When is Personal Selling Most Effective?
There are few businesses that couldn’t benefit from a more personalized sales pitch. However, it’s important to understand the best times to use personal selling for optimal results.
The key to personal selling is empathy. This enables salespeople to understand prospects on a deeper level and offer a customized pitch that directly addresses their needs.
1. Face-to-Face Meetings
Face-to-face meetings are the best form of personal selling as they allow for a stronger connection with prospects. Meeting in person also shows that you value their time and is a powerful signal of your interest and dedication to them. Victoria from Touchpoints Marketing has a great case study of this with her healthy snack business which she grew from concept to 4 product listings at Selfridges in under a year using this personal approach.
During the meeting, your salesperson should present their product or service to their prospects in a way that reflects their needs and interests. This presentation includes a demonstration of the product and answering any questions that they may have. If objections arise, your salesperson should handle them using techniques such as questioning, empathy, and challenge.
Once the sale is completed, your sales team should nurture the customer by ensuring that they are happy with the product or service and ensuring that any issues are addressed promptly. This can be done through follow-up calls or emails.
2. Phone Calls
Personal selling can take place in person, but it also happens over phone calls or video conferences, email messages, and social media. It can be an effective method for businesses that have complex products or high-priced items, as it allows the salesperson to explain the benefits of the product in detail and directly answer any questions that customers may have.
It also enables the salesperson to build trust and loyalty with the customer, which can lead to repeat purchases and referrals. It’s important for the salesperson to be honest when speaking with the customer, though; a cynical customer will quickly pick up on false advertising and will likely turn away from the company.
Another reason to use personal selling is if the business has a low budget for other forms of marketing. Alternatively, it can be used at trade shows and exhibitions to introduce the product to a large group of prospective customers at once.
While personal selling typically happens in person, it can also happen via email, video conferencing, or phone. This type of marketing is effective for business-to-business sales, as it allows salespeople to build a relationship with each customer and show that they truly understand their needs.
With this method, your salespeople can also address any questions or concerns that the prospect may have. This is important, especially if you’re offering a more technical or customizable product. For example, if a prospect says that they already have a lot of sweaters and don’t need more, you can demonstrate how your product is different from the rest by showing them a sample.
Personal selling is a great way to get your product in front of the right audience, but it’s important to consider the pros and cons before implementing it in your business. By using tools like UpLead to qualify leads, your team can make sure that they’re spending their time wisely and getting the best results for your marketing budget.
4. Online Chats
If you’ve been online recently, chances are that you’ve used (or even interacted with) a website’s live chat feature. It’s becoming the new norm for customer service and is now widely regarded as one of the best ways to generate leads for your business.
Basically, online chat refers to any direct text-based or video-based real time communication (aka chat or chatting) with a human agent on a website. It also includes one-to-many group messaging such as Instant Messengers, Internet Relay Chat (IRC), talkers and MUDs.
When done right, online chat offers proactive support and personalized engagement to customers — all at 1/3 the cost of phone. It’s also incredibly quick – a visitor can type their question, get an answer and be on their way in seconds. This is a huge difference from the notoriously long wait times and agent transfers that occur with phone.