Personal Selling

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Chapter 20

• Personal Selling Sales Management

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At McDonalds, sales promotion efforts, such as
giving away Teenie Beanie Babies, play a major
role in developing long term customer
relationships. It also helps sell 240 million
happy meals with these little critters.
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Personal Selling

• A two-way flow of communication between the buyer
  and the seller
• It is a paid effort to inform and persuade a
  purchase decision
• It requires people and the management of those
  people

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Personal Selling Roles

• Links the company to the customer
• Creates an image in the eyes of the customer
• Can be a dominant role in a push strategy and is
  costly

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Elements of Personal Selling

• Prospecting
• Pre-approach
• Approach
• Make the presentation
• Overcome objections
• Close the sale
• Follow-up

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Types of Sales People

• Order getters
• Order takers
• Sales support personnel
• Missionary
• Engineer technical
• Team selling
• Conference or seminar trade sellers

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Sales Management Process

• Formulate a sales plan
• Set objectives organize
• Implement the plan
• Recruit, train, motivate, compensate
• Evaluate the results and control the sales force
• Measure performance

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Formulate a sales plan

• Objectives
• Input, output, or behavior related
• Organizing
• Type of sales force
• How organized?
• How many?
• Account management policy
• Account management
• workload

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Implement the plan

• Recruit select
• Job analysis job description
• Emotional intelligence
• Train
• Must be an on-going process
• Motivate compensate
• Straight salary
• Straight commission
• Combination of the two

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Evaluate control

• Quantitative
• Input vs. output
• Behavioral
• Attitude
• Knowledge
• Communication skills
• Customer service
• professionalism

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Questions?