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CHAPTER             PERSONAL           SELLING AND                 SALES          MANAGEMENT                         Slide...
SCOPE AND SIGNIFICANCE OF     PERSONAL SELLING AND      SALES MANAGEMENT• Nature of Personal Selling and Sales  Management...
SCOPE AND SIGNIFICANCE OF     PERSONAL SELLING AND      SALES MANAGEMENT• Personal Selling in Marketing• Creating Customer...
How salespeople create value for customers                                             Slide 20-9
THE MANY FORMS OF         PERSONAL SELLING• Order Taking   Outside Order Takers   Inside Order Takers, Order Clerks,    ...
Comparing order takers with order getters                                            Slide 20-14
How outside order-getting salespeoplespend their time each week                                        Slide 20-16
THE MANY FORMS OF         PERSONAL SELLING• Customer Sales Support Personnel   Missionary Salespeople   Sales Engineer  ...
THE PERSONAL SELLING PROCESS:    BUILDING RELATIONSHIPS• Personal Selling Process• Prospecting   Lead   Prospect   Qual...
Stages and objectives of the personalselling process                                        Slide 20-22
Stages in the personal selling process                                         Slide 20-23
THE PERSONAL SELLING PROCESS:    BUILDING RELATIONSHIPS• Preapproach• Approach                                Slide 20-25
THE PERSONAL SELLING PROCESS:    BUILDING RELATIONSHIPS• Presentation   Stimulus-Response Format    • Stimulus-Response P...
THE PERSONAL SELLING PROCESS:    BUILDING RELATIONSHIPS• Presentation   Need-Satisfaction Format     • Need-Satisfaction ...
THE PERSONAL SELLING PROCESS:    BUILDING RELATIONSHIPS• Presentation   Handling Objections     • Acknowledge and Convert...
Techniques for handling objections                                     Slide 20-31
THE PERSONAL SELLING PROCESS:    BUILDING RELATIONSHIPS• Close   Trial Close   Assumptive Close   Urgency Close   Fina...
THE SALES MANAGEMENT PROCESS• Sales Plan Formulation: Setting Direction   Sales Plan   Setting Objectives               ...
The sales management process                               Slide 20-38
THE SALES MANAGEMENT PROCESS• Sales Plan Formulation: Setting Direction   Organizing the Salesforce    • Own Salesforce v...
THE SALES MANAGEMENT PROCESS• Sales Plan Formulation: Setting Direction   Organizing the Salesforce—Structure     • Geogr...
THE SALES MANAGEMENT PROCESS• Sales Plan Formulation: Setting Direction   Organizing the Salesforce—Size    • Workload Me...
Account management policy grid groupingcustomers according to the level ofopportunity and a firm’s competitive salespositi...
THE SALES MANAGEMENT PROCESS• Sales Plan Implementation: Putting the  Plan into Action   Salesforce Recruitment and Selec...
U.S. sales force composition and change                                          Slide 20-51
U.S. sales force composition and change                                          Slide 20-52
U.S. sales force composition and change                                          Slide 20-53
U.S. sales force composition and change                                          Slide 20-54
THE SALES MANAGEMENT PROCESS• Sales Plan Implementation: Putting the  Plan into Action   Salesforce Motivation and Compen...
THE SALES MANAGEMENT PROCESS• Salesforce Evaluation and Control:  Measuring Results   Quantitative Assessments     • Sale...
THE SALES MANAGEMENT PROCESS• Salesforce Automation and Customer  Relationship Management   Salesforce Automation (SFA)  ...
Personal SellingPersonal selling involves the two-wayflow of communication between a buyerand seller, designed to influenc...
Sales ManagementSales management involves planningthe selling program and implementingand controlling the personal selling...
Relationship SellingRelationship selling is the practice ofbuilding ties to customers based on asalesperson’s attention an...
Partnership SellingPartnership selling is the practicewhereby buyers and sellers combine theirexpertise and resources to c...
Order TakerAn order taker processes routine ordersor reorders for products that were alreadysold by the company.          ...
Order GetterAn order getter sells in a conventionalsense and identifies prospectivecustomers, provides customers withinfor...
Missionary SalespeopleMissionary salespeople are sales supportpersonnel who do not directly solicitorders but rather conce...
Sales EngineerA sales engineer is a salesperson whospecializes in identifying, analyzing, andsolving customer problems and...
Team SellingTeam selling is the practice of using anentire team of professionals in selling toand servicing major customer...
Personal Selling ProcessThe personal selling process consists ofsales activities occurring before and afterthe sale itself...
Stimulus-Response Presentation Stimulus-response presentation is a presentation format which assumes that given the approp...
Formula Selling PresentationFormula selling presentation is apresentation format that consists ofinformation that must be ...
Need-Satisfaction PresentationNeed-satisfaction presentation is apresentation format that emphasizesprobing and listening ...
