The document discusses personal selling and the different types and roles of salespeople. It defines personal selling as direct face-to-face communication between a seller and potential buyer to influence attitudes and behavior. There are three basic sales tasks - order getting, order taking, and supporting. Order getters develop new business, order takers keep existing business coming, and supporting salespeople aid the other roles without directly getting orders. The right sales structure and specialization of salespeople depends on factors like target markets, account size, and sales territory.

1. Vishwakarma Institute of Management

2.  Today, many salespeople are problem
solving professionals.

3. Definition of personal selling
 “Direct face-to-face communication
between seller and potential buyer to
influence attitudes and behaviour”

4. The importance and role of
personal selling
 Helping to buy is good selling
 Salespeople represent the whole
company –and customers, too
 Sales force aids in market information
functions as well
 Sales people can be strategy
planners, too

5. What kinds of personal selling
are needed?
Basics sales tasks-
A. Order getting
B. Order taking and
C. Supporting

6.  Order getters develop new business-
seeking possible buyers with a well-
organized sales presentation designed
to sell a product, service, or idea.
 Producers’ order getters- find new
opportunities
 Wholesalers’ order getters- hand it to the
customers, almost
 Retail order getters influence consumer
behaviour

7.  Order takers- keep the business
coming
 Producers’ order takers- train and explain
 Wholesalers’ order takers- not getting orders
but keeping them
 Retail order takers- often they are poor
salesclerks

8.  Supporting sales force- supporting
salespeople help the order-oriented
salespeople- but they don’t try to get
orders themselves.
 Missionary salespeople can increase sales
 Technical specialists are experts who know
product applications

9.  Three tasks may have to be blend

10. The right structure helps assign
responsibility
 Different target markets require different
selling tasks
 Big accounts get special treatment
 Some salespeople specialize in
telephone selling
 Sales tasks are done in sales territories
 Size of sales force depends on workload

12. Types of sales presentation
1. Prepared sales presentation
2. Need-satisfaction approach
3. Selling formula approach- some of both