Professional Documents
Culture Documents
Promotions
Promotions
Promotions
Qualities in a Salesperson
Liked
Reliability/credibility
Professionalism/
integrity
Product knowledge
Innovation in
problem solving
Presentation/
preparation
Disliked
Is difficult to
communicate with
Lacks knowledge of
the customers
company
Is overly aggressive
Makes promises
that his or her
company cannot
deliver
Personal Selling
Overview
A form of person-to-person
communication in which a salesperson
works with prospective buyers and
attempts to influence their purchase
needs in the direction of his or her
companys products or service
Personal Selling
Personal Selling
4. Communicate
more technical and
complex information
2. Customize the
message
5. Demonstrate a
products functioning
and characteristics
3. Yields immediate
feedback
6. Develop long-term
relationship
Personal Selling
Attractive Features
Job freedom
Variety and challenge
Opportunities for
advancement
Attractive compensation
and non-financial rewards
Personal Selling
Personal Selling
Selling Activities
Personal Selling
Selling Activities
Personal Selling
Typically
employees of
manufacturers
Sell through their
direct customers
Requires limited
prospecting and
places greater
emphasis on
servicing accounts
Personal Selling
Employees of
manufacturers
Typically
pharmaceutical
industry
Sells for its direct
customers
(wholesalers)
Personal Selling
Typically trained in
technical fields such
as chemistry,
engineering, computer
science, and
accounting
Must be able to
communicate
complicated features
to prospective
customers
Personal Selling
Must continuously
call on new accounts
Bird-dogging, cold
calling
Continually work to
open new accounts
e.g., Office copiers,
personal computers,
business forms, and
personal insurance
Personal Selling
Customer comes to
the salesperson
Have considerable
product knowledge,
strong
interpersonal skills,
and ability to work
with a diversity of
customers
Personal Selling
Is used to support
or even replace the
sales forces
Versatility applies
to both consumeroriented products
and business-tobusiness marketing
Not appropriate for
all sales
organizations
Personal Selling
Personal Selling
Team Selling
To best represent the customers interests by
capitalizing on the strengths and expertise of
various personnel
Also prevalent in business-to-business selling
situation
Include experts drawn from throughout the
organization
Personal Selling
Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability
Includes interests,
intelligence, and
personality
characteristics
Some people better
suit to one type of
sales job than another
All must be customer
oriented and
empathetic
Personal Selling
Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability
Includes selling,
interpersonal, and
technical skills
Companies instill the
skills needed for
success
One of the most
important skills
Close a sale
Getting along with
immediate superior
Personal Selling
Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability
Personal Selling
Ego-driven
Achievers
Routinely set
higher
goals and like
accomplishment
Service-oriented
Good at building
relationships with
customers
Personal Selling
Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability
Accurate role
perception is crucial
Often they face role
conflicts that diminish
their sales
performance
Organizational
citizenship behaviors
(OCBs)
Personal Selling
Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability
Personal Selling
Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability
Ability to adapt to
situational
circumstances
Due in part to
personal aptitude but
also includes learned
skills
Absolutely essential
for success
Personal Selling
Excellence in Selling
First Impression
Self-esteem
Depth of knowledge
Extended focus
Breadth of knowledge
Sense of humor
Adaptability
Creativity
Sensitivity
Taking risks
Enthusiasm