telling the truth. Honesty is appreciated and makes for long term relationships. People who tell lies just to make a sale get a bad reputation in the market and in the long run, nobody would want to buy from them. Telling the truth also makes it easier for the salesman, as he does not have to remember the specific lies he told the customer last time. Works Cited Schiffman, Stephan.

The 25 Sales Habits of Highly Successful Salespeople, 2nd ed. Adams Media Corp., 1997. Ziglar, Zig. Selling 101: What Every Successful Sales Professional Needs to Know. Thomas Nelson, 2003.