2. Explain personal selling’s role in the marketing communications mix
Describe the positive features of a job in personal selling
Discuss the principles underlying modern selling philosophy

3. Describe the type of personal selling jobs and the activities performed Explain the determinants of salesperson performance
Discuss the characteristics of high performing salespeople
Describe the role of sales management

4. Qualities in a Salesperson
Liked
Disliked
Reliability/credibility
Professionalism/ integrity
Product knowledge
Innovation in problem solving
Presentation/ preparation
Is difficult to communicate with
Lacks knowledge of the customer’s company
Is overly aggressive
Makes promises that his or her company cannot deliver

5. Overview Personal Selling
A form of person-to-person communication in which a salesperson works with prospective buyers and attempts to influence their purchase
needs in the direction of his or her company’s products or service

6. Personal Selling’s Primary Purposes
Enhancing brand equity
Educating customers
Providing product usage and marketing assistance
Providing after-sale service and support to buyers

7. product’s functioning
Personal Selling
Personal Selling’s Unique Role
1. High level of
customer attention
4. Communicate
more technical and
complex information
2. Customize the
message
5. Demonstrate a
product’s functioning
and characteristics
3. Yields immediate
feedback
6. Develop long-term
relationship

8. Attractive compensation and non-financial rewards
Personal Selling
Attractive Features
Job freedom
Variety and challenge
Opportunities for
advancement
Attractive compensation
and non-financial rewards

9. Modern Selling Philosophy
Personal Selling
Modern Selling Philosophy
Based on trust and mutual agreement
Customer-driven atmosphere
Act as if on customer’s payroll
After-sales service is key
No one solution is appropriate for all customers
Professionalism and integrity are essential

10. Personal Selling
Selling Activities

11. Personal Selling
Selling Activities
The Palm Pilot from 3Com

12. Types of Sales Jobs Personal Selling Trade Selling
Typically employees of manufacturers
Sell through their direct customers
Requires limited prospecting and places greater emphasis on servicing accounts
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

13. Types of Sales Jobs Personal Selling Trade Selling
Employees of manufacturers
Typically pharmaceutical industry
Sells for its direct customers (wholesalers)
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

14. Types of Sales Jobs Personal Selling Trade Selling
Typically trained in technical fields such as chemistry, engineering, computer science, and accounting
Must be able to communicate complicated features to prospective customers
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

15. Types of Sales Jobs Personal Selling Trade Selling
Must continuously call on new accounts
Bird-dogging, cold calling
Continually work to open new accounts
e.g., Office copiers, personal computers, business forms, and personal insurance
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

16. Types of Sales Jobs Personal Selling Trade Selling
Customer comes to the salesperson
Have considerable product knowledge, strong interpersonal skills, and ability to work with a diversity of customers
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

17. Types of Sales Jobs Personal Selling Trade Selling
Is used to support or even replace the sales forces
Versatility applies to both consumer-oriented products and business-to-business marketing
Not appropriate for all sales organizations
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

18. Factors in Evaluating the Use of a Telephone Sales Force
Personal Selling
Factors in Evaluating the Use of a Telephone Sales Force
How essential is face-to-face contact?
Customers geographically concentrated or dispersed?
How large are typical order sizes?
What decision criteria are important
How many decision makers?
What is the nature of purchase?
What is the status of the decision maker?
What specific selling tasks have to be performed?

19. Team Selling Personal Selling
To best represent the customer’s interests by capitalizing on the strengths and expertise of various personnel
Also prevalent in business-to-business selling situation
Include experts drawn from throughout the organization

20. Personal characteristics
Personal Selling
Salesperson Performance
Aptitude
Includes interests, intelligence, and personality characteristics
Some people better suit to one type of sales job than another
All must be customer oriented and empathetic
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

21. Personal characteristics
Personal Selling
Salesperson Performance
Aptitude
Includes selling, interpersonal, and technical skills
Companies instill the skills needed for success
One of the most important skills—”Close a sale”
Getting along with immediate superior
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

22. Personal characteristics
Personal Selling
Salesperson Performance
Aptitude
The amount of time and energy a person is willing to expend performing tasks
Reciprocally related to performance
People are driven in different ways
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

23. Salespeople: Four General Personality Types
Personal Selling
Salespeople: Four General Personality Types
Competitors
Desire to win and to
beat rivals
Ego-driven
Desire to be the best,
to win awards, and
to be organized
Achievers
Routinely set higher
goals and like
accomplishment
Service-oriented
Good at building
relationships with
customers

24. Personal characteristics
Personal Selling
Salesperson Performance
Aptitude
Accurate role perception is crucial
Often they face role conflicts that diminish their sales performance
Organizational citizenship behaviors (OCBs)
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

25. Personal characteristics
Personal Selling
Salesperson Performance
Aptitude
Age, physical size, appearance, race, gender, etc.
It doesn’t ensure sales success or failure
Successful salespeople are androgyny (possess both male and female traits)
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

26. Personal characteristics
Personal Selling
Salesperson Performance
Aptitude
Ability to adapt to situational circumstances
Due in part to personal aptitude but also includes learned skills
Absolutely essential for success
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

27. Excellence in Selling Personal Selling First Impression
Depth of knowledge
Breadth of knowledge
Adaptability
Sensitivity
Enthusiasm
Self-esteem
Extended focus
Sense of humor
Creativity
Taking risks
Honesty & ethics