The document discusses several key principles of personal selling: 1) Personal selling involves prospecting, building relationships with customers, presenting products, overcoming objections, and closing deals. 2) Effective selling requires understanding customers' needs and demonstrating how products can fulfill those needs rather than just describing product features. 3) Building long-term relationships with customers through collaborative problem-solving is more important than individual transactions. Maintaining communication and ensuring customer satisfaction over time strengthens these relationships.

1. Chapter 02 Principles of Personal Selling

2. Selling is only the tip of the iceberg “ There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker

5. Major Steps in Effective Selling Prospecting and Qualifying Pre approach Approach Presentation and Demonstration Overcoming objections Closing Follow up and Maintenance

15. Negotiation My father said: "You must never try to make all the money that's in a deal. Let the other fellow make some money too, because if you have a reputation for always making all the money, you won't have many deals.” J. Paul Getty

23. Questions

24. To be continued in the next chapter……… THANK YOU Kurniawan kurniawan_260305@yahoo.com