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MKT 340 Ch17 ppt

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MKT 340

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MKT 340 Ch17 ppt

  1. 1. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
  2. 2. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. LO2 Identify the different types of personal selling. Explain the stages in the personal selling process.LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: Discuss the nature and scope of personal selling and sales management in marketing. LO1 Describe the major functions of sales management.LO4 17-2
  3. 3. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MEET TODAY’S SUCCDSSFUL SALES PROFESSIONAL 17-3 GE Healthcare Web site
  4. 4. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT LO1 Cambridge Sales  Personal Selling  Sales Management  Selling Happens Almost Everywhere • “Everyone Lives by Selling Something” 17-4  Personal Selling in Marketing
  5. 5. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT CREATING CUSTOMER VALUE LO1 • Identify Creative Solutions to Customer Problems • Ease the Customer Buying Process • Make the After-the-Sale Follow-Up  Salespeople & Relationship Selling 17-5
  6. 6. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MARKETING MATTERS Science and Selling: Is Customer Value Creation in Your Genes? LO 17-1
  7. 7. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 17-A Comparing order takers and order getters 17-7
  8. 8. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE MANY FORMS OF PERSONAL SELLING ORDER TAKING LO2  Order Taker • Outside Order Takers • Inside Order Takers  Order Clerks  Sales clerks  Inbound Telemarketing 17-8
  9. 9. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. • Outside Order Getters • Inside Order Getters  Outbound Telemarketing THE MANY FORMS OF PERSONAL SELLING ORDER GETTING LO2  Order Getter 17-9
  10. 10. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 17-1 How outside order-getting salespeople spend their time each week 17-10
  11. 11. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 17-2 Stages and objectives of the personal selling process 17-11
  12. 12. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PROSPECTING LO3  Personal Selling Process  Prospecting Stage 17-12
  13. 13. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PROSPECTING LO3 • Prospect • Lead • Qualified Prospect  Cold Canvassing/Cold Calling  Types of Prospects 17-13
  14. 14. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PREAPPROACH LO3  Preapproach Stage • Method • Expectations • When to Contact 17-14
  15. 15. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS APPROACH LO3  Approach Stage • Gestures • Customs 17-15
  16. 16. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PRESENTATION LO3  Presentation Stage 17-16
  17. 17. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PRESENTATION LO3  Formats • Stimulus-Response Presentation  Suggestive Selling 17-17
  18. 18. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PRESENTATION LO3 • Formula Selling Presentation  Canned Sales Presentation  Formats 17-18
  19. 19. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PRESENTATION LO3  Adaptive Selling  Consultative Selling  Formats • Need-Satisfaction Presentation 17-19
  20. 20. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MARKETING MATTERS Imagine This…Putting the Customer into Customer Solutions! LO3 17-20
  21. 21. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PRESENTATION  Handling Objections • Acknowledge and Convert • Postpone • Agree and Neutralize • Acceptance • Denial • Ignore LO3 17-21
  22. 22. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS CLOSE  Close Stage LO3 • Assumptive Close • Trial Close • Urgency Close • Final Close 17-22
  23. 23. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS FOLLOW-UP  Follow-up Stage LO3 • Repeat Sales • Referrals 17-23
  24. 24. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 17-3 The sales management process involves sales plan formulation, implementation, and evaluation 17-24
  25. 25. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION LO4  Sales Plan  Setting Objectives • Output-Related • Input-Related • Behaviorally-Related 17-25
  26. 26. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION LO4 • Structure of the Salesforce  Organizing the Salesforce  Customer  Product  Geography • Major (Key) Account Management 17-26
  27. 27. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION LO4  Account Management Policies • Whom to Contact • Info to Collect • Activities to Perform 17-27
  28. 28. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. FIGURE 17-4 An account management policy grid grouping customers according to the level of opportunity and a firm’s competitive sales position 17-28
  29. 29. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE SALES MANAGEMENT PROCESS SALES PLAN IMPLEMENTATION LO4 • Job Analysis  Salesforce Recruitment and Selection • Job Description • Job Qualifications  Salesforce Training • On-the-Job • Other Methods 17-29
  30. 30. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. MARKETING INSITE What is Your Emotional Intelligence? Test Yourself and See. LO 20-4 • Self-Motivation Skills Emotional Intelligence • Self-Awareness • Managing One’s Emotions • Empathy • Social Skills Emotional Intelligence Web site
  31. 31. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE SALES MANAGEMENT PROCESS SALES PLAN IMPLEMENTATION LO4 • Straight Salary • Straight Commission • Combination  Salesforce Motivation & Compensation • Nonmonetary 17-31
  32. 32. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE SALES MANAGEMENT PROCESS SALESFORCE EVALUATION LO4  Quantitative Assessments  Sales Quota  Behavioral Evaluation • Subjective Measures • Customer Satisfaction • Output-Related• Input-Related 17-32
  33. 33. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. USING MARKETING DASHBOARDS Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc. LO4 17-33
  34. 34. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. THE SALES MANAGEMENT PROCESS SALESFORCE AUTOMATION AND CUSTOMER RELATIONSHIP MANAGEMENT LO4  Salesforce Automation (SFA)  Salesforce Technology  Salesforce Communication • Internet 17-34
  35. 35. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. XEROX: BUILDING CUSTOMER RELATIONSHIPS THROUGH PERSONAL SELLING VIDEO CASE 17 17-35 Xerox Video Case
  36. 36. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 17 XEROX 17-36 1. How does Xerox create customer value through its personal selling process?
  37. 37. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 17 XEROX 17-37 2. How does Alison Capossela provide solutions for Xerox customers?
  38. 38. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. VIDEO CASE 17 XEROX 17-38 3. Why is the Xerox training program so important to the company’s success?
  39. 39. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. STUDENTS’ PERCEPTIONS OF SELLING IN-CLASS ACTIVITY 17-1
  40. 40. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
  41. 41. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. PERSONAL SELLING PROCESS: DIRECT SELLING OF THE MARY KAY® LIP PROTECTOR IN-CLASS ACTIVITY 17-2
  42. 42. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. ICA 17-2 Mary Kay’s “Cinderella Gift ” Mary Kay Video Example: Direct Selling of Mary Kay Products Mary Kay Web site
  43. 43. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
  44. 44. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Personal Selling Personal selling is the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision. 17-44
  45. 45. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Sales Management Sales management consists of planning the selling program and implementing and evaluating the personal selling effort of the firm. 17-45
  46. 46. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Relationship Selling Relationship selling is the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time. 17-46
  47. 47. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Order Taker An order taker processes routine orders or reorders for products that were already sold by the company. 17-47
  48. 48. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Order Getter An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service. 17-48
  49. 49. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Personal Selling Process The personal selling process consists of sales activities occurring before, during, and after the sale itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up. 17-49
  50. 50. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Adaptive Selling Adaptive selling is a need- satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information. 17-50
  51. 51. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Consultative Selling Consultative selling is a need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution. 17-51
  52. 52. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Sales Plan A sales plan is a statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed. 17-52
  53. 53. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Major (Key) Account Management Major (key) account management is the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships. 17-53
  54. 54. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Account Management Policies Account management policies specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out. 17-54
  55. 55. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. A sales quota consists of specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period. Sales Quota 17-55
  56. 56. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Salesforce Automation (SFA) Salesforce automation (SFA) is the use of computer, information, communication, and Internet technologies to make the sales function more effective and efficient. 17-56

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