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Chapter Fifteen Personal Selling, Sales Management, and Sales Promotion
Objectives <ul><li>Describe roles of selling and relationship management </li></ul><ul><li>Identify when to use personal s...
Methods of Personal Selling Telemarketing Inside selling Retail selling Field selling
Characteristics of Personal Selling <ul><li>Flexibility </li></ul><ul><li>Adapt to situations </li></ul><ul><li>Engage in ...
Personal Selling Limitations  <ul><li>Can not reach mass audience </li></ul><ul><li>Expensive per contact </li></ul><ul><l...
Personal Selling Tasks <ul><li>Order taking   </li></ul><ul><li>Routine </li></ul><ul><ul><li>writing up orders </li></ul>...
Personal Selling Tasks <ul><li>Order getting </li></ul><ul><li>Seeking out customers </li></ul><ul><li>Analyze customer pr...
Personal Selling Tasks <ul><li>Missionary </li></ul><ul><ul><li>Detailer </li></ul></ul><ul><ul><li>Goodwill </li></ul></u...
The Creative Selling Process LOCATING QUALIFIED PROSPECTS PREAPPROACH PLANNING CLOSING HANDLING OBJECTIONS MAKING THE PRES...
Creative Selling Process <ul><li>Locating Qualified Prospects </li></ul><ul><li>Prospecting:  Identifying likely new custo...
Creative Selling Process <ul><li>Preapproach Planning </li></ul><ul><li>Understand situation </li></ul><ul><ul><li>People ...
Creative Selling Process <ul><li>Approaching the Prospect </li></ul><ul><li>Contact </li></ul><ul><li>Rapport </li></ul><u...
Creative Selling Process <ul><li>Sales Presentation </li></ul><ul><li>Persuasive communication </li></ul><ul><li>Attention...
<ul><li>Handling Objections </li></ul><ul><ul><li>Questions </li></ul></ul><ul><ul><li>Reservations </li></ul></ul><ul><li...
Creative Selling Process <ul><li>Closing the Sale </li></ul><ul><li>Closing signals </li></ul><ul><li>Trial close </li></u...
Creative Selling Process <ul><li>Following Up </li></ul><ul><li>Commitments met </li></ul><ul><ul><li>Shipment </li></ul><...
Sales Management Setting objectives Organizing activities Recruit, select, train, develop, manage, & motivate Motivate, ev...
Organizing Sales Activities <ul><li>Sales Territor y: </li></ul><ul><li>Geographic divisions </li></ul><ul><li>Customer ty...
Geographic Division Sales Rep California Sales Rep Pacific NW Sales Rep Southeast Sales Rep Northeast District Sales Manag...
Customer Type New Account #1 New Account #2 Existing Account #1 Existing Account #2 New Accounts Manager Existing Accounts...
Product Line Sales Rep Eastern Region Sales Rep West’n Region Sales rep Eastern Region Sales Rep West’n Region Snack Foods...
Directing the Sales Force <ul><li>Recruiting and selecting </li></ul><ul><li>Training </li></ul><ul><li>Compensating </li>...
Compensation Methods Straight  salary or wage Salary plus commission Straight commission Quota-bonus plan
Evaluation and Control <ul><li>Measurement against objectives </li></ul><ul><li>Mutual standards </li></ul><ul><li>Activit...
Ethical Issues <ul><li>Honesty </li></ul><ul><li>Accurate information </li></ul><ul><li>Misrepresentation </li></ul><ul><l...
Sales Promotion <ul><li>Objective:   Bolster/complement other promotional mix elements during a specific time period </li>...
Trade Promotions <ul><li>Objective: </li></ul><ul><li>Motivate for special efforts </li></ul><ul><li>Increase number of di...
Major Forms of Trade Promotion <ul><li>Trade shows </li></ul><ul><li>Contests </li></ul><ul><li>Display equipment and P-O-...
Consumer Promotion Rebates Contest & sweepstakes Product sampling Coupons
Consumer Promotion Multiple purchase offers P-O-P material Product placements/tie-ins Premiums
Review <ul><li>Describe roles of selling and relationship management </li></ul><ul><li>Identify when to use personal selli...
