20

Personal Selling and Sales

Management

Personal Selling

AP Photo/Paul Sakuma.

The Scope and Nature of Personal

Selling

Internet

Telephone

Face-to-face

Teleconference

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

Royalty-Free/Corbis

Sales Jobs Website

The Value Added by Personal Selling

Salespeople Provide
Information and
Advice
Salespeople Save
Time and Simplify
Buying
Salespeople Build
Relationships
Royalty-Free/Corbis

The Personal Selling Process

Generate and
qualify leads

Preapproach

Closing the
sale

Follow-up

Sales
presentation
and
overcoming
reservations

Step 1: Generate and Qualify Leads

Current
Customers

Trade
Shows

Sources
of Leads

The
Internet

Networkin
g
Events

Generate Leads

Cold calls

Telemarketing
Royalty-Free/Corbis

Step 2: Preapproach

Extends the
qualification
procedure
Set goals for what
is to be
accomplished
Royalty-Free/Corbis

Step 3: Sales Presentation

and Overcoming Reservations

The Presentation

Handling
Reservations

Klaus Tiedge/Blend Images/Getty Images

Digital Vision/Getty Images

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 another

Step 5: Follow-Up
Five Service Quality
Dimensions
Reliability
Responsiveness
Assurance
Empathy
Tangibles

Managing the Sales Force

Recruiting
and
selecting
salespeople

Sales force
structure

Sales
training

Managing
the Sales
Force

Motivating
and
compensati
ng
salespeople

Evaluating
salespeople

Sales Force Structure

Company
sales force

Manufacturers
representatives
(independent agents)

Employees

Not employees

Established product lines

Smaller firms

New markets

Salesperson Duties
Order getter

Order taker

Sales support
personnel

Comstock Images /Jupiter images.

Recruiting and Selecting Salespeople

Personali
ty

Empathy

Selfmotivati
on

Optimis
m

Resilienc
e

Sales Training
Selling and negotiation techniques
Products and service knowledge
Technologies used in the selling
process
Time and territory management
Company policies and procedures

Evaluating Salespeople
Tied to the reward
structure
Evaluation measures
can be either
objective or subjective

BananaStock/PictureQuest

Ethical and Legal Issues in

Personal Selling

The Sales Manager and the

Sales Force
The Sales Force and
Corporate Policy
The
Salesperson
and the
Customer

Have you ever felt that

you were treated
unethically by a
salesperson? What
happened?

Royalty-Free/CORBIS

Issues for the Sales Person

and the Customer