Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-1

PERSONAL SELLING AND

SALES MANAGEMENT

CHAPTER

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Personal Selling

Personal selling involves the two-way flow of communication between a buyer and seller, often in face-to-face encounter, designed to influence a person’sor group’s purchase decision.

Personal selling involves the two-way flow of communication between a buyer and seller, often in face-to-face encounter, designed to influence a person’sor group’s purchase decision.

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-3

SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND

SALES MANAGEMENT

• Nature of Personal Selling and Sales Management

• Selling Happens Almost Everywhere

Personal Selling

Sales Management

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SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND

SALES MANAGEMENT

• Creating Customer Value Through Salespeople: Relationship Selling

• Personal Selling in Marketing

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Relationship Selling

Relationship selling is the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time.

Relationship selling is the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time.

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-6

FIGURE 17-A FIGURE 17-A How salespeople create value for customers

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Sales Management

Sales management involves planning the selling program and implementing and controlling the personal selling effort of the firm.

Sales management involves planning the selling program and implementing and controlling the personal selling effort of the firm.

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Sales Plan

A sales plan is a statement describing what is to be achieved and where and how the selling effort of salespeople isto be deployed.

A sales plan is a statement describing what is to be achieved and where and how the selling effort of salespeople isto be deployed.

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-9

Sales Quota

A sales quota contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.

A sales quota contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.

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THE MANY FORMS OFPERSONAL SELLING

• Order Taking

Outside Order Takers

Inside Order Takers, Order Clerks, or Salesclerks

Inbound Telemarketing

• Order Getting

Outbound Telemarketing

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Order Taker

An order taker processes routine orders or reorders for products that were already sold by the company.

An order taker processes routine orders or reorders for products that were already sold by the company.

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-12

Order Getter

An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service.

An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service.

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-13

FIGURE 17-B FIGURE 17-B Comparing order takers with order getters

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FIGURE 17-1 FIGURE 17-1 How outside order-getting salespeople spend their time each week

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Concept Check

1. What is the main difference between an order taker and an order getter?

A: An order taker processes routine orders or reorders for products that were already sold by the company. An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on their use of a product or service.

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-16

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS

• Personal Selling Process

• Prospecting

Lead

Qualified Prospect

Cold Canvassing

Prospect

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FIGURE 17-2 FIGURE 17-2 Stages and objectives of the personal selling process

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THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS

• Preapproach

• Approach

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• Presentation

Handling Objections

• Acknowledge and Convert the Objection

• Postpone

• Agree and Neutralize

• Accept the Objection

• Denial

• Ignore the Objection

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS

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• Close

Trial Close

Assumptive Close

Urgency Close

• Follow-Up

Final Close

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS

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Concept Check

1. What are the six stages in the personal selling process?

A: The six stages are: (1) prospecting, (2) preapproach, (3) approach,(4) presentation, (5) close, and(6) follow-up.

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THE SALES MANAGEMENT PROCESS

• Salesforce Evaluation and Control: Measuring Results

Quantitative Assessments

• Sales Quota

Behavioral Evaluation