Lecture on Personal Selling

Nature of Personal Selling and Sales ManagementPersonal Selling Sales Management Pervasiveness of Selling Personal Selling in Marketing Creating Customer Value through Salespeople: Relationship and Partnership SellingRelationship Partnership Selling SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT

Order Taking Order Getting THE MANY FORMS OF PERSONAL SELLING

How outside order-getting salespeople spend their time each week

Customer Sales Support Personnel  Missionary salespeople Missionary salespeople  Sales engineer Sales engineer  Team selling Team selling THE MANY FORMS OF PERSONAL SELLING

Prospecting Preapproach Approach THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPSPERSONAL SELLING PROCESS

Stages and objectives of the personal selling process

Presentation Stimulus-Response Format Formula Selling Format THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPSPERSONAL SELLING PROCESS

Presentation Need-Satisfaction Presentation  Adaptive selling Adaptive selling  Consultative selling Consultative selling Handling Objections Close Follow-Up THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS

THE SALES MANAGEMENT PROCESS

Sales Plan FormulationSales Plan Setting Objectives Organizing the Salesforce THE SALES MANAGEMENT PROCESS

Organizing the Sales Force by customer, product, and geography

Organizing the sales force by customer

Organizing the sales force by product

Organizing the sales force by geography

Organizing the Salesforce (cont)  Major account management Major account management  Workload method Workload method Developing Account Management PoliciesAccount Management Policies THE SALES MANAGEMENT PROCESS

Account management policy grid

Sales Plan Implementation Salesforce Recruitment and Selection  Emotional intelligence Emotional intelligence THE SALES MANAGEMENT PROCESS

U.S. salesforce composition and change

Sales Plan Implementation Salesforce Training Salesforce Motivation and Compensation THE SALES MANAGEMENT PROCESS

Salesforce Evaluation and Control Quantitative Assessments Behavioral Evaluation Salesforce Automation and Customer Relationship ManagementSalesforce Automation Salesforce Computerization Salesforce Communication THE SALES MANAGEMENT PROCESS

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision. Personal Selling

Planning the personal selling program and implementing and controlling the personal selling effort of the firm. Sales Management

The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time. Relationship Selling

Partnership Selling The practice whereby buyers and sellers combine their expertise and resources to crate customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the customer.

Processes routine orders or reorders for products that were already sold by the company. Order Taker

Order Getter A salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service.

Sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products. Missionary Salespeople

Sales Engineer A salesperson who specializes in identifying, analyzing, and solving customer problems and who brings know-how and technical expertise to the selling situations, but does not actually sell goods and services.

Using an entire team of professionals in selling to and servicing major customers. Team Selling

Sales activities occurring before and after the sales itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up. Personal Selling Process

A selling format that assumes the prospect will buy if given the appropriate stimulus by a salesperson. Stimulus-Response Presentation

Providing information in an accurate, thorough, and step-by-step manner to inform the prospect. Formula Selling Presentation

A selling format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers. Need-Satisfaction Presentation

A need-satisfaction sales presentation that involves adjusting the presentation to fit the selling situation. Adaptive Selling

Focuses on problem definition, where the salesperson serves as an expert on problem recognition and resolution. Consultative Selling

A statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed. Sales Plan

The practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships. Major Account Management

A formula-based method for determining the size of a salesforce that integrates the number of customers served, call frequency, call length, and available selling time to arrive at a sales force. Workload Method

Policies that specify whom salespeople should contact, what kinds of selling an customer service activities should be engaged in, and how these activities should be carried out. Account Management Policies

The ability to understand one’s own emotions and the emotions of people with whom one interacts on a daily basis. Emotional Intelligence

The use of technology to make the sales function more effective and efficient. Salesforce Automation