chapter

personal selling and sales management

nineteen

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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.

19-3

The Scope and Nature of Personal Selling

Internet Telephone

Face-to-face Teleconference

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

19-8

Generate Leads

Cold calls

Telemarketing

©Royalty-Free/Corbis

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

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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

19-16

Sales Force Structure

Company sales force

Employees

Established product lines

19-17

Salesperson Duties

Order getter

Order taker

Sales support personnel

Comstock Images /Jupiter images.

19-18

Recruiting and Selecting Salespeople

Personality

Optimism

Resilience

Self-motivation

Empathy

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

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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

check yourself

19-25

1.What are three areas of personal selling in which ethical and legal issues are more likely to arise?