You are on page 1of 19

CHAPTER OVERVIEW

 Personal selling: interpersonal influence


process involving a seller’s promotional
presentation conducted on a person-to-
person basis with the buyer
 “A salesman is someone who sells goods
that won’t come back, to customers who
will.” (Anonymous)
Figure 17.13: Annual Pay for Sales Representatives and Sales Managers
Sales Force Compensation

 Commission: incentive compensation directly


related to the sales or profits achieved by a
salesperson
 Salary: fixed compensation payments made
periodically to an employee
Integrating the Various Selling
Channels
Figure 17.2: Alternative sales Channels for Serving Customers
THE FIVE SALES CHANNELS

Over-the- Field Tele-


Counter Selling marketing

Inside Online
Selling Selling

 Personal selling occurs through several types


of communication channels
 Each sales channels has unique aspects
which make it relevant for particular sales
situations.
© PhotoDisc
SALES TASKS

 Three basic sales


tasks can be
identified:
 Order processing
 Creative Selling
 Missionary Sales

© PhotoDisc
 Order Processing: selling, mostly at the wholesale and retail
levels, that involves identifying customer needs, pointing them
out to customers, and completing orders
 Creative Selling: personal selling involving situations in which
a considerable degree of analytical decision making on the
buyer’s part results in the need for skillful proposals of
solutions for the customer’s needs
 Missionary sales: indirect type of selling in which specialized
salespeople promote the firm’s goodwill among indirect
customers, often by assisting customers in product use

© PhotoDisc
THE FIVE SALES CHANNELS

Over-the- Field Tele-


Counter Selling marketing

Inside Online
Selling Selling

 Over-the-counter selling: personal


selling conducted in retail and some
wholesale locations in which
customers come to the seller’ place of
business

© PhotoDisc
THE FIVE SALES CHANNELS
Over-the- Field Tele-
Counter Selling marketing

Inside Online
Selling Selling

 Field selling: sales presentations made at


prospective customers’ homes or businesses on a
face-to-face basis
THE FIVE SALES CHANNELS

Over-the- Field Tele-


Counter Selling marketing

Inside Online
Selling Selling

 Telemarketing: promotional presentation


involving the use of the telephone on an outbound
basis by salespeople or on an inbound basis by
customers who initiate calls to obtain information
and place orders
THE FIVE SALES CHANNELS

Over-the- Field Tele-


Counter Selling marketing

Inside Online
Selling Selling

 Inside selling: performing the functions of field


selling but avoiding travel-related expenses by
relying on phone, mail, and electronic commerce to
provide sales and product service for customers on a
continuing basis

© PhotoDisc
THE FIVE SALES CHANNELS

Over-the- Field Tele-


Counter Selling marketing

Inside Online
Selling Selling

 Online Selling: performing the sales function via


the internet by allowing customers to access product
information, check prices, and place their own
orders without input from an actual salesperson.

© PhotoDisc
RECENT TRENDS IN PERSONAL SELLING

 Relationship selling: regular contacts over an extended period


to establish a sustained seller-buyer relationship
 Team selling: combination of salespeople with specialists
from other functional areas to promote a product; useful in
sales situations that call for detailed knowledge of new,
complex, and ever-changing technologies
 Sales force automation (SFA): applications of computer
and other technologies to make the sales function more
efficient and competitive
The Sales Process
Demon- Handling
Closing Follow-up
stration Objections

Presentation
 Prospecting: personal-selling function
of identifying potential customers
 Qualifying: determining that a prospect
has the needs, income, and purchase
Approach
authority necessary for being a potential
customer
Prospecting
and
Qualifying
The Sales Process
Demon- Handling
Closing Follow-up
stration Objections

 Approach: salesperson’s initial contact


Presentation
with a prospective customer
 Precall Planning: use of information
collected during the prospecting and
Approach qualifying stages of the sales process and
during previous contacts with the prospect
to tailor the approach and presentation to
Prospecting match the customer’s needs
and
Qualifying
The Sales Process
Demon- Handling
Closing Follow-up
stration Objections

Presentation  Presentation: describing a


product’s major features (AND
BENEFITS) and relating them to a
Approach customer’s problems or needs

Prospecting
and
Qualifying
The Sales Process
Demon- Handling
Closing Follow-up
stration Objections

 Objections: expressions of sales resistance


Presentation
by the prospect
 Price is the #1 objection, but it may not be
the real concern
Approach
 Objections are reasonable and professional
salespeople are prepared to handle them
Prospecting appropriately
and
Qualifying
The Sales Process
Demon- Handling
Closing Follow-up
stration Objections

 Closing: stages of personal selling


Presentation
where the salesperson asks the
customer to make a purchase
decision
Approach  Nearly 80% of salespeople fail to
close when the buyer is ready

Prospecting
and
Qualifying
The Sales Process
Demon- Handling
Closing Follow-up
stration Objections

 Follow-up: postsales activities that


Presentation
often determine whether an individual
who has made a recent purchase will
become a repeat customer
Approach  Follow-up helps build mutually
beneficial long-term relationships

Prospecting
and
Qualifying
© PhotoDisc