1 / 86

PERSONAL SELLING AND SALES MANAGEMENT

C HAPTER. PERSONAL SELLING AND SALES MANAGEMENT. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:. Discuss the nature and scope of personal selling and sales management in marketing. Identify the different types of personal selling. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:.

audra-knowles
Download Presentation

PERSONAL SELLING AND SALES MANAGEMENT

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CHAPTER PERSONAL SELLING AND SALES MANAGEMENT

  2. AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO: • Discuss the nature and scope of personal selling and sales management in marketing. • Identify the different types of personal selling.

  3. AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO: • Explain the stages in the personal selling process. • Describe the major functions of sales management.

  4. SELLING THE WAY CUSTOMERS WANT TO BUY

  5. SCOPE AND SIGNIFICANCE OF PERSONAL SELLING ANDSALES MANAGEMENT • Nature of Personal Selling and Sales Management • Personal Selling • Sales Management • Selling Happens Almost Everywhere

  6. SCOPE AND SIGNIFICANCE OF PERSONAL SELLING ANDSALES MANAGEMENT • Personal Selling in Marketing • Creating Customer Value Through Salespeople: Relationship Selling

  7. FIGURE 17-A How salespeople create value for customers

  8. Salesperson in the Operating RoomWhy does Medtronic do this?

  9. Concept Check 1. What is personal selling? A: Personal selling involves the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.

  10. Concept Check 2. What is involved in sales management? A: Sales management involves planning the selling program and implementing and controlling the personal selling effort of the firm.

  11. THE MANY FORMS OFPERSONAL SELLING • Order Taking • Outside Order Takers • Inside Order Takers, Order Clerks, or Salesclerks • Inbound Telemarketing • Order Getting • Outbound Telemarketing

  12. FIGURE 17-B Comparing order takers with order getters

  13. Frito-Lay SalespersonAn order taker or an order getter?

  14. FIGURE 17-1 How outside order-getting salespeople spend their time each week

  15. Concept Check 1. What is the main difference between an order taker and an order getter? A: An order taker processes routine orders or reorders for products that were already sold by the company. An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on their use of a product or service.

  16. Concept Check 2. What percentage of an order-getting salesperson’s time is spent selling? A: About 53% (21.7% selling over the phone and 31.5% selling face-to-face).

  17. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS • Personal Selling Process • Prospecting • Lead • Prospect • Qualified Prospect • Cold Canvassing

  18. FIGURE 17-2 Stages and objectives of the personal selling process

  19. Trade Show ExhibitionWhat stage in the personal selling process and what is its purpose?

  20. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS • Preapproach • Approach

  21. An American Salesperson andJapanese CustomerIn the approach stage, what issues to address?

  22. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS • Presentation • Stimulus-Response Format • Stimulus-Response Presentation • Suggestive Selling • Formula Selling Format • Formula Selling Presentation • Canned Sales Presentation

  23. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS • Presentation • Need-Satisfaction Format • Need-Satisfaction Presentation • Adaptive Selling • Consultative Selling

  24. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS • Presentation • Handling Objections • Acknowledge and Convert the Objection • Postpone • Agree and Neutralize • Accept the Objection • Denial • Ignore the Objection

  25. FIGURE 17-C Techniques for handling objections

  26. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS • Close • Trial Close • Assumptive Close • Urgency Close • Final Close • Follow-Up

  27. A Reebok Salesperson and CustomerWhat type of presentation format and why use it?

  28. Concept Check 1. What are the six stages in the personal selling process? A: The six stages are: (1) prospecting, (2) preapproach, (3) approach,(4) presentation, (5) close, and(6) follow-up.

  29. Concept Check 2. Which presentation format is most consistent with the marketing concept? Why? A: The need-satisfaction presentation format probing and listening by the salesperson to identify needs and interests of prospective buyers and then tailors the presentation to the prospect and highlights product benefits, consistent with the marketing concept.

  30. THE SALES MANAGEMENT PROCESS • Sales Plan Formulation: Setting Direction • Sales Plan • Setting Objectives

  31. FIGURE 17-3 The sales management process

  32. THE SALES MANAGEMENT PROCESS • Sales Plan Formulation: Setting Direction • Organizing the Sales Force • Geography • Customer • Major (Key) Account Management • Product • Developing Account Management Policies

  33. FIGURE 17-D Organizing the salesforce by customer, product, and geography

  34. FIGURE 17-D1 Organizing the salesforce by geography

  35. FIGURE 17-D2 Organizing the salesforce by customer

  36. FIGURE 17-D3 Organizing the salesforce by product

  37. FIGURE 17-4 Account management policy grid

  38. THE SALES MANAGEMENT PROCESS • Sales Plan Implementation: Putting the Plan into Action • Salesforce Recruitment and Selection • Job Analysis • Job Description • Salesforce Training

  39. FIGURE 17-5 U.S. sales force composition and change

  40. FIGURE 17-5A U.S. sales force composition and change

  41. FIGURE 17-5B U.S. sales force composition and change

  42. FIGURE 17-5C U.S. sales force composition and change

  43. THE SALES MANAGEMENT PROCESS • Sales Plan Implementation: Putting the Plan into Action • Salesforce Motivation and Compensation • Straight Salary Compensation Plan • Straight Commission Compensation Plan • Combination Compensation Plan

  44. Mary Kay Cosmetics Annual Sales MeetingWhy use nonmonetary compensation?

  45. THE SALES MANAGEMENT PROCESS • Salesforce Evaluation and Control: Measuring Results • Quantitative Assessments • Sales Quota • Behavioral Evaluation

  46. THE SALES MANAGEMENT PROCESS • Salesforce Automation and Customer Relationship Management • Salesforce Automation (SFA) • Salesforce Computerization • Salesforce Communication

  47. Toshiba America Medical SystemWhy use salesforce automation technologies?

  48. Hewlett-Packard SalespersonWhy use home offices?

  49. Concept Check 1. What are the three types of selling objectives? A: (1) output-related (dollars or unit sales, new customers, profit); (2) input-related (sales calls, selling expenses); and(3) behavioral-related (product knowledge, customer service, selling, and communication skills).

  50. Concept Check 2. What three factors are used to structure sales organizations? A: geography, customer, and product or service

More Related