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personal selling and sales management
nineteen
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
19-2
LEARNING OBJECTIVES
LO 19-1 Describe the value added of personal selling.
LO 19-2 Define the steps in the personal selling process.
LO 19-3 Describe the key functions involved in managing a sales force.
LO 19-4 Describe the ethical and legal issues in personal selling.
19-4
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
19-5
The Value Added by Personal Selling
• Salespeople Provide Information and Advice
• Salespeople Save Time and Simplify Buying
• Salespeople Build Relationships
©Royalty-Free/Corbis
19-6
The Personal Selling Process
Generate and qualify leads Preapproach
Sales presentation
and overcoming reservations
Closing the sale Follow-up
19-7
Step 1: Generate and Qualify Leads
Sources of Leads
CurrentCustomers
Networking
Events
TheInternet
Trade Shows
19-9
Step 2: Preapproach
Extends the qualification procedure
Set goals for what is to be accomplished
©Royalty-Free/Corbis
19-10
Step 3: Sales Presentation and Overcoming Reservations
The Presentation
Handling Reservations
Klaus Tiedge/Blend Images/Getty Images
19-11
Aligning the Personal Selling Process
with the B2B Buying Process
Personal selling process
Follow-up
Closing the sale
Sales presentation and overcoming reservations
Preapproach
Generate and qualify leads
Performance assessment
Order specification
Proposal analysis and supplier selection
RFP process
Product specification
Need recognition
B2B buying process
19-12
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” anotherD
igit
al V
isio
n/G
ett
y Im
ag
es
19-13
Step 5: Follow-Up
Five Service Quality Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles
check yourself
19-14
1.Why is personal selling important to an IMC strategy?
2.What are the steps in the personal selling process?
19-15
Managing the Sales Force
Managing the Sales
Force
Sales force structure
Recruiting and selecting salespeople
Sales trainingMotivating
and compensating salespeopleEvaluating
salespeople
19-17
Salesperson Duties
Order getter
Order taker
Sales support personnel
Comstock Images /Jupiter images.
19-19
Recruiting for Success
How does a firm that focuses on a fun product recruit salespeople who exhibit fun?
©Stockbyte/PunchStock
19-20
Sales Training
Selling and negotiation techniques
Products and service knowledge
Technologies used in the selling process
Time and territory management
Company policies and procedures
19-21
Motivating and Compensating Salespeople
Financial rewards Nonfinancial rewards
GRANTLAND® Copyright Grantland Enterprises; www.grantland.net
19-22
Evaluating Salespeople
• Tied to the reward structure
• Evaluation measures can be either objective or subjective
BananaStock/PictureQuest
check yourself
19-23
1.What do sales managers need to do to successfully manage their sales force?
2.What is the difference between monetary and nonmonetary incentives?
19-24
Ethical and Legal Issues in Personal Selling
The Sales Manager and
the Sales Force
The Salesperson
and the Customer
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