1. CHAPTER - 2
PERSONAL SELLING

2. THE SALES PROFESSIONAL
Most valued
Reliability, credibility
Professionalism, integrity
Product knowledge
Innovativeness in problem solving
Presentation, preparation
Least valued
Supplies market data
Appropriate frequency of calls
Knowledge of competitor’s products
Knowledge of buyer’s business and negotiation skills

3. PERSONAL SELLING
Personal selling is face to face interaction with potential buyers.
Flexible means of promotion
Most expensive
Two-way seller-buyer communication with immediate feedback
Best means of tailoring the firm’s offerings

4. VARIETY OF SALES JOBS Response selling Inside/outside order taker
Trade selling Order taker (field service)
Missionary selling Influence the decider
Technical selling Technically trained salespeople
Creative selling Create demand
- Sales maintenance
- Sales development

5. VARIETY OF SALES JOBS Response selling Inside/outside order taker
Trade selling Order taker (field service)
Missionary selling Influence the decider
Technical selling Technically trained salespeople
Creative selling Create demand
- Sales maintenance
- Sales development

6. EXPANDING MARKETING RESPONSIBILITIES IN SELLING
The expanding responsibilities require performance of a diversity of interactive roles –
Market analysts and planners
Sales forecasters
Opportunity managers
Students of buyer behavior
Intelligence gatherers
Team coordinators
Allocators of scarce products
Marketing cost analysts

7. EXPANDING MARKETING RESPONSIBILITIES IN SELLING
1. Performing nonselling tasks
To counsel or regain the goodwill of unhappy customers
To gather and analyze marketing information about competition
To anticipate changing customer needs
To anticipate problem areas for new product development opportunities
To accurately communicate to headquarters

8. EXPANDING MARKETING RESPONSIBILITIES IN SELLING
2. Establishing long-run partnerships
3. Coordinating buyer-seller teams
4. Avoiding job myopia

9. EXPANDING MARKETING RESPONSIBILITIES IN SELLING
5. Increasing sales productivity and profits
Volume versus profit orientations
Reassignment of routine duties
Advanced sales aids
Transportation and communication