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Personal Selling

Nothing Happens Until You Sell Something. Selling is the final step in a firm realizing its central objectivemaximizing long-term profit.Selling is the ultimate implementation of the firm's purpose and objective.All employees are involved in selling the firm's products because they help the firm

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Personal Selling

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    1. Personal Selling Chapter 18

    2. Nothing Happens Until You Sell Something Selling is the final step in a firm realizing its central objective—maximizing long-term profit. Selling is the ultimate implementation of the firm’s purpose and objective. All employees are involved in selling the firm’s products because they help the firm achieve the best marketing mix.

    3. The 11 Elements of Successful Personal Selling Thorough product knowledge Listen to the customer Call on the right people Call with a purpose Professional attitude, decorum, and attire Get the appointment

    4. The 11 Elements of Successful Personal Selling Get to know everyone Network Develop a long-term relationship with your customers Be well rounded Close the sale

    5. Selling’s Relationship to the Firm’s Purpose and Objective The best salespeople are those who believe passionately in the value of the products they sell A critical ingredient in having passionate salespeople is that every employee sees, understands, and accepts the firm’s purpose and objective as worthwhile Selling on purpose—helping customers get what they want so they can make their lives better gives meaning to selling

    6. Sales as a Career Sales is an important part of the firm’s overall success Successful people are successful sales persons—spouses, children, scientists, business managers Understanding selling is a valuable part of everyone’s business education

    7. Discussion Questions Is personal selling a legitimate subject to be covered in a book on agribusiness management? Explain the reasons for your answer. Explain why someone who works in the human resource area needs to know something about personal selling. Explain why selling is an internal and external activity of the firm. Identify and explain types of selling other than business-to-business selling.

    8. Discussion Questions Which two of the elements of successful selling listed in the chapter are most important? Explain your answer. Describe the characteristics of a successful sales person. Explain the reasons for your answer. In your own words describe the term “networking,” and explain why it is important to sales success. Explain why developing a long-term relationship with your customers is desirable. How do football tickets and dinners affect this relationship?

    9. Discussion Questions What is the role of trust and mutual benefit in building a long-term customer relationship? What does it mean to close the sale? Explain its role in personal selling. How does the firm’s purpose and objective affect the performance of its sales persons? Identify 3 reasons someone who is seeking a career in business would select a sales position. Explain your answer.

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