Basic Marketing – Chapter 15Supplementary PowerPoint Archive

This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.

See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.

For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Ferguson’s Pooja Gupta opening photo15-2

Exhibit 15-1: Strategy Planning and Personal Selling

15-3

Boise ad

15-4

Schwab ad

15-5

Krispy Kreme photo15-6

Hobart ad

15-7

Vodafone ad

15-8

Dell ad

15-9

Clorox sales team in Brazil photo15-10

Exhibit 15-2: Examples of Possible Personal Selling Emphasis in Some Different Business Market Selling Situations

15-11

AVAYA ad

15-12

Panasonic Toughbook

ad

15-13

http://www.Salesforce.com website15-14

Videoconferencing photo15-15

Caliper ad

15-16

CAT Rental ad

15-17

Exhibit 15-4: Key Steps in the Personal Selling Process

15-18

Capterra ad

15-19

Dale Carnegie

Training ad

15-20

Exhibit 15-5: Prepared Approach to Sales Presentation

15-21

Exhibit 15-6: Consultative Selling Approach to Sales Presentation

15-22

Exhibit 15-7: Selling-Formula Approach to Sales Presentation

15-23

Personal Selling

Often the single largest operating expense!

1 out of 10 in the labor force is in sales work

Increasing professionalism

Good selling means helping the customer to buy

Represent both firm and customer

Market information

Planning strategy and allocating effort

15-24

Overview of Key Personal Selling Issues15-25

State Farm ad

15-26

Basic Sales Tasks15-27

GE Profile washer and dryer interactive sales display photo

15-28

Supporting Salespeople

MISSIONARY SALESPEOPLE

Supporting salespeople who work for producers—calling on their middlemen and the middlemen's customers

TECHNICAL SPECIALISTS

Supporting salespeople who provide technical assistance to order-oriented salespeople

CUSTOMER SERVICE REPS

Solve customer’s problems after the sale

15-29

Hobart ad

15-30

Telemarketing

Using the telephone to call on customers or prospects

Rapidly growing in popularity in business markets

Reduces travel time and expense

Especially useful for small accounts of less expensive products

Often used to identify live prospects

Typically uses a prepared sales presentation

No call issues and criticisms of use in consumer markets

15-31

Some Bases for Setting Sales Territories

Geographic areas

Customer types

Account size

Product to be sold

Any combination of the above

15-32

http://www.avoHQ.com website15-33

Sales Technology

Salespeople daily rely heavily on sales technologies—many of which were not available a decade ago: E-mail

Internet websites

Pagers and cell phones

Electronic presentations

Video-conferencing

Laptop computers

Online data and spreadsheets

Opportunities for young people with computer skills and experience

Creates training costs and problems for firms, but also competitive advantage in meeting customers' needs

15-34

http://www.Salesforce.com website 15-35

Videoconferencing photo15-36

Sales Selection and Training

A written job description lays the groundwork—by specifying what tasks the salesperson needs to be able to do

Commonly used selection tools are best when used in combination

multiple interviews—with several different people

personnel and psychological tests

background checks

Initial and ongoing training can help both experienced and inexperienced salespeople

company policies and practices

product information

selling techniques (and customer knowledge)

15-37

Flexibility in Sales Compensation is Desirable

Flexibility in selling costs

Flexibility among territories

Flexibility among people

Flexibility among products

Flexibility must be weighed against simplicity

Will salespeople understand the compensation plan?

15-38

Tech Target ad

15-39

Sales Presentations

The salesperson's effort to make a sale

Should be carefully planned

Three basic approaches

prepared (canned) sales presentation

consultative selling approach

selling formula approach

15-40

Keebler’s Instant Date Evaluation Access system photo

15-41