Phillip

Personal Selling and

Sales Promotion

Gary

Kotler Armstrong
Principles of Marketing
AwS/NSU

Chapter: 16 MKT202

The Nature of Personal Selling

Personal selling is the interpersonal part of the promotion mix

Designing Sales Force Strategy and Structure

and can include:

Face-to-face communication
Telephone communication
Video or Web conferencing
Salespeople are an effective link between the company and its
customers to produce customer value and company profit by:
Representing the company to customers
Representing customers to the company
Working closely with marketing
Sales force management is the analysis, planning,
implementation, and control of sales force activities

Managing the Sales Force

Recruiting and Selecting Salespeople

Training Salespeople
Compensating Salespeople
Supervising Salespeople
Evaluating Salespeople
3

Managing the Sales Force

Designing Sales Force Structure

Recruiting and Selecting the Sales

Force
Some
Characteristics

Territorial sales force structure

of Salespeople

Product sales force structure

Recruiting
Procedures

Customer sales force structure

Complex sales force structure

Training Salespeople

Salesperson
Selection
Process

Enthusiasm and Self-Confidence

Persistence
Initiative
Job Commitment

Current Salespeople
Employment Agencies
Classified Ads
College Campuses

Sales Aptitude
Analytical & Organizational Skills
Personality Traits
Other Characteristics

Compensating Salespeople

Help Salespeople Know & Identify With the

Company

Learn How the Products Work

Learn About Competitors and Customers

Characteristics

Learn How to Make Effective Presentations

Understand Field Procedures and

Responsibilities

Supervising & Motivating

Salespeople
The goal of supervision is to help salespeople work
smart by doing the right things in the right ways
The goal of motivation is to encourage salespeople to
work hard and energetically toward sales force goals
Sales morale and performance can be increased
through:
Organizational climate
Sales quotas
Positive incentives

Evaluating Salespeople
Expense
Reports

Call
Reports

Sales
Report
Sources
of
Information

Work
Plan

Annual
Territory
Marketing Plan
10

Steps in selling process

Step 1. Prospecting and Qualifying

Identifying and Screening For

Qualified Potential Customers.

Step 2. Preapproach

Learning As Much As Possible About

a Prospective Customer Before
Making a Sales Call.

Step 3. Approach

Knowing How to Meet the Buyer to

Get the Relationship Off to a Good
Start.

Step 4. Presentation/ Demonstration

Telling the Product Story to the

Buyer, and Showing the Product
Benefits.

Step 5. Handling Objections

Seeking Out, Clarifying, and

Overcoming Customer Objections to
Buying.

Step 6. Closing

Asking the Customer for the Order.

Step 7. Follow-Up

Following Up After the Sale to

Ensure Customer Satisfaction and
Repeat Business.

Sales Promotion
Sales promotionnon-personal marketing
activities other than advertising, personal
selling and public relations that stimulate
consumer purchasing and dealer effectiveness.
Potential advantages:
Short-term increased sales
Increased brand equity
Enhanced customer relationships

12

Rapid growth of sales promotion

Consumer Promotions
Samples, Coupons, Rebates, Contests

Trade Promotion
Price-off, allowance, free goods, ad items.

Business Promotion
Trade-show

Sales force Promotion

Sales contest
13