The Role of Personal Selling in
Direct Sales Organizations
 課程:高等直銷管理
 指導教授﹕陳得發
教授
 學生:王昭雄
by Thomas N. Ingram
 學號﹕8941812

中華民國九十一年四月十日
The Role of Personal Selling in Direct Sales
Organizations
Summary
• This article review several developments in the operating
environment of direct sales organizations which affect the
strategic roles of the personal selling function.
• To fully realize the multiple benefits of personal selling, direct
sales organization must be firmly committed to the trust-based
relationship selling paradigm.
• Such a sales approach requires salespeople to move past a shortterm transaction orientation to fulfill roles such as counselors,
ombudsmen, and ambassadors.
• The purpose of this article is to define the role of personal selling
in direct sales organizations.
Framework for Defining the role of personal selling in
Direct Sales Organization
Marketing Developments Strategic Roles of
Personal Selling
• Fragmentation
• Globalization
Universal Roles
• Multiple Channels
•Information
• Timing and Speed
•Service
• Relationship Selling
•Revenue
Strategic Roles
• Growth
• Differentiation
• Niche
Personal Selling Tactical
Implications
Trust-Based Selling
• Candid
• Dependable
• Competent
• Customer-Oriented
• Likable
Trust-Based Roles
• Counselor/teacher
• Ombudsman
• Ambassador
Marketing Developments
• Fragmentation
Mary Kay Cosmetics, have practiced expeditionary marketing in
the implementation of direct ordering alternatives for consumers.
• Globalization
Translation problems are lessened, cultural differences are
dissipated, set time is minimal, and sunk channel cost are low.
• Multiple Channels
Mary Kay Cosmetics has realized substantial benefits from tying
its direct mail and telephone ordering system to the sales force.
• Timing and Speed as Competitive Variable
Timing and speed will determine success in the marketplace.
• Trust-Based Relationship Selling
Direct selling organizations can benefit from the consumerpreference-driven trend toward selling via trust-based
relationships.
Strategic Role of Personal Selling
• Adding Value Information
Salespeople add utility to the products and services they sell by
passing on worthwhile information to the customer. They also
add value to the sales organization’s research and consumer
feedback efforts.
• Customer Service Activities
The sales process has necessarily become service-oriented-not
simply after the sale, but also before and during sales
presentations.
• Revenue Generation
With a lot of support from other functional areas, personal selling
in the primary generator of revenue.
• Change Process
The personal selling function is virtually indispensable in
facilitating change in the marketplace，and can be especially
influential when the total sales force number in the hundreds of
thousands as it does with many leading direct sellers.
Strategic Role for Personal Selling
• Corporate Growth Orientation and Personal Selling
1. Intensive growth
2. Diversification growth
3. Acquisition
• Generic Strategy and Personal Selling
1. Low-cost supplier
2. Differentiation
3. Niche Strategies
Personal Selling Tactical Implications
• Trust-Based Selling:
• Candor: (Words)
1. Presentations are balanced and fair
2. What is said agrees with what the buyer knows to be true.
3. Support evidence and demonstrations are credible.
4. Subsequent events prove statement to be true.
• Dependability: (Actions)
1. Actions fulfill prior verbal promises.
2. Action fits a pattern of prior dependable actions.
3. Promises can realistically be met.
• Competence: (ability)
1. Technical command of products and applications.
2. Statepeople have the skill, knowledge, time and resource to do what
the buyer wants.
3. Words and actions are consistent with a professional “image”.
Personal Selling Tactical Implications
• Customer-Orientation: (intent)
1. Buyer’s needs are clarified and treated with respect.
2. Clear statement of benefits.
3. Advise rather than “sell” (Don’t push a product the buyer
doesn’t need).
• Likability: (personality)
1. Make efficient use of the buyer’s time.
2. Be courteous and polite.
Personal Selling Tactical Implications
• Trust-based Sales Roles
Three tactical roles
1. Counselor/teacher
Counselor/teacher role requires that Salespeople must be
experts in terms of understanding customer needs and how
their products can meet those needs.
2. Ombudsman
The ombudsman role requires the salesperson to be a
customer-oriented problem solver who can take decisive
action when customer satisfaction is threatened.
3. Ambassador
The Ambassador role allows salespeople to contribute to the
overall image of the organization in a meaningful way.
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