You are on page 1of 27

Explain personal sellings role in the

marketing communications mix


Describe the positive features of a
job in personal selling
Discuss the principles underlying
modern selling philosophy

Describe the type of personal


selling jobs and the activities
performed Explain the determinants
of salesperson performance
Discuss the characteristics of high
performing salespeople
Describe the role of sales
management

Qualities in a Salesperson
Liked
Reliability/credibility
Professionalism/
integrity
Product knowledge
Innovation in
problem solving
Presentation/
preparation

Disliked
Is difficult to
communicate with
Lacks knowledge of
the customers
company
Is overly aggressive
Makes promises
that his or her
company cannot
deliver

Personal Selling

Overview
A form of person-to-person
communication in which a salesperson
works with prospective buyers and
attempts to influence their purchase
needs in the direction of his or her
companys products or service

Personal Selling

Personal Sellings Primary Purposes


Enhancing brand equity
Educating customers
Providing product usage and marketing
assistance
Providing after-sale service and support
to buyers

Personal Selling

Personal Sellings Unique Role


1. High level of
customer attention

4. Communicate
more technical and
complex information

2. Customize the
message

5. Demonstrate a
products functioning
and characteristics

3. Yields immediate
feedback

6. Develop long-term
relationship

Personal Selling

Attractive Features
Job freedom
Variety and challenge
Opportunities for
advancement
Attractive compensation
and non-financial rewards

Personal Selling

Modern Selling Philosophy


Based on trust and mutual agreement
Customer-driven atmosphere
Act as if on customers payroll
After-sales service is key
No one solution is appropriate for all
customers
Professionalism and integrity are
essential

Personal Selling

Selling Activities

Personal Selling

Selling Activities

The Palm Pilot


from 3Com

Personal Selling

Types of Sales Jobs


Trade Selling
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Typically
employees of
manufacturers
Sell through their
direct customers
Requires limited
prospecting and
places greater
emphasis on
servicing accounts

Personal Selling

Types of Sales Jobs


Trade Selling
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Employees of
manufacturers
Typically
pharmaceutical
industry
Sells for its direct
customers
(wholesalers)

Personal Selling

Types of Sales Jobs


Trade Selling
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Typically trained in
technical fields such
as chemistry,
engineering, computer
science, and
accounting
Must be able to
communicate
complicated features
to prospective
customers

Personal Selling

Types of Sales Jobs


Trade Selling
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Must continuously
call on new accounts
Bird-dogging, cold
calling
Continually work to
open new accounts
e.g., Office copiers,
personal computers,
business forms, and
personal insurance

Personal Selling

Types of Sales Jobs


Trade Selling
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Customer comes to
the salesperson
Have considerable
product knowledge,
strong
interpersonal skills,
and ability to work
with a diversity of
customers

Personal Selling

Types of Sales Jobs


Trade Selling
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Is used to support
or even replace the
sales forces
Versatility applies
to both consumeroriented products
and business-tobusiness marketing
Not appropriate for
all sales
organizations

Personal Selling

Factors in Evaluating the Use of a


Telephone Sales Force
How essential is face-to-face contact?
Customers geographically concentrated or
dispersed?
How large are typical order sizes?
What decision criteria are important
How many decision makers?
What is the nature of purchase?
What is the status of the decision maker?
What specific selling tasks have to be
performed?

Personal Selling

Team Selling
To best represent the customers interests by
capitalizing on the strengths and expertise of
various personnel
Also prevalent in business-to-business selling
situation
Include experts drawn from throughout the
organization

Personal Selling

Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

Includes interests,
intelligence, and
personality
characteristics
Some people better
suit to one type of
sales job than another
All must be customer
oriented and
empathetic

Personal Selling

Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

Includes selling,
interpersonal, and
technical skills
Companies instill the
skills needed for
success
One of the most
important skills
Close a sale
Getting along with
immediate superior

Personal Selling

Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

The amount of time


and energy a person is
willing to expend
performing tasks
Reciprocally related to
performance
People are driven in
different ways

Personal Selling

Salespeople: Four General Personality Types


Competitors

Ego-driven

Desire to win and


to
beat rivals

Desire to be the best,


to win awards, and
to be organized

Achievers
Routinely set
higher
goals and like
accomplishment

Service-oriented
Good at building
relationships with
customers

Personal Selling

Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

Accurate role
perception is crucial
Often they face role
conflicts that diminish
their sales
performance
Organizational
citizenship behaviors
(OCBs)

Personal Selling

Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

Age, physical size,


appearance, race,
gender, etc.
It doesnt ensure sales
success or failure
Successful salespeople
are androgyny
(possess both male
and female traits)

Personal Selling

Salesperson Performance
Aptitude
Skill level
Motivational level
Role perceptions
Personal characteristics
Adaptability

Ability to adapt to
situational
circumstances
Due in part to
personal aptitude but
also includes learned
skills
Absolutely essential
for success

Personal Selling

Excellence in Selling
First Impression

Self-esteem

Depth of knowledge

Extended focus

Breadth of knowledge

Sense of humor

Adaptability

Creativity

Sensitivity

Taking risks

Enthusiasm

Honesty & ethics