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  • Transcript of "15"

    1. 1. Chapter Fifteen Personal Selling, Sales Management, and Sales Promotion
    2. 2. Objectives <ul><li>Describe roles of selling and relationship management </li></ul><ul><li>Identify when to use personal selling </li></ul><ul><li>Understand contributions of a salesperson </li></ul><ul><li>Outline the steps involved in making a sale </li></ul><ul><li>Understand ongoing nature of selling & marketing </li></ul><ul><li>Describe major aspects of sales manager’s job </li></ul><ul><li>Classify various forms of sales compensation </li></ul><ul><li>Identify ethical issues facing sales personnel </li></ul><ul><li>Overview sales promotion </li></ul>
    3. 3. Methods of Personal Selling Telemarketing Inside selling Retail selling Field selling
    4. 4. Characteristics of Personal Selling <ul><li>Flexibility </li></ul><ul><li>Adapt to situations </li></ul><ul><li>Engage in dialog </li></ul><ul><li>Identify best prospects </li></ul><ul><li>Builds Relationships </li></ul><ul><li>Long term </li></ul><ul><li>Assure buyers receive appropriate services </li></ul><ul><li>Solves customer’s problems </li></ul>
    5. 5. Personal Selling Limitations <ul><li>Can not reach mass audience </li></ul><ul><li>Expensive per contact </li></ul><ul><li>Numerous calls needed to generate sale </li></ul>
    6. 6. Personal Selling Tasks <ul><li>Order taking </li></ul><ul><li>Routine </li></ul><ul><ul><li>writing up orders </li></ul></ul><ul><ul><li>checking invoices </li></ul></ul><ul><ul><li>assuring prompt order processing </li></ul></ul><ul><li>Suggestive selling </li></ul>
    7. 7. Personal Selling Tasks <ul><li>Order getting </li></ul><ul><li>Seeking out customers </li></ul><ul><li>Analyze customer problems </li></ul><ul><li>Match firm’s solutions w/ customer problem </li></ul><ul><li>Arouse customer interest </li></ul><ul><li>Sell </li></ul>
    8. 8. Personal Selling Tasks <ul><li>Missionary </li></ul><ul><ul><li>Detailer </li></ul></ul><ul><ul><li>Goodwill </li></ul></ul><ul><ul><li>“ Closers” </li></ul></ul><ul><li>Cross-functional </li></ul><ul><li>Account service team </li></ul>
    9. 9. The Creative Selling Process LOCATING QUALIFIED PROSPECTS PREAPPROACH PLANNING CLOSING HANDLING OBJECTIONS MAKING THE PRESENTATION APPROACHING THE PROSPECT FOLLOWING UP
    10. 10. Creative Selling Process <ul><li>Locating Qualified Prospects </li></ul><ul><li>Prospecting: Identifying likely new customers </li></ul><ul><ul><li>Leads </li></ul></ul><ul><li>Qualifying: Evaluating a prospect’s potential </li></ul>
    11. 11. Creative Selling Process <ul><li>Preapproach Planning </li></ul><ul><li>Understand situation </li></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Roles </li></ul></ul><ul><ul><li>Needs </li></ul></ul>
    12. 12. Creative Selling Process <ul><li>Approaching the Prospect </li></ul><ul><li>Contact </li></ul><ul><li>Rapport </li></ul><ul><li>“Only one chance to make a first impression” </li></ul>
    13. 13. Creative Selling Process <ul><li>Sales Presentation </li></ul><ul><li>Persuasive communication </li></ul><ul><li>Attention </li></ul><ul><li>Interest </li></ul><ul><li>Desire </li></ul><ul><li>“Tell the product’s story” </li></ul>
    14. 14. <ul><li>Handling Objections </li></ul><ul><ul><li>Questions </li></ul></ul><ul><ul><li>Reservations </li></ul></ul><ul><li>Understand Concern </li></ul><ul><li>Counterarguments </li></ul><ul><li>Acknowledge concern </li></ul><ul><li>Clues to process </li></ul>Creative Selling Process
