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6e SM Module02
6e SM Module02
Learning Objectives
1. Describe the evolution of personal selling
from ancient times to the modern era.
2. Explain the contributions of personal
selling to society, business firms, and
customers.
3. Distinguish between transaction-focused
traditional selling and trust-based
relationship selling.
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Learning Objectives
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Selling function
became more
structured
1800s
1900s
2000s
st
As we begin Post-Industrial
the 21 century, selling
continues toModern
develop,
Industrial
War and
becomingRevolution
more professional
and more relational
Revolution
Depression
Era
Business organizations
employed salespeople
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Selling function
became more
professional
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Transaction-Focused vs.
Relationship Focused
Transaction-Focused
Relationship-Focused
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Classification of
Personal Selling Approaches
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Salesperson
Provides
Stimuli
Sales Management:
Analysis and Decision Making
Buyer
Responses
Sought
Module 2:
Overview of Personal Selling
Continue
Process until
Purchase
Decision
Ingram
LaForge Avila
Schwepker Jr. Williams
Attention
Sales Management:
Analysis and Decision Making
Interest
Conviction
Module 2:
Overview of Personal Selling
Desire
Action
Ingram
LaForge Avila
Schwepker Jr. Williams
Uncover and
Confirm
Buyer Needs
Sales Management:
Analysis and Decision Making
Present
Offering to
Satisfy
Buyer Needs
Module 2:
Overview of Personal Selling
Continue
Selling until
Purchase
Decision
Ingram
LaForge Avila
Schwepker Jr. Williams
Define
Problem
Sales Management:
Analysis and Decision Making
Generate
Alternative
Solutions
Evaluate
Alternative
Solutions
Module 2:
Overview of Personal Selling
Continue
Selling
until
Purchase
Decision
Ingram
LaForge Avila
Schwepker Jr. Williams
Consultative Selling
Business Consultant
Strategic Orchestrator
Long-term Ally
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Selling
Foundations
Selling
Strategy
Sales Management:
Analysis and Decision Making
Initiating
Customer
Relationships
Developing
Customer
Relationships
Module 2:
Overview of Personal Selling
Enhancing
Customer
Relationships
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams
Initiating
Customer
Relationships
Developing
Customer
Relationships
Enhancing
Customer
Relationships
Sales
Presentation Delivery
Prospecting
Earning
Preapproach
Commitment
Adding Customer
Value through
Follow-up,
Presentation
Planning
Self-leadership,
and Teamwork
Approaching the Customer
Sales Management:
Analysis and Decision Making
Module 2:
Overview of Personal Selling
Ingram
LaForge Avila
Schwepker Jr. Williams