Personal Selling: Steps in the Creative Selling Process

What is Personal Selling?

Personal selling is a marketing strategy that involves the face-to-face interaction between a salesperson and a potential customer, with the goal of persuading the customer to make a purchase. It is a dynamic process that requires creativity and adaptability to effectively engage with prospects and close sales. 

Creative Selling Process

The six-step process by which creative selling is carried out includes:

1. Identifying and Qualifying Prospects:

The first step involves identifying potential customers who are likely to be interested in the product or service being offered. This requires market research, analysis of customer profiles, and segmentation. Qualifying prospects involves assessing their needs, budget, authority to make purchasing decisions, and overall fit with the product or service. Qualifying is also known as pre-approach because the information collected in this step, like requirements of the prospect acts as a foundation for the planning of further steps of this process. Also, as qualifying is a difficult process, one may have to use considerable tact and effort.

2. Approaching the Prospect: 

Once prospects have been identified and qualified, the salesperson needs to make initial contact with them. This can be done through various means such as cold calling, referrals, networking, or digital communication channels. The goal is to create a positive first impression and establish a rapport with the prospect. To successfully accomplish this step, it is essential that the salesperson making initial contact with the potential customer is experienced, has done his research, and is cautious while approaching the prospect.

3. Making the Sales Presentation: 

The sales presentation is where the salesperson presents the product or service to the prospect, highlighting its features, benefits, and value proposition. Creativity plays a crucial role in this step, as the salesperson needs to tailor the presentation to address the specific needs and preferences of the prospect. Using compelling visuals, storytelling techniques, and interactive demonstrations can enhance the effectiveness of the presentation. While making a presentation, the salesperson should keep in mind that some of the communication may not be verbal. In that case, he can use seating arrangements, body language, and clothing colors for communicating the important non-verbal message to the client.

4. Handling Objections: 

During the sales presentation, prospects may raise objections or concerns about the product or service. The salesperson needs to address these objections in a creative and persuasive manner. This requires active listening, empathy, and the ability to provide relevant information or evidence that alleviates the prospect’s concerns. Offering alternative solutions or additional incentives can also help overcome objections. Besides, a client’s questions, objections, or concerns, and any comment helps determine how close is he, in making a purchase decision. A good salesperson uses these questions and concerns in identifying whether or not they should attempt the closing part of their sales presentation.

5. Closing the Sale: 

Closing the sale is the pivotal step where the salesperson encourages the prospect to make a purchase decision. Creative selling techniques such as trial closes, limited-time offers, or personalised incentives can be used to create a sense of urgency and motivate the prospect to take action. Building trust, emphasising the value proposition, and addressing any remaining concerns are essential in this stage.

6. Following Up: 

After the sale is made, it is crucial to maintain a relationship with the customer and ensure their satisfaction. Following up involves activities such as sending thank-you notes, providing post-purchase support, and seeking feedback. Creative follow-up strategies can include personalised messages, exclusive offers, or ongoing communication to foster customer loyalty and generate repeat business.