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Chapter 16 Personal Selling and Sales Management

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)

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.

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

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.

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

Sales Force Structure Complexity Territorial Product Market

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

Some Traits of Good Salespeople Self-Confidence Initiative Persistence Enthusiam Job Commitment

Motivating Sales Representatives Value Level Promotion Personal growth Accomplishment Pay Security Recognition Respect (+) (-)

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.

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.

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.

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