Module Two
Overview of Personal Selling
Learning Objectives
1. Describe the evolution of personal selling
from ancient times to the modern era.
2. Explain the contributions of personal
selling to society, business firms, and
customers.
3. Distinguish between transaction-focused
traditional selling and trust-based
relationship selling.
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Learning Objectives
4. Discuss five alternative approaches to
selling.
5. Describe the three primary roles fulfilled
by consultative salespeople
6. Understand the sales process as a
series of interrelated steps.
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Setting the Stage
UPS Builds Trust and Long-Term
Customer Relationships
1. What does Carl Strenger, a UPS Vice
President, mean by a “consultative
discussion” with the customer?
2. When teaming up with UPS Capital
sales personnel, what is the focus of the
overall sales strategy?
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Personal Selling – Defined
Personal selling refers to personal
communication with a an audience
through paid personnel of an
organization or its agents in
such a way that the audience
perceives the communicator’s
organization as being the source
of the message.
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Evolution of Personal Selling
Peddlers selling door
to door . . . served
as intermediaries
Selling function
became more
structured
1800s
1900s
2000s
st
As we begin Post-Industrial
the 21 century, selling
continues toModern
develop,
Industrial
War and
becomingRevolution
more professional
and more relational
Revolution
Depression
Era
Business organizations
employed salespeople
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Selling function
became more
professional
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Schwepker Jr. Williams
Contributions of Personal Selling:
Salespeople and Society
• Salespeople help
stimulate the economy
• Salespeople help with the
diffusion of innovation
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Contributions of Personal Selling:
Salespeople and the Employing Firm
• Salespeople generate revenue
• Salespeople provide market
research and customer feedback
• Salespeople become future
leaders in the organization
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Contributions of Personal Selling:
Salespeople and the Customer
• Salespeople provide solutions to
problems
• Salespeople provide expertise and
serve as information resources
• Salespeople serve as advocates for
the customer when dealing with the
selling organization
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Transaction-Focused vs.
Relationship Focused
Transaction-Focused
Relationship-Focused
•
•
•
•
•
•
Short term thinking
Making the sale has
priority over most
other considerations
Interaction between
buyer and seller is
competitive
Salesperson is selfinterest oriented
Sales Management:
Analysis and Decision Making
•
•
Long term thinking
Developing the
relationship takes
priority over getting
the sale
Interaction between
buyer and seller is
collaborative.
Salesperson is
customer-oriented
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Classification of
Personal Selling Approaches
•
•
•
•
Sales Management:
Analysis and Decision Making
Stimulus Response Selling
Mental States Selling
Need Satisfaction Selling
Problem Solving Selling
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Stimulus Response Selling
Salesperson
Provides
Stimuli
Sales Management:
Analysis and Decision Making
Buyer
Responses
Sought
Module 2:
Overview of Personal Selling
Continue
Process until
Purchase
Decision
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Schwepker Jr. Williams
Mental States Selling
Attention
Sales Management:
Analysis and Decision Making
Interest
Conviction
Module 2:
Overview of Personal Selling
Desire
Action
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Schwepker Jr. Williams
Need Satisfaction Selling
Uncover and
Confirm
Buyer Needs
Sales Management:
Analysis and Decision Making
Present
Offering to
Satisfy
Buyer Needs
Module 2:
Overview of Personal Selling
Continue
Selling until
Purchase
Decision
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LaForge Avila
Schwepker Jr. Williams
Problem Solving Selling
Define
Problem
Sales Management:
Analysis and Decision Making
Generate
Alternative
Solutions
Evaluate
Alternative
Solutions
Module 2:
Overview of Personal Selling
Continue
Selling
until
Purchase
Decision
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LaForge Avila
Schwepker Jr. Williams
Consultative Selling
Business Consultant
The process of helping
customers reach their
strategic goals by using
the products, service,
and expertise of the
selling organization.
Strategic Orchestrator
Long-term Ally
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
The Sales Process: An Overview
Selling
Foundations
Initiating
Customer
Relationships
Developing
Customer
Relationships
Enhancing
Customer
Relationships
Selling
Strategy
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
The Sales Process: Selling Foundations
In order to be successful in today’s global business
environment, salespeople must have a solid
relationship building foundation. They must:
Be Trustworthy
Behave Ethically
Understand Buyer Behavior
Possess Excellent Communication Skills
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
The Sales Process: Selling Strategy
In order to be successful in today’s global business
environment, salespeople must also think and act
strategically. The must develop strategies for:
Each Sales Call
Each Customer
Their Sales Territories
Each strategy is
related to the other
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
The Sales Process
Initiating
Customer
Relationships
Developing
Customer
Relationships
Enhancing
Customer
Relationships
• Sales
Prospecting
Presentation Delivery
• Earning
Preapproach
Commitment
Adding Customer
Value through
Follow-up,
• Presentation
Planning
Self-leadership,
and Teamwork
• Approaching the Customer
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams