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16 Personal Selling

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16 Personal Selling

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    1. 16 Personal Selling Professor Close

    2. Introduction to Personal Selling (1) Importance: almost every company can benefit from personal selling 10% of workforce (how many have? How many would like to?) Often largest operating expense (up or out; car dealers) Customer contact (info & customer impressions)

    3. Introduction to Personal Selling (2) Sales management: decisions Sales force # (of salespeople; big issues with commissions, customers and turnover) Compensation Straight salary: most security, control, and simplicity Straight commission (most incentive) Direct: Salary Indirect: part of firm earnings

    4. Introduction to Personal Selling (3) Compensation (cont…) Align incentive with firm interest (Sears) Combination: most popular (some security and incentive) Supervision (Nadler and Golf) Skills/training (Jennifer @ Olde) Can you learn? Some product info and customer needs (indstr; Nadler: uniforms, face lift) Why not train?

    5. Introduction to Personal Selling (4) Who to serve? Sales territory: geographic area; clear responsibility (overlap; lead in another) Major accounts: special treatment for large (fleet sales for cars)

    6. Introduction to Personal Selling (5) Selling techniques Customers ? (80-20 rule) 3 sales presentations Prepared: more talk, canned leads to trial close, low skill (telemarketing) Consultative: listen, less talk, help solve problems, customers differ, high skill Selling formula: start prepared then steps outlined

    7. Job of Personal Selling (1) Duties: Order getting: without order getters, many of the products we now rely on – ranging from mutual funds to air conditioners – might have died in the market introduction stage Seek new clientele with sales presentation Prospecting: follow all leads (allocate time on potential) – insurance, graduate

    8. Geico Commercial

    9. Job of Personal Selling (2) Duties (cont…) Order taking Serve current customers and complete routine sales Regular route and customers (relationships as much as selling: Brian Allen) Low aggression and pressure: pejorative

    10. Travelocity Commercial

    11. Job of Personal Selling (3) Duties (cont…) Supporting salespeople: no selling, help order getters & order takers Missionary: entry level Goodwill, stimulate demand for products Tasks: training, coop ads, sales promotion (increase sales 2-3x) Technical specialists: often after o.g. & o.t. visit Scientists and engineers Provide details on complex processes (installation, maintenance etc.) May mix three jobs (retraining people)

    12. Summary READ: Sales quotas (439-440) 3 sales presentations (443-444) Order getting vs. order taking vs. supporting Payment methods 3 types of sales presentations Any questions??

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