1. Overview of Personal Selling

2. Learning Objectives
1. Describe the role of personal selling in marketing. 2. Discuss the key roles of salespeople as financial contributors, change agents, communication agents, and customer value agents. 3. Explain the trust-based relationship selling process and how it differs from transactional selling.

3. Learning Objectives
4. Understand the concept of selling strategy with its key elements of customer value and alternative personal selling approaches. 5. Explain adaptive selling and five alternative approaches to selling: stimulus response, mental states, problem solving, needs satisfaction, and consultative. 6. Discuss the future trends in sales professionalism: complexity, collaboration, and accountability.

4. It’s All About the Customer

5. Personal Selling – Defined
Personal selling refers to interpersonal communication between a buyers and sellers to initiate, develop, & enhance customer relationships.
Personal selling is a critical component of most b2b marketing activities.

6. Companies with Large Salesforces

7. Types of Sales Jobs
Hunters, Pioneers, Order Getters – Focus on Gaining New Customers
Farmers, Order Takers – Focus on Servicing Existing Accounts
Missionary Salespeople – Not Responsible for Actual Sale, They Provide Information and Other Services

8. Key Roles of Salespeople
Financial Contributors
Change Agents
Communication Agent
Customer Value Agent

9. Criteria for Adding Customer Value
Customer and Market Knowledge
Coordination
Efficiency
Strategic Alignment
Trustworthiness

10. Trust-Based Relationship Selling Process

11. Selling Foundations

12. Classification of Personal Selling Approaches

13. Stimulus Response Selling

14. Mental States Selling

15. Need Satisfaction Selling

16. Problem Solving Selling

17. Consultative Selling

18. Current Trends in Sales Professionalism
Sales organizations must successfully address:
An increasingly complex business environment
A greater reliance on collaboration
Greater accountability for actions and results

19. Salesforce Response to Complexity Issues
Sales must become more strategic
Sales organizations must become learning organizations Complement initial training with ongoing sales training
Sales specialists for specific customer types
Develop multiple sales channels such as major accounts programs and electronic networks
Recruiting and developing salespeople who understand diverse cultures, languages, and business practices

20. Salesforce Response to Collaboration Issues
Implement cross-functional programs to foster communication and cooperation
Sales managers should build trust with salespeople; ensure that salespeople know how to manage themselves and play a leadership role when required
Focus on trust-based relationship selling; train salespeople in problem-solving, conflict resolution, and how to recover from service failures

21. Salesforce Response to Accountability Issues
Appropriate use of sales technology
Lower-cost contact methods, e.g., telemarketing for some customers
Implementing more effective sales organization structures
Ensure that salespeople know the ethical and legal framework for their markets, including cultural and global market variations

22. Sales Career Insights Advantages of a Career in Sales
Employment Security
Compensation - Often Tied to performance
Job Variety – It’s Never Boring
Advancement Opportunities
Immediate Feedback
Independence