Your SlideShare is downloading. ×
0
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

15

627

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
627
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
39
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 1
  • 6
  • 7
  • 11
  • 12
  • 30
  • 31
  • Transcript

    • 1. Chapter Fifteen Personal Selling, Sales Management, and Sales Promotion
    • 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. Methods of Personal Selling Telemarketing Inside selling Retail selling Field selling
    • 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. 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. 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. 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. 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. The Creative Selling Process LOCATING QUALIFIED PROSPECTS PREAPPROACH PLANNING CLOSING HANDLING OBJECTIONS MAKING THE PRESENTATION APPROACHING THE PROSPECT FOLLOWING UP
    • 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. 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. 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. 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. <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. 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. 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. Sales Management Setting objectives Organizing activities Recruit, select, train, develop, manage, & motivate Motivate, evaluate, & control Planning Organizing Directing Controlling
    • 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. 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. Customer Type New Account #1 New Account #2 Existing Account #1 Existing Account #2 New Accounts Manager Existing Accounts Manager Vice-President Sales
    • 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. 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. Compensation Methods Straight salary or wage Salary plus commission Straight commission Quota-bonus plan
    • 24. Evaluation and Control <ul><li>Measurement against objectives </li></ul><ul><li>Mutual standards </li></ul><ul><li>Activity logs </li></ul>
    • 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. 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. Trade Promotions <ul><li>Objective: </li></ul><ul><li>Motivate for special efforts </li></ul><ul><li>Increase number of distributors </li></ul>
    • 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. Consumer Promotion Rebates Contest & sweepstakes Product sampling Coupons
    • 30. Consumer Promotion Multiple purchase offers P-O-P material Product placements/tie-ins Premiums
    • 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>

    ×