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Chapter 18 MKT120 Sales & Sales Mgmt

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Chapter 18 MKT120 Sales & Sales Mgmt

  1. 1. PERSONAL SELLING AND SALES MANAGEMENT M marketing 18 GREWAL / LEVYMcGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Learning Objectives LEARNING OBJECTIVES How does personal selling add value? What is the personal selling process? How do technology and the Internet affect personal selling? What are the key functions of a sales manager? 18-2
  3. 3. Mary Kay Inc. Beauty Consultants − Retain gross profits on each product − Earn commissions on their sales teams 18-3
  4. 4. The Scope and Nature of Personal Selling 18-4
  5. 5. Professional Selling as a Career People love the lifestyle There is a lot of flexibility There is a lot of variety in the job Can be very lucrative Very visible to management and good for promotions Sales Jobs Website 18-5
  6. 6. Personal Selling and Marketing Strategy Can customize the message for a specific buyer Assists in creating strong supply chain relationships Increased customer loyalty through relationship selling Gather research input from customers Crucial to the success of CRM 18-6
  7. 7. The Personal Selling Process 18-7
  8. 8. Step One: Generate and Qualify Leads 18-8
  9. 9. Generate Leads 18-9
  10. 10. Step Two: Preapproach 18-10
  11. 11. Step Three: Sales Presentation and Overcoming Reservations 18-11
  12. 12. Aligning the Personal Selling Process with the B2B Buying Process 18-12
  13. 13. Step Four: Closing the Sale  Getting the order  Often most stressful part of sales process  A “no” one day may be the foundation for a “yes” another 18-13
  14. 14. Step Five: Follow-Up 18-14
  15. 15. The Impact of Technology and the Internet on Personal Selling Salesforce.com Website 18-15
  16. 16. Ethical and Legal Issues in Personal Selling 18-16
  17. 17. Issues for the Sales Force and Corporate Policy The firm may have a policy to sell goods or The firm may have a policy to sell goods orservices to people who cannot afford them orservices to people who cannot afford them or to people who should not have them. to people who should not have them. 18-17
  18. 18. Issues for the Sales Person and the CustomerHave you ever felt that you were treated unethically by a salesperson? What happened? 18-18
  19. 19. Managing the Sales Force 18-19
  20. 20. Sales Force Structure Company sales force − Employees − Established product lines Manufacturers representatives (independent agents) − Not employees − Smaller firms − New markets 18-20
  21. 21. Salesperson Duties 18-21
  22. 22. Recruiting and Selecting Salespeople 18-22
  23. 23. Recruiting for Success 18-23
  24. 24. Sales Training 18-24
  25. 25. Motivating and Compensating SalespeopleFinancial rewardsFinancial rewards Nonfinancial rewards Nonfinancial rewards 18-25
  26. 26. Evaluating Salespeople Tied to the reward structure Evaluation measures can be either objective or subjective 18-26
  27. 27. Personal selling can take place in which of the following situations?A. Face-to-faceB. Over the internetC. Video teleconferencingD. Over the telephoneE. All of the above 18-27
  28. 28. The basic consideration that determines whether a company will hire a sales force is:A. can the sales manager find good salespeople?B. does the company have a “hot” product?C. is a sales force worth more than it costs?D. will the manager be able to find an effective supply chain manager?E. will online advertising work? 18-28
  29. 29. The preapproach stage occurs prior to meeting the customer for the first time and:A. includes initiating new qualify leads.B. extends the qualification of leads procedure.C. focuses on closing the sale.D. ensures effective follow-up.E. follows the sales presentation. 18-29
  30. 30. Check Yourself1. What are the steps in the personal selling process?2. How does the selling process impact the business to business buying process? 18-30
  31. 31. In B2B market situations, it is particularly important to:A. buy customers lunch.B. continually find new and potentially profitable customers.C. closing the sale early in the day.D. have order takers act as order getters.E. all of the above. 18-31
  32. 32. Check Yourself1. What do sales managers need to do to successfully manage their sales force?2. What is the difference between monetary and nonmonetary incentives? 18-32

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