CHAPTER EIGHTEEN PERSONAL SELLING AND SALES MANAGEMENT MODULE  11D
Personal selling defined <ul><li>Person-to-person dialogue </li></ul><ul><li>Between prospective buyer and the seller </li...
Methods of personal selling <ul><li>Retail selling </li></ul><ul><li>Business-to-  business selling </li></ul><ul><ul><li>...
Personal selling <ul><li>Personal selling is the most widely used means by which organizations communicate with their cust...
Personal selling <ul><li>12 million people are engaged in personal selling in the United States </li></ul><ul><li>Represen...
The characteristics of personal selling <ul><li>FLEXIBILITY </li></ul><ul><ul><li>Identify specific sales prospects </li><...
Limitations of personal selling <ul><li>Expensive per contact </li></ul><ul><li>Many sales calls may be needed to generate...
Types of personal selling tasks <ul><li>ORDER TAKING </li></ul><ul><ul><li>Do very little creative selling </li></ul></ul>...
Types of personal selling tasks <ul><li>ORDER GETTING </li></ul><ul><ul><li>Creative selling </li></ul></ul><ul><ul><li>Mo...
Common activities of order-getting salespeople <ul><li>Selling function </li></ul><ul><li>Working with orders </li></ul><u...
<ul><li>MISSIONARIES or DETAILERS </li></ul><ul><ul><li>Provide technical information and solve problems, but rarely sell ...
THE CREATIVE SELLING PROCESS IDENTIFYING & QUALIFYING PROSPECTS APPROACHING THE PROSPECT MAKING THE SALES PRESENTATION HAN...
Identifying and qualifying prospects <ul><li>Identify prospects who have… </li></ul><ul><ul><li>the need to buy </li></ul>...
Identifying and qualifying prospects <ul><li>Finding these prospects? </li></ul><ul><ul><ul><li>Trade lists </li></ul></ul...
The approach <ul><li>Initial contact </li></ul><ul><li>Establish rapport </li></ul><ul><li>Make a good impression </li></u...
Sales presentation <ul><li>Tell the product story </li></ul><ul><li>Attention, interest, desire, action  </li></ul><ul><li...
Handling objections <ul><li>Listen and learn first </li></ul><ul><li>Yes…but </li></ul><ul><li>Additional information </li...
Closing the sale <ul><li>Know when to close </li></ul><ul><li>Trial closing </li></ul><ul><li>Assumptive closing </li></ul...
Follow  up <ul><li>Make sure all promises have been kept and the customer is satisfied with the purchase </li></ul><ul><li...
Sales force automation and integrated marketing communications <ul><li>The application of digital and cellular technologie...
Salespeople as future managers <ul><li>Provides a practical grounding in interpersonal skills </li></ul><ul><li>The abilit...
Sales management Sales Management  is the marketing management activity dealing with planning, organizing, directing, and ...
Sales management
Sales management planning sales objectives <ul><li>Sales goals that are precise, quantifiable, reasonable, and for a given...
Sales management organizing the sales force <ul><li>Establishment of sales territories </li></ul><ul><ul><li>Geographical ...
Sales management directing the sales force <ul><li>Recruiting  </li></ul><ul><li>Training </li></ul><ul><li>Compensating <...
Sales management directing the sales force <ul><li>Recruiting  </li></ul><ul><li>Training </li></ul><ul><li>Compensating <...
Sales management directing the sales force <ul><li>Recruiting  </li></ul><ul><li>Training </li></ul><ul><li>Compensating <...
Sales management directing the sales force <ul><li>Recruiting  </li></ul><ul><li>Training </li></ul><ul><li>Compensating <...
Evaluation and Control <ul><li>Required reports </li></ul><ul><li>Measurement against plan or sales standards </li></ul><u...
Ethical issues in sales and sales management <ul><li>Kickbacks, bribes and “gifts” </li></ul><ul><li>Price discrimination ...
