personal selling and sales management
TRANSCRIPT
Slide 20-2
PERSONAL SELLING AND
SALES MANAGEMENT
CHAPTER
Slide 20-6
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND
SALES MANAGEMENT
• Nature of Personal Selling and Sales Management
• Selling Happens Almost Everywhere
Personal Selling
Sales Management
Slide 20-8
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND
SALES MANAGEMENT
• Creating Customer Value Through Salespeople: Relationship and Partnership Selling
• Personal Selling in Marketing
Relationship Selling
Partnership Selling (or Enterprise Selling)
Slide 20-9
How salespeople create value for customers
Slide 20-13
THE MANY FORMS OFPERSONAL SELLING
• Order Taking Outside Order Takers
Inside Order Takers, Order Clerks, or Salesclerks
Inbound Telemarketing
• Order Getting Outbound Telemarketing
Slide 20-14
Comparing order takers with order getters
Slide 20-16
How outside order-getting salespeople spend their time each week
Slide 20-17
THE MANY FORMS OFPERSONAL SELLING
• Customer Sales Support Personnel Missionary Salespeople
Team Selling
Conference Selling
Sales Engineer
Seminar Selling
Slide 20-21
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Personal Selling Process• Prospecting
Lead
Qualified Prospect
Cold Canvassing
Prospect
Slide 20-22
Stages and objectives of the personal selling process
Slide 20-23
Stages in the personal selling process
Slide 20-25
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Preapproach
• Approach
Slide 20-27
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Presentation Stimulus-Response Format
Formula Selling Format
• Stimulus-Response Presentation
• Suggestive Selling
• Formula Selling Presentation
• Canned Selling Presentation
Slide 20-28
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Presentation Need-Satisfaction Format
• Need-Satisfaction Presentation
• Adaptive Selling
• Consultative Selling
Slide 20-30
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Presentation Handling Objections
• Acknowledge and Convert the Objection
• Postpone
• Agree and Neutralize
• Accept the Objection
• Denial
• Ignore the Objection
Slide 20-31
Techniques for handling objections
Slide 20-32
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Close Trial Close
Assumptive Close
Urgency Close
• Follow-Up
Final Close
Slide 20-37
THE SALES MANAGEMENT PROCESS
Sales Plan
Setting Objectives
• Sales Plan Formulation: Setting Direction
Slide 20-38
The sales management process
Slide 20-40
THE SALES MANAGEMENT PROCESS
• Sales Plan Formulation: Setting Direction Organizing the Salesforce
• Own Salesforce vs. Independent Agents
Slide 20-42
THE SALES MANAGEMENT PROCESS
• Sales Plan Formulation: Setting Direction Organizing the Salesforce—Structure
• Geography
• Customer
• Product
Major (Key) Account Management
Slide 20-47
THE SALES MANAGEMENT PROCESS
• Sales Plan Formulation: Setting Direction Organizing the Salesforce—Size
• Workload Method
• Developing Account Management Policies
Slide 20-48
Account management policy grid grouping customers according to the level of opportunity and a firm’s competitive sales position
Slide 20-49
THE SALES MANAGEMENT PROCESS
• Sales Plan Implementation: Putting the Plan into Action Salesforce Recruitment and Selection
• Job Analysis
• Job Description
• Emotional Intelligence
Salesforce Training
Slide 20-51
U.S. sales force composition and change
Slide 20-52
U.S. sales force composition and change
Slide 20-53
U.S. sales force composition and change
Slide 20-54
U.S. sales force composition and change
Slide 20-55
THE SALES MANAGEMENT PROCESS
• Sales Plan Implementation: Putting the Plan into Action Salesforce Motivation and Compensation
• Straight Salary Compensation Plan
• Straight Commission Compensation Plan
• Combination Compensation Plan
Salesforce Training
Slide 20-57
THE SALES MANAGEMENT PROCESS
• Salesforce Evaluation and Control: Measuring Results Quantitative Assessments
• Sales Quota
Behavioral Evaluation
Slide 20-58
THE SALES MANAGEMENT PROCESS
• Salesforce Automation and Customer Relationship Management Salesforce Automation (SFA)
Salesforce Computerization
Salesforce Communication
Slide 20-82
Personal Selling
Personal selling involves the two-way flow of communication between a buyer and seller, designed to influence a person’s or group’s purchase decision, usually in face-to-face communication between the sender and receiver.
Slide 20-83
Sales Management
Sales management involves planningthe selling program and implementing and controlling the personal selling effort of the firm.
Slide 20-84
Relationship Selling
Relationship selling is the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time.
Slide 20-85
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.
Slide 20-86
Order Taker
An order taker processes routine orders or reorders for products that were already sold by the company.
Slide 20-87
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.
Slide 20-88
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.
Slide 20-89
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.
Slide 20-90
Team Selling
Team selling is the practice of using an entire team of professionals in selling to and servicing major customers.
Slide 20-91
Personal Selling Process
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.
Slide 20-92
Stimulus-Response Presentation
Stimulus-response presentation is a presentation format which assumes that given the appropriate stimulus by a salesperson, the prospect will buy.
Slide 20-93
Formula Selling Presentation
Formula selling presentation is a presentation format that consists of information that must be provided inan accurate, thorough, and step-by-step manner to inform the prospect.
Slide 20-94
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.
Slide 20-95
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.
Slide 20-96
Consultative Selling
Consultative selling is a need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
Slide 20-97
Sales Plan
A sales plan is a statement describing what is to be achieved and where andhow the selling effort of salespeople isto be deployed.
Slide 20-98
Major Account Management
Major account management is the practice of using team selling to focuson important customers so as to build mutually beneficial, long-term, cooperative relationships. Also calledkey account management.
Slide 20-99
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.
Slide 20-100
Account Management Polices
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.
Slide 20-101
Emotional Intelligence
Emotional intelligence is the ability to understand one’s own emotions and the emotions of people with whom one interacts on a daily basis.
Slide 20-102
Sales Quota
A sales quota contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district fora stated time period.
Slide 20-103
Salesforce Automation
Salesforce automation (SFA) is theuse of computer, information, communication, and Internet technologies to make the sales function more effective and efficient.