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  • 1. Personal Selling and Sales-Force Management Developed by Cool Pictures and MultiMedia Presentations Copyright © 2003 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Chapter 19
  • 2. Objectives
    • Explain the conditions that determine the relative importance of personal selling in the promotional mix.
    • Contrast over-the-counter selling, field selling, telemarketing, and inside selling.
    • Describe each of the four major trends in personal selling.
    • Identify the three basic sales tasks.
    • Outline the steps in the sales process.
    • Describe the sales manager’s boundary-spanning role.
    • List and discuss the functions of sales-force management.
    • Discuss the role of ethics in personal selling and sales-force management.
  • 3. Personal Selling
    • The process of person-to-person promotional presentation to a buyer.
    • Is basic to any enterprise.
    • Personal selling expenses are likely to equal 10 to 15 percent of total sales.
  • 4. Alternative Sales Channels for Serving Customers Over-the-Counter Selling Customers in retail setting With typical, routine needs Field Selling Customers who need solutions to complex problems Telemarketing New customers and customers of competitors Inside Selling Customers who need answers to frequently asked questions Customers
  • 5. Cost of a Sales Call by Industry $133 $154 $158 $200 $262 Manufactures of Industrial Products Services Retailing Manufactures of Consumer Products Wholesaling SOURCE: sales data reported in “Cost of a A Call Survey,” Sales & Marketing Management , September 2000, p. 82.
  • 6. Trends in Personal Selling
    • Sell to teams of corporate representatives.
    • Answer technical questions.
    • Want representatives who understand technical jargon.
    • Patience.
  • 7. Four Personal Selling Approaches
    • Relationship selling, a technique for building a mutually beneficial relationship with a customer through regular contacts over an extended period.
    • Consultative selling, involves meeting customer needs by listening to customers, understanding—and caring about—their problems, paying attention to details, and following through after the sale.
    • Team selling, in which the salesperson joins with specialists from other functional areas of the firm to complete the selling process.
    • Sales-force automation (SFA)— the application of new technologies to the sales process.
  • 8. Three Basic Sales Tasks Classification System
    • Order processing.
    • Creative selling.
    • Missionary sales.
  • 9. The AIDA Concept and the Personal Selling Process ATTENTION INTEREST ACTION Step 1 Prospecting and Qualifying Step 2 Approach Step 3 Presentation Step 4 Demonstration Step 5 Handling Objections DESIRE Step 6 Closing Step 7 Follow-Up AIDA
  • 10. Effective Precall Planning Questions
    • Who are the audience members and what jobs do they perform each day?
    • What is their level of knowledge?
    • What do they want to hear?
    • What do they need to hear?
  • 11. Methods of Closing a Sale
    • The “if I can show you . . . ” technique.
    • The alternative-decision technique.
    • The SRO (standing-room only) technique.
    • Silence.
    • An extra-inducement.
  • 12. How Salespeople and Sales Managers Spend Their Time
  • 13. Motivation
    • Let each salesperson know in detail what is expected.
    • Make the work valuable.
    • Make the work achievable.
    • Provide immediate and specific feedback.
    • Offer rewards that each salesperson values.
  • 14. Methods for Measuring Sales Performance
    • Sales volume.
    • Profitability.
    • Investment return.
  • 15. Creating an Ethical Sales Environment
    • Promoting ethical awareness during training programs, sales meetings, and sales calls.
    • Making sure that all employees know that the firm opposes unethical conduct.
    • Establishing control systems to monitor ethical conduct.
  • 16. In Summary
    • Our discussion has centered on:
    • The conditions that determine the relative importance of personal selling in the promotional mix.
    • Contrasting over-the-counter selling, field selling, telemarketing, and inside selling.
    • Describing each of the four major trends in personal selling.
    • The three basic sales tasks.
    • Outlining the steps in the sales process.
    • The functions of sales-force management.
    • The role of ethics in personal selling and sales-force management.