Top Management

HR Finance Marketing
Department Department Department

Sales
Management
 Marketing Department

Marketing Mix
Product
Price
Placement
Promotion
Personal Selling
Advertisement
Sales Promotion
Public Relationing

Sales Management
 Sales Management
“Planning, Directing and control of
Personal Selling, including recruiting,
selecting, equipping, assigning,
routing, supervising, paying and
motivating”

“Management of the firms Personal

Selling functions”
 Personal Selling

“Personal communication with

consumers/customers through paid
personnel of an organization or its agents
in such a way that the audience perceives
the communicator’s organization as being
the source of message”
 History of Personal Selling
 Middle Ages
 Modern era
 19th century
 20th century
 Evolution of Personal Selling
Peddlers selling door Selling function
to door . . . served became more
as intermediaries structured

1800s 1900s 2000s

Industrial
As we begin Post-Industrial
the 21st century, selling
War and
continues toModern
develop,
Revolution
becomingRevolution
more professional
Depression
and more relational
Era

Selling function
Business organizations
became more
employed salespeople
professional
 Contributions of Personal
Selling: Salespeople and
Society
 Salespeople help stimulate the economy

 Salespeople help with the diffusion of

innovation
 Contributions of Personal
Selling: Salespeople and the
Employing Firm
 Salespeople generate revenue

 Salespeople provide market research and

customer feedback

 Salespeople become future leaders in the

organization
 Contributions of Personal
Selling: Salespeople and the
Customer
 Salespeople provide solutions to problems

 Salespeople provide expertise and serve as

information resources

 Salespeople serve as advocates for the customer

when dealing with the selling organization
 Sales Person

“An Individual performing for a company by

performing one or more of following
activities: prospecting, communicating,
servicing and information gathering”
 Some common names of
Salespersons
 Agents
 Sales consultants
 Sales representatives
 Account executives
 Sales Engineers
 District Managers
 Marketing Representatives
 Account Development Representatives
 Characteristics of Sales Person
 Empathy
 Ego Drive
 Ego Strength
 Interpersonal Communication skill
 Enthusiasm
 Better listener than talker
 Relationship Oriented
 Customer Oriented
 Patience
 Team Player
 Honest, hardworking
 Types of Personal Selling
 Transaction Based
 Relationship Based
 Transaction-Focused vs.
Relationship Focused
Transaction-Focused
 Short term thinking
 Making the sale has
priority over most other
considerations
 Interaction between buyer
and seller is competitive
 Salesperson is self-interest
oriented
Relationship-Focused
 Long term thinking
 Developing the
relationship takes priority
over getting the sale
 Interaction between buyer
and seller is collaborative.
 Salesperson is customer-
oriented
 Classification of
Personal Selling Approaches

 Stimulus Response Selling

 Mental States Selling
 Need Satisfaction Selling
 Problem Solving Selling
 Consultative Selling
 Stimulus Response Selling

Continue
Salesperson Buyer
Process until
Provides Responses
Purchase
Stimuli Sought
Decision
 Stimulus Response Selling
 Sales message structured
 Stimuli is repeated until the desired response
 Conditions the prospective buyer to answering
“yes”
 Used for When product is simple or when time
limited
 Examples; Sale call by medical representative,
selling simple household items
 Mental States Selling

Attention Interest Conviction Desire Action

 Mental State Selling
 Highly Structured Sales Presentation (like
Stimulus response selling)
 Sales Person is forced to plan the
presentation prior to sales call
 Difficult to predict customers mental state
 Mental State Selling
 Attention
 Get your customer excited
 Get your customer to like you
 Interest
 Interview to create interest
 Try to find wants and need of the customer
 Conviction
 Tell your customer what there is for him
 Tell your customer the product is going to fullful his needs
 Desire
 Overcome his hesitation
 Close
 Need Satisfaction Selling

Present Continue
Uncover and
Offering to Selling until
Confirm Buyer
Satisfy Buyer Purchase
Needs
Needs Decision
 Need Satisfaction Selling
 This Method focuses on customer
 Customer response dominates early
portion of sales interaction
 Salesperson more focused on customer
than being defensive
 Problem Solving Selling

Continue
Generate Evaluate Selling
Define
Alternative Alternative until
Problem
Solutions Solutions Purchase
Decision
 Consultative Selling

Business Consultant
The process of helping
customers reach their
strategic goals by using
Strategic Orchestrator
the products, service,
and expertise of the
selling organization.
Long-term Ally
 The Sales Process:
Selling Foundations
In order to be successful in today’s global business
environment, salespeople must have a solid relationship
building foundation. They must:

Be Trustworthy and
Behave Ethically
Possess Excellent
Communication Skills

Understand Buyer Behavior

 The Sales Process:
Selling Strategy
In order to be successful in today’s global business
environment, salespeople must also think and act
strategically. The must develop strategies for:

Their Sales Territory

Each Customer

Each Sales Call

 The Sales Process

Initiating Developing Enhancing

Customer Customer Customer
Relationships Relationships Relationships

• Prospecting
• Preapproach
• Presentation Planning
• Approaching the Customer
 The Sales Process
Salesperson
Attributes

Initiating Developing Enhancing

Customer Customer Customer
Relationships Relationships Relationships

• Sales Presentation Delivery

• Earning Customer Commitment
 The Sales Process

Initiating Developing Enhancing

Customer Customer Customer
Relationships Relationships Relationships

Adding Value through Follow-up,

Self-leadership, and Teamwork
 Personal Selling Process
 Prospecting and Qualifying
 Identifying Potential Customers
 Preapproach
 Learning as much as possible about potential customer prior to making a sales
call
 Approach
 Meets the customer for the first time
 Presentation and Demonstration
 Benefit of product are presented
 Understanding need is important
 Handling Objectives
 Closing
 Asking for the order
 Follow Up
 Helps ensure customer satisfaction