The pandemic that hit the world in 2020 has brought about many changes around the world. This has led to numerous changes in the world of business and new trends have emerged in the world of sales. Artificial intelligence became more prominent, the impact of videos increased and automation of sales processes became the order of the day. 

One of the more noticeable sales trends that emerged in the past years is creativity. The business world changed and salespeople had to work harder to meet targets. This also led to more intense competition, which in turn, resulted in more innovative ways of doing business. Salespeople were forced to work smarter and not harder during these trying times. One of the cyber-age strategies focused on was the use of the Internet to drive sales. This, however, quickly became annoying to customers. To prevent this type of strategy from becoming an also-ran, it needs to be adjusted and adapted to be one step ahead. Creativity is called for in sales – not silliness!

It is clear that customer expectations of personal selling are constantly changing and that businesses must adapt to these changes. The days are gone where a business can tell customers what they want to hear; or will close a deal fast; or talk a lot to influence customers. Customers expect businesses to change the way they approach them.

In this edition of Personal Selling, the authors outline the key steps in the selling process that lead to a successful sale, from prospecting for a sale to the follow-up once the sale has been completed. In addition, it explains the role and place of personal selling, the impact it has on the economy and how it ties in with and supports marketing. The importance of communication in the act of selling, as well as different approaches and sales presentation methods, are explained and clarified, and a comprehensive discussion on how salespeople should manage themselves and their time is included.

1. Introduction to personal selling

• Introduction
• Personal selling defined
• The step-by-step selling cycle
• Summary
• References

2. The customer and the buying process

• Introduction
• Establishing the needs of customers
• Factors that influence buying behaviour
• Buying is a choice decision
• Summary
• References

3. Communication

• Introduction
• The communication model
• Verbal communication
• Non-verbal communication
• Written communication
• Adaptive selling: The four communication styles
• Barriers to effective communication and ways to overcome them
• Summary
• References
• Further reading

4. Sales-knowledge

• Introduction
• Qualities of a salesperson in digital space
• Reasons for a salesperson to be digital savvy in industrial revolution
• Guidelines for effective salespeople in digital space
• Key skills for a salesperson in the digital age
• The sales-knowledge process
• Sources of information
• Knowing your organisation
• Knowing your product
• Knowing your price and discount
• Knowing your distribution channels
• Knowing the economy and industry
• Summary
• References
• Further reading

5. Self-management of salespeople and management of time

• Introduction
• Setting sales goals and objectives
• Time management 
• Time management by salespeople
• Sales territory management
• Summary
• References

6. Prospecting

• Introduction
• A background study of prospecting
• How to approach prospects
• Prospecting tools 
• Appropriate conditions for a prospecting strategy
• Prospecting methods
• Qualifying of prospects
• Making an appointment with a prospect or customer by phone
• Exploring social prospection and guidelines on how to do it well
• New developments to be aware of in prospecting
• References

7. Planning the sales call

• Introduction
• Making the appointment
• Planning the sales call 
• Summary
• References

8. Approach and sales presentation methods

• Introduction
• What is an approach?
• What is a sales presentation? 
• Summary
• References

9. Handling objections

• Introduction
• Why do prospects object?
• Common objections
• Preparing for objections
• Types of objections
• Techniques for dealing with objections
• The trial close
• Summary
• References 

10. Closing the sale

• Introduction
• Buying signals
• Preparing to ask for the sale/order
• Timing: When to close
• Completing the sale
• Attributes of a good closer 
• Problems with closing 
• Essential elements when closing the sale
• Closing techniques
• Common mistakes in sales calls
• What to plan before the sale commences 
• Summary
• References

11 .Follow-up

• Introduction
• Steps in follow-up
• Post-purchase dissonance
• Following up in situations where the customer does not commit
• Keeping the customer
• Summary

12. Ethical and legal issues in personal selling

• Introduction
• What are ethics?
• Ethics and building relationships
• Factors that influence ethical behaviour
• Ethical areas that salespeople regularly deal with Legal issues 
• Summary
• References 

13. Selling services 

• Introduction 
• The difference between a product and a service
• Classifying services
• The characteristics of a service
• Tips for services salespeople 
• Summary
• References 

14. Personal selling in business markets

• Introduction
• The difference between consumer markets and business markets
• Personal selling in business markets
• Revisiting the marketing concept 
• Managing the business salesforce 
• The selling process in business markets
• Summary 
• References

15. Information and communication technology

• Introduction
• Information technology
• Digital tools determining the favourite contents online
• Analytical digital tools
• Technological software for managing sales digitally
• Digital communication media tools
• Social media in sales
• Search engines 
• Staying in touch
• Gadgets, gear and goodies
• Adoption of technology 
• Summary
• References

Index

Students of Personal Selling at undergraduate level, as well as practitioners, will benefit from the practical approach taken in this book.