1. Personal Selling and the Marketing Concept
Selling Today
10th Edition
CHAPTER
Manning and Reece 1
Personal Selling and the Marketing Concept

2. Discussion Questions
When you hear the term personal selling, what words, images, ideas, or other associations come to mind?
Which of these associations are negative and which are positive?

3. Definition of Personal Selling
Person-to-person communication with a prospect
Personal selling is a process of
Developing relationships
Discovering needs
Matching products with needs
Communicating benefits
Viewed as a process that adds value

4. Broad Concept of Product
What is the main product the following companies offer?
Includes:
Information
Services
Ideas
Issues
“Hard goods”

5. Strategic/Consultative Selling Model
FIGURE
1.1

6. Personal Selling in the Information Age
An evolution from the ________ economy to the _____________ economy
Began in the 1950s
New emphasis is information exchange rather than producing goods
Implications for ________ selling

7. A Shift in Emphasis Industrial economy Information economy
Advances occur in transportation and manufacturing
Strategic resources are capital and natural resources
Products and factories define the business
Sales success means meeting sales quotas
Information economy
Advances occur in information technology
Strategic resource is information
Business is defined by customer relations
Sales success depends on adding value

8. Personal Selling as an Extension of the Marketing Concept
Move from a product orientation (peddling)
to a customer orientation (partnering)

9. The Marketing Mix
FIGURE
1.3

10. Important Role of Personal Selling
Often the major promotional method
Firms invest in personal selling
Personal selling has evolved because:
Products and services are more complex
Competition has greatly increased
Customer demand for quality, value, and service has risen sharply

11. Evolution of Personal Selling
Marketing era begins (early 1950s)
Salespeople as a source of strategic information on product/market/service
Consultative selling era (late 1960s to early 1970s)
Mass markets break into target markets
Emphasis on need identification
Information sharing and negotiation replace manipulation

12. Evolution of Personal Selling
Strategic selling era (early 1980s)
Market niches require more planning
Equal emphasis on _____ and ________
Product positioning vital
Partnering era (1990 to present)
Customer, not product, as driving force
Emphasis on strategies that create customer value

13. Evolution of Consultative Selling
Transactional selling
Process that serves the ______ primarily interested in price and convenience
Consultative selling
Process that developed from the ________ concept, emphasizing need identification

14. Evolution of Consultative Selling
Features of consultative selling include:
Customer is a person to be served, not a __________ to be sold
Two-way communication identifies (diagnoses) __________ needs; no high-pressure sales presentation
Emphasis on _______ giving, problem solving, and ___________ rather than manipulation
Emphasis on ________ after the sale

15. Evolution of Strategic Selling
A Strategic Market Plan
Outlines necessary methods and resources
Considers areas to be coordinated
Finance • Personnel
Production • Marketing
Influences the sale of products
Serves as guide for strategic selling plan

16. Strategy and Tactics Tactics Strategy
Specific techniques, practices, and methods used in customer interaction
Strategy
Carefully conceived plan needed to accomplish ________ objectives
A prerequisite to tactical success

17. Strategy vs. Tactics Exercise
Identify the following: 
Use a fact sheet comparing your product to the competition
Analyze the features of your leading competitors
Use specific questions to diagnose needs
Analyze a territory to determine those with specific needs   

18. Selling Model
FIGURE
1.5
1-20

19. Develop a Personal Selling Philosophy1
Develop a Personal Selling Philosophy
Step :
 Adopt the marketing concept
 Value personal selling
 Assume the role of a problem solver/partner

20. Develop a Relationship Strategy2
Develop a Relationship Strategy
Step :
 Adopt a win-win philosophy
 Project a professional image
 Maintain high ethical standards

21. Develop a Product Strategy3
Develop a Product Strategy
Step :
 Become a product expert
 Sell benefits, not features
 Configure value-added solutions

22. Develop a Customer Strategy4
Develop a Customer Strategy
Step :
 Understand the buying process
 Understand buyer behavior
 Develop prospect base

23. Develop a Presentation Strategy5
Develop a Presentation Strategy
Step :
 Prepare objectives
 Develop a presentation plan
 Provide outstanding service

24. Interrelationship of Basic Strategies
FIGURE
1.7

25. Evolution of Partnering
Buzzword of 1990s, became business reality in 2000s
“Strategically developed, long-term ____________ that solves the customer’s problems”
Relationship selling relies on a _________ approach to each client
Enhanced with high ethical standards and CRM

26. Value Creation
Value-added selling = creative improvements that enhance customer experience
The information economy rewards salespeople who add value at each step
When customer is not aware of value added by salespeople, the focus may shift to __________

27. Value- Added Selling Example