Managing Industrial Personal Selling Function

BY:-RAJAT PAHWACM9220BE Chem+MBA (10th sem)

Definition of Personal Selling

Personal selling involves oral conversations, either by telephone or face-to-face, between

salespersons and prospective customers.

Roles of Personal Selling

a. Identifying decision makers, decision processes, and qualified buyers

b. Promoting to corporate, travel trade, and other groups

c. Generating increased sales at the point of purchase

d. Providing detailed and up-to-date information to the travel trade

e. Maintaining a personal relationship with key clients

f. Gathering information on competitors’ promotions

Classification ofPersonal Selling Approaches

Stimulus Response Selling

Mental States Selling Need Satisfaction

Selling Problem Solving

Selling

Stimulus Response Selling

Salesperson

Provides Stimuli

BuyerResponses

Sought

Continue Process

until Purchase Decision

Mental States Selling

Attention Interest Conviction Desire Action

Need Satisfaction Selling

Uncover and

Confirm Buyer Needs

Present Offering to

Satisfy Buyer Needs

Continue Selling until

Purchase Decision

Problem Solving Selling

DefineProblem

GenerateAlternativeSolutions

ContinueSellinguntil

PurchaseDecision

EvaluateAlternativeSolutions

Long-term Ally

Consultative Selling

The process of helping customers

reach their strategic goals by using the products, service,

and expertise of the selling organization.

Strategic Orchestrator

Business Consultant

The Sales Process: An Overview

Developing Customer Relationshi

ps

Initiating Customer Relationshi

ps

Enhancing Customer

Relationships

Selling Foundation

s

Selling Strategy

Steps in the Sales Process

1. Prospecting and qualifying prospective customers:

Blind prospecting Cold calling or canvassing Sales blitz Lead prospecting

2. Preplanning prior to sales calls: Pre-approach The approach

3. Presenting and demonstrating services: Sales presentation Demonstration

4. Handling objections and questions: Restate the objection “Agree and neutralize” tactic

5. Closing the sale. Verbal closing clues Non-verbal closing clues

6. Following up after closing the sale.

Definition of Sales Management

Sales management is the management of the sales force and personal selling efforts to

achieve desired sales objectives.

Functions of Sales Management

a. Sales-force staffing and operationsb. Sales planningc. Sales performance evaluation

Characteristics of the Successful Salesperson

a. Sales aptitude: The extent of an individual’s ability to perform a given sales job, consisting of mental abilities and personality traits.

b. Skill levels: Skills obtained in personal communication and knowledge of services, obtained through sales training and previous sales and operational experience.

c. Personal characteristics: Demographic profile, psychographic and lifestyle characteristics, physical appearance and traits.

Management needs to:a. Determine if objectives are being

achievedb. Identify problemsc. Recommend corrective actiond. Keep salespeople informed about

changes (internally) such as new products or (externally) such as competitive or market conditions

Determinants of Salespeople’s Performances

Deploying the Sales Force The objective of utilizing a sales force is

to deploy them in the most profitable way.

That means: 1. Effectively allocating resources to

accomplish the task creating sales territories.

2. Employing sales people to serve customers within those territories.

PCU Planning and Control Units (PCU) consists

of: Prospects Customers Territories Districts Products

These are units where resources and controls are needed to facilitate sales.

Deployment analysis matches sales resources to market opportunities.

A sales resource opportunity grid can be used to classify the industrial firm’s portfolio of PCU’s.

PCU opportunity is the total potential that the PCU represents for all sellers.

Sales organization strength includes the competitive advantages or distinctive competencies that the firm enjoys within the PCU.

Sales Resource Opportunity Grid

Three Important Sales Territory Traits

Potential: Measure of total business opportunity (commissions or compensation) for all salespeople in particular market

Concentration: Degree to which potential confined to few larger accounts in territory

Geographic Dispersion: If high, sales effort will be wasted in travel time

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