Personal Selling and Sales Management

1
Chapter 14
14-1

• Personal Selling and Sales Management

2
14-2

1. Explain why personal selling is important in
   brand promotion.
2. Describe the activities besides selling performed
   by salespeople.
3. Summarize the role of setting objectives for
   personal selling.
4. Outline the steps involved in personal selling.
5. Describe factors that contribute to a new
   environment for personal selling.
6. Define the responsibilities of sales force
   management.

3
14-3

• Personal Selling

• Household consumers and business buyers are
  frequently confronted with purchase decisions
  that are facilitated by interaction with a
  salesperson.
• This is especially true for products that are
• higher priced and complicated to use
• require demonstration
• tailored to users needs
• involve a trade-in
• judged at the point of purchase
• In many decision contexts, only a qualified and
  well-trained salesperson can address a potential
  buyers questions and concerns.

4
14-4

• What Salespeople Do

• Often, salespeople are responsible for more than
  the selling effort they may also implement
  various aspects of marketing strategy
• market analysis
• sales forecasting
• new product ideas
• buyer behavior analysis
• communication
• sales coordination
• customer service
• customer relationship management (CRM)

5
14-5

• Personal Selling Roles

• The type of selling and communication
  requirements vary depending on the customers
  needs and the complexity of the product. The
  three types of selling are
• Order takinginside order takers, outside order
  takers
• Creative sellingteam selling, seminar selling,
  system selling
• Supportive communicationsmissionary salesperson,
  detail salesperson

6
14-6

• Personal-Selling Objectives

• Personal-selling objectives are external in that
  they all focus on the buyer
• Create a competitive advantage
• Treat each buyer as unique
• Manage relationships for mutual benefitproduct,
  service, price, source (company), and people
  superiority
• Control the communication

7
14-7

• The Selling Process

• A well-conceived and well-executed sales effort
  involves using a series of steps
• Preparationgathering relevant information in
  order to deliver a targeted and persuasive sales
  message
• Prospectinggenerating leads for new clients
• Initial contactleaving comprehensive
  information, introducing buyer to corporate
  selling programs, gathering information about
  buyers organization and product/service needs
• Presentationface-to-face (consultative selling)
  or telemarketing
• canned presentation
• attention-interest-desire-action (AIDA)
• needs satisfaction (need development, need
  awareness, need fulfillment)
• Handling objectionstreat all objections as
  legitimate and reasonable, counter objections
  without seeming argumentative
• Closing the saleonly 40 of the time does the
  salesperson actually ask for the buyer to place
  the order
• Follow-upensure that all commitments are
  fulfilled, deal with post-purchase behavior

8
14-8

• Selling in a New Environment

• Changes in the broad business environment have
  created a significantly new environment for
  personal selling. These changes include
• Better marketing planning
• Sales force automation (SFA)
• More-demanding buyers

9
14-9

• Sales Management

• Sales force management includes the following
  areas of responsibility
• Situation analysisexternal and internal
• Setting sales objectives
• Setting and managing budgetsbased on salaries
  and benefits, incentive programs, recruiting
  costs, training costs, travel expenses,
  promotional materials
• Identifying sales force structureby product
  lines, type of customer, geographic territory
• Hiringjob recruitments (writing a job
  description, recruiting, screening and evaluation
  
• Trainingcontent and methods, duration,
  personnel, location
• Motivating the sales forcecompensation, task
  clarity, recognition of goal attainment, job
  enrichment, perquisites
• Evaluating performance