Chapter1818

McGraw-Hill/Irwin ©2007 by the McGraw-Hill Companies, Inc. All rights reserved.

Personal Selling and Sales Management

Role of personal selling in a promotion program When a firm is likely to utilize personal selling Forms of personal selling Variety of personal selling jobs Developments in how personal selling is performed Personal selling process Strategic role of sales-force management Challenges in staffing, operating, and evaluating the sales force

Chapter GoalsChapter Goals

Personal SellingPersonal Selling

Major promotion tool

Personal communication of information to persuade

somebody to buy something.

Major promotion tool

Personal communication of information to persuade

somebody to buy something.

500,000People

In advertising

16,000,000PeopleIn sales

Personal Selling as PromotionPersonal Selling as Promotion

Flexible

Costly

Difficult toattract quality

people

Minimizewaste

Focused

Goal issale

When Personal Selling is Used When Personal Selling is Used

When MARKET

is concentrated:

•geographically,

•in few industries,

•or in several

large customers

When PRODUCT

•value is not apparent,

•has high unit cost,

•is technical,

•requires demonstration,

•is fitted to customer’s need,

•is in introductory stage

of the Product Life Cycle

Scope of Personal SellingScope of Personal Selling

Variety of Sales JobsVariety of Sales Jobs

Delivery Sales

Outside Order Taker

Inside Order Taker

Missionary Sales Person

Sales EngineerConsultativeSales Person

Personal SellingPersonal Selling

Professional Sales Person

Cost of Personal Selling

Uniqueness of Sales Jobs

Changing Patterns in Personal Selling

Changing Patterns in Personal Selling

SellingCenters

SystemsSelling

GlobalSales Teams

Changing Patterns in Personal Selling

Changing Patterns in Personal Selling

Automation

TelemarketingRelationship

Selling

InternetSelling

Scope of Personal SellingScope of Personal Selling

Recruiting ApplicantsRecruiting Applicants

Recruitment and SelectionRecruitment and Selection

Determining Hiring SpecificationsDetermining Hiring Specifications

Matching Applicants with Hiring Specifications

Matching Applicants with Hiring Specifications

Staffing and Operating a Sales Force

Staffing and Operating a Sales Force

Compensating a Sales ForceCompensating a Sales Force

CommissionSalary

Combination

Evaluating a Sales Person’s Performance

Evaluating a Sales Person’s Performance

Qualitative

Quantitative

Key Terms and ConceptsKey Terms and Concepts

Personal selling

Inside selling

Outside selling

Selling center

Systems selling

Global sales teams

Relationship selling

Telemarketing

Internet selling

Sales force automation

Personal selling process

AIDA

Methods of sales-force compensation

Quantitative evaluation bases

Qualitative evaluation bases