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Learning Objectives

Learning Objectives. How does personal selling add value? What is the personal selling process? How do technology and the Internet affect personal selling? What are the key functions of a sales manager?. Mary Kay Inc. Beauty Consultants Retain gross profits on each product

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Learning Objectives

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  1. Learning Objectives • How does personal selling add value? • What is the personal selling process? • How do technology and the Internet affect personal selling? • What are the key functions of a sales manager?

  2. Mary Kay Inc. • Beauty Consultants • Retain gross profits on each product • Earn commissions on their sales teams

  3. The Scope and Nature of Personal Selling

  4. Professional Selling as a Career • People love the lifestyle • There is a lot of flexibility • There is a lot of variety in the job • Can be very lucrative • Very visible to management and good for promotions Sales Jobs Website

  5. Personal Selling and Marketing Strategy • Can customize the message for a specific buyer • Assists in creating strong supply chain relationships • Increased customer loyalty through relationship selling • Gather research input from customers • Crucial to the success of CRM

  6. The Personal Selling Process

  7. Step One: Generate and Qualify Leads

  8. Generate Leads

  9. Step Two: Preapproach

  10. Step Three: Sales Presentation and Overcoming Reservations

  11. Aligning the Personal Selling Process with the B2B Buying Process

  12. Step Four: Closing the Sale • Getting the order • Often most stressful part of sales process • A “no” one day may be the foundation for a “yes” another

  13. Step Five: Follow-Up

  14. Check Yourself What are the steps in the personal selling process? How does the selling process impact the business to business buying process?

  15. The Impact of Technology and the Internet on Personal Selling Salesforce.com Website

  16. Ethical and Legal Issues in Personal Selling

  17. Issues for the Sales Force and Corporate Policy The firm may have a policy to sell goods or services to people who cannot afford them or to people who should not have them.

  18. Issues for the Sales Person and the Customer Have you ever felt that you were treated unethically by a salesperson? What happened?

  19. Managing the Sales Force

  20. Sales Force Structure • Company sales force • Employees • Established product lines • Manufacturers representatives (independent agents) • Not employees • Smaller firms • New markets

  21. Salesperson Duties

  22. Personality Recruiting and Selecting Salespeople Empathy Optimism Self-motivation Resilience

  23. Recruiting for Success

  24. Sales Training

  25. Motivating and Compensating Salespeople Financial rewards Nonfinancial rewards

  26. Evaluating Salespeople • Tied to the reward structure • Evaluation measures can be either objective or subjective

  27. Check Yourself What do sales managers need to do to successfully manage their sales force? What is the difference between monetary and nonmonetary incentives?

  28. Cold calls are a method of prospecting in which sales people telephone or go to see potential clients without appointments. Glossary Return to slide

  29. A company sales force comprises people who are employees of the selling company. Glossary Return to slide

  30. Manufacturer’s representatives are sales people who sell a manufacturer’s products on an extended contract basis but are not employees of the manufacturer. Glossary Return to slide

  31. An order getter is a salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale. Glossary Return to slide

  32. An order taker is a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products. Glossary Return to slide

  33. The preapproach occurs prior to meeting the customer for the first time and extends the qualification of leads procedure. Glossary Return to slide

  34. Relationship selling is a sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties. Glossary Return to slide

  35. Telemarketing is a method of prospecting in which sales people telephone potential customers without appointments. Glossary Return to slide

  36. Trade shows are attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry. Glossary Return to slide

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