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    • CHAPTER FOURTEEN Personal Selling and Customer Service For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. © 2008 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin www.mhhe.com/fourps
    • When we finish this lecture you should 1. Understand the importance and nature of personal selling. 2. Know the three basic sales tasks—order getting, order taking, and supporting—and what the various kinds of salespeople can be expected to do. 3. Understand why customer service presents different challenges than other personal selling tasks. 4. Know the different ways sales managers can organize salespeople so that personal selling jobs are handled effectively. 5. Know how sales technology affects the way sales tasks are performed.
    • When we finish this lecture you should 6. Know what the sales manager must do, including selecting, training, and organizing salespeople to carry out the personal selling job. 7. Understand how the right compensation plan can help motivate and control salespeople. 8. Understand when and where to use the three types of sales presentations.
    • Marketing Strategy Planning Process
    • Strategy Planning and Personal Selling (Exhibit 14-1) CH 13: Promotion CH 14: Personal Intro. To Integrated CH 15: Advertising & Selling and Marketing Sales Promotion Customer Service Communications Importance of Personal Strategy Personal selling personal selling selling tasks decisions process
    • The Importance and Role of Personal Selling Requires strategy Requires strategy Helping to buy decisions decisions is good selling Personal Selling Salespeople Is Salespeople can be strategy Important represent planners whole company Sales force Sales force provides market provides market information information
    • What Kinds of Personal Selling Are Needed? Order- Order- Getting Taking Basic Sales Tasks Supporting
    • Order Getters Develop New Business Relationships Order Getters and Order-Getting Producers’ Order Getters Find New Opportunities Wholesalers’ Order Getters Work Closely with Retailers Retail Order Getters Influence Buyer Behavior
    • Order Takers Nurture Relationships to Keep the Business Coming Order Takers and Order-Taking Producers’ Order Takers Train, Explain & Collaborate Wholesalers’ Order Takers Don’t Get Orders But Keep Them Retail Order Takers Are Often Poor Sales Clerks
    • Supporting Sales Force Informs and Promotes in the Channel Missionary Technical Salespeople Specialists Supporting Sales Tasks Customer Service Reps
    • Customer Service Promotes the Next Purchase Solves problems Technical Part of promotion after a purchase Specialists What is Customer Service? Reps are customer advocates
    • Checking your knowledge Julie Jones works for an investment firm. She calls on potential clients, introduces them to her firm, develops goodwill, and tries to set up contacts between customers and her firm’s account managers. Julie does not manage any accounts herself, but is using her current position as a training opportunity in hopes of moving up to an account manager position. Julie’s current position is that of a: A. order taker. B. order getter. C. missionary salesperson. D. sales manager. E. systems seller.
    • The Right Structure Helps Assign Responsibility Different Markets, Differ ent Tasks Major Team Selling Accounts Sales Force Sales Force Size and Telemarketing Workload Sales Territories
    • Interactive Exercise: Sales Force Workload © 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • Sometimes Technology Can Substitute for Personal Selling (Exhibit 14-2)
    • An Example of Digital Self-Service
    • Information Technology Provides Tools to Do the Job New Software Great Changes New in Handling Tasks Hardware Good Selection Technology and Training Can Be a Needed Competitive Advantage What is Done vs. How It’s Done
    • Using Technology in Personal Selling © 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • Sound Selection to Build a Sales Force
    • Training to Meet a Job Description Specific, Written Job Description Trained, Not Born All Salespeople Need Training
    • Selling Skills Can Be Learned
    • Compensating and Motivating Salespeople Level of Method of Compensation Payment Straight Combination Straight Salary Commission Plan
    • Interactive Exercise: Sales Force Compensation © 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • Determining the Choice of the Pay Plan
    • Flexibility vs. Simplicity (Exhibit 14-3)
    • Checking your knowledge After spending two years in the insurance business, Anne McCauley decided to go to graduate school so that she could become qualified to teach high school English. Even though she had a reasonable amount of success in selling insurance, she could not deal with the variability in her income from month to month. She said, “In some months I earn all the money I need in a couple of days. In other months, I can work hard all month long and earn nothing.” She wanted a career with more regular earnings. It sounds as though Anne was on a _________ compensation plan in the insurance business. A. straight commission B. straight salary C. combination D. cost-plus
    • Personal Selling Techniques – Sales Presentations (Exhibit 14-4b)
    • Personal Selling Techniques – Sales Presentations (Exhibit 14-4b)
    • Three Types of Sales Presentation Approaches May Be Useful Three Presentation Approaches Prepared Consultative Selling Formula Approach Approach Approach
    • Checking your knowledge A seller of asset-management services specializes in marketing his services to people connected with the publishing business, such as authors, book distributors, and bookstore owners. He often gets leads by scanning newspapers and magazines, looking for new authors whose books are favorably reviewed. This searching takes place in the _________ stage of the personal selling process. A. follow-up B. sales presentation C. closing D. prospecting E. prequalification
    • An Example of Consultative Selling © 2008 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • Personal Selling Techniques – Closing and Follow-Up (Exhibit 14-4)
    • Checking your knowledge Light-the-Way, Inc. sells standard household items such as cleaners, trash bags, and light bulbs via telemarketing. The products are made or packaged by people who are visually impaired. The company donates a percentage of its sales revenue to organizations that provide services to the blind. The telephone sales presentation emphasizes this fact and the quality of the merchandise. The salesperson making the calls reads the same sales script to every potential customer who is called. The only opportunity for the customer to talk comes when the salesperson attempts to close the sale. This is an example of a(n): A. consultative selling approach. B. selling formula approach. C. prospecting approach. D. systems selling approach. E. prepared sales presentation.
    • You now 1. Understand the importance and nature of personal selling. 2. Know the three basic sales tasks—order getting, order taking, and supporting—and what the various kinds of salespeople can be expected to do. 3. Understand why customer service presents different challenges than other personal selling tasks. 4. Know the different ways sales managers can organize salespeople so that personal selling jobs are handled effectively. 5. Know how sales technology affects the way sales tasks are performed.
    • You now 6. Know what the sales manager must do, including selecting, training, and organizing salespeople to carry out the personal selling job. 7. Understand how the right compensation plan can help motivate and control salespeople. 8. Understand when and where to use the three types of sales presentations.
    • Key Terms • Basic sales tasks • Team selling • Order getters • Major accounts • Order getting sales force • Order takers • Telemarketing • Order taking • Sales territory • Supporting • Job description salespeople • Sales quota • Missionary • Prospecting salespeople • Sales presentation • Technical • Prepared sales specialists presentation • Customer service reps
    • Key Terms • Close • Consultative selling approach • Selling formula approach