Personal Selling &Sales Management

Part 1 of 3

Objectives

Describe roles of selling and relationship management

Identify when to use personal sellingUnderstand contributions of a salespersonOutline the steps involved in making a saleUnderstand ongoing nature of selling & marketingDescribe major aspects of sales manager’s jobClassify various forms of sales compensation Identify ethical issues facing sales personnel

Examples of Personal Selling

Telemarketing

Inside selling

Retail selling

Field selling

12 million people are engaged in personal selling in the United States

Represents about 10% of the work force

AdvertisingAdvertising

PersonalPersonalsellingselling

Post-transaction:Post-transaction: Reminder and Reminder and

reassurancereassurance

Post-transaction:Post-transaction: Reminder and Reminder and

reassurancereassurance

AdvertisingAdvertisingPersonalPersonalsellingselling

Transaction:Transaction: PersuasionPersuasion

Transaction:Transaction: PersuasionPersuasion

Pre-transaction: Create recognition and Create recognition and

info understandinginfo understanding

Pre-transaction: Create recognition and Create recognition and

info understandinginfo understanding

AdvertisingAdvertising

PersonalPersonalsellingselling

Relative Importance of Advertising and Personal Selling

Characteristics of Personal Selling

FlexibilityAdapt to situationsEngage in dialog

Builds RelationshipsLong termAssure buyers receive

appropriate servicesSolves customer’s

problems

Can not reach mass audience

Expensive per contactNumerous calls

needed to generate sale

Labor intensive

ConPro

ORDER

GETTERS

Current

customers

New

customers

ORDER

TAKERS

Inside Order Takers

(via mail, telephone, internet)

Outside Field Sales

SUPPORT

PERSONNEL

Missionary

Salespersons

Trade

Salespersons

Technical

Salespersons

Types of Salespersons

Personal Selling Tasks

Order gettingSeeking out customersCreative sellingPioneeringAccount management

Order taking Routine

writing up orders checking invoices assuring prompt order

processing

Suggestive selling

Personal Selling Tasks

Missionary Detailer Goodwill “Closers”

Cross-functionalAccount service rep

You are part of the total product

The Personal Selling Process

PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS

APPROACHING THE PROSPECT

FOLLOWING UP

CLOSING THE SALE

HANDLING OBJECTIONS

MAKING THE SALES PRESENTATION

Pre approach: QUALIFYING PROSPECTS

Prospecting: Identifying likely new customers

Leads Developing lists of Potential

Customers

Prospecting: Identifying likely new customers

Leads Developing lists of Potential

Customers

Pre-approach (Qualifying)Finding and analyzing

information about prospectsEvaluating a prospect’s

potential

Creative Selling Process

Approaching The Prospect

HOW DO WE MAKE THEINITIAL CONTACT & BUILD

RAPPORT

There is only one time to make a first impression

Making The Sales Presentation Using Persuasive

communication Hold Attention Stimulate Interest Desire“Tell the product’s story”

Creative Selling Process

Handling Objections Questions Reservations

Understand ConcernCounterargumentsAcknowledge concernClues to process

Creative Selling Process

Iceberg Effect

Simple (S – R)

Complex Interactions

10% is visible

90% is invisible

Competition/deals

Technology

Consumer Preferences

Personal emotions

Overcoming Objections

IF HE HADN’T TOLDME WHAT HIS OBJECTION

WAS, I NEVER WOULDHAVE BEEN

ABLE TO HELP!

Closing the SaleClosing signalsTrial closeAsking the

prospect to buy

Creative Selling Process

Following UpCommitments met

Shipment Performance

Reinforce L-R relationshipSatisfied customers rebuy

& recommend

Creative Selling Process

After-sales Service Ratings

0 1 2 3 4 5 6 7 8

Speed.37

Reputation3.38

Cost4.39

ServiceQuality

7.87

10

(SCALE: Degree of Importance) (JMR/Vol. 78)

Low High

Job quality: do it right the first time Prompt warranty work

Service

Award

A Key to Success

Stay Close to Your

Customerand

LISTEN!