chapter seventeen personal selling and sales management
TRANSCRIPT
Chapter SeventeenChapter Seventeen
Personal Selling and Sales Personal Selling and Sales ManagementManagement
ObjectivesObjectivesObjectivesObjectives
Describe roles of selling and relationship management
Identify when to use personal sellingUnderstand contributions of a salespersonOutline the steps involved in making a saleUnderstand ongoing nature of selling &
marketingDescribe major aspects of sales manager’s jobClassify various forms of sales compensation Identify ethical issues facing sales personnel
Describe roles of selling and relationship management
Identify when to use personal sellingUnderstand contributions of a salespersonOutline the steps involved in making a saleUnderstand ongoing nature of selling &
marketingDescribe major aspects of sales manager’s jobClassify various forms of sales compensation Identify ethical issues facing sales personnel
Methods of Personal Methods of Personal SellingSelling
Methods of Personal Methods of Personal SellingSelling
Telemarketing
Inside selling
Retail selling
Field selling
Personal SellingPersonal Selling
12 million people are engaged in personal selling in the United States
Represents 10% of the United States work force
Characteristics of Characteristics of Personal SellingPersonal Selling
FlexibilityIdentify best
prospectsAdapt to situationsEngage in dialog
Builds RelationshipsLong termAssure buyers
receive appropriate services
Solves customer’s problems
Personal Selling Personal Selling Limitations Limitations
Can not reach mass audience
Expensive per contact
Numerous calls needed to generate sale
Labor intensive
Personal Selling TasksPersonal Selling Tasks
Order taking Routine
writing up orderschecking invoicesassuring prompt order
processing
Suggestive selling
Personal Selling TasksPersonal Selling Tasks
Order gettingSeeking out
customersCreative sellingPioneeringAccount
management
Personal Selling TasksPersonal Selling Tasks
MissionaryDetailerGoodwill“Closers”
Cross-functionalAccount service rep
The Creative Selling The Creative Selling ProcessProcess
IDENTIFYING & QUALIFYING PROSPECTS
APPROACHING THE PROSPECT
FOLLOWING UP
CLOSING THE SALE
HANDLING OBJECTIONS
MAKING THE SALES PRESENTATION
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Identify and Qualifying Prospects
Prospecting: Identifying likely new customersLeads
Qualifying: Evaluating a prospect’s potential
Identify and Qualifying Prospects
Prospecting: Identifying likely new customersLeads
Qualifying: Evaluating a prospect’s potential
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Approaching the Prospect
ContactRapport“Only one chance to
make a first impression”
Approaching the Prospect
ContactRapport“Only one chance to
make a first impression”
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Sales PresentationPersuasive
communicationAttentionInterestDesire“Tell the product’s story”
Sales PresentationPersuasive
communicationAttentionInterestDesire“Tell the product’s story”
Handling ObjectionsQuestionsReservations
Understand ConcernCounterargumentsAcknowledge concernClues to process
Handling ObjectionsQuestionsReservations
Understand ConcernCounterargumentsAcknowledge concernClues to process
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Closing the SaleClosing signalsTrial closeAsk for the
sale
Closing the SaleClosing signalsTrial closeAsk for the
sale
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Following UpCommitments met
ShipmentPerformance
Reinforce relationshipSatisfied customers
rebuy & recommend
Following UpCommitments met
ShipmentPerformance
Reinforce relationshipSatisfied customers
rebuy & recommend
Sales ManagementSales ManagementSales ManagementSales Management
PlanningPlanning OrganizingOrganizing
DirectingDirectingControllingControlling
Settingobjectives
Organizingactivities
Recruit, select, train, develop, manage, &motivate
Motivate,evaluate, & control
Organizing Sales Organizing Sales ActivitiesActivities
Organizing Sales Organizing Sales ActivitiesActivities
Sales Territory:Geographic divisionsCustomer typesProduct linesSelling task
Sales Territory:Geographic divisionsCustomer typesProduct linesSelling task
Geographic DivisionGeographic DivisionGeographic DivisionGeographic Division
Sales RepCalifornia
Sales RepPacific NW
Sales RepSoutheast
Sales RepNortheast
District SalesManager
District SalesManager
District SalesManager
District SalesManager
Regional SalesManager
Regional SalesManager
Vice-PresidentMarketing
Customer TypeCustomer TypeCustomer TypeCustomer Type
New Account#1
New Account#2
ExistingAccount #1
ExistingAccount #2
New AccountsManager
Existing AccountsManager
Vice-PresidentSales
Product LineProduct LineProduct LineProduct Line
Sales RepEastern Region
Sales RepWest’n Region
Sales repEastern Region
Sales RepWest’n Region
Snack FoodsSales Manager
BeveragesSales Manager
Vice-PresidentSales
Directing the Sales Directing the Sales ForceForce
Recruiting and selectingTraining & developCompensatingMotivating
Compensation MethodsCompensation MethodsCompensation MethodsCompensation Methods
Straight Straight salary orsalary or
wagewage
Straight Straight salary orsalary or
wagewage
Salary plusSalary pluscommissioncommission
Salary plusSalary pluscommissioncommission
StraightStraightcommissioncommission
StraightStraightcommissioncommission
CommissionCommissionwith drawwith draw
CommissionCommissionwith drawwith draw
Quota-bonusQuota-bonusplanplan
Quota-bonusQuota-bonusplanplan
Evaluation and ControlEvaluation and Control
Required reportsMeasurement
against plan or sales standards
Expense controlProductivityNew account
development
Ethical IssuesEthical Issues
Kickbacks, bribes and “gifts”
Price discriminationCheating on expense
accountsMisrepresentation
ReviewReviewReviewReview
Describe roles of selling and relationship management
Identify when to use personal sellingUnderstand contributions of a salespersonOutline the steps involved in making a saleUnderstand ongoing nature of selling &
marketingDescribe major aspects of sales manager’s jobClassify various forms of sales compensation Identify ethical issues facing sales personnel
Describe roles of selling and relationship management
Identify when to use personal sellingUnderstand contributions of a salespersonOutline the steps involved in making a saleUnderstand ongoing nature of selling &
marketingDescribe major aspects of sales manager’s jobClassify various forms of sales compensation Identify ethical issues facing sales personnel