1. 20-1
© 2013 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.
CHAPTER
Personal Selling and
Sales Management
20
Copyright © 2014 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

2. 20-2
© 2014 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.
L E A R N I N G O B J E C T I V E S
Describe the value added of personal
selling.
Define the steps in the personal selling
process.
Describe the key functions involved in
managing a sales force.
Describe the ethical and legal issues in
personal selling.
Personal Selling and Sales Management
LO1
LO2
LO3
LO4

3. 20-3
© 2014 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
AP Photo/Paul Sakuma.

4. 20-4
© 2014 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 Scope and Nature of Personal Selling
Internet Telephone
Face-to-face Teleconference

5. 20-5
© 2014 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.
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
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6. 20-6
© 2014 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 Value Added by Personal Selling
 Salespeople Provide
Information and
Advice
 Salespeople Save
Time and Simplify
Buying
 Salespeople Build
Relationships
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7. 20-7
© 2014 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
Generate and
qualify leads
Preapproach
Sales
presentation and
overcoming
reservations
Closing the sale Follow-up

8. 20-8
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Step 1: Generate and Qualify Leads
Sources of
Leads
Current
Customers
Networking
Events
The
Internet
Trade
Shows

9. 20-9
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Generate Leads
Cold calls
Telemarketing
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10. 20-10
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Step 2: Preapproach
Extends the
qualification
procedure
Set goals for what is
to be accomplished
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11. 20-11
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Step 3: Sales Presentation
and Overcoming Reservations
The Presentation
Handling
Reservations
Klaus Tiedge/Blend Images/Getty Images

12. 20-12
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Aligning the Personal Selling Process
with the B2B Buying Process

13. 20-13
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Step 4: Closing the Sale
 Getting the order
 Often most stressful
part of sales process
 A “no” one day may
be the foundation for
a “yes” anotherDigitalVision/GettyImages

14. 20-14
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Step 5: Follow-Up
Five Service Quality Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles

15. 20-15
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
1. Why is personal selling important to an IMC
strategy?
2. What are the steps in the personal selling
process?
CHECK YOURSELF

16. 20-16
© 2014 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.
Managing the Sales Force
Managing
the Sales
Force
Sales force
structure
Recruiting
and selecting
salespeople
Sales training
Motivating
and
compensating
salespeople
Evaluating
salespeople

17. 20-17
© 2014 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 Force Structure
Company
sales force
Employees
Established product lines
Manufacturers
representatives
(independent agents)
Not employees
Smaller firms
New markets

18. 20-18
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Salesperson Duties
Order getter
Order taker
Sales support personnel
Comstock Images /Jupiter images.

19. 20-19
© 2014 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.
Recruiting and Selecting Salespeople
Personality
Optimism
Resilience
Self-
motivation
Empathy

20. 20-20
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Recruiting for Success
How does a firm
that focuses on a
fun product
recruit
salespeople who
exhibit fun?
©Stockbyte/PunchStock

21. 20-21
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Sales Training
Selling and negotiation techniques
Products and service knowledge
Technologies used in the selling process
Time and territory management
Company policies and procedures

22. 20-22
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Motivating and Compensating Salespeople
Financial rewards Nonfinancial rewards
GRANTLAND® Copyright Grantland Enterprises; www.grantland.net

23. 20-23
© 2014 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.
Evaluating Salespeople
 Tied to the reward
structure
 Evaluation measures
can be either
objective or subjective
BananaStock/PictureQuest

24. 20-24
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
1. What do sales managers need to do to
successfully manage their sales force?
2. What is the difference between monetary and
nonmonetary incentives?
CHECK YOURSELF

25. 20-25
© 2014 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.
Ethical and Legal Issues in
Personal Selling
The Sales
Manager and
the Sales Force
The Sales Force
and Corporate
Policy
The
Salesperson
and the
Customer

26. 20-26
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Issues for the Sales Force
and Corporate Policy
The firm may have a policy to sell goods or services
to people who cannot afford them or to people who
should not have them.
APPhoto/CharlieRiedel

27. 20-27
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Issues for the Sales Person
and the Customer
Have you ever felt that
you were treated
unethically by a
salesperson? What
happened?
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28. 20-28
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
1. What are three areas of personal selling in
which ethical and legal issues are more likely
to arise?
CHECK YOURSELF

29. 20-29
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Return to slide
Cold calls are a method of prospecting in which
sales people telephone or go to see potential
clients without appointments.
Glossary

30. 20-30
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Return to slide
A company sales force comprises people who
are employees of the selling company.
Glossary

31. 20-31
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Return to slide
Manufacturer’s representatives are sales
people who sell a manufacturer’s products on
an extended contract basis but are not
employees of the manufacturer.
Glossary

32. 20-32
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Return to slide
An order getter is a salesperson whose primary
responsibilities are identifying potential
customers and engaging those customers in
discussions to attempt to make a sale.
Glossary

33. 20-33
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Return to slide
An order taker is a salesperson whose primary
responsibility is to process routine orders or
reorders or rebuys for products.
Glossary

34. 20-34
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Return to slide
The preapproach occurs prior to meeting the
customer for the first time and extends the
qualification of leads procedure.
Glossary

35. 20-35
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Return to slide
Relationship selling is a sales philosophy and
process that emphasizes a commitment to
maintaining the relationship over the long term
and investing in opportunities that are mutually
beneficial to all parties.
Glossary

36. 20-36
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Return to slide
Telemarketing is a method of prospecting in
which sales people telephone potential
customers without appointments.
Glossary

37. 20-37
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Return to slide
Trade shows are attended by buyers who
choose to be exposed to products and services
offered by potential suppliers in an industry.
Glossary