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  • 1. Chapter 16 Personal Selling and Sales Management
  • 2. Nature of Personal Selling <ul><li>Most salespeople are well-educated, well-trained professionals who work to build and maintain long-term relationships with customers. </li></ul><ul><li>The term salesperson covers a wide spectrum of positions from: </li></ul><ul><ul><li>Order taker (department store salesperson) </li></ul></ul><ul><ul><li>Order getter (someone engaged in creative selling) </li></ul></ul><ul><ul><li>Missionary salesperson (building goodwill or educating buyers) </li></ul></ul>
  • 3. What is Personal Selling? <ul><li>Involves Two-Way, Personal Communication Between Salespeople and Individual Customers Whether: </li></ul><ul><ul><li>face to face, </li></ul></ul><ul><ul><li>by telephone, </li></ul></ul><ul><ul><li>through video conferencing, </li></ul></ul><ul><ul><li>or by other means. </li></ul></ul>
  • 4. 13.2 1998 by Prentice Hall  Personal Selling <ul><li>STRENGTHS </li></ul><ul><li>Flexibility </li></ul><ul><li>Minimizes wasted effort </li></ul><ul><li>Facilitates buyer action </li></ul><ul><li>Multiple capabilities </li></ul><ul><li>WEAKNESSES </li></ul><ul><li>High cost </li></ul><ul><li>Finding and retaining salespeople </li></ul><ul><li>Message inconsistency </li></ul><ul><li>Motivation </li></ul>
  • 5. The Role of the Sales Force <ul><li>Personal selling is effective because salespeople can: </li></ul><ul><ul><li>probe customers to learn more about their problems, </li></ul></ul><ul><ul><li>adjust the marketing offer to fit the special needs of each customer, </li></ul></ul><ul><ul><li>negotiate terms of sale, and </li></ul></ul><ul><ul><li>build long-term personal relationships with key decision makers. </li></ul></ul>
  • 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.

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