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Overview of Personal Selling

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Overview of Personal Selling

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    1. Overview of Personal Selling Module Two

    2. Personal Selling Defined Personal communication Communicator is paid representative of the organization that is the source of the message Identity of the organization that is the source of the message is obvious to the audience

    3. Evolution of Personal Selling

    4. Evolution of Personal Selling

    5. Contributions of Personal Selling: Salespeople and Society Salespeople help stimulate the economy Salespeople help with the diffusion of innovation

    6. Contributions of Personal Selling: Salespeople and the Employing Firm Salespeople generate revenue Salespeople provide market research and customer feedback Salespeople become future leaders in the organization

    7. Contributions of Personal Selling: Salespeople and the Customer Salespeople provide solutions to problems Salespeople provide expertise and serve as information resources Salespeople serve as advocates for the customer when dealing with the selling organization

    8. Classification of Personal Selling Approaches Stimulus Response Mental States Need Satisfaction Problem Solving Consultative Selling Adaptive Selling Relationship-based methods

    9. Classification of Personal Selling Approaches Stimulus Response Various stimuli can elicit predictable responses. Example: continued affirmation.

    10. Classification of Personal Selling Approaches Mental States Assumes the buying process is essentially identical for most buyers Buyers are led through certain mental states AIDA (attention, interest, desire, and action)

    11. Classification of Personal Selling Approaches Need Satisfaction Based on the notion that the customer is buying to satisfy a need Identify needs Questioning, probing Show how offering fulfills needs

    12. Classification of Personal Selling Approaches Problem Solving An extension of need satisfaction selling Sometimes competitors’ offerings are included as alternatives

    13. Classification of Personal Selling Approaches

    14. The Sales Process: Selling Foundations

    15. The Sales Process: Selling Strategy

    16. The Sales Process

    17. The Sales Process

    18. The Sales Process

    19. Sales Careers: Benefits Job security Advancement opportunities Immediate feedback Prestige Job variety Independence Compensation

    20. Classification of Personal Selling Jobs Sales support Missionary salespeople Technical support salespeople New business Pioneers Order-getters Existing business Order-takers Inside sales Direct-to-consumer sales Combination sales jobs

    21. Qualifications for Salespeople Empathy Ego drive Ego strength Interpersonal communication skills Enthusiasm

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