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    1. 1. CHAPTER EIGHTEEN PERSONAL SELLING AND SALES MANAGEMENT MODULE 11D
    2. 2. Personal selling defined <ul><li>Person-to-person dialogue </li></ul><ul><li>Between prospective buyer and the seller </li></ul><ul><li>Direct human contact </li></ul><ul><li>Matching products to needs </li></ul><ul><li>Involves… developing relationships </li></ul><ul><li>discovering and communicating customer needs </li></ul><ul><li>communicating benefits </li></ul>
    3. 3. Methods of personal selling <ul><li>Retail selling </li></ul><ul><li>Business-to- business selling </li></ul><ul><ul><li>Field selling </li></ul></ul><ul><ul><li>Telemarketing </li></ul></ul><ul><ul><li>Inside selling </li></ul></ul><ul><li>Performed by outside salesperson at buyer’s place of business </li></ul><ul><li>Involves use of the telephone as the primary means of communications </li></ul><ul><li>Performed by inside salespeople at seller’s place of business </li></ul>
    4. 4. Personal selling <ul><li>Personal selling is the most widely used means by which organizations communicate with their customers </li></ul><ul><li>Used by profit and nonprofit organizations, big and small </li></ul><ul><li>Money spent on personal selling far exceeds money spent on advertising </li></ul>
    5. 5. Personal selling <ul><li>12 million people are engaged in personal selling in the United States </li></ul><ul><li>Represents 10% of the United States work force </li></ul>
    6. 6. The characteristics of personal selling <ul><li>FLEXIBILITY </li></ul><ul><ul><li>Identify specific sales prospects </li></ul></ul><ul><ul><li>Adaptation to specific situations </li></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Overcome objections </li></ul></ul><ul><li>BUILDS RELATIONSHIPS </li></ul><ul><ul><li>Managing the account relationship and assuring the buyers receive appropriate services </li></ul></ul><ul><ul><li>Salesperson understands and solves buyer’s problems </li></ul></ul>
    7. 7. Limitations of personal selling <ul><li>Expensive per contact </li></ul><ul><li>Many sales calls may be needed to generate a single sale </li></ul><ul><li>Labor intensive </li></ul>
    8. 8. Types of personal selling tasks <ul><li>ORDER TAKING </li></ul><ul><ul><li>Do very little creative selling </li></ul></ul><ul><ul><li>Write up orders </li></ul></ul><ul><ul><li>Check invoices for accuracy </li></ul></ul><ul><ul><li>Assure timely order processing </li></ul></ul><ul><ul><li>May use suggestive selling </li></ul></ul><ul><ul><li>Inside or field order- takers </li></ul></ul><ul><ul><li>Telemarketers are often order-takers </li></ul></ul><ul><ul><li>Due to improvements in inventory management and communications technology, some field order-takers have been replaced by computers </li></ul></ul>
    9. 9. Types of personal selling tasks <ul><li>ORDER GETTING </li></ul><ul><ul><li>Creative selling </li></ul></ul><ul><ul><li>More time consuming </li></ul></ul><ul><ul><li>Sell to new prospects (pioneers) </li></ul></ul><ul><ul><li>Sell to continuing customers (account managers) </li></ul></ul><ul><ul><li>Some use of telemarketing, particularly to small accounts </li></ul></ul><ul><li>Seek out customers </li></ul><ul><li>Analyze their problems </li></ul><ul><li>Discover solutions </li></ul><ul><li>Sell solutions to customers </li></ul>
    10. 10. Common activities of order-getting salespeople <ul><li>Selling function </li></ul><ul><li>Working with orders </li></ul><ul><li>Servicing the product </li></ul><ul><li>Information management </li></ul><ul><li>Servicing the account </li></ul><ul><li>Conferences/meetings </li></ul><ul><li>Training/recruiting </li></ul><ul><li>Entertainment </li></ul><ul><li>Out-of-town traveling </li></ul><ul><li>Working with distributors </li></ul>
    11. 11. <ul><li>MISSIONARIES or DETAILERS </li></ul><ul><ul><li>Provide technical information and solve problems, but rarely sell </li></ul></ul><ul><ul><li>Perform a public relations function </li></ul></ul><ul><li>CROSS- FUNCTIONAL TEAMS </li></ul>Sales support and cross-functional teams <ul><ul><li>In large business-to-business transactions (new production lines, buildings, computer systems, etc.) a variety of technical specialists form a team to help the sales person and the client </li></ul></ul>
    12. 12. THE CREATIVE SELLING PROCESS IDENTIFYING & QUALIFYING PROSPECTS APPROACHING THE PROSPECT MAKING THE SALES PRESENTATION HANDLING OBJECTIONS CLOSING THE SALE FOLLOWING UP
    13. 13. Identifying and qualifying prospects <ul><li>Identify prospects who have… </li></ul><ul><ul><li>the need to buy </li></ul></ul><ul><ul><li>the financial ability to buy </li></ul></ul><ul><ul><li>the authority to buy </li></ul></ul>
    14. 14. Identifying and qualifying prospects <ul><li>Finding these prospects? </li></ul><ul><ul><ul><li>Trade lists </li></ul></ul></ul><ul><ul><ul><li>Referrals </li></ul></ul></ul><ul><ul><ul><li>Inquiries </li></ul></ul></ul><ul><ul><ul><li>Internet visits </li></ul></ul></ul><ul><ul><ul><li>Government publications </li></ul></ul></ul><ul><ul><ul><li>Coupons returned </li></ul></ul></ul><ul><ul><ul><li>Previous customers </li></ul></ul></ul><ul><ul><ul><li>Internet smart agents </li></ul></ul></ul>
    15. 15. The approach <ul><li>Initial contact </li></ul><ul><li>Establish rapport </li></ul><ul><li>Make a good impression </li></ul><ul><li>Problem solver for prospective buyer </li></ul><ul><li>Collect information </li></ul>
    16. 16. Sales presentation <ul><li>Tell the product story </li></ul><ul><li>Attention, interest, desire, action </li></ul><ul><li>Use of appropriate sales aids (computers, videos, brochures) </li></ul><ul><li>Importance of verbal and non verbal communications </li></ul>
    17. 17. Handling objections <ul><li>Listen and learn first </li></ul><ul><li>Yes…but </li></ul><ul><li>Additional information </li></ul><ul><li>Counter arguments </li></ul><ul><li>Change product or service to overcome objection </li></ul>
    18. 18. Closing the sale <ul><li>Know when to close </li></ul><ul><li>Trial closing </li></ul><ul><li>Assumptive closing </li></ul><ul><li>Straightforward approach </li></ul><ul><li>Summative approach </li></ul><ul><li>Narrow the alternatives </li></ul>When would you like to take delivery?
