Basic Marketing, 13th edition

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Chapter 15 Personal Selling
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Chapter 15 Objectives
When you finish this chapter, you should

• 1. Understand the importance and nature of
  personal selling.
• 2. Know the three basic sales tasks and what the
  various kinds of salespeople can be expected to
  do.
• 3. Know what the sales manager must
  doincluding, selecting, training, and organizing
  salespeopleto carry out the personal selling
  job.

• 4. Understand how the right compensation plan can
  help motivate and control salespeople.
• 5. Understand when and where to use the three
  types of sales presentations.
• 6. Understand the important new terms.

15-2
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Strategy Planning for Personal Selling
Exhibit 15-1
15-3
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Basic Sales Tasks
15-4
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Salesforce Structure
15-5
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Information Technology and Sales
New software and hardware provide a competitive
advantage for salespeople in many industries.
For example, financial planners can use
sophisticated software to analyze the needs of
clients in six keys areas of financial planning,
customizing their recommendations for each
clients unique situation.
15-6
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Selecting, Training, and Motivating
15-7
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Steps in the Personal Selling Process
Exhibit 15-3
15-8
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Types of Presentation Approaches
15-9
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The AIDA Model
15-10
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Key Terms
Telemarketing Sales Territory Job
Description Sales Quota Prospecting Sales
Presentation Prepared Approach Close
Consultative Selling Approach Selling Formula
Approach
Basic Sales Tasks Order Getters Order-Getting Orde
r Takers Order-Taking Supporting
Salespeople Missionary Salespeople Technical
Specialists Team Selling Major Accounts
Sales Force
15-11