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Learning Objectives
LEARNING OBJECTIVES

How does personal selling add value?

What is the personal selling process?

How do technology and the Internet affect
personal selling?

What are the key functions of a sales manager?
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Mary Kay Inc.

Beauty Consultants

Retain gross profits on
each product

Earn commissions on
their sales teams
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The Scope and Nature of
Personal Selling
Internet
Telephone
Face-to-face
Teleconference
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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
Sales Jobs Website
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Personal Selling and
Marketing Strategy

Can customize the message for a
specific buyer

Assists in creating strong supply
chain relationships

Increased customer loyalty
through relationship selling

Gather research input from
customers

Crucial to the success of CRM
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The Personal Selling Process
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Step One: Generate and
Qualify Leads
Current
Customers
Trade
Shows
Sources
of
Leads
Networking
Events
The
Internet
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Generate Leads
Cold calls
Telemarketing
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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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Aligning the Personal Selling
Process with the B2B Buying Process
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Step Four: Closing the Sale
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Getting the order

Often most stressful
part of sales process

A “no” one day may be
the foundation for a
“yes” another
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Step Five: Follow-Up
Five Service Quality Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles
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19-14
Check Yourself
1.
What are the steps in the personal selling
process?
2.
How does the selling process impact the
business to business buying process?
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19-15
The Impact of Technology and the
Internet on Personal Selling
Instant access to their
customers
Access to customer research
and information
Training programs are more
effective, easier to operate,
less expensive
Less time on order tracking
Salesforce.com Website
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Ethical and Legal Issues in
Personal Selling
The Sales Manager
and
The Sales Force
The
Salesperson
The Sales Force
and The
Corporate
Policy
Customer
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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.
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Issues for the Sales Person
and the Customer
Have you ever felt that
you were treated
unethically by a
salesperson? What
happened?
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Managing the Sales Force
Sales training
Recruiting and
selecting
salespeople
Sales force
structure
Motivating and
compensating
salespeople
Managing
the Sales
Force
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Evaluating
salespeople
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Sales Force Structure


Company sales force

Employees

Established product lines
Manufacturers representatives (independent
agents)

Not employees

Smaller firms

New markets
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Salesperson Duties
Order getter
Order taker
Sales support
personnel
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Recruiting and Selecting Salespeople
Personality
Empathy
Selfmotivation
Optimism
Resilience
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Recruiting for Success
How does a firm that
focuses on a fun
product recruit
salespeople who
exhibit fun?
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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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Motivating and Compensating
Salespeople
Financial rewards
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Nonfinancial rewards
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Evaluating Salespeople

Tied to the reward
structure

Evaluation measures
can be either objective
or subjective
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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?
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19-28
Glossary
Cold calls are a method of prospecting in which
sales people telephone or go to see potential
clients without appointments.
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19-29
Glossary
A company sales force comprises people who are
employees of the selling company.
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Glossary
Manufacturer’s representatives are sales people
who sell a manufacturer’s products on an
extended contract basis but are not employees of
the manufacturer.
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19-31
Glossary
An order getter is a salesperson whose primary
responsibilities are identifying potential
customers and engaging those customers in
discussions to attempt to make a sale.
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19-32
Glossary
An order taker is a salesperson whose primary
responsibility is to process routine orders or
reorders or rebuys for products.
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Glossary
The preapproach occurs prior to meeting the
customer for the first time and extends the
qualification of leads procedure.
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19-34
Glossary
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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19-35
Glossary
Telemarketing is a method of prospecting in which
sales people telephone potential customers
without appointments.
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19-36
Glossary
Trade shows are attended by buyers who choose to
be exposed to products and services offered by
potential suppliers in an industry.
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19-37