CHAPTER OVERVIEW Personal selling: interpersonal influence ...
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CHAPTER OVERVIEW Personal selling: interpersonal influence ...

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CHAPTER OVERVIEW Personal selling: interpersonal influence ... CHAPTER OVERVIEW Personal selling: interpersonal influence ... Presentation Transcript

  • CHAPTER OVERVIEW
    • Personal selling: interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer
    • “ A salesman is someone who sells goods that won’t come back, to customers who will.” (Anonymous)
  • Figure 17.13: Annual Pay for Sales Representatives and Sales Managers
    • Commission: incentive compensation directly related to the sales or profits achieved by a salesperson
    • Salary: fixed compensation payments made periodically to an employee
    Sales Force Compensation
  • Figure 17.2: Alternative sales Channels for Serving Customers Integrating the Various Selling Channels
  • THE FIVE SALES CHANNELS
    • Personal selling occurs through several types of communication channels
    • Each sales channels has unique aspects which make it relevant for particular sales situations.
    Over-the- Counter Field Selling Tele- marketing Online Selling © PhotoDisc Inside Selling
  • SALES TASKS
    • Three basic sales tasks can be identified:
      • Order processing
      • Creative Selling
      • Missionary Sales
    © PhotoDisc
    • Order Processing: selling, mostly at the wholesale and retail levels, that involves identifying customer needs, pointing them out to customers, and completing orders
    • Creative Selling: personal selling involving situations in which a considerable degree of analytical decision making on the buyer’s part results in the need for skillful proposals of solutions for the customer’s needs
    • Missionary sales: indirect type of selling in which specialized salespeople promote the firm’s goodwill among indirect customers, often by assisting customers in product use
    © PhotoDisc
  • THE FIVE SALES CHANNELS
    • Over-the-counter selling: personal selling conducted in retail and some wholesale locations in which customers come to the seller’ place of business
    © PhotoDisc Over-the- Counter Field Selling Tele- marketing Online Selling Inside Selling
  • THE FIVE SALES CHANNELS
    • Field selling: sales presentations made at prospective customers’ homes or businesses on a face-to-face basis
    Field Selling Over-the- Counter Tele- marketing Online Selling Inside Selling
  • THE FIVE SALES CHANNELS
    • Telemarketing: promotional presentation involving the use of the telephone on an outbound basis by salespeople or on an inbound basis by customers who initiate calls to obtain information and place orders
    Tele- marketing Over-the- Counter Field Selling Online Selling Inside Selling
  • THE FIVE SALES CHANNELS
    • Inside selling: performing the functions of field selling but avoiding travel-related expenses by relying on phone, mail, and electronic commerce to provide sales and product service for customers on a continuing basis
    Inside Selling © PhotoDisc Tele- marketing Over-the- Counter Field Selling Online Selling
  • THE FIVE SALES CHANNELS
    • Online Selling: performing the sales function via the internet by allowing customers to access product information, check prices, and place their own orders without input from an actual salesperson.
    Online Selling © PhotoDisc Tele- marketing Over-the- Counter Field Selling Inside Selling
  • RECENT TRENDS IN PERSONAL SELLING
    • Relationship selling: regular contacts over an extended period to establish a sustained seller-buyer relationship
    • Team selling: combination of salespeople with specialists from other functional areas to promote a product; useful in sales situations that call for detailed knowledge of new, complex, and ever-changing technologies
    • Sales force automation (SFA): applications of computer and other technologies to make the sales function more efficient and competitive
  • The Sales Process
    • Prospecting: personal-selling function of identifying potential customers
    • Qualifying: determining that a prospect has the needs, income, and purchase authority necessary for being a potential customer
    Closing Follow-up Demon-stration Presentation Approach Prospecting and Qualifying Handling Objections
  • The Sales Process
    • Approach: salesperson’s initial contact with a prospective customer
    • Precall Planning: use of information collected during the prospecting and qualifying stages of the sales process and during previous contacts with the prospect to tailor the approach and presentation to match the customer’s needs
    Closing Follow-up Demon-stration Presentation Approach Prospecting and Qualifying Handling Objections
  • The Sales Process
    • Presentation: describing a product’s major features (AND BENEFITS) and relating them to a customer’s problems or needs
    Closing Follow-up Demon-stration Presentation Approach Prospecting and Qualifying Handling Objections
  • The Sales Process
    • Objections: expressions of sales resistance by the prospect
    • Price is the #1 objection, but it may not be the real concern
    • Objections are reasonable and professional salespeople are prepared to handle them appropriately
    Closing Follow-up Demon-stration Presentation Approach Prospecting and Qualifying Handling Objections
  • The Sales Process
    • Closing: stages of personal selling where the salesperson asks the customer to make a purchase decision
    • Nearly 80% of salespeople fail to close when the buyer is ready
    Closing Follow-up Demon-stration Presentation Approach Prospecting and Qualifying Handling Objections
  • The Sales Process
    • Follow-up: postsales activities that often determine whether an individual who has made a recent purchase will become a repeat customer
    • Follow-up helps build mutually beneficial long-term relationships
    Closing Follow-up Demon-stration Presentation Approach Prospecting and Qualifying Handling Objections © PhotoDisc