Personal Selling & Sales Management Part 1 of 3

Objectives Describe roles of selling and relationship management Identify when to use personal selling Understand contributions of a salesperson Outline the steps involved in making a sale Understand ongoing nature of selling & marketing Describe major aspects of sales manager’s job Classify various forms of sales compensation Identify ethical issues facing sales personnel

Describe roles of selling and relationship management

Identify when to use personal selling

Understand contributions of a salesperson

Outline the steps involved in making a sale

Understand ongoing nature of selling & marketing

Describe major aspects of sales manager’s job

Classify various forms of sales compensation

Identify ethical issues facing sales personnel

Examples of Personal Selling 12 million people are engaged in personal selling in the United States Represents about 10% of the work force Telemarketing Inside selling Retail selling Field selling

12 million people are engaged in personal selling in the United States

Represents about 10% of the work force

Post-transaction: Reminder and reassurance Transaction: Persuasion Pre-transaction : Create recognition and info understanding Relative Importance of Advertising and Personal Selling Advertising Personal selling Advertising Personal selling Advertising Personal selling

Post-transaction:

Reminder and reassurance

Transaction:

Persuasion

Pre-transaction :

Create recognition and info understanding

Characteristics of Personal Selling Flexibility Adapt to situations Engage in dialog Builds Relationships Long term Assure buyers receive appropriate services Solves customer’s problems Can not reach mass audience Expensive per contact Numerous calls needed to generate sale Labor intensive Con Pro

Flexibility

Adapt to situations

Engage in dialog

Builds Relationships

Long term

Assure buyers receive appropriate services

Solves customer’s problems

Can not reach mass audience

Expensive per contact

Numerous calls needed to generate sale

Labor intensive

ORDER GETTERS Current customers New customers Types of Salespersons ORDER TAKERS Inside Order Takers (via mail, telephone, internet) Outside Field Sales SUPPORT PERSONNEL Missionary Salespersons Trade Salespersons Technical Salespersons

ORDER

GETTERS

Current

customers

New

customers

ORDER

TAKERS

Inside Order Takers

(via mail, telephone, internet)

Outside Field Sales

SUPPORT

PERSONNEL

Missionary

Salespersons

Trade

Salespersons

Technical

Salespersons

Personal Selling Tasks Order getting Seeking out customers Creative selling Pioneering Account management Order taking Routine writing up orders checking invoices assuring prompt order processing Suggestive selling

Order getting

Seeking out customers

Creative selling

Pioneering

Account management

Order taking

Routine

writing up orders

checking invoices

assuring prompt order processing

Suggestive selling

Personal Selling Tasks Missionary Detailer Goodwill “ Closers” Cross-functional Account service rep

Missionary

Detailer

Goodwill

“ Closers”

Cross-functional

Account service rep

You are part of the total product

The Personal Selling Process PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS Pre approach: QUALIFYING PROSPECTS APPROACHING THE PROSPECT FOLLOWING UP CLOSING THE SALE HANDLING OBJECTIONS MAKING THE SALES PRESENTATION

Prospecting: Identifying likely new customers Leads Developing lists of Potential Customers Pre-approach (Qualifying) Finding and analyzing information about prospects Evaluating a prospect’s potential Creative Selling Process

Prospecting: Identifying likely new customers

Leads

Developing lists of Potential Customers

Finding and analyzing information about prospects

Evaluating a prospect’s potential

Approaching The Prospect HOW DO WE MAKE THE INITIAL CONTACT & BUILD RAPPORT There is only one time to make a first impression

Making The Sales Presentation Using Persuasive communication Hold Attention Stimulate Interest Desire “ Tell the product’s story” Creative Selling Process

Making The Sales Presentation

Using Persuasive communication

Hold Attention

Stimulate Interest

Desire

“ Tell the product’s story”

Handling Objections Questions Reservations Understand Concern Counterarguments Acknowledge concern Clues to process Creative Selling Process

Handling Objections

Questions

Reservations

Understand Concern

Counterarguments

Acknowledge concern

Clues to process

Iceberg Effect Simple (S – R) Complex Interactions 10% is visible 90% is invisible Competition/deals Technology Consumer Preferences Personal emotions

Overcoming Objections IF HE HADN’T TOLD ME WHAT HIS OBJECTION WAS, I NEVER WOULD HAVE BEEN ABLE TO HELP!

Closing the Sale Closing signals Trial close Asking the prospect to buy Creative Selling Process

Closing the Sale

Closing signals

Trial close

Asking the prospect to buy

Following Up Commitments met Shipment Performance Reinforce L-R relationship Satisfied customers rebuy & recommend Creative Selling Process

Following Up

Commitments met

Shipment

Performance

Reinforce L-R relationship

Satisfied customers rebuy & recommend

After-sales Service Ratings Job quality: do it right the first time Prompt warranty work 0 1 2 3 4 5 6 7 8 Speed .37 Reputation 3.38 Cost 4.39 Service Quality 7.87 10 (SCALE: Degree of Importance) (JMR/Vol. 78) Low High Service Award

Job quality: do it right the first time

Prompt warranty work

A Key to Success Stay Close to Your Customer and LISTEN!

Stay Close to Your Customer

and

LISTEN!