chapter fifteen personal selling, sales management, and sales promotion
TRANSCRIPT
Chapter FifteenChapter Fifteen
Personal Selling, Sales Personal Selling, Sales Management, andManagement, and
Sales PromotionSales Promotion
ObjectivesObjectivesObjectivesObjectives
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 personnelOverview sales promotion
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 personnelOverview sales promotion
Methods of Personal Methods of Personal SellingSelling
Methods of Personal Methods of Personal SellingSelling
Telemarketing
Inside selling
Retail selling
Field selling
Characteristics of Characteristics of Personal SellingPersonal Selling
FlexibilityAdapt to situationsEngage in dialogIdentify best
prospects
Builds RelationshipsLong termAssure buyers
receive appropriate services
Solves customer’s problems
Personal Selling Personal Selling Limitations Limitations
Can not reach mass audience
Expensive per contact
Numerous calls needed to generate sale
Personal Selling TasksPersonal Selling Tasks
Order taking Routine
writing up orderschecking invoicesassuring prompt order
processing
Suggestive selling
Personal Selling TasksPersonal Selling Tasks
Order gettingSeeking out
customersAnalyze customer
problemsMatch firm’s solutions
w/ customer problemArouse customer
interestSell
Personal Selling TasksPersonal Selling Tasks
MissionaryDetailerGoodwill“Closers”
Cross-functionalAccount service
team
The Creative Selling The Creative Selling ProcessProcess
LOCATING QUALIFIED PROSPECTS
PREAPPROACH PLANNING
CLOSING
HANDLING OBJECTIONS
MAKING THE PRESENTATION
APPROACHING THE PROSPECT
FOLLOWING UP
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Locating Qualified Prospects
Prospecting: Identifying likely new customersLeads
Qualifying: Evaluating a prospect’s potential
Locating Qualified Prospects
Prospecting: Identifying likely new customersLeads
Qualifying: Evaluating a prospect’s potential
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Preapproach PlanningUnderstand situation
PeopleRolesNeeds
Preapproach PlanningUnderstand situation
PeopleRolesNeeds
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Approaching the Prospect
ContactRapport“Only one chance to
make a first impression”
Approaching the Prospect
ContactRapport“Only one chance to
make a first impression”
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Sales PresentationPersuasive
communicationAttentionInterestDesire“Tell the product’s story”
Sales PresentationPersuasive
communicationAttentionInterestDesire“Tell the product’s story”
Handling ObjectionsQuestionsReservations
Understand ConcernCounterargumentsAcknowledge concernClues to process
Handling ObjectionsQuestionsReservations
Understand ConcernCounterargumentsAcknowledge concernClues to process
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Closing the SaleClosing signalsTrial closeAsk for the
sale
Closing the SaleClosing signalsTrial closeAsk for the
sale
Creative Selling ProcessCreative Selling ProcessCreative Selling ProcessCreative Selling Process
Following UpCommitments met
ShipmentPerformance
Reinforce relationshipSatisfied customers
rebuy & recommend
Following UpCommitments met
ShipmentPerformance
Reinforce relationshipSatisfied customers
rebuy & recommend
Sales ManagementSales ManagementSales ManagementSales Management
PlanningPlanning OrganizingOrganizing
DirectingDirectingControllingControlling
Settingobjectives
Organizingactivities
Recruit, select, train, develop, manage, &motivate
Motivate,evaluate, & control
Organizing Sales Organizing Sales ActivitiesActivities
Organizing Sales Organizing Sales ActivitiesActivities
Sales Territory:Geographic divisionsCustomer typesProduct lines
Sales Territory:Geographic divisionsCustomer typesProduct lines
Geographic DivisionGeographic DivisionGeographic DivisionGeographic Division
Sales RepCalifornia
Sales RepPacific NW
Sales RepSoutheast
Sales RepNortheast
District SalesManager
District SalesManager
District SalesManager
District SalesManager
Regional SalesManager
Regional SalesManager
Vice-PresidentMarketing
Customer TypeCustomer TypeCustomer TypeCustomer Type
New Account#1
New Account#2
ExistingAccount #1
ExistingAccount #2
New AccountsManager
Existing AccountsManager
Vice-PresidentSales
Product LineProduct LineProduct LineProduct Line
Sales RepEastern Region
Sales RepWest’n Region
Sales repEastern Region
Sales RepWest’n Region
Snack FoodsSales Manager
BeveragesSales Manager
Vice-PresidentSales
Directing the Sales Directing the Sales ForceForce
Recruiting and selectingTrainingCompensatingMotivating
Compensation MethodsCompensation MethodsCompensation MethodsCompensation Methods
Straight Straight salary orsalary or
wagewage
Straight Straight salary orsalary or
wagewage
Salary plusSalary pluscommissioncommission
Salary plusSalary pluscommissioncommission
StraightStraightcommissioncommission
StraightStraightcommissioncommission
Quota-bonusQuota-bonusplanplan
Quota-bonusQuota-bonusplanplan
Evaluation and ControlEvaluation and Control
Measurement against objectives
Mutual standardsActivity logs
Ethical IssuesEthical Issues
HonestyAccurate informationMisrepresentationNo bribes or giftsNo conspiracy
Sales PromotionSales Promotion
Objective: Bolster/complement other promotional mix elements during a specific time period
Targeted toward:Sales forceWholesalers and retailersConsumers
Trade PromotionsTrade Promotions
Objective:Motivate for special effortsIncrease number of distributors
Major Forms of Trade Major Forms of Trade PromotionPromotion
Trade showsContestsDisplay equipment and P-O-P materialsCooperative advertising & promotionsAllowances
Consumer PromotionConsumer Promotion
Rebates
Contest & sweepstakes
Product sampling
Coupons
Consumer PromotionConsumer Promotion
Multiple purchase offers
P-O-P material
Product placements/tie-ins
Premiums
ReviewReviewReviewReview
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 personnelOverview sales promotion
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 personnelOverview sales promotion