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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.