Principles of Personal Selling

Personal selling is an ancient art that needs more than instinct to execute. Modern companies spend millions of dollars to train personnel in methods of analysis and customer management. The main purpose is to be able to transform passive order takers to active order getters. One proven way of doing this is the SPIN method, which I will share with you.
1. Situation questions: explore the buyer’s present situation like what things they are using now.
2. Problem questions: ask about dissatisfactions the buyers are experiencing now.
3. Implication questions: ask about the effects of a buyer’s current problems
4. Need-payoff questions: ask about the monetary value or uselessness of a proposed solution.

Six Steps in Effective Selling.
Most sales training programmes major these six steps in any effective sales process, namely: Prospecting and qualifying, Pre-approach, Presentation, Overcoming-objections, Closing, Follow-up and maintenance.

1. Prospecting and Qualifying:
Identify and qualify your prospects. Various software programmed can help in generating leads. Even hot leads take huge effort to consummate a business transaction.

2. Pre-approach:
Learn as much as you can about the prospective target (needs, purchase process, decision makers, personal characteristics). Thoroughly understand the purchasing process about the buyer by answering the questions: who, where, when, how and why. Then choose the approach e.g. visit, call etc. Then plan overall sales strategy.

3. Presentation and demonstration:
Tell the business story to the buyer using (FABV) approach (Features, Advantages, Benefits and value). Describe why the feature provides an advantage and benefits-to the consumer in areas like being economic, technical, services etc (The offering’s worth).

4. Overcoming objections:
customers typically offer psychological resistance including resistance to interference in preference for established brands) apathy and unpleasant associations created by sales reps. To break through, maintain a positive approach, ask the buyer to clarify objections, question in such a way that the buyer answers their objections or turn it into a reason to buy your product. Consider value adding opportunities rather than price cutting.

5. Closing:
Closing actions from the buyer includes physical action, Statements or commitments and questions. Recapitulate points of agreement, offer variety, indicate what the buyer will lose by not placing the order. Offer specific inducements to close e.g. token gift.

6. Follow-up and Maintenance
Necessary to ensure customer satisfaction and repeat business. Cement any necessary details like delivery time, purchase terms, schedule follow-up call after delivery to assure and support. Reduce any cognitive dissonance.

The Author
Ngoni Jeranyama (Master of Business Administration , Grad Dip Education, Grad Dip Information Systems)


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Managing online product sales

With the advent of social media, the channels for selling your items have increased tremendously. This is a fantastic development. Popular channels include Facebook, Twitter for business, Instagram, Pinterest to name but a few. These platforms are accessible and have billions of users.

Two major drawbacks are that I would like to talk about are the lack of robust payment system on most of them and the time consumed in posting your products to each individual platforms eg Facebook Buy, Swap and sell groups where your posts quickly get pushed down the list.

Suggested simple solution is to create a web page on a e-commerce with a robust payment system and manage your content from there. Here at we specialize on providing solutions to that and we will guide you through the processes. Further information is available to members. Feel free to ask and respond to issues raised in this blog.


Ngoni Jeranyama

About the Author:

The author holds a Master Of Business Administration degree (Information Systems).