Personal Selling

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Personal Selling

  1. 1. Kotler Keller Personal Selling
  2. 2. Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation
  3. 3. Sales force Objectives & Strategy <ul><li>Companies need to define the specific objectives they want their sales force to achieve, for eg, a company might want its sales representatives to spend 80% of their time with current customers and 20 % with prospects. </li></ul><ul><li>Strategy : Direct sales reps / contractual sales force (Commission basis) </li></ul>
  4. 4. Sales Tasks <ul><li>Prospecting </li></ul><ul><li>Targeting </li></ul><ul><li>Communicating </li></ul><ul><li>Selling </li></ul><ul><li>Servicing </li></ul><ul><li>Information gathering </li></ul><ul><li>Allocating </li></ul>
  5. 5. Sales force sturucture <ul><li>Territorial ( one product line to cusomers in many locaions) </li></ul><ul><li>Product or market sturucture ( a company that sells many products tomany types of customers) </li></ul><ul><li>Complex structure. </li></ul>
  6. 6. Sales force size <ul><li>Workload Approach </li></ul><ul><li>Customers are grouped into size classes </li></ul><ul><li>Desirable call frequencies are established </li></ul><ul><li>Number of accounts in each size class multiplied by call frequency </li></ul><ul><li>Average number of calls possible per year established </li></ul><ul><li>Number of reps equal to total annual calls required divided by number possible </li></ul>
  7. 7. Sales force compensation <ul><li>Fixed amount ( salary) </li></ul><ul><li>Variable amount (Commissions, bonus, or profit sharing) </li></ul><ul><li>Expense allowances ( Travel) </li></ul><ul><li>Benefits ( paid vocations, sickness or accident benefits, pensions, and life insurances) </li></ul>
  8. 8. Managing the Sales Force Recruiting, selecting Training Supervising Motivating Evaluating
  9. 9. What Motivates Sales Reps? <ul><li>Most Rewarding </li></ul><ul><li>Pay </li></ul><ul><li>Promotion </li></ul><ul><li>Personal growth </li></ul><ul><li>Sense of accomplishment </li></ul><ul><li>Least Rewarding </li></ul><ul><li>Liking </li></ul><ul><li>Respect </li></ul><ul><li>Security </li></ul><ul><li>Recognition </li></ul>
  10. 10. Steps in Effective Selling Prospecting/ Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up

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