chapter personal selling and sales management 19 copyright © 2012 by the mcgraw-hill companies,...
TRANSCRIPT
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CHAPTER
PERSONAL SELLING AND SALES MANAGEMENT
19
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
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19-2
LEARNING OBJECTIVES
Personal Selling and Sales Management
LO1 Describe the value added of personal selling.
LO2 Define the steps in the personal selling process.
LO3 Describe the key functions involved in managing a sales force.
LO4 Describe the ethical and legal issues in personal selling.
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19-3
Personal Selling
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19-4
The Scope and Nature of Personal Selling
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19-5
Professional Selling as a Career
• People love the lifestyle
• There is a lot of flexibility
• There is a lot of variety in the job
• Can be very lucrative • Very visible to
management and good for promotions Sales Jobs
Website
©Royalty-Free/Corbis
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19-6
Not Just Tupperware
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19-7
The Value Added by Personal Selling
• Salespeople Provide Information and Advice
• Salespeople Save Time and Simplify Buying
• Salespeople Build Relationships
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19-8
The Personal Selling Process
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19-9
Step 1: Generate and Qualify Leads
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19-10
Generate Leads
©Royalty-Free/Corbis
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19-11
Step 2: Preapproach
©Royalty-Free/Corbis
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19-12
Step 3: Sales Presentation and Overcoming Reservations
Klaus Tiedge/Blend Images/Getty Images
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19-13
Aligning the Personal Selling Process
with the B2B Buying Process
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19-14
Step 4: Closing the Sale
• Getting the order• Often most
stressful part of sales process
• A “no” one day may be the foundation for a “yes” another
Dig
ital V
isio
n/G
ett
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ag
es
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19-15
Step 5: Follow-Up
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19-16
1. Why is personal selling important to an IMC strategy?
2. What are the steps in the personal selling process?
Check Yourself
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19-17
Managing the Sales Force
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19-18
Sales Force Structure
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19-19
Salesperson Duties
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19-20
Recruiting and Selecting Salespeople
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19-21
Recruiting for Success
©Stockbyte/PunchStock
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19-22
Sales Training
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19-23
Motivating and Compensating Salespeople
Financial rewardsFinancial rewards Nonfinancial rewards
Nonfinancial rewards
GRANTLAND® Copyright Grantland Enterprises; wwwgrantlandnet
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19-24
A Motivational Convention
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19-25
Evaluating Salespeople
• Tied to the reward structure
• Evaluation measures can be either objective or subjective
BananaStock/PictureQuest
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19-26
1. What do sales managers need to do to successfully manage their sales force?
2. What is the difference between monetary and nonmonetary incentives?
Check Yourself
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19-27
Ethical and Legal Issues in Personal Selling
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19-28
Issues for the Sales Force and Corporate Policy
The firm may have a policy to sell goods or services to people who
cannot afford them or to people who should not have them.
The firm may have a policy to sell goods or services to people who
cannot afford them or to people who should not have them.
AP P
hoto
/Ch
arl
ie R
ied
el
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19-29
Issues for the Sales Person and the Customer
Have you ever felt that you were
treated unethically by a salesperson? What happened?
Royalt
y-F
ree/C
OR
BIS
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19-30
1. What are three areas of personal selling in which ethical and legal issues are more likely to arise?
Check Yourself