CHAPTER
Day 26
BUS 222
Agenda
• Questions?
• Assignment 7 Posted (Last one  )
– Due May 3
– Marketing Assignment 7.pdf
• Marketing plans Due May 10
– 5 min presentation on May 8
– Marketing plan guidelines and example.pdf
– BUS 222 Marketing Plan Guidlines.pdf
• Discussion on Personal Selling and Sales Management, Last
lecture 
15-2
Remaining Schedule
• Today
– Chap 19 Personal Selling and
sales management
• May 3
– Quiz 7
– Assignment 7 due
• May 8 @ 10 AM
– Marketing plan presentations
• May 10
– Completed marketing plans due
@ 3 PM
15-3
CHAPTER
PERSONAL
SELLING
AND SALES
MANAGEMENT
McGraw-Hill/Irwin
19
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Personal Selling and Sales Management
LEARNING OBJECTIVES
LO1 Describe the value added of personal
selling.
LO2 Define the steps in the personal selling
process.
LO3 Describe the key functions involved in
managing a sales force.
LO4 Describe the ethical and legal issues in
personal selling.
19-5
Personal Selling
19-6
The Scope and Nature of Personal Selling
Internet
Telephone
Face-to-face
Teleconference
19-7
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
©Royalty-Free/Corbis
Sales Jobs Website
19-8
Not Just Tupperware
19-9
The Value Added by Personal Selling
• Salespeople Provide
Information and
Advice
• Salespeople Save
Time and Simplify
Buying
• Salespeople Build
Relationships
©Royalty-Free/Corbis
19-10
The Personal Selling Process
19-11
Step 1: Generate and Qualify Leads
Current
Customers
Trade
Shows
Sources
of
Leads
Networking
Events
The
Internet
19-12
Generate Leads
Cold calls
Telemarketing
©Royalty-Free/Corbis
19-13
Step 2: Preapproach
Extends the
qualification
procedure
©Royalty-Free/Corbis
Set goals for
what is to be
accomplished
19-14
Step 3: Sales Presentation
and Overcoming Reservations
The
Presentation
Handling
Reservations
Klaus Tiedge/Blend Images/Getty Images
19-15
Aligning the Personal Selling Process
with the B2B Buying Process
19-16
Digital Vision/Getty Images
Step 4: 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
19-17
Step 5: Follow-Up
Five Service Quality Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles
19-18
Check Yourself
1.
Why is personal selling important to an
IMC strategy?
2.
What are the steps in the personal
selling process?
19-19
Managing the Sales Force
Sales training
Motivating
and
compensating
salespeople
Recruiting and
selecting
salespeople
Sales force
structure
Managing
the Sales
Force
Evaluating
salespeople
19-20
Sales Force Structure
Company sales force
Manufacturers
representatives
(independent agents)
Employees
Not
employees
Established
product lines
Smaller firms
New
markets
19-21
Salesperson Duties
Order getter
Order taker
Sales support personnel
19-22
Recruiting and Selecting Salespeople
Personality
Empathy
Selfmotivation
Optimism
Resilience
19-23
Recruiting for Success
How does a firm
that focuses on a
fun product
recruit
salespeople who
exhibit fun?
©Stockbyte/PunchStock
19-24
Sales Training
Selling and negotiation techniques
Products and service knowledge
Technologies used in the selling process
Time and territory management
Company policies and procedures
19-25
Motivating and Compensating Salespeople
GRANTLAND® Copyright Grantland Enterprises; wwwgrantlandnet
Financial rewards
Nonfinancial rewards
19-26
A Motivational Convention
19-27
Evaluating Salespeople
• Tied to the reward
structure
• Evaluation measures
can be either objective
or subjective
BananaStock/PictureQuest
19-28
Check Yourself
1.
What do sales managers need to do to
successfully manage their sales force?
2.
What is the difference between
monetary and nonmonetary incentives?
19-29
Ethical and Legal Issues in
Personal Selling
The Sales
Manager and the
Sales Force
The Sales Force
and Corporate
Policy
The Salesperson
and the
Customer
19-30
AP Photo/Charlie Riedel
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.
19-31
Have you ever felt that
you were treated
unethically by a
salesperson? What
happened?
Royalty-Free/CORBIS
Issues for the Sales Person
and the Customer
19-32
Check Yourself
1.
What are three areas of personal selling
in which ethical and legal issues are
more likely to arise?
19-33