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