Adaptive SellingAdaptive selling is a need-satisfactionpresentation format that involvesadjusting the presentation to fit ...
Consultative SellingConsultative selling is a need-satisfaction presentation format thatfocuses on problem identification,...
Sales PlanA sales plan is a statement describingwhat is to be achieved and where andhow the selling effort of salespeople ...
Major Account ManagementMajor account management is thepractice of using team selling to focuson important customers so as...
Workload MethodThe workload method is a formula-based method for determining the size ofa salesforce that integrates the n...
Account Management PolicesAccount management policies specifywhom salespeople should contact, whatkinds of selling and cus...
Emotional IntelligenceEmotional intelligence is the ability tounderstand one’s own emotions and theemotions of people with...
Sales QuotaA sales quota contains specific goalsassigned to a salesperson, sales team,branch sales office, or sales distri...
Salesforce AutomationSalesforce automation (SFA) is theuse of computer, information,communication, and Internet technologi...
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Transcript of "Personal selling and sales management"

  1. 1. CHAPTER PERSONAL SELLING AND SALES MANAGEMENT Slide 20-2
  2. 2. SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT• Nature of Personal Selling and Sales Management  Personal Selling  Sales Management• Selling Happens Almost Everywhere Slide 20-6
  3. 3. SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT• Personal Selling in Marketing• Creating Customer Value Through Salespeople: Relationship and Partnership Selling  Relationship Selling  Partnership Selling (or Enterprise Selling) Slide 20-8
  4. 4. How salespeople create value for customers Slide 20-9
  5. 5. THE MANY FORMS OF PERSONAL SELLING• Order Taking  Outside Order Takers  Inside Order Takers, Order Clerks, or Salesclerks  Inbound Telemarketing• Order Getting  Outbound Telemarketing Slide 20-13
  6. 6. Comparing order takers with order getters Slide 20-14
  7. 7. How outside order-getting salespeoplespend their time each week Slide 20-16
  8. 8. THE MANY FORMS OF PERSONAL SELLING• Customer Sales Support Personnel  Missionary Salespeople  Sales Engineer  Team Selling  Conference Selling  Seminar Selling Slide 20-17
  9. 9. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS• Personal Selling Process• Prospecting  Lead  Prospect  Qualified Prospect  Cold Canvassing Slide 20-21
  10. 10. Stages and objectives of the personalselling process Slide 20-22
  11. 11. Stages in the personal selling process Slide 20-23
  12. 12. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS• Preapproach• Approach Slide 20-25
  13. 13. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS• Presentation  Stimulus-Response Format • Stimulus-Response Presentation • Suggestive Selling  Formula Selling Format • Formula Selling Presentation • Canned Selling Presentation Slide 20-27
  14. 14. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS• Presentation  Need-Satisfaction Format • Need-Satisfaction Presentation • Adaptive Selling • Consultative Selling Slide 20-28
  15. 15. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS• Presentation  Handling Objections • Acknowledge and Convert the Objection • Postpone • Agree and Neutralize • Accept the Objection • Denial • Ignore the Objection Slide 20-30
  16. 16. Techniques for handling objections Slide 20-31
  17. 17. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS• Close  Trial Close  Assumptive Close  Urgency Close  Final Close• Follow-Up Slide 20-32
  18. 18. THE SALES MANAGEMENT PROCESS• Sales Plan Formulation: Setting Direction  Sales Plan  Setting Objectives Slide 20-37
  19. 19. The sales management process Slide 20-38
  20. 20. THE SALES MANAGEMENT PROCESS• Sales Plan Formulation: Setting Direction  Organizing the Salesforce • Own Salesforce vs. Independent Agents Slide 20-40
  21. 21. THE SALES MANAGEMENT PROCESS• Sales Plan Formulation: Setting Direction  Organizing the Salesforce—Structure • Geography • Customer  Major (Key) Account Management • Product Slide 20-42
  22. 22. THE SALES MANAGEMENT PROCESS• Sales Plan Formulation: Setting Direction  Organizing the Salesforce—Size • Workload Method • Developing Account Management Policies Slide 20-47
  23. 23. Account management policy grid groupingcustomers according to the level ofopportunity and a firm’s competitive salesposition Slide 20-48
  24. 24. THE SALES MANAGEMENT PROCESS• Sales Plan Implementation: Putting the Plan into Action  Salesforce Recruitment and Selection • Job Analysis • Job Description • Emotional Intelligence  Salesforce Training Slide 20-49
  25. 25. U.S. sales force composition and change Slide 20-51
  26. 26. U.S. sales force composition and change Slide 20-52
  27. 27. U.S. sales force composition and change Slide 20-53
  28. 28. U.S. sales force composition and change Slide 20-54
  29. 29. THE SALES MANAGEMENT PROCESS• Sales Plan Implementation: Putting the Plan into Action  Salesforce Motivation and Compensation • Straight Salary Compensation Plan • Straight Commission Compensation Plan • Combination Compensation Plan  Salesforce Training Slide 20-55
