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Chapter 16
Personal Selling and Sales Management
Nature of Personal Selling
• Most salespeople are well-educated, well-trained professionals who work to build and maintain long-term relationships with customers.
• The term salesperson covers a wide spectrum of positions from:– Order taker (department store salesperson)– Order getter (someone engaged in creative selling)– Missionary salesperson (building goodwill or educating
buyers)
What is Personal Selling?
Involves Two-Way, Personal Communication Between
Salespeople and Individual Customers Whether:
face to face,by telephone,through video conferencing,or by other means.
13.213.2 1998 by Prentice Hall1998 by Prentice Hall
Personal Selling
STRENGTHS
• Flexibility
• Minimizes wasted effort
• Facilitates buyer action
• Multiple capabilities
WEAKNESSES
• High cost
• Finding and retaining
salespeople
• Message
inconsistency
• Motivation
The Role of the Sales Force
• Personal selling is effective because salespeople can:– probe customers to learn more about their
problems,– adjust the marketing offer to fit the special needs of
each customer,– negotiate terms of sale, and– build long-term personal relationships with key
decision makers.
Designing Salesforce Strategy and Structure
Recruiting and Selecting Salespeople
Training Salespeople
Compensating Salespeople
Supervising Salespeople
Evaluating Salespeople
Major Steps in Sales Force Management (Fig. 16.1)
Sales Force Structure
Complexity
Territorial Product
Market
Territorial Exclusive Territory to Sell the Company’s Full Product Line
ProductSales Force Sells Only a Portion of The Company’s Products or Lines
CustomerSales Force Sells Only to Certain
Customers or Industries
Designing Sales Force Strategy and Structure
Complex Forms Are a Combination of
Any Types of Sales Force Structures
Some Traits of Good Salespeople
Motivating Sales Representatives
Value Level
Promotion
Personal growth
Accomplishment
Pay
SecurityRecognition
Respect(+)
(-)
Administrative Tasks16%
TelephoneSelling
25.1%
Waiting/ Traveling
17.4%
Service Calls12.7%
Face-to-Face Selling
28.8%
Companies Look For Ways to Increase the Amount of Time Salespeople Spend Selling.
How Salespeople Spend Their Time (Fig. 16.2)
Prospecting Salesperson Identifies Qualified Potential Customers.
PreapproachSalesperson Learns as Much as Possible About a Prospective
Customer Before Making a Sales Call.
QualifyingProcess of Identifying Good
Prospects and Screening Out Poor Ones.
Steps in the Selling Process
ApproachSalesperson Meets the Buyer and
Gets the Relationship Off to a Good Start.
PresentationSalesperson Tells the Product “Story” to the Buyer Using the Need-Satisfaction Approach.
Closing Salesperson Asks the Customer for an Order.
Handling Objections
Salesperson Seeks Out, Clarifies, and Overcomes Customer
Objections to Buying.
Steps in the Selling Process
Follow-UpOccurs After the Sale and Ensures Customer Satisfaction and Repeat
Business.