Copyright © 2000 by Harcourt, Inc. All rights reserved. (1) 2 An Overview of Personal Selling Module 2 An Overview of Personal Selling
Copyright © 2000 by Harcourt, Inc. All rights reserved. (2) 2 Evolution of Personal Selling Early Origins of Personal Selling Industrial Revolution Era –(1700s Europe; 1850s US) Post-Industrial Revolution Era –(1800s Europe; 1900 US) –Canned Sales Presentation The War and Depression Era Professionalism: The Modern Era
Copyright © 2000 by Harcourt, Inc. All rights reserved. (3) 2 Characteristics of Sales Professionalism Customer Orientation Use of Truthful and Nonmanipulative Tactics Focus on Long-Term Satisfaction of Customer and Selling Firm
Copyright © 2000 by Harcourt, Inc. All rights reserved. (4) 2 Evolution of Selling: Evolution of Selling: Future Changes and Anticipated Salesforce Response Intensified Competition –More emphasis on developing and maintaining trust- based long-term customer relationships More Emphasis on Improving Sales Productivity –Increased use of technology (e.g., laptop computers, electronic mail, fax machines) Fragmentation of Traditional Customer Bases –Sales specialists for specific customer types –Multiple sales channels (e.g., major accounts programs, telemarketing, electronic networks) –Globalization of sales efforts
Copyright © 2000 by Harcourt, Inc. All rights reserved. (5) 2 Evolution of Selling: Evolution of Selling: Future Changes and Anticipated Salesforce Response Customers Dictating Quality Standards and Inventory/Shipping Procedures to be Met by Vendors –Team selling –Salesforce compensation sometimes based on customer satisfaction and team performance Demand for In-depth, Specialized Knowledge as an Input to Purchase Decisions –Team selling –More emphasis on customer-oriented sales training
Copyright © 2000 by Harcourt, Inc. All rights reserved. (6) 2 Contributions of Personal Selling: Contributions of Personal Selling: Salespeople and Society Salespeople as Economic Stimuli Salespeople and Diffusion of Innovation
Copyright © 2000 by Harcourt, Inc. All rights reserved. (7) 2 Contributions of Personal Selling : Contributions of Personal Selling : Salespeople and the Employing Firm Salespeople as Revenue Producers Market Research and Feedback Salespeople as Future Managers
Copyright © 2000 by Harcourt, Inc. All rights reserved. (8) 2 Contributions of Personal Selling : Contributions of Personal Selling : Salespeople and the Customer Are honest Understand general business and economic trends, as well as the buyer's business Provide guidance throughout the sales process Help the buyer to solve problems Have a pleasant personality and a good professional image Coordinate all aspects of the product and service to provide a total package Industrial buyers prefer to deal with salespeople who:
Copyright © 2000 by Harcourt, Inc. All rights reserved. (9) 2 Classification of Personal Selling Jobs Sales Support –Missionary salespeople –Detailer –Technical support salespeople New Business –Pioneers –Order getters Existing Business Inside Sales Direct-to-Consumer Sales Combination Sales Jobs
Copyright © 2000 by Harcourt, Inc. All rights reserved. (10) 2 Characteristics of Sales Careers Job Security Advancement Opportunities Immediate Feedback Prestige Job Variety Independence Compensation Boundary-Role Effects (role ambiguity and role conflict)
Copyright © 2000 by Harcourt, Inc. All rights reserved. (11) 2 Qualifications and Skills Required for Success by Salespeople Empathy –To see things as others Ego Drive –Determination to achieve goals Ego Strength –Self-assured and self-accepting Verbal Communication Skills –Speaking and listening Enthusiasm –In general, and for sales as a career