  30. 30. THE SALES MANAGEMENT PROCESS• Salesforce Evaluation and Control: Measuring Results  Quantitative Assessments • Sales Quota  Behavioral Evaluation Slide 20-57
  31. 31. THE SALES MANAGEMENT PROCESS• Salesforce Automation and Customer Relationship Management  Salesforce Automation (SFA)  Salesforce Computerization  Salesforce Communication Slide 20-58
  32. 32. Personal SellingPersonal selling involves the two-wayflow of communication between a buyerand seller, designed to influence aperson’s or group’s purchase decision,usually in face-to-face communicationbetween the sender and receiver. Slide 20-82
  33. 33. Sales ManagementSales management involves planningthe selling program and implementingand controlling the personal selling effortof the firm. Slide 20-83
  34. 34. Relationship SellingRelationship selling is the practice ofbuilding ties to customers based on asalesperson’s attention and commitmentto customer needs over time. Slide 20-84
  35. 35. Partnership SellingPartnership selling is the practicewhereby buyers and sellers combine theirexpertise and resources to createcustomized solutions, commit to jointplanning, and share customer,competitive, and company informationfor their mutual benefit, and ultimatelythe customer. Also called enterpriseselling. Slide 20-85
  36. 36. Order TakerAn order taker processes routine ordersor reorders for products that were alreadysold by the company. Slide 20-86
  37. 37. Order GetterAn order getter sells in a conventionalsense and identifies prospectivecustomers, provides customers withinformation, persuades customers to buy,closes sales, and follows up oncustomers’ use of a product or service. Slide 20-87
  38. 38. Missionary SalespeopleMissionary salespeople are sales supportpersonnel who do not directly solicitorders but rather concentrate onperforming promotional activities andintroducing new products. Slide 20-88
  39. 39. Sales EngineerA sales engineer is a salesperson whospecializes in identifying, analyzing, andsolving customer problems and bringsknow-how and technical expertise to theselling situation but often does notactually sell products and services. Slide 20-89
  40. 40. Team SellingTeam selling is the practice of using anentire team of professionals in selling toand servicing major customers. Slide 20-90
  41. 41. Personal Selling ProcessThe personal selling process consists ofsales activities occurring before and afterthe sale itself, consisting of six stages:(1) prospecting, (2) preapproach,(3) approach, (4) presentation, (5) close,and (6) follow-up. Slide 20-91
  42. 42. Stimulus-Response Presentation Stimulus-response presentation is a presentation format which assumes that given the appropriate stimulus by a salesperson, the prospect will buy. Slide 20-92
  43. 43. Formula Selling PresentationFormula selling presentation is apresentation format that consists ofinformation that must be provided inan accurate, thorough, and step-by-stepmanner to inform the prospect. Slide 20-93
  44. 44. Need-Satisfaction PresentationNeed-satisfaction presentation is apresentation format that emphasizesprobing and listening by the salespersonto identify needs and interests ofprospective buyers. Slide 20-94
  45. 45. Adaptive SellingAdaptive selling is a need-satisfactionpresentation format that involvesadjusting the presentation to fit the sellingsituation, such as knowing when to offersolutions and when to ask for moreinformation. Slide 20-95
  46. 46. Consultative SellingConsultative selling is a need-satisfaction presentation format thatfocuses on problem identification, wherethe salesperson serves as an expert onproblem recognition and resolution. Slide 20-96
  47. 47. Sales PlanA sales plan is a statement describingwhat is to be achieved and where andhow the selling effort of salespeople isto be deployed. Slide 20-97
  48. 48. Major Account ManagementMajor account management is thepractice of using team selling to focuson important customers so as to buildmutually beneficial, long-term,cooperative relationships. Also calledkey account management. Slide 20-98
  49. 49. Workload MethodThe workload method is a formula-based method for determining the size ofa salesforce that integrates the number ofcustomers served, call frequency, calllength, and available selling time to arriveat a figure for the salesforce size. Slide 20-99
  50. 50. Account Management PolicesAccount management policies specifywhom salespeople should contact, whatkinds of selling and customer serviceactivities should be engaged in, and howthese activities should be carried out. Slide 20-100
  51. 51. Emotional IntelligenceEmotional intelligence is the ability tounderstand one’s own emotions and theemotions of people with whom oneinteracts on a daily basis. Slide 20-101
  52. 52. Sales QuotaA sales quota contains specific goalsassigned to a salesperson, sales team,branch sales office, or sales district fora stated time period. Slide 20-102
  53. 53. Salesforce AutomationSalesforce automation (SFA) is theuse of computer, information,communication, and Internet technologiesto make the sales function more effectiveand efficient. Slide 20-103
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