Principles of
Marketing
Lecture-36
Summary
of
Lecture-35
Personal Selling
Personal selling is the
personal communication
of information to persuade
somebody to buy
something.
Basic Sales Tasks
The two types of
personal selling
 The
customers come to the
salespeople.
– Mostly involves retail-store selling.
– Most salespeople fall into this category.
 The
salespeople go to the
customers.
– Usually represent producers or
wholesaling middlemen and sell to
business users.
– Some outside selling is relying more on
telemarketing.
Contributions of
Personal
Selling to Marketing
Producing
Sales
Revenue
Meeting
Buyer
Expectations
Providing
Marketplace
Information
Salesperson
An individual acting for a company
by performing one or more of the
following activities:
Prospecting,
Communicating,
Serving, and
Information gathering.

Salespeople
 Sales representatives
 Account executives
 Sales consultants
 Sales engineers
 Agents
 District managers
 Marketing representatives
 Account development reps
 Etc.
Today’s Topics
Sales Force
Management
The Role of the
Sales Force
Personal Selling is effective
because salespeople can:
– probe customers to learn more
about their problems,
– adjust the marketing offer to fit the
special needs of each customer,
– negotiate terms of sale,
– build long-term personal
relationships with key decision
makers.
The Sales Force serves as
a critical link between a
company and its
customers since they:
– represent the company to
customers, and
– represent customers to the
company.
Steps in the
Selling Process
Step 1. Prospecting and
Qualifying
Step 2. Preapproach
Step 3. Approach
Step 4. Presentation/
Demonstration
Identifying and Screening For
Qualified Potential
Customers.
Learning As Much As
Possible About a Prospective
Customer Before Making a
Sales Call.
Knowing How to Meet the
Buyer to Get the Relationship
Off to a Good Start.
Telling the Product “Story” to
the Buyer, and Showing the
Product Benefits.
Step 5. Handling Objections
Seeking Out, Clarifying,
and Overcoming
Customer Objections to
Buying.
Step 6. Closing
Asking the Customer
for the Order.
Step 7. Follow-Up
Following Up After the
Sale to Ensure
Customer Satisfaction
and Repeat Business.
Managing the
Sales force
Designing Sales force Strategy and Structure
Recruiting and Selecting Salespeople
Training Salespeople
Compensating Salespeople
Supervising Salespeople
Evaluating Salespeople
Designing sales
force strategy and
structure
Types of Sales Force
Structure
 Territorial Sales force structure
 Product Sales force structure
 Customer Sales force structure
 Complex Sales force structure
Sales Force Size
Other Sales Force Strategy and Structure Issues
Who Will Be Involved in the
How Will Sales and Sales
Selling Effort?
Support People Work Together?
Outside Sales Force
Inside Sales Force
Team Selling
Other Sales Force Strategy
and Structure Issues
Outside Sales
Force
Travel to Call on
Customers
Sells to Major
Accounts
Finds Major
New
Prospects
Inside Sales
Force
Conduct Business From Their
Offices Via Phone or Buyer Visits
Technical
Support
People
TeleMarketing
Sales
Or
Assistants
Internet
Recruiting and Selecting
Salespeople
Some Characteristics
of Salespeople
Recruiting Procedures
Salesperson Selection
Process
•Enthusiasm and SelfConfidence
•Persistence
•Initiative
•Job Commitment
•Current Salespeople
•Employment Agencies
•Classified Ads
•College Campuses
•Sales Aptitude
•Analytical & Organizational
Skills
•Personality Traits
•Other Characteristics
Selecting Salespeople
Sales Aptitude
Other Characteristics
Selection
Process
Usually
Evaluates
a Person’s
Personality Traits
Analytical and
Organizational Skills
Training
Salespeople
The Average Sales Training Program lasts for Four Months and
Has the Following Goals:
Help Salespeople Know & Identify
With the Company
Learn How the Products Work
Learn About Competitors’
and Customers’ Characteristics
Learn How to Make
Effective Presentations
Understand Field Procedures
and Responsibilities
Compensating
Salespeople
Salary
Benefits
Components
of
Compensation
Bonus
Commission
Enough for
today. . .
Summary
Sales Force
Management
Steps in the
Selling Process
Managing the
Sales force
Designing Sales force Strategy and Structure
Recruiting and Selecting Salespeople
Training Salespeople
Compensating Salespeople
Supervising Salespeople
Evaluating Salespeople
Next….
Sales force Management (cont..)
Direct Marketing
Principles of
Marketing
Lecture-36