1. Personal Selling Order getter Order taker
The most adaptable promotion method
The most expensive promotion method
Kinds of salespersons
Order getter
Responsible for creative selling: selling a firm’s products to new customers and increasing sales to present customers
Order taker
Handles repeat sales in ways that maintain positive relationships with customers
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2. Personal Selling (cont’d)
Kinds of salespersons (cont’d)
Sales support personnel
Employees who aid in selling but are more involved in locating prospects, educating customers, building goodwill for the firm, and providing follow-up service
Missionary salespersons
Visit retailers to encourage an initial purchase of the manufacturer’s products from wholesalers
Trade salespersons
Work with customers to promote and increase retail sales of the manufacturer’s products
Technical salespersons
Assist current customers with technical matters related to the manufacturer’s products
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3. The Personal-Selling Process (cont’d)
Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio: South-Western/Cengage Learning, 2010). Adapted with permission.
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4. Managing Personal Selling
Setting sales objectives
Concrete, quantifiable terms
Specified time period
Specified geographic area
Adjusting the size of the sales force to meet changes in the firm’s marketing plan and the marketing environment
Attracting and hiring effective salespersons
Training salespersons
Compensating salespersons
Motivating salespersons
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