Personal Selling Case Study

1. What are the different types of buyers and sellers that participate in business-to-business (B2B) markets?
2. List the steps in the B2B buying process.
3. Describe the value added of personal selling.
4. What are the steps in the personal selling process? (Briefly describe each one.)
5. What are the ethical and legal issues in personal selling?
1. All firms want to divide the market into groups of customers with different needs, wants, or characteristics who therefore might appreciate products or services geared especially toward them. On a broad level, B2B firms divide the market into four types: manufacturers or producers, resellers, institutions, and government. Manufacturers purchase materials to make their products and components and
This involves a "persuasive vocal and visual explanation of a business proposition". It should be done in a relaxed atmosphere to encourage the prospect to share information in order to establish requirements. Some small talk may be necessary to reduce tension but the purpose always remains business. (Grewal, 2016)

Step Five
The Trial Close
The trial close is a part of the presentation and is an important step in the selling process. Known as a temperature question - technique to establish the attitude of the prospect towards the presentation and the product. (Grewal, 2016)

Step Six
Handling Objections
Objections are often indications of interest by the prospect and should not be viewed with misgiving by salespeople. The prospect is in fact requesting additional information to help him to justify a decision to buy. The prospect may not be fully convinced and the issues raised are thus very important. It also assists the salesperson to establish exactly what is on the prospect 's mind. (Grewal, 2016)

Step Seven
Closing the Sale
This is the last part of the presentation. Many salespeople fear the closing of a sale. Closing a sale is only the confirmation of an understanding. Fear will disappear if the salesperson truly believes that the prospect will enjoy benefits after the purchase of the product. (Grewal, 2016)

Step Eight
The