1. Personal Selling, Sales Management, and Sales Promotion
Chapter Fifteen
Personal Selling, Sales Management, and
Sales Promotion 1

2. Objectives Describe roles of selling and relationship management
Identify when to use personal selling
Understand contributions of a salesperson
Outline the steps involved in making a sale
Understand ongoing nature of selling & marketing
Describe major aspects of sales manager’s job
Classify various forms of sales compensation
Identify ethical issues facing sales personnel
Overview sales promotion

3. Methods of Personal Selling
Retail selling
Field selling
Telemarketing
Inside selling

4. Characteristics of Personal Selling
Flexibility
Adapt to situations
Engage in dialog
Identify best prospects
Builds Relationships
Long term
Assure buyers receive appropriate services
Solves customer’s problems 6

5. Personal Selling Limitations
Can not reach mass audience
Expensive per contact
Numerous calls needed to generate sale 7

6. Personal Selling Tasks
Order taking
Routine
writing up orders
checking invoices
assuring prompt order processing
Suggestive selling

7. Personal Selling Tasks
Order getting
Seeking out customers
Analyze customer problems
Match firm’s solutions w/ customer problem
Arouse customer interest
Sell

8. Personal Selling Tasks
Missionary
Detailer
Goodwill
“Closers”
Cross-functional
Account service team 11

9. The Creative Selling Process
FOLLOWING UP
CLOSING
HANDLING OBJECTIONS
MAKING THE PRESENTATION
APPROACHING THE PROSPECT
PREAPPROACH PLANNING
LOCATING QUALIFIED PROSPECTS
The Creative Selling Process 12

10. Creative Selling Process
Locating Qualified Prospects
Prospecting: Identifying likely new customers
Leads
Qualifying: Evaluating a prospect’s potential

11. Creative Selling Process
Preapproach Planning
Understand situation
People
Roles
Needs

12. Creative Selling Process
Approaching the Prospect
Contact
Rapport
“Only one chance to make a first impression”

13. Creative Selling Process
Sales Presentation
Persuasive communication
Attention
Interest
Desire
“Tell the product’s story”

14. Creative Selling Process
Handling Objections
Questions
Reservations
Understand Concern
Counterarguments
Acknowledge concern
Clues to process

15. Creative Selling Process
Closing the Sale
Closing signals
Trial close
Ask for the sale

16. Creative Selling Process
Following Up
Commitments met
Shipment
Performance
Reinforce relationship
Satisfied customers rebuy & recommend

17. Sales Management Planning Organizing Controlling Directing Setting
objectives
Organizing
activities
Organizing
Controlling
Recruit, select, train, develop, manage, &
motivate
Directing
Motivate,
evaluate,
& control

18. Organizing Sales Activities
Sales Territory:
Geographic divisions
Customer types
Product lines

19. Geographic Division Vice-President Marketing Regional Sales Manager
District Sales
Manager
Sales Rep
California
Pacific NW
Southeast
Northeast

20. Customer Type Vice-President Sales New Accounts Manager
Existing Accounts
New Account #1 #2
Existing
Account #1
Account #2

21. Product Line Vice-President Sales Snack Foods Sales Manager Beverages
Sales Rep
Eastern Region
West’n Region
Sales rep

22. Directing the Sales Force
Recruiting and selecting
Training
Compensating
Motivating

23. Compensation Methods Straight salary or wage Salary plus commission
Quota-bonus
plan

24. Evaluation and Control
Measurement against objectives
Mutual standards
Activity logs 30

25. Ethical Issues Honesty Accurate information Misrepresentation
No bribes or gifts
No conspiracy 31

26. Sales Promotion
Objective: Bolster/complement other promotional mix elements during a specific time period
Targeted toward:
Sales force
Wholesalers and retailers
Consumers

27. Trade Promotions Objective: Motivate for special efforts
Increase number of distributors

28. Major Forms of Trade Promotion
Trade shows
Contests
Display equipment and P-O-P materials
Cooperative advertising & promotions
Allowances

29. Consumer Promotion Product sampling Coupons Rebates
Contest & sweepstakes

30. Consumer Promotion Premiums Multiple purchase offers P-O-P material
Product placements/tie-ins

31. Review Describe roles of selling and relationship management
Identify when to use personal selling
Understand contributions of a salesperson
Outline the steps involved in making a sale
Understand ongoing nature of selling & marketing
Describe major aspects of sales manager’s job
Classify various forms of sales compensation
Identify ethical issues facing sales personnel
Overview sales promotion