chapter 2 personal selling opportunities in the age of information
TRANSCRIPT
Chapter 2Chapter 2
Personal Selling Opportunities Personal Selling Opportunities in the Age of Informationin the Age of Information
What is a Knowledge What is a Knowledge Worker?Worker?
An individual whose work effort An individual whose work effort is centered around creating, is centered around creating, using, sharing and applying using, sharing and applying knowledgeknowledge
Knowledge Workers Who Do Knowledge Workers Who Do Not Consider Themselves Not Consider Themselves SalespeopleSalespeople
Managerial personnelManagerial personnel Professionals (accountants, Professionals (accountants,
consultants, lawyers, etc.)consultants, lawyers, etc.) EntrepreneursEntrepreneurs Customer service Customer service
representatives (CSR)representatives (CSR)
Titles for SalespeopleTitles for Salespeople
Account executiveAccount executive Account representativeAccount representative Sales account managerSales account manager Relationship managerRelationship manager District representativeDistrict representative Sales consultantSales consultant Business development managerBusiness development manager Sales associate Sales associate Marketing representativeMarketing representative Territory managerTerritory manager
Average 46-Hour WeekAverage 46-Hour Week
14 hours Face-to-face selling14 hours Face-to-face selling 12 hours Telephone sales12 hours Telephone sales 8 hours Waiting/traveling8 hours Waiting/traveling 7 hours Administrative tasks7 hours Administrative tasks 5 hours Service calls5 hours Service calls
Aspects of Selling CareersAspects of Selling Careers
Above-average incomeAbove-average income Above-average psychic incomeAbove-average psychic income
• factors that provide psychological factors that provide psychological rewardsrewards
Opportunity for advancementOpportunity for advancement Opportunity for women and other Opportunity for women and other
minoritiesminorities
Employment Settings Employment Settings
Inside salespeople (inbound and Inside salespeople (inbound and outbound)--perform selling activities outbound)--perform selling activities at the employer’s location, typically at the employer’s location, typically using the telephoneusing the telephone
Outside salespeople--travel to meet Outside salespeople--travel to meet prospects and customers in their prospects and customers in their place of business or residenceplace of business or residence
Selling Through ChannelsSelling Through Channels
Trade selling--the sale of a product Trade selling--the sale of a product or service to another member of the or service to another member of the supply chain (“B2B” or business-to-supply chain (“B2B” or business-to-business)business)
Missionary or detail sales—attempts Missionary or detail sales—attempts to generate goodwill and stimulate to generate goodwill and stimulate demand for the manufacturer’s demand for the manufacturer’s product among channel membersproduct among channel members
Selling a ServiceSelling a Service
Hotel, motel, and convention centerHotel, motel, and convention center TelecommunicationsTelecommunications FinancialFinancial Media (radio, TV, newspaper, Media (radio, TV, newspaper,
magazine and internet)magazine and internet) Real estateReal estate InsuranceInsurance BusinessBusiness
Selling for a ManufacturerSelling for a Manufacturer
Sales engineer or applications Sales engineer or applications engineer (technical salespeople)--must engineer (technical salespeople)--must have a good technical understanding have a good technical understanding of their products and customer needsof their products and customer needs
Nontechnical salespeopleNontechnical salespeople Field salespeople--interact with new Field salespeople--interact with new
customers and current customerscustomers and current customers Detail salesperson--develops goodwill, Detail salesperson--develops goodwill,
provides information, and stimulates provides information, and stimulates demand for the manufacturer’s demand for the manufacturer’s productsproducts
Retail Selling and Direct Retail Selling and Direct SellingSelling
Retail selling--sales made directly Retail selling--sales made directly to the consumerto the consumer
Direct selling--independent Direct selling--independent contractors who represent contractors who represent manufacturers selling products or manufacturers selling products or services directly to consumers, services directly to consumers, usually face to face but also via usually face to face but also via the telephone or internet.the telephone or internet.
Sales TrainingSales Training
Corporate-sponsored trainingCorporate-sponsored training Commercial vendor trainingCommercial vendor training Certification programsCertification programs College and university coursesCollege and university courses