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Strategy Planning and Personal Selling (Exhibit 15-1) CH 16: Advertising & Sales Promotion Importance of personal selling CH 15: Personal Selling and Customer Service CH 14: Promotion Intro. To Integrated Marketing Communications Personal selling tasks Strategy decisions Personal selling process
Sales force provides market information Salespeople represent whole company Requires strategy decisions Helping to buy is good selling The Importance and Role of Personal Selling Personal Selling Is Important Salespeople represent whole company Sales force provides market information Helping to buy is good selling Requires strategy decisions Salespeople can be strategy planners
What Kinds of Personal Selling Are Needed? Order-Taking Order-Taking Order-Getting Order-Getting Supporting Basic Sales Tasks
Wholesalers’ Order Getters Work Closely with Retailers Producers’ Order Getters Find New Opportunities Order Getters and Order-Getting Order Getters Develop New Business Relationships Wholesalers’ Order Getters Work Closely with Retailers Producers’ Order Getters Find New Opportunities Order Getters and Order-Getting Retail Order Getters Influence Buyer Behavior
Wholesalers’ Order Takers Don’t Get Orders But Keep Them Producers’ Order Takers Train, Explain & Collaborate Order Takers and Order-Taking Order Takers Nurture Relationships to Keep the Business Coming Wholesalers’ Order Takers Don’t Get Orders But Keep Them Producers’ Order Takers Train, Explain & Collaborate Order Takers and Order-Taking Retail Order Takers Are Often Poor Sales Clerks
Technical Specialists Missionary Salespeople Supporting Sales Tasks Supporting Sales Force Informs and Promotes in the Channel Technical Specialists Missionary Salespeople Customer Service Reps
Solves problems after a purchase Technical Specialists What is Customer Service? Customer Service Promotes the Next Purchase Solves problems after a purchase Part of promotion Reps are customer advocates
Sales Territories Telemarketing Major Accounts Sales Force Different Markets, Different Tasks Team Selling The Right Structure Helps Assign Responsibility Sales Territories Telemarketing Major Accounts Sales Force Different Markets, Different Tasks Team Selling Sales Force Size and Workload
Sometimes Technology Can Substitute for Personal Selling (Exhibit 15-2)
An Example of Digital Self-Service
What is Done vs. How It’s Done Technology Can Be a Competitive Advantage New Hardware New Software Great Changes in Handling Tasks Information Technology Provides Tools to Do the Job What is Done vs. How It’s Done Technology Can Be a Competitive Advantage New Hardware New Software Great Changes in Handling Tasks Good Selection and Training Needed
Sound Selection to Build a Sales Force
Trained, Not Born Specific, Written Job Description Training to Meet a Job Description Trained, Not Born Specific, Written Job Description All Salespeople Need Training
Selling Skills Can Be Learned
Straight Commission Straight Salary Compensating and Motivating Salespeople Straight Commission Straight Salary Level of Compensation Method of Payment Level of Compensation Method of Payment Combination Plan
Determining the Choice of the Pay Plan
Flexibility vs. Simplicity (Exhibit 15-3)
Personal Selling Techniques – Prospecting and Selecting ( Exhibit 15-4a)
Personal Selling Techniques – Sales Presentations (Exhibit 15-4b)
Prepared Approach Consultative Approach Three Presentation Approaches Three Types of Sales Presentation Approaches May Be Useful Prepared Approach Consultative Approach Selling Formula Approach
Personal Selling Techniques – Closing and Follow-Up (Exhibit 15-4)
Understand the importance and nature of personal selling.
Know the three basic sales tasks—order getting, order taking, and supporting—and what the various kinds of salespeople can be expected to do.
Understand why customer service presents different challenges than other personal selling tasks.
Know the different ways sales managers can organize salespeople so that personal selling jobs are handled effectively.
Know how sales technology affects the way sales tasks are performed.
Know what the sales manager must do, including selecting, training, and organizing salespeople to carry out the personal selling job.
Understand how the right compensation plan can help motivate and control salespeople.
Understand when and where to use the three types of sales presentations.