This document outlines the key topics covered in a chapter on personal selling and sales management. It discusses different types of personal selling, the stages in the personal selling process, and functions of sales management. It also covers how firms organize their salesforces, recruit and train salespeople, and evaluate salesforce performance. The goal is for readers to understand personal selling and be able to apply sales management concepts after reading the chapter.

1. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PERSONAL
SELLING AND
SALES
MANAGEMENT
CHAPTER

2. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Recognize different types of personal
selling.
• Describe the stages in the personal selling
process.
AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:

3. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Specify the functions and tasks in the
sales management process.
• Determine whether a firm should use
manufacturer’s representatives or a
company salesforce and the number of
people needed in a company’s salesforce.
AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:

4. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Understand how firms recruit, select,
train, motivate, compensate, and evaluate
salespeople.
• Describe recent applications of salesforce
automation and customer relationship
management.
AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:

5. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SELLING THE WAY
CUSTOMERS WANT
TO BUY
PERSONAL SELLING
AND SALES MANAGEMENT

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FIGURE 20-1 Selling and Management Quiz
SCOPE AND SIGNIFICANCE OF
PERSONAL SELLING AND
SALES MANAGEMENT

7. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Nature of Personal Selling and
Sales Management
• Pervasiveness of Selling
• Personal Selling in Marketing
• Crating Customer Value through
Salespeople: Relationship and
Partnership Selling
SCOPE AND SIGNIFICANCE OF
PERSONAL SELLING AND
SALES MANAGEMENT

8. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
1. What is personal selling?
A: 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.

9. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
2. What is involved in sales
management?
A: Sales management involves planning
the selling program as well as
implementing and controlling the
personal selling efforts of the firm.

10. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Order Taking
• Order Getting
THE MANY FORMS
OF PERSONAL SELLING

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FIGURE 20-2 How outside order-getting salespeople spend
their time each week

12. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Customer Sales Support Personnel
 Missionary salespeople
 Sales engineer
 Team selling
THE MANY FORMS
OF PERSONAL SELLING

13. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
1. What is the principal difference
between an order taker and an order
getter?
A: Order takes preserve an ongoing
relationship with existing customers
and maintain sales. Order getters
identify prospective customers and
create new sales.

14. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
2. What is team selling?
A: The practice of using an entire team
of professionals in selling to an
servicing major customers.

15. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Prospecting
• Preapproach
• Approach
• Presentation
• Stimulus-Response Format
• Formula Selling Format
THE PERSONAL SELLING
PROCESS: BUILDING
RELATIONSHIPS

16. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Presentation (cont)
• Need-Satisfaction Presentation
 Adaptive selling
 Consultative selling
• Handling Objections
• Close
• Follow-Up
THE PERSONAL SELLING
PROCESS: BUILDING
RELATIONSHIPS

17. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FIGURE 20-3a Stages and Objectives of the Personal
Selling Process

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FIGURE 20-3a Stages and Objectives of the Personal
Selling Process (Continued)

19. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
1. What are the six stages in the personal
selling process?
A: Prospecting, preapproach, approach,
presentation, close, follow-up

20. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
2. What is the distinction between a lead
and a qualified prospect?
A: A lead is the name of a person who
may be a possible customer, whereas a
prospect is a person who wants or
needs the product.

21. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
3. Which presentation format is most
consistent with the marketing concept?
Why?
A: The need-satisfaction presentation
format is most consistent with the
marketing concept because it
emphasizes problem solving.

22. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FIGURE 20-4 The sales management process
THE SALES
MANAGEMENT PROCESS

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• Sales Plan Formulation
• Setting Objectives
• Organizing the Salesforce
THE SALES
MANAGEMENT PROCESS

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FIGURE 20-5 Break even chart . . .

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FIGURE 20-6a Organizing the sales force by customer

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FIGURE 20-6b Organizing the sales force by geography

27. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FIGURE 20-6c Organizing the sales force by product

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FIGURE 20-6
Organizing the
Sales Force by
customer, product,
and geography

29. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Organizing the Salesforce (cont)
 Major account management
 Workload method
• Developing Account Management
Policies
THE SALES
MANAGEMENT PROCESS

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FIGURE 20-7 Account management policy grid

31. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Sales Plan Implementation
• Salesforce Recruitment and Selection
 Emotional intelligence
THE SALES
MANAGEMENT PROCESS

32. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FIGURE 20-8 U.S. salesforce composition and change

33. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Sales Plan Implementation (cont)
• Salesforce Training
• Salesforce Motivation and Compensation
THE SALES
MANAGEMENT PROCESS

34. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Salesforce Evaluation and Control
• Quantitative Assessments
• Behavioral Evaluation
• Salesforce Automation and Customer
Relationship Management
• Salesforce Computerization
• Salesforce Communication
THE SALES
MANAGEMENT PROCESS

35. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
1. What are the three types of selling
objectives?
A: Selling objectives can be output-
related, input-related, or behaviorally-
related.

36. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
2. What three factors are used to
structure sales organizations?
A: Typically, sales organizational
structures are based on geography,
customer, or product.

37. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Concept Check
3. How does emotional intelligence tie to
adaptive selling?
A: The ability to understand one’s own
and others’ emotions allows quick
adaptation to various situations.