18-1
Chapter 18
Personal Selling
and Sales
Management
18-2
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Goals
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•
•
•
•
•
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Role of personal selling in a promotion program
When a firm is likely to utilize personal selling
Forms of personal selling
Variety of personal selling jobs
Developments in how personal selling is performed
Personal selling process
Strategic role of sales-force management
Challenges in staffing, operating, and evaluating the sales
force
18-3
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Personal Selling
Personal communication
of information to persuade
somebody to buy something.
The major promotion tool
Selling
16 million
people
18-4
Advertising
500,000
people
Personal Selling as Promotion
Flexible
Focused
Minimize
waste
18-5
Goal is
sale
Costly
Difficult to
attract quality
people
When Personal Selling is Used
PRODUCT
MARKET
Value not apparent
Concentrated:
High unit cost
Geographically
18-6
Technical
Requires demonstration
In few industries
Fitted to customer’s need
In several
Introductory stage
large customers
of the Product Life Cycle
Scope of Personal Selling
18-7
Variety of Sales Jobs
Delivery Sales
Inside Order Taker
Missionary
Sales Person
Sales Engineer
18-8
Outside Order Taker
Consultative
Sales Person
Personal Selling
Professional Sales Person
Cost of Personal Selling
Uniqueness of Sales Jobs
18-9
Changing Patterns in Personal
Selling
Selling
Centers
Systems
Selling
Global
Sales Teams
18-10
Changing Patterns in Personal
Selling
Relationship
Selling
Internet
Selling
18-11
Telemarketing
Automation
Scope of Personal Selling
18-12
Staffing and Operating a Sales
Force
18-13
Recruitment and Selection
Determining Hiring Specifications
Recruiting Applicants
Matching Applicants
with Hiring Specifications
18-14
Compensating a Sales Force
Salary
Commission
Combination
18-15
Evaluating a Sales Person’s
Performance
Quantitative
Qualitative
18-16
Key Terms and Concepts
 Personal selling
 Internet selling
 Inside selling
 Sales force automation
 Outside selling
 Personal selling process
 Selling center
 AIDA
 Systems selling
 Methods of sales-force
compensation
 Global sales teams
 Relationship selling
 Telemarketing
18-17
McGraw-Hill/Irwin
 Quantitative evaluation bases
 Qualitative evaluation bases
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.