The Scope and Nature of Personal Selling InternetTelephone Face-to-faceTeleconference 18-1 PERSONAL SELLING AND SALES MANAGEMENT 18 Order takerOrder getter Sales support personnel Pom 16

Personal Selling and Marketing Strategy 1.Can customize the message for a specific buyer 2.Assists in creating strong supply chain relationships 3.Increased customer loyalty through relationship selling 4.Gather research input from customers 5.Crucial to the success of CRM 18-2

The Value Added by Personal Selling Salespeople Provide Information and Advice Salespeople Save Time and Simplify Buying Salespeople Build Relationships 18-3 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.

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 18-4

Personal Selling Process

Step One: Generate and Qualify Leads Sources of Leads Current Customers Networking Events The Internet Trade Shows 18-6

Step Two: Preapproach Extends the qualification procedure Set goals for what is to be accomplished 18-7

Step Three: Sales Presentation and Overcoming Reservations The presentationHandling reservations 18-8

Step Four: Closing the Sale Getting the order Often most stressful part of sales process A “no” one day may be the foundation for a “yes” another 18-9 A B C

Step Five: Follow-Up Reliability – Ability to perform the service dependably and accurately 2. Responsiveness – Willingness to help customers and provide prompt service 3. Assurance – Knowledge of and courtesy by employees and their ability to convey trust and confidence 4. Empathy – The caring, individualized attention provided to customers 5. Tangibles – The appearance of physical facilities, equipment, personnel and communication materials Five Service Quality Dimensions

Managing the Sales Force 1. Sales Force Structure Company sales force Employees Established product lines Manufacturer’s representatives Manufacturer’s representatives (independent agents) Not employees Smaller firmsNew markets

Managing the Sales Force 2. Recruiting and Selecting Salespeople 18-12

Managing the Sales Force 3. Sales Training Selling and negotiation techniquesProducts and service knowledgeTechnologies used in the selling processTime and territory managementCompany policies and procedures 18-13

Managing the Sales Force 4. Motivating and Compensating Salespeople Financial rewards Nonfinancial rewards GRANTLAND® Copyright Grantland Enterprises; wwwgrantlandnetwwwgrantlandnet 18-14

Managing the Sales Force 5. Evaluating Salespeople Tied to the reward structure Evaluation measures can be either objective or subjective BananaStock/PictureQuest 18-15