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LO2 Identify the different types of personal selling. Explain the stages in the personal selling process. LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: Discuss the nature and scope of personal selling and sales management in marketing. LO1 Describe the major functions of sales management. LO4 17-2

MEET TODAY’S SALES PROFESSIONAL 17-3

SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT LO1 Cambridge Sales  Personal Selling Personal Selling  Sales Management Sales Management  Selling Happens Almost Everywhere “Everyone Lives by Selling Something” 17-4

SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT PERSONAL SELLING IN MARKETING LO1  Salespeople: Play a Large Role in the Marketing Program Link the Firm and Its Customers Are the Firm in Consumers’ Eyes 17-5

SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT CREATING CUSTOMER VALUE LO1 Identify Creative Solutions to Customer Problems Ease the Customer Buying Process Make the After-the-Sale Follow-Up  Salespeople & Relationship Selling Salespeople & Relationship Selling 17-6

FIGURE 17-A FIGURE 17-A Comparing order takers and order getters 17-7

THE MANY FORMS OF PERSONAL SELLING ORDER TAKING LO2  Order Taker Order Taker Outside Order Takers Inside Order Takers  Order Clerks  Sales clerks  Inbound Telemarketing 17-8

Outside Order Getters Inside Order Getters  Outbound Telemarketing THE MANY FORMS OF PERSONAL SELLING ORDER GETTING LO2  Order Getter Order Getter 17-9

FIGURE 17-1 FIGURE 17-1 How outside order-getting salespeople spend their time each week 17-10

 Sales Engineer  Team Selling THE MANY FORMS OF PERSONAL SELLING CUSTOMER SALES SUPPORT PERSONNEL LO

FIGURE 17-2 FIGURE 17-2 Stages and objectives of the personal selling process 17-12

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PROSPECTING LO3  Personal Selling Process Personal Selling Process  Prospecting Stage 17-13

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PROSPECTING LO3 Prospect Lead Qualified Prospect  Cold Canvassing/Cold Calling  Types of Prospects 17-14

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PREAPPROACH LO3  Preapproach Stage Method Expectations When to Contact 17-15

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS APPROACH LO3  Approach Stage Gestures Customs 17-16

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PRESENTATION LO3  Presentation Stage 17-17

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PRESENTATION LO3  Formats Stimulus-Response Presentation  Suggestive Selling 17-18

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PRESENTATION LO3 Formula Selling Presentation  Canned Sales Presentation  Formats 17-19

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PRESENTATION LO3  Adaptive Selling Adaptive Selling  Consultative Selling Consultative Selling  Formats Need-Satisfaction Presentation 17-20

MARKETING MATTERS Imagine This…Putting the Customer into Customer Solutions! LO

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS PRESENTATION  Handling Objections Acknowledge and Convert Postpone Agree and Neutralize Acceptance Denial Ignore LO

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS CLOSE  Close Stage LO3 Assumptive Close Trial Close Urgency Close Final Close 17-23

THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS FOLLOW-UP  Follow-up Stage LO3 Repeat Sales Referrals 17-24

FIGURE 17-3 FIGURE 17-3 The sales management process involves sales plan formulation, implementation, and evaluation 17-25

THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION LO4  Sales Plan Sales Plan  Setting Objectives Output-Related Input-Related Behaviorally-Related 17-26

THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION LO4 Structure of the Salesforce  Organizing the Salesforce  Customer  Product  Geography Major (Key) Account Management 17-27

FIGURE 17-B1 FIGURE 17-B1 Organizing the salesforce by geography 17-28

FIGURE 17-B2 FIGURE 17-B2 Organizing the salesforce by customer 17-29

FIGURE 17-B3 FIGURE 17-B3 Organizing the salesforce by product 17-30

MARKETING MATTERS Creating and Sustaining Customer Value Through Cross-Functional Team Selling LO

THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION LO4  Account Management Policies Account Management Policies Whom to Contact Info to Collect Activities to Perform 17-32

FIGURE 17-4 FIGURE 17-4 An account management policy grid grouping customers according to the level of opportunity and a firm’s competitive sales position 17-33

THE SALES MANAGEMENT PROCESS SALES PLAN IMPLEMENTATION LO4 Job Analysis  Salesforce Recruitment and Selection Job Description Job Qualifications  Salesforce Training On-the-Job Other Methods 17-34

THE SALES MANAGEMENT PROCESS SALES PLAN IMPLEMENTATION LO4 Straight Salary Straight Commission Combination  Salesforce Motivation & Compensation Nonmonetary 17-35

THE SALES MANAGEMENT PROCESS SALESFORCE EVALUATION LO4  Quantitative Assessments  Sales Quota Sales Quota  Behavioral Evaluation Subjective Measures Customer Satisfaction Output-Related Input-Related 17-36

USING MARKETING DASHBOARDS Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc. LO

THE SALES MANAGEMENT PROCESS SALESFORCE AUTOMATION AND CUSTOMER RELATIONSHIP MANAGEMENT LO4  Salesforce Automation (SFA) Salesforce Automation (SFA)  Salesforce Technology  Salesforce Communication Internet 17-38