PERSONAL SELLING AND SALES MANAGEMENT 18
The Scope and Nature of Personal Selling
Order taker
Order getter
Internet
Telephone
Face-to-face
Teleconference
Pom 16
Sales support
personnel
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Personal Selling and
Marketing Strategy
1. Can customize the message for a
specific buyer
2. Assists in creating strong supply
chain relationships
3. Increased customer loyalty through
relationship selling
4. Gather research input from
customers
5. Crucial to the success of CRM
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The Value Added by Personal Selling
• Salespeople Provide
Information and Advice
• Salespeople Save Time and
Simplify Buying
• Salespeople Build
Relationships
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.
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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
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Personal
Selling
Process
Step One: Generate and
Qualify Leads
Current
Customers
Trade
Shows
Sources
of
Leads
Networking
Events
The
Internet
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Step Two: Preapproach
Extends the
qualification
procedure
Set goals for what is
to be accomplished
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Step Three: Sales Presentation
and Overcoming Reservations
The presentation
Handling reservations
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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
A
B
C
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Step Five: Follow-Up
Five Service Quality Dimensions
1. Reliability – Ability to perform the service
dependably and accurately
2. Responsiveness – Willingness to help
customers and provide prompt service
3. Assurance – Knowledge of and courtesy by employees
and their ability to convey trust and confidence
4. Empathy – The caring, individualized attention
provided to customers
5. Tangibles – The appearance of physical facilities,
equipment, personnel and communication materials
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Managing the Sales Force
1. Sales Force Structure
Company sales force
Manufacturer’s
representatives
(independent agents)
Employees
Not
employees
Established
product lines
Smaller firms
New markets
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Managing the Sales Force
2. Recruiting and Selecting Salespeople
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Managing the Sales Force
3. Sales Training
Selling and negotiation techniques
Products and service knowledge
Technologies used in the selling process
Time and territory management
Company policies and procedures
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Managing the Sales Force
4. Motivating and Compensating Salespeople
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Financial rewards
Nonfinancial rewards
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Managing the Sales Force
5. Evaluating Salespeople
• Tied to the reward
structure
• Evaluation measures
can be either objective
or subjective
BananaStock/PictureQuest
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