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CH17.ppt

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CH17.ppt

  1. 1. PERSONAL SELLING AND SALES MANAGEMENT C HAPTER
  2. 2. Personal Selling <ul><ul><li>Personal selling involves the two-way flow of communication between a buyer and seller, often in face-to-face encounter, designed to influence a person’s or group’s purchase decision. </li></ul></ul>
  3. 3. SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT <ul><li>Nature of Personal Selling and Sales Management </li></ul><ul><li>Selling Happens Almost Everywhere </li></ul><ul><li>Personal Selling </li></ul><ul><li>Sales Management </li></ul>
  4. 4. SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT <ul><li>Creating Customer Value Through Salespeople: Relationship Selling </li></ul><ul><li>Personal Selling in Marketing </li></ul>
  5. 5. Relationship Selling <ul><ul><li>Relationship selling is the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time. </li></ul></ul>
  6. 6. FIGURE 17-A How salespeople create value for customers
  7. 7. Sales Management <ul><ul><li>Sales management involves planning the selling program and implementing and controlling the personal selling effort of the firm. </li></ul></ul>
  8. 8. Sales Plan <ul><ul><li>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. </li></ul></ul>
  9. 9. Sales Quota <ul><ul><li>A sales quota contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period. </li></ul></ul>
  10. 10. THE MANY FORMS OF PERSONAL SELLING <ul><li>Order Taking </li></ul><ul><li>Outside Order Takers </li></ul><ul><li>Inside Order Takers, Order Clerks, or Salesclerks </li></ul><ul><li>Inbound Telemarketing </li></ul><ul><li>Order Getting </li></ul><ul><li>Outbound Telemarketing </li></ul>
  11. 11. Order Taker <ul><ul><li>An order taker processes routine orders or reorders for products that were already sold by the company. </li></ul></ul>
  12. 12. Order Getter <ul><ul><li>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. </li></ul></ul>
  13. 13. FIGURE 17-B Comparing order takers with order getters
  14. 14. FIGURE 17-1 How outside order-getting salespeople spend their time each week
  15. 15. Concept Check 1. What is the main difference between an order taker and an order getter? <ul><ul><li>A: An order taker processes routine orders or reorders for products that were already sold by the company. 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 their use of a product or service. </li></ul></ul>
  16. 16. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS <ul><li>Personal Selling Process </li></ul><ul><li>Prospecting </li></ul><ul><li>Lead </li></ul><ul><li>Qualified Prospect </li></ul><ul><li>Cold Canvassing </li></ul><ul><li>Prospect </li></ul>
  17. 17. FIGURE 17-2 Stages and objectives of the personal selling process
  18. 18. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS <ul><li>Preapproach </li></ul><ul><li>Approach </li></ul>
  19. 19. <ul><li>Presentation </li></ul><ul><li>Handling Objections </li></ul><ul><li>Acknowledge and Convert the Objection </li></ul><ul><li>Postpone </li></ul><ul><li>Agree and Neutralize </li></ul><ul><li>Accept the Objection </li></ul><ul><li>Denial </li></ul><ul><li>Ignore the Objection </li></ul>THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
  20. 20. <ul><li>Close </li></ul><ul><li>Trial Close </li></ul><ul><li>Assumptive Close </li></ul><ul><li>Urgency Close </li></ul><ul><li>Follow-Up </li></ul><ul><li>Final Close </li></ul>THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
  21. 21. Concept Check 1. What are the six stages in the personal selling process? <ul><ul><li>A: The six stages are: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up . </li></ul></ul>
  22. 22. THE SALES MANAGEMENT PROCESS <ul><li>Salesforce Evaluation and Control: Measuring Results </li></ul><ul><li>Quantitative Assessments </li></ul><ul><li>Sales Quota </li></ul><ul><li>Behavioral Evaluation </li></ul>

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