Professional Documents
Culture Documents
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SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT Nature of Personal Selling and Sales Management
Personal Selling two-way flow of
communication between buyer and seller, often in a face-to-face encounter, designed to influence a persons of groups purchase decision Also occurs by telephone , through video teleconferencing, and the internet between buyers and sellers
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SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT Nature of Personal Selling and Sales Management
Sales Management planning the selling
program and implementing and controlling the personal selling effort of the firm Tasks involved include: setting objectives; organizing the sales force; recruiting, selecting, training, and compensating salespeople; and evaluating performance of individual salespeople
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1. 20% 2. $350
3. False 4. 60%
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-7
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT Personal Selling in Marketing Creating Customer Value Through Salespeople: Relationship and Partnership Selling
Relationship Selling long-term Partnership Selling (or Enterprise Selling)
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Concept Check
1. What is personal selling? A: Personal selling involves the twoway flow of communication between a buyer and seller, often in a face-toface encounter, designed to influence a persons or groups purchase decision.
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-11
Concept Check
2. What is involved in sales management? A: Sales management involves planning the selling program and implementing and controlling the personal selling effort of the firm.
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Order Taking
Outside Order Takers Inside Order Takers, Order Clerks, or Salesclerks Inbound Telemarketing
Order Getting
Outbound Telemarketing
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-13
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FIGURE 20-2 How outside order-getting salespeople spend their time each week
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MARKETING NEWSNET Creating and Sustaining Customer Value through Cross-Functional Team Selling
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Concept Check
Concept Check
2. What is team selling? A: Team selling uses an entire team of professionals in selling to and servicing major customers.
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THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Personal Selling Process six stages:
1. 2. 3. 4. 5. 6. Prospecting Preapproach Approach Presentation Close Follow-up
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-21
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THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Prospecting search for and qualification of potential customers
Lead name who may be possible customer
Prospect customer who wants or needs product
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SALES PRESENTATION METHODS SELECT ONE CAREFULLY The four sales presentation methods are:
Memorized Formula Need-satisfaction Problem-solution
The basic difference between the four methods is the percentage of the conversation controlled by the salesperson.
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Follow-Up
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-32
Concept Check
1. What are the six stages in the personal selling process? A: The six stages in the personal selling process are: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up.
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Concept Check
2. What is the distinction between a lead and a qualified prospect? A: A lead is the name of a person who may be a possible customer whereas a qualified prospect is an individual wants the product, can afford to buy it, and is the decision maker.
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Concept Check
3. Which presentation format is most consistent with the marketing concept? Why?
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ETHICS AND SOCIAL RESPONSIBILITY ALERT The Ethics of Asking Customers About Competitors
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FIGURE 20-7 Account management policy grid grouping customers according to the level of opportunity and a firms competitive sales position
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THE SALES MANAGEMENT PROCESS Sales Plan Implementation: Putting the Plan into Action
Salesforce Recruitment and Selection
Job Analysis Job Description
Emotional Intelligence
Salesforce Training
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-49
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THE SALES MANAGEMENT PROCESS Sales Plan Implementation: Putting the Plan into Action
Salesforce Motivation and Compensation
Straight Salary Compensation Plan Straight Commission Compensation Plan
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THE SALES MANAGEMENT PROCESS Salesforce Evaluation and Control: Measuring Results
Quantitative Assessments
Sales Quota
Behavioral Evaluation
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THE SALES MANAGEMENT PROCESS Salesforce Automation and Customer Relationship Management
Salesforce Automation (SFA) Salesforce Computerization Salesforce Communication
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Concept Check
1. What are the three types of selling objectives? A: They are: (1) output-related (dollars or
unit sales, new customers, profit); (2) input-related (sales calls, selling expenses); and (3) behavioral-related (product knowledge, customer service, selling and communication skills).
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-61
Concept Check
2. What three factors are used to structure sales organizations? A: geography, customer, and product or service
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Concept Check
3. How does emotional intelligence tie to adaptive selling? A: Emotional intelligence is the ability to understand ones own emotions and the emotions of people with whom one interacts on a daily basis, qualities that are important for adaptive selling.
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-63
Personal Selling
Personal selling involves the two-way flow of communication between a buyer and seller, designed to influence a persons or groups purchase decision, usually in face-to-face communication between the sender and receiver.
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Sales Management
Sales management involves planning the selling program and implementing and controlling the personal selling effort of the firm.
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Relationship Selling
Relationship selling is the practice of building ties to customers based on a salespersons attention and commitment to customer needs over time.
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Partnership Selling
Partnership selling is the practice whereby buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and ultimately the customer. Also called enterprise selling.
2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-85
Order Taker
An order taker processes routine orders or reorders for products that were already sold by the company.
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Order Getter
An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers use of a product or service.
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Missionary Salespeople
Missionary salespeople are sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products.
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Sales Engineer
A sales engineer is a salesperson who specializes in identifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation but often does not actually sell products and services.
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Team Selling
Team selling is the practice of using an entire team of professionals in selling to and servicing major customers.
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The personal selling process consists of sales activities occurring before and after the sale itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up.
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Stimulus-Response Presentation
Stimulus-response presentation is a presentation format which assumes that given the appropriate stimulus by a salesperson, the prospect will buy.
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Formula selling presentation is a presentation format that consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect.
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Need-Satisfaction Presentation
Need-satisfaction presentation is a presentation format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers.
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Adaptive Selling
Adaptive selling is a need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information.
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Consultative Selling
Consultative selling is a needsatisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
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Sales Plan
A sales plan is a statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed.
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Major account management is the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships. Also called key account management.
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Workload Method
The workload method is a formula-based method for determining the size of a salesforce that integrates the number of customers served, call frequency, call length, and available selling time to arrive at a figure for the salesforce size.
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Account management policies specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out.
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Emotional Intelligence
Emotional intelligence is the ability to understand ones own emotions and the emotions of people with whom one interacts on a daily basis.
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Sales Quota
A sales quota contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.
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Salesforce Automation
Salesforce automation (SFA) is the use of computer, information, communication, and Internet technologies to make the sales function more effective and efficient.
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