18-1. 18-2 personal selling and sales management chapter 18 mcgraw-hill/irwin copyright © 2004 by...
TRANSCRIPT
18-1
18-2
Personal Selling and Sales
Management
Chapter 18Chapter 18Chapter 18Chapter 18
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
18-3
Chapter GoalsChapter GoalsChapter GoalsChapter Goals
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
• Role of personal selling in a promotion program
• When a firm is likely to utilize personal selling
• Forms of personal selling
• Variety of personal selling jobs
• Developments in how personal selling is performed
• Personal selling process
• Strategic role of sales-force management
• Challenges in staffing, operating, and evaluating the sales force
18-4
Personal SellingPersonal Selling
Personal communication of information to persuade
somebody to buy something.
The major promotion tool
Personal communication of information to persuade
somebody to buy something.
The major promotion tool
Advertising500,000people
Selling16 million
people
18-5
Personal Selling as PromotionPersonal Selling as Promotion
Flexible
Costly
Difficult toattract quality
people
Minimizewaste
Focused
Goal issale
18-6
When Personal Selling is Used When Personal Selling is Used
MARKET
Concentrated:
Geographically
In few industries
In several
large customers
PRODUCT
Value not apparent
High unit cost
Technical
Requires demonstration
Fitted to customer’s need
Introductory stage
of the Product Life Cycle
18-7
Scope of Personal SellingScope of Personal Selling
18-8
Variety of Sales JobsVariety of Sales Jobs
Delivery Sales
Outside Order Taker
Inside Order Taker
Missionary Sales Person
Sales EngineerConsultativeSales Person
18-9
Personal SellingPersonal Selling
Professional Sales Person
Cost of Personal Selling
Uniqueness of Sales Jobs
18-10
Changing Patterns in Personal Changing Patterns in Personal SellingSelling
SellingCenters
SystemsSelling
GlobalSales Teams
18-11
Changing Patterns in Personal Changing Patterns in Personal SellingSelling
Automation
TelemarketingRelationship
Selling
InternetSelling
18-12
Scope of Personal SellingScope of Personal Selling
18-13
Staffing and Operating a Sales Staffing and Operating a Sales ForceForce
18-14
Recruiting ApplicantsRecruiting Applicants
Recruitment and SelectionRecruitment and Selection
Determining Hiring SpecificationsDetermining Hiring Specifications
Matching Applicants with Hiring Specifications
Matching Applicants with Hiring Specifications
18-15
Compensating a Sales ForceCompensating a Sales Force
CommissionSalary
Combination
18-16
Evaluating a Sales Person’s Evaluating a Sales Person’s PerformancePerformance
Qualitative
Quantitative
18-17
Key Terms and ConceptsKey Terms and ConceptsKey Terms and ConceptsKey Terms and Concepts
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Personal selling
Inside selling
Outside selling
Selling center
Systems selling
Global sales teams
Relationship selling
Telemarketing
Internet selling
Sales force automation
Personal selling process
AIDA
Methods of sales-force compensation
Quantitative evaluation bases
Qualitative evaluation bases