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  • 1. Chapter 16 Personal Selling and Sales Management
  • 2. Nature of Personal Selling
    • Most salespeople are well-educated, well-trained professionals who work to build and maintain long-term relationships with customers.
    • The term salesperson covers a wide spectrum of positions from:
      • Order taker (department store salesperson)
      • Order getter (someone engaged in creative selling)
      • Missionary salesperson (building goodwill or educating buyers)
  • 3. What is Personal Selling?
    • Involves Two-Way, Personal Communication Between Salespeople and Individual Customers Whether:
      • face to face,
      • by telephone,
      • through video conferencing,
      • or by other means.
  • 4. 13.2 1998 by Prentice Hall  Personal Selling
    • STRENGTHS
    • Flexibility
    • Minimizes wasted effort
    • Facilitates buyer action
    • Multiple capabilities
    • WEAKNESSES
    • High cost
    • Finding and retaining salespeople
    • Message inconsistency
    • Motivation
  • 5. The Role of the Sales Force
    • Personal selling is effective because salespeople can:
      • probe customers to learn more about their problems,
      • adjust the marketing offer to fit the special needs of each customer,
      • negotiate terms of sale, and
      • build long-term personal relationships with key decision makers.
  • 6. Major Steps in Sales Force Management (Fig. 16.1) Designing Salesforce Strategy and Structure Recruiting and Selecting Salespeople Training Salespeople Compensating Salespeople Supervising Salespeople Evaluating Salespeople
  • 7. Sales Force Structure Complexity Territorial Product Market
  • 8. Designing Sales Force Strategy and Structure Territorial Exclusive Territory to Sell the Company’s Full Product Line Product Sales Force Sells Only a Portion of The Company’s Products or Lines Customer Sales Force Sells Only to Certain Customers or Industries Complex Forms Are a Combination of Any Types of Sales Force Structures
  • 9. Some Traits of Good Salespeople Self-Confidence Initiative Persistence Enthusiam Job Commitment
  • 10. Motivating Sales Representatives Value Level Promotion Personal growth Accomplishment Pay Security Recognition Respect (+) (-)
  • 11. How Salespeople Spend Their Time (Fig. 16.2) Administrative Tasks 16% Telephone Selling 25.1% Waiting/ Traveling 17.4% Service Calls 12.7% Face-to-Face Selling 28.8% Companies Look For Ways to Increase the Amount of Time Salespeople Spend Selling.
  • 12. Steps in the Selling Process Prospecting Salesperson Identifies Qualified Potential Customers. Preapproach Salesperson Learns as Much as Possible About a Prospective Customer Before Making a Sales Call. Qualifying Process of Identifying Good Prospects and Screening Out Poor Ones. Approach Salesperson Meets the Buyer and Gets the Relationship Off to a Good Start.
  • 13. Steps in the Selling Process Presentation Salesperson Tells the Product “Story” to the Buyer Using the Need-Satisfaction Approach. Closing Salesperson Asks the Customer for an Order. Handling Objections Salesperson Seeks Out, Clarifies, and Overcomes Customer Objections to Buying. Follow-Up Occurs After the Sale and Ensures Customer Satisfaction and Repeat Business.