Personal Selling & Sales Management

Part 1 of 3

Objectives
Describe roles of selling and relationship management Identify when to use personal selling Understand contributions of a salesperson Outline the steps involved in making a sale Understand ongoing nature of selling & marketing Describe major aspects of sales managers job Classify various forms of sales compensation Identify ethical issues facing sales personnel

Examples of Personal Selling

Retail selling Field selling Telemarketing Inside selling
12 million people are engaged in personal selling in the United States Represents about 10% of the work force

Relative Importance of Advertising and Personal Selling

Pre-transaction:
Create recognition and info understanding
Personal selling Advertising

Post-transaction:
Reminder and reassurance
Personal selling

Transaction:

Persuasion
Personal selling Advertising

Advertising

Characteristics of Personal Selling

Pro Flexibility
Adapt to situations Engage in dialog

Con
Can not reach mass audience Expensive per contact Numerous calls needed to generate sale Labor intensive

Builds Relationships
Long term Assure buyers receive appropriate services Solves customers problems

Types of Salespersons
ORDER GETTERS Current customers New customers ORDER TAKERS
Inside Order Takers (via mail, telephone, internet) Outside Field Sales

SUPPORT PERSONNEL
Missionary Salespersons Trade Salespersons Technical Salespersons

Personal Selling Tasks

Order getting
Seeking out customers Creative selling Pioneering Account management

Order taking
Routine

writing up orders checking invoices assuring prompt order processing

Suggestive selling

Personal Selling Tasks

Missionary

Detailer Goodwill Closers

Cross-functional Account service rep

You are part of the total product

FOLLOWING UP
CLOSING THE SALE HANDLING OBJECTIONS MAKING THE SALES PRESENTATION APPROACHING THE PROSPECT

Pre approach: QUALIFYING PROSPECTS

PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS

The Personal Selling Process

Creative Selling Process

Prospecting: Identifying
likely new customers

Leads Developing lists of Potential Customers

Pre-approach (Qualifying)
Finding and analyzing information about prospects Evaluating a prospects potential

Approaching The Prospect

HOW DO WE MAKE THE INITIAL CONTACT & BUILD RAPPORT

There is only one time to make a first impression

Creative Selling Process

Making The Sales Presentation Using Persuasive communication Hold Attention Stimulate Interest Desire Tell the products story

Creative Selling Process

Handling Objections

Questions Reservations

Understand Concern Counterarguments Acknowledge concern Clues to process

Iceberg Effect
10% is visible
Consumer Preferences

Simple (S R)

90% is invisible

Competition/deals Personal emotions

Technology

Complex Interactions

Overcoming Objections
IF HE HADNT TOLD ME WHAT HIS OBJECTION WAS, I NEVER WOULD HAVE BEEN ABLE TO HELP!

Creative Selling Process

Closing the Sale Closing signals Trial close Asking the prospect to buy

Creative Selling Process

Following Up
Commitments met

Shipment Performance

Reinforce L-R relationship Satisfied customers rebuy & recommend

 Job quality: do it right the first time Prompt warranty work

After-sales Service Ratings

Speed .37
0 1 2

Reputation 3.38
3 4

Cost 4.39
5 6 7

Service Quality 7.87

8

10

Low
(SCALE: Degree of Importance)

High
(JMR/Vol. 78)

A Key to Success

Stay Close to Your Customer and LISTEN!