PERSONAL SELLING

Marketing Management

Session 11

November 21, 1997

SESSION OUTLINE

• Promotional mix: Video

• Strategic aspects of personal selling:– the sales manager’s job

• The selling process

• Typology of salespeople

• Current trends in personal selling

• Final exam

SALES MANAGEMENT

• Determine the optimal number of salespeople

• Hiring and training

• Determine the sales territories

• Set sales quota and individual objectives

• On-going motivation

• Develop appropriate sales tools

Steps in the Personal Selling ProcessSteps in the Personal Selling Process

SetEffort

Priorities

SetEffort

Priorities

SelectTargets

SelectTargets PlanPlan PresentPresent CloseClose

Follow-upSale

Follow-upSale

ProspectProspect

EvaluateEvaluate

Follow-upCall

Follow-upCall

Semaine HEC

• November 24-27

• Student trade missions - lunch time

• Sydney Levy: Thursday 7 p.m.

Types of Presentation ApproachesTypes of Presentation Approaches

ThreePresentationApproaches

PreparedApproach

PreparedApproach

ConsultativeApproach

ConsultativeApproach

Selling FormulaApproach

Selling FormulaApproach

TYPES OF SALESPEOPLE

• Order getting: find «leads»

• Order taking: close the deal

• Support salespeople:– missionary salespeople– technical salespeople

• One person can perform three tasks

CURRENT TRENDS

• Relationship marketing:– focus on relationship not transaction– long-term profit– build trust

• Telemarketing:– inbound– outbound

NEXT SESSION

• Advertising management, chapter 16

• Planning the advertising campaign

• Role of the advertising agency

• «Intel inside» presentations

• Guest speaker: Caroline Starecky, GAM