SALES & DISTRIBUTION

MANAGEMENT
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PERSONAL SELLING
1.
2.
3.
4.
5.

Define personal selling.

Explain the roles of personal selling.
List the three categories of personal selling.
Explain the steps in the sales process.
Describe the seven possible strategies for
closing sales.
6. Describe the characteristics of the
successful salesperson.
7. Describe the contents and role of the sales
plan.
8. Explain the four characteristics of personal
selling in the hospitality and travel industry.
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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.
Personal selling involves oral conversations,
either by telephone or face-to-face, between
salespersons and prospective customers.
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Sales Management

Sales management involves planning

the selling program and implementing and
controlling the personal selling effort of the
firm. Sales management is further defined as
the management of the sales force and
personal selling efforts to achieve desired
sales objectives.

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Functions of Sales Management

a. Sales-force staffing and operations

b. Sales planning
c. Sales performance evaluation

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Characteristics of the
Successful Salesperson
a. Sales aptitude: The extent of an
individuals ability to perform a given
sales job, consisting of mental
abilities and personality traits.
b. Skill levels: Skills obtained in personal
communication and knowledge of
services, obtained through sales
training and previous sales and
operational experience.
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Characteristics of the
Successful Salesperson
c. Personal characteristics:
Demographic profile, psychographic
and lifestyle characteristics, physical
appearance and traits.

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Roles of Personal Selling

a. Identifying decision makers, decision
processes, and qualified buyers
b. Promoting to corporate, travel trade, and
other groups
c. Generating increased sales at the point of
purchase
d. Providing detailed and up-to-date
information to the travel trade
e. Maintaining a personal relationship with
key clients
f. Gathering information on competitors
promotions
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Three Categories of Personal Selling

a. Field sales
b. Telephone sales
c. Inside sales

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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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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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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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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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Steps in the Sales Process

1. Prospecting and qualifying prospective
customers:
Blind prospecting
Cold calling or canvassing
Sales blitz
Lead prospecting
2. Preplanning prior to sales calls:
Pre-approach
The approach
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Steps in the Sales Process

3. Presenting and demonstrating
services:
Sales presentation
Demonstration
4. Handling objections and questions:
Restate the objection
Agree and neutralize tactic
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Steps in the Sales Process

5. Closing the sale.

Verbal closing clues
Non-verbal closing clues
6. Following up after closing the sale.

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Seven Possible Strategies for Closing Sales

1. Trial closes
2. Assumptive close
3. Summary or summary-of-the-benefits
close
4. Special concession close
5. Eliminating-the-single-objection or
final-concern close
6. Limited-choice close
7. Direct-appeal close
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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
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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

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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

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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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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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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Contents of the Sales Plan

a. Sales objectives
b. Sales activities
c. Sales budget

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Roles of the Sales Plan

a. Preparing sales forecasts

b. Developing sales department
budgets
c. Assigning sales territories and
quotas

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Four Characteristics of Personal Selling in

Hospitality and Travel
a. Importance of personal selling varies
b. Inside selling closely related to
service levels
c. No generally accepted qualifications
for industry sales positions
d. Importance of missionary sales work

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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 formulabased 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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THANK YOU
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