CHAPTER

PERSONAL SELLING AND SALES MANAGEMENT

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SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT Nature of Personal Selling and Sales Management
Personal Selling
Sales Management

Selling Happens Almost Everywhere

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SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT Personal Selling in Marketing Creating Customer Value Through Salespeople: Relationship and Partnership Selling
Relationship Selling Partnership Selling (or Enterprise Selling)

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How salespeople create value for customers

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THE MANY FORMS OF PERSONAL SELLING

Order Taking
Outside Order Takers Inside Order Takers, Order Clerks, or Salesclerks Inbound Telemarketing

Order Getting
Outbound Telemarketing
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Comparing order takers with order getters

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How outside order-getting salespeople spend their time each week

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THE MANY FORMS OF PERSONAL SELLING

Customer Sales Support Personnel

Missionary Salespeople Sales Engineer Team Selling Conference Selling Seminar Selling

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THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Personal Selling Process Prospecting
Lead Prospect Qualified Prospect Cold Canvassing
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Stages and objectives of the personal selling process

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Stages in the personal selling process

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THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Preapproach Approach

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THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Presentation

Stimulus-Response Format
Stimulus-Response Presentation Suggestive Selling

Formula Selling Format

Formula Selling Presentation Canned Selling Presentation
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THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Presentation

Need-Satisfaction Format
Need-Satisfaction Presentation Adaptive Selling

Consultative Selling

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THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Presentation

Handling Objections
Acknowledge and Convert the Objection Postpone Agree and Neutralize Accept the Objection Denial

Ignore the Objection

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Techniques for handling objections

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THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS Close

Trial Close Assumptive Close Urgency Close Final Close

Follow-Up
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THE SALES MANAGEMENT PROCESS

Sales Plan Formulation: Setting Direction

Sales Plan Setting Objectives

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The sales management process

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THE SALES MANAGEMENT PROCESS

Sales Plan Formulation: Setting Direction

Organizing the Salesforce
Own Salesforce vs. Independent Agents

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THE SALES MANAGEMENT PROCESS

Sales Plan Formulation: Setting Direction

Organizing the SalesforceStructure
Geography Customer
Major (Key) Account Management

Product

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THE SALES MANAGEMENT PROCESS

Sales Plan Formulation: Setting Direction

Organizing the SalesforceSize
Workload Method Developing Account Management Policies

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Account management policy grid grouping customers according to the level of opportunity and a firms competitive sales position

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THE SALES MANAGEMENT PROCESS Sales Plan Implementation: Putting the Plan into Action
Salesforce Recruitment and Selection
Job Analysis Job Description

Emotional Intelligence

Salesforce Training
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U.S. sales force composition and change

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U.S. sales force composition and change

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U.S. sales force composition and change

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U.S. sales force composition and change

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THE SALES MANAGEMENT PROCESS Sales Plan Implementation: Putting the Plan into Action
Salesforce Motivation and Compensation
Straight Salary Compensation Plan Straight Commission Compensation Plan

Combination Compensation Plan

Salesforce Training
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THE SALES MANAGEMENT PROCESS Salesforce Evaluation and Control: Measuring Results
Quantitative Assessments
Sales Quota

Behavioral Evaluation

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THE SALES MANAGEMENT PROCESS Salesforce Automation and Customer Relationship Management
Salesforce Automation (SFA) Salesforce Computerization Salesforce Communication

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Personal Selling

Personal selling involves the two-way flow of communication between a buyer and seller, designed to influence a persons or groups purchase decision, usually in face-to-face communication between the sender and receiver.

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Sales Management

Sales management involves planning the selling program and implementing and controlling the personal selling effort of the firm.

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Relationship Selling

Relationship selling is the practice of building ties to customers based on a salespersons attention and commitment to customer needs over time.

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Partnership Selling

Partnership selling is the practice whereby buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and ultimately the customer. Also called enterprise selling.
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Order Taker

An order taker processes routine orders or reorders for products that were already sold by the company.

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Order Getter

An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers use of a product or service.

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Missionary Salespeople

Missionary salespeople are sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products.

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Sales Engineer

A sales engineer is a salesperson who specializes in identifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation but often does not actually sell products and services.

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Team Selling

Team selling is the practice of using an entire team of professionals in selling to and servicing major customers.

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Personal Selling Process

The personal selling process consists of sales activities occurring before and after the sale itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up.

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Stimulus-Response Presentation

Stimulus-response presentation is a presentation format which assumes that given the appropriate stimulus by a salesperson, the prospect will buy.

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Formula Selling Presentation

Formula selling presentation is a presentation format that consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect.

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Need-Satisfaction Presentation

Need-satisfaction presentation is a presentation format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers.

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Adaptive Selling

Adaptive selling is a need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information.

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Consultative Selling

Consultative selling is a needsatisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.

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Sales Plan

A sales plan is a statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed.

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Major Account Management

Major account management is the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships. Also called key account management.

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Workload Method

The workload method is a formula-based method for determining the size of a salesforce that integrates the number of customers served, call frequency, call length, and available selling time to arrive at a figure for the salesforce size.

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Account Management Polices

Account management policies specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out.

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Emotional Intelligence

Emotional intelligence is the ability to understand ones own emotions and the emotions of people with whom one interacts on a daily basis.

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Sales Quota

A sales quota contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.

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Salesforce Automation

Salesforce automation (SFA) is the use of computer, information, communication, and Internet technologies to make the sales function more effective and efficient.

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