    19. 19. Follow up <ul><li>Make sure all promises have been kept and the customer is satisfied with the purchase </li></ul><ul><li>Resolve any problems encountered </li></ul>It’s working perfectly!!!
    20. 20. Sales force automation and integrated marketing communications <ul><li>The application of digital and cellular technologies to personal selling is known as Sales Force Automation </li></ul><ul><ul><li>Use of customer databases </li></ul></ul><ul><ul><li>Automated follow-ups and e-mails </li></ul></ul>
    21. 21. Salespeople as future managers <ul><li>Provides a practical grounding in interpersonal skills </li></ul><ul><li>The ability to understand and appreciate business decision processes </li></ul><ul><li>Getting to know the customers </li></ul><ul><li>Acceptance of individual responsibility for performance </li></ul><ul><li>Focus on measured results </li></ul><ul><li>Success sales people are often considered a desirable pool for future middle and upper management </li></ul>
    22. 22. Sales management Sales Management is the marketing management activity dealing with planning, organizing, directing, and controlling the personal selling effort. This includes recruiting, training, supervision, motivation, evaluation, and compensation of sales personnel
    23. 23. Sales management
    24. 24. Sales management planning sales objectives <ul><li>Sales goals that are precise, quantifiable, reasonable, and for a given period of time </li></ul><ul><ul><li>Measured in dollars, units, percentage change, market share, average sales per sales call, and many others </li></ul></ul>Market share Units
    25. 25. Sales management organizing the sales force <ul><li>Establishment of sales territories </li></ul><ul><ul><li>Geographical </li></ul></ul><ul><ul><li>Market potentials </li></ul></ul><ul><ul><li>Customer types or sizes </li></ul></ul><ul><ul><li>By product line </li></ul></ul><ul><ul><li>By selling task </li></ul></ul>
    26. 26. Sales management directing the sales force <ul><li>Recruiting </li></ul><ul><li>Training </li></ul><ul><li>Compensating </li></ul><ul><li>Motivation </li></ul><ul><li>Education </li></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><li>Skills </li></ul></ul><ul><li>Personality traits </li></ul><ul><li>Screening tests </li></ul><ul><li>Interviews </li></ul><ul><li>Work experience </li></ul>
    27. 27. Sales management directing the sales force <ul><li>Recruiting </li></ul><ul><li>Training </li></ul><ul><li>Compensating </li></ul><ul><li>Motivation </li></ul><ul><li>Company policies and procedures </li></ul><ul><li>Industry and competition </li></ul><ul><li>Product knowledge and selling skills </li></ul><ul><li>On-the-job training </li></ul><ul><li>Continuing training </li></ul>
    28. 28. Sales management directing the sales force <ul><li>Recruiting </li></ul><ul><li>Training </li></ul><ul><li>Compensating </li></ul><ul><li>Motivation </li></ul><ul><li>Straight salary </li></ul><ul><li>Straight commission </li></ul><ul><li>Commission with draw </li></ul><ul><li>Quota-bonus </li></ul><ul><li>Combinations of the above </li></ul>
    29. 29. Sales management directing the sales force <ul><li>Recruiting </li></ul><ul><li>Training </li></ul><ul><li>Compensating </li></ul><ul><li>Motivation </li></ul><ul><li>Financial rewards </li></ul><ul><li>Contests, prizes, conventions, trips, sales meetings </li></ul><ul><li>Increased territories or choice accounts </li></ul><ul><li>Recognition before peers </li></ul>
    30. 30. Evaluation and Control <ul><li>Required reports </li></ul><ul><li>Measurement against plan or sales standards </li></ul><ul><li>Expense control </li></ul><ul><li>Productivity </li></ul><ul><li>New account development </li></ul>
    31. 31. Ethical issues in sales and sales management <ul><li>Kickbacks, bribes and “gifts” </li></ul><ul><li>Price discrimination </li></ul><ul><li>Cheating on expense accounts </li></ul><ul><li>Misrepresentation </li></ul>
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