    15. 15. Creative Selling Process <ul><li>Closing the Sale </li></ul><ul><li>Closing signals </li></ul><ul><li>Trial close </li></ul><ul><li>Ask for the sale </li></ul>
    16. 16. Creative Selling Process <ul><li>Following Up </li></ul><ul><li>Commitments met </li></ul><ul><ul><li>Shipment </li></ul></ul><ul><ul><li>Performance </li></ul></ul><ul><li>Reinforce relationship </li></ul><ul><li>Satisfied customers rebuy & recommend </li></ul>
    17. 17. Sales Management Setting objectives Organizing activities Recruit, select, train, develop, manage, & motivate Motivate, evaluate, & control Planning Organizing Directing Controlling
    18. 18. Organizing Sales Activities <ul><li>Sales Territor y: </li></ul><ul><li>Geographic divisions </li></ul><ul><li>Customer types </li></ul><ul><li>Product lines </li></ul>
    19. 19. Geographic Division Sales Rep California Sales Rep Pacific NW Sales Rep Southeast Sales Rep Northeast District Sales Manager District Sales Manager District Sales Manager District Sales Manager Regional Sales Manager Regional Sales Manager Vice-President Marketing
    20. 20. Customer Type New Account #1 New Account #2 Existing Account #1 Existing Account #2 New Accounts Manager Existing Accounts Manager Vice-President Sales
    21. 21. Product Line Sales Rep Eastern Region Sales Rep West’n Region Sales rep Eastern Region Sales Rep West’n Region Snack Foods Sales Manager Beverages Sales Manager Vice-President Sales
    22. 22. Directing the Sales Force <ul><li>Recruiting and selecting </li></ul><ul><li>Training </li></ul><ul><li>Compensating </li></ul><ul><li>Motivating </li></ul>
    23. 23. Compensation Methods Straight salary or wage Salary plus commission Straight commission Quota-bonus plan
    24. 24. Evaluation and Control <ul><li>Measurement against objectives </li></ul><ul><li>Mutual standards </li></ul><ul><li>Activity logs </li></ul>
    25. 25. Ethical Issues <ul><li>Honesty </li></ul><ul><li>Accurate information </li></ul><ul><li>Misrepresentation </li></ul><ul><li>No bribes or gifts </li></ul><ul><li>No conspiracy </li></ul>
    26. 26. Sales Promotion <ul><li>Objective: Bolster/complement other promotional mix elements during a specific time period </li></ul><ul><li>Targeted toward: </li></ul><ul><li>Sales force </li></ul><ul><li>Wholesalers and retailers </li></ul><ul><li>Consumers </li></ul>
    27. 27. Trade Promotions <ul><li>Objective: </li></ul><ul><li>Motivate for special efforts </li></ul><ul><li>Increase number of distributors </li></ul>
    28. 28. Major Forms of Trade Promotion <ul><li>Trade shows </li></ul><ul><li>Contests </li></ul><ul><li>Display equipment and P-O-P materials </li></ul><ul><li>Cooperative advertising & promotions </li></ul><ul><li>Allowances </li></ul>
    29. 29. Consumer Promotion Rebates Contest & sweepstakes Product sampling Coupons
    30. 30. Consumer Promotion Multiple purchase offers P-O-P material Product placements/tie-ins Premiums
    31. 31. Review <ul><li>Describe roles of selling and relationship management </li></ul><ul><li>Identify when to use personal selling </li></ul><ul><li>Understand contributions of a salesperson </li></ul><ul><li>Outline the steps involved in making a sale </li></ul><ul><li>Understand ongoing nature of selling & marketing </li></ul><ul><li>Describe major aspects of sales manager’s job </li></ul><ul><li>Classify various forms of sales compensation </li></ul><ul><li>Identify ethical issues facing sales personnel </li></ul><ul><li>Overview sales promotion </li></ul>
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