1. McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Identify the different types of personal selling.
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
LO2
Identify the different types of personal selling.
LO3
Explain the stages in the personal selling process.
LO4
Describe the major functions of sales management.
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3. MEET TODAY’S SALES PROFESSIONAL
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4. SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT
LO1
Personal Selling
Cambridge Sales
Sales Management
Selling Happens Almost Everywhere
“Everyone Lives by Selling Something”
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5. SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT PERSONAL SELLING IN MARKETING
LO1
Salespeople:
Link the Firm and Its Customers
Are the Firm in Consumers’ Eyes
Play a Large Role in the Marketing Program
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6. Salespeople & Relationship Selling
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT
CREATING CUSTOMER VALUE
LO1
Salespeople & Relationship Selling
Identify Creative Solutions to Customer Problems
Ease the Customer Buying Process
Make the After-the-Sale Follow-Up
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7. FIGURE 17-A Comparing order takers and order getters
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8. THE MANY FORMS OF PERSONAL SELLING
ORDER TAKING
LO2
Order Taker
Outside Order Takers
Inside Order Takers
Order Clerks
Sales clerks
Inbound Telemarketing
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9. THE MANY FORMS OF PERSONAL SELLING
ORDER GETTING
LO2
Order Getter
Outside Order Getters
Inside Order Getters
Outbound Telemarketing
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10. FIGURE 17-1 How outside order-getting salespeople spend their time each week
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11. THE MANY FORMS OF PERSONAL SELLING CUSTOMER SALES SUPPORT PERSONNEL
LO2
Sales Engineer
Team Selling
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12. FIGURE 17-2 Stages and objectives of the personal selling process
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13. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
PROSPECTING
LO3
Personal Selling Process
Prospecting Stage
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14. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
PROSPECTING
LO3
Types of Prospects
Lead
Prospect
Qualified Prospect
Cold Canvassing/Cold Calling
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15. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
PREAPPROACH
LO3
Preapproach Stage
Method
When to Contact
Expectations
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16. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
APPROACH
LO3
Approach Stage
Customs
Gestures
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17. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
PRESENTATION
LO3
Presentation Stage
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18. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
PRESENTATION
LO3
Formats
Stimulus-Response Presentation
Suggestive Selling
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19. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
PRESENTATION
LO3
Formats
Formula Selling Presentation
Canned Sales Presentation
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20. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
PRESENTATION
LO3
Formats
Need-Satisfaction Presentation
Adaptive Selling
Consultative Selling
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21. MARKETING MATTERS Imagine This…Putting the Customer into Customer Solutions!
LO3
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22. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
PRESENTATION
LO3
Handling Objections
Acknowledge and Convert
Postpone
Agree and Neutralize
Acceptance
Denial
Ignore
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23. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
CLOSE
LO3
Close Stage
Trial Close
Urgency Close
Assumptive Close
Final Close
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24. THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
FOLLOW-UP
LO3
Follow-up Stage
Repeat Sales
Referrals
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25. FIGURE The sales management process involves sales plan formulation, implementation, and evaluation
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26. THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION
LO4
Sales Plan
Setting Objectives
Output-Related
Input-Related
Behaviorally-Related
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27. THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION
LO4
Organizing the Salesforce
Structure of the Salesforce
Customer
Product
Geography
Major (Key) Account Management
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28. FIGURE 17-B1 Organizing the salesforce by geography
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29. FIGURE 17-B2 Organizing the salesforce by customer
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30. FIGURE 17-B3 Organizing the salesforce by product
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31. MARKETING MATTERS Creating and Sustaining Customer Value Through Cross-Functional Team Selling
LO4
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32. THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION
LO4
Account Management Policies
Whom to Contact
Info to Collect
Activities to Perform
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33. FIGURE An account management policy grid grouping customers according to the level of opportunity and a firm’s competitive sales position
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34. THE SALES MANAGEMENT PROCESS SALES PLAN IMPLEMENTATION
LO4
Salesforce Recruitment and Selection
Job Analysis
Job Qualifications
Job Description
Salesforce Training
On-the-Job
Other Methods
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35. THE SALES MANAGEMENT PROCESS SALES PLAN IMPLEMENTATION
LO4
Salesforce Motivation & Compensation
Straight Salary
Combination
Straight Commission
Nonmonetary
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36. THE SALES MANAGEMENT PROCESS SALESFORCE EVALUATION
LO4
Quantitative Assessments
Input-Related
Output-Related
Sales Quota
Behavioral Evaluation
Subjective Measures
Customer Satisfaction
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37. USING MARKETING DASHBOARDS Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc.
LO4
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38. THE SALES MANAGEMENT PROCESS
SALESFORCE AUTOMATION AND CUSTOMER RELATIONSHIP MANAGEMENT
LO4
Salesforce Automation (SFA)
Salesforce Technology
Internet
Salesforce Communication
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39. XEROX: BUILDING CUSTOMER RELATIONSHIPS THROUGH PERSONAL SELLING
VIDEO CASE 17
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40. VIDEO CASE 17
XEROX
1. Why was Anne Mulcahy’s experience as a sales representative an important part of Xerox’s growth in recent years?
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41. VIDEO CASE 17
XEROX
2. How did the sales approach change after Mulcahy became the CEO of Xerox?
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42. VIDEO CASE 17
XEROX
3. (a) How does Xerox create customer value though its personal selling process? (b) How does Alison Capossela provide solutions for Xerox customers?
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43. VIDEO CASE 17
XEROX
4. Why is the Xerox training program so important to the company’s success?
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44. Personal Selling
Personal selling is the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.
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45. Sales Management
Sales management consists of planning the selling program and implementing and evaluating the personal selling effort of the firm.
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46. Relationship Selling
Relationship selling is the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time.
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47. Order Taker
An order taker processes routine orders or reorders for products that were already sold by the company.
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48. Order Getter
An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service.
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49. Personal Selling Process
The personal selling process consists of sales activities occurring before, during, and after the sale itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up).
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50. Adaptive Selling
Adaptive selling is a need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information.
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51. Consultative Selling
Consultative selling is a need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
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52. Sales Plan
A sales plan is a statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed.
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53. Major (Key) Account Management
Major (key) account management is the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships.
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54. Account Management Policies
Account management policies specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out.
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55. Sales Quota
A sales quota consists of specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.
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56. Salesforce Automation (SFA)
Salesforce automation (SFA) is the use of computer, information, communication, and Internet technologies to make the sales function more effective and efficient.
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