1. Chapter 14:
PERSONAL SELLING
and
SALES MANAGEMENT
14.1

2. Personal Selling
PERSONAL SELLING WILL DOMINATE THE PROMOTIONAL MIX WHEN A BRAND IS:
Higher Priced
Requires Demonstration
Tailored to Users’ Needs
Involves a Trade-In
Primarily Judged at Point-of-Purchase
14.2

3. Personal Selling (con’t)
ROLE OF PERSONAL SELLING
Market Analysis
Sales Forecast
New Product Ideas
Buyer Behavior Analysis
Communications
Sales Coordination
Customer Service
Customer Relations Management
14.3

4. Personal Selling (con’t)
TYPES OF PERSONAL SELLING
Order Taking
Accepting Orders
Scheduling Services
Creative Selling
Team Selling
Seminar Selling
System Selling
14.4

5. Personal Selling (con’t)
TYPES OF PERSONAL SELLING (con’t)
Supportive Communications
Missionary Salesperson
Detail Salesperson
14.5

6. Personal Selling (con’t)
SETTING OBJECTIVES FOR PERSONAL SELLING
Create Profitable Differential Competitive Advantage
Accord Uniqueness to Each Potential Buyer
Manage a Set of Buying-Selling Relationships for Mutual Benefit
Control the Communication
14.6

7. Personal Selling (con’t)
PERSONAL SELLING PROCESS
Preparation
Prospecting
Initial Contact Begins the Process
14.7

8. Personal Selling (con’t)
PERSONAL SELLING PROCESS (con’t)
Presentation Options
Canned Presentation
Attention-Interest-Desire-Action (AIDA)
Needs Satisfaction
Need Development
Need Awareness
Need Fulfillment
Consultive Selling
Telemarketing
14.8

9. Personal Selling (con’t)
PERSONAL SELLING PROCESS (con’t)
Handling Objections
Closing the Sale
Trial Close
Presumptive Close
Straightforward Close: the Professional close
Follow-Up
Shipping
Installation
Financing
14.9

10. Personal Selling (con’t)
NEW ENVIRONMENT FOR PERSONAL SELLING
Sophistication of Marketing Planning
Sales Force Automation (SFA)
Sales People Dealing with More Demanding Buyers
14.10

11. Sales Management SITUATION ANALYSIS External Situation
Internal Situation
SET SALES OBJECTIVES
Broadest Level – Total Dollar Sales
Next Level – Estimate Sales by Territory or Product Line
Most Specific Level – Objectives Set by Salesperson
14.11

12. Sales Management (con’t)
ESTABLISH A BUDGET
Factors to Include: Recruiting, Training, Travel, Promo Materials, Salaries & Benefits, Incentive Programs
Methods:
% of Sales Approach
Competitive-Parity Approach
Objective & Task
Management Assesses Objectives
Budget Based on Objectives, Tasks for Sales Force are Specified, Compensated For and Given Incentive
All Costs Associated with Tasks Determined and Budgeted For
This Method Relates Activities to Cost
14.12

13. Sales Management (con’t)
SALES FORCE STRUCTURE
Product Line Structure
Type of Customer
Geographic Territory Structure
14.13

14. Sales Management (con’t)
JOB DESCRIPTIONS AND QUALIFICATIONS
RECRUITING
Sources of Applications
Attracting Applicants
Screening and Evaluating Applicants
14.14

15. Sales Management (con’t)
TRAINING
Content of Program
Duration of Time
Training Personnel
Location of Training
14.15

16. Sales Management (con’t)
COMPENSATION AND MOTIVATION
Straight Salary
Commission Based
Combination Plans
MOTIVATION
Task Clarity
Recognition of Goal Attainment
Job Enrichment
Perquisites
14.16

17. Sales Management (con’t)
EVALUATION
Draws on Objectives for Personal Selling
Several Criteria on Which Sales Staff May Be Judged
Quantitative
Qualitative
14.17