chapter personal selling and sales management nineteen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

19-2 LEARNING OBJECTIVES LO 19-1Describe the value added of personal selling. LO 19-2Define the steps in the personal selling process. LO 19-3Describe the key functions involved in managing a sales force. LO 19-4Describe the ethical and legal issues in personal selling.

19-3 The Scope and Nature of Personal Selling InternetTelephone Face-to-faceTeleconference

19-4 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 ©Royalty-Free/Corbis

19-5 The Value Added by Personal Selling Salespeople Provide Information and Advice Salespeople Save Time and Simplify Buying Salespeople Build Relationships Salespeople Build Relationships ©Royalty-Free/Corbis

19-6 The Personal Selling Process Generate and qualify leads Preapproach Sales presentation and overcoming reservations Closing the saleFollow-up

19-7 Step 1: Generate and Qualify Leads Sources of Leads Current Customers Networking Events The Internet Trade Shows

19-8 Generate Leads Cold callsTelemarketing ©Royalty-Free/Corbis

19-9 Step 2: PreapproachPreapproach Extends the qualification procedure Set goals for what is to be accomplished ©Royalty-Free/Corbis

19-10 Step 3: Sales Presentation and Overcoming Reservations The PresentationHandling Reservations Klaus Tiedge/Blend Images/Getty Images

19-11 Aligning the Personal Selling Process with the B2B Buying Process Personal selling process B2B buying process

19-12 Step 4: 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 Digital Vision/Getty Images

19-13 Step 5: Follow-Up Five Service Quality Dimensions ReliabilityResponsivenessAssuranceEmpathyTangibles

check yourself Why is personal selling important to an IMC strategy? 2.What are the steps in the personal selling process?

19-15 Managing the Sales Force Sales force structure Recruiting and selecting salespeople Sales training Motivating and compensating salespeople Evaluating salespeople

19-16 Sales Force Structure Company sales force EmployeesEstablished product lines Manufacturers representatives Manufacturers representatives (independent agents) Not employeesSmaller firmsNew markets

19-17 Salesperson Duties Order getterOrder takerSales support personnel Comstock Images /Jupiter images.

19-18 Recruiting and Selecting Salespeople PersonalityOptimismResilience Self- motivation Empathy

19-19 Recruiting for Success How does a firm that focuses on a fun product recruit salespeople who exhibit fun? ©Stockbyte/PunchStock

19-20 Sales Training Selling and negotiation techniquesProducts and service knowledgeTechnologies used in the selling processTime and territory managementCompany policies and procedures

19-21 Motivating and Compensating Salespeople Financial rewards Nonfinancial rewards GRANTLAND® Copyright Grantland Enterprises;

19-22 Evaluating Salespeople Tied to the reward structure Evaluation measures can be either objective or subjective BananaStock/PictureQuest

check yourself What do sales managers need to do to successfully manage their sales force? 2.What is the difference between monetary and nonmonetary incentives?

19-24 Ethical and Legal Issues in Personal Selling The Sales Manager and the Sales Force The Sales Force and Corporate Policy The Salesperson and the Customer

check yourself What are three areas of personal selling in which ethical and legal issues are more likely to arise?

Return to slide Cold calls are a method of prospecting in which sales people telephone or go to see potential clients without appointments. Glossary

Return to slide A company sales force comprises people who are employees of the selling company. Glossary

Return to slide Manufacturer’s representatives are sales people who sell a manufacturer’s products on an extended contract basis but are not employees of the manufacturer. Glossary

Return to slide 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. Glossary

Return to slide An order taker is a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products. Glossary

Return to slide The preapproach occurs prior to meeting the customer for the first time and extends the qualification of leads procedure. Glossary

Return to slide 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. Glossary

Return to slide Telemarketing is a method of prospecting in which sales people telephone potential customers without appointments. Glossary

Return to slide Trade shows are attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry. Glossary