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2-1 Personal Selling Opportunities in the Age of Information
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2-1 Personal Selling Opportunities in the Age of Information

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  • 1. Personal Selling Opportunities in the Age of Information 2 Selling Today 10 th Edition CHAPTER Manning and Reece
  • 2. Learning Objectives
    • Describe how personal selling skills contribute to work performed by knowledge workers
    • Discuss the rewarding aspects of personal selling careers
    • Describe the opportunities for women and minorities in the field of personal selling
    • Discuss the characteristics of selling positions in four major employment settings: service, retailing, wholesaling, and manufacturing
    • Identify the four major sources of sales training
  • 3. Personal Selling in the Age of Information
    • One can add value to information by:
    • Collecting it
    • Organizing it
    • Clarifying it
    • Presenting it in a convincing manner
    • Selling skills are transferable skills
  • 4.
    • Customer service representatives (CSR)
    • Professionals
    • Entrepreneurs
    • Managerial personnel
    Knowledge Workers Benefit from Personal Selling Skills
  • 5. Discussion Question
    • How can selling skills benefit the following people?
      • A teller at a local bank
      • An accountant at a small CPA firm
      • A company owner looking for franchisees
      • A regional manager for a national department store chain
  • 6. Your Future in Personal Selling
    • “Students tend to view sales as dynamic and active but believe a selling career requires them to engage in deceitful or dishonest practices.”
    • These are OLD stereotypes
    • Ethical sales practices are the key to success
  • 7. Sales Is Pervasive
    • 500 largest sales forces in America employ 17.5 million salespeople
    • These companies will seek to recruit 500,000 college graduates
    • The number of sales positions is increasing in industrialized countries
    • Hundreds of selling career options to match individual interests, talents, and ambitions
    • Most occupations involve some form of selling
  • 8. Large U.S. Sales Forces TABLE 2.1
  • 9. Sales Titles Vary
    • Account executive
    • Account representative
    • Sales account manager
    • Relationship manager
    • District representative
    • Sales consultant
    • Client development manager
    • Sales associate
    • Marketing representative
    • Territory manager
  • 10. How Salespeople Spend an Average 46-Hour Work Week FIGURE 2.1
  • 11. Rewards of Selling Careers
    • Above-average income
    • Above-average “psychic” income
    • Opportunity for advancement
    • Opportunities for women and minorities
  • 12. Executive and Sales Force Compensation TABLE 2.2
  • 13. Women and Minorities
    • Growing opportunities for both women and minorities
    • More women are turning to sales as a career
    • Companies recognize a need for a more diverse sales force
  • 14. Employment Settings in Selling Today
    • Selling a service
    • Selling for a retailer
    • Selling for a wholesaler
    • Selling for a manufacturer
  • 15. Selling a Service
    • Financial services
    • Radio, television, and Internet advertising
    • Newspaper advertising
    • Hotel, motel, and convention center services
    • Real estate
    • Insurance
    • Banking
    • Business services
  • 16. Discussion Questions
    • In what ways are services different from hard goods?
    • How can selling a service be different, and more difficult, than selling a hard good?
  • 17. Selling a Service See theWebsite
  • 18. Special Case: Radio Advertising Sales
    • More than 10,000 radio stations in the United States
    • Work with local, regional, and national accounts
    • Local and national training, certification
    • In medium markets, compensation can reach $100,000+
    See the Website
  • 19. Retail Selling
    • Automobiles
    • Musical instruments
    • Photographic equipment
    • Fashion apparel
    • Major appliances
    • Recreational vehicles
    • Television and radio receivers
    • Furniture/decorating supplies
    • Tires and related accessories
    • Computers
    Product categories like these usually require a high degree of personal selling
  • 20. Wholesale Selling
    • Inside salesperson
    • Relies heavily on phone orders
    • More office-based
    • Internet often used for support
    • Inside sales growing in popularity as a cost-saving move
    • Outside salesperson
    • On-the-road
    • Duties vary
    • Often must be familiar with many products
    • Must know details of customer’s operation
    • Serves as consultant to the customer
  • 21. Manufacturer Selling
    • Field salesperson
    • Gains new customers
    • Increases sales for existing customers
    • Detail salesperson
    • Assists clients with marketing, collects data
    • Not compensated on amount sold
    • Sales engineer
    • Knows technical details
    • Must identify, analyze, solve customer problems
    • Inside salesperson
    • Takes orders
    • Supports field staff
  • 22. Telemarketing Sales Channel
    • Telemarketing: a channel in which the sales process is conducted by telephone
    • Serves two purposes: sales and service
    • Inside sales, backup for outside sales
    • Sometimes used to maintain contact with smaller customers
    • Also used to find and qualify prospects
  • 23. Discussion Questions
    • Are salespeople made or are they born?
    • What reasons would someone give to support each side of this discussion?
  • 24. Learning How to Sell
    • “ The principles of selling can be learned and applied by people whose personal characteristics are quite different.”
  • 25. Four Sources of Sales Training
    • Corporate-sponsored training
    • Training provided by commercial vendors
    • Certification programs
    • College and university courses
  • 26. Corporate-sponsored Training
    • Many firms have established programs
    • Millions are spent in training each year
    • Salespeople among the most intensively trained employees
    • Training for consultative selling may be a few months to a year
    • Some Web-based training used
  • 27. Commercial Vendor: Huthwaite’s SPIN Selling See the Website
  • 28. Commercial Vendor: Acclivus Corporation See the Website
  • 29. Certificate Programs: The Certified Medical Representative See the Website
  • 30. University Courses: A Sales Training Facility Courtesy: Nicholls State University