Chapter 19

Personal Selling
and Sales Promotion
Text by
William M. Pride
O. C. Ferrell

Multimedia Slides by
Milton M. Pressley
Univ. of New Orleans

Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-1

 Objectives
 To Understand the Major Purposes of Personal
Selling
 To Learn the Basic Steps in the Personal Selling
Process
 To Be Able to Identify the Types of Sales Force
Personnel
 To Learn About Sales Management Decisions
and Activities
 To Become Aware of What Sales Promotion
Activities Are and How They Can Be Used
 To Become Familiar With Specific Consumer and
Trade Sales Promotion Methods

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 The Nature of
Personal Selling
Defined

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 Elements of the
Personal Selling Process

Ma kin g th e
P r o s p e c tin g P r e -a p p r o a c h Ap p r o a c h
P r e s e n ta tio n

Fo llo win g Clo s in g Ove r c o m in g

Up th e S a le Ob je c tio n s

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Prospecting
Developing Lists of
Potential Customers

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 Preapproach
Finding and
Analyzing
Information
About Prospects

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Approach
THIS DEALS WITH
HOW WE MAKE THE
INITIAL CONTACT WITH A
POTENTIAL CUSTOMER

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Making the Presentation
Attract and Hold Attention, Plus
Stimulate Interest and Desire

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Overcoming Objections

IF HE HADN’T TOLD
ME WHAT HIS OBJECTION
WAS, I NEVER WOULD
HAVE BEEN
ABLE TO HELP!

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Closing the Sale
Asking the Prospect
to Buy

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Following Up
Long-term
Customer
Satisfaction

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Types of Salespersons
ORDER
GETTERS

Current-
Customer
Sales

New-
Business
Sales
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Types of Salespersons
ORDER ORDER
GETTERS TAKERS

Inside
Current- Order
Customer Takers
Sales
Field
New- Order
Takers
Business
Sales
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Types of Salespersons
ORDER ORDER SUPPORT
GETTERS TAKERS PERSONNEL

Inside Missionary
Current- Order Salespersons
Customer Takers
Sales Trade
Field Salespersons

New- Order
Takers Technical
Business Salespersons
Sales
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 Management of the
Sales Force
• Establishing Sales Force Objectives
– Sales Volume
– Market Share
– Profit

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Sales Force Management
• Determining Sales Force
Size

Vs.

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Sales Force Management
• Recruiting and Selecting Salespeople

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Sales Force Management
• Training Salespeople

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Sales Force Management
• Compensating Salespeople
– Straight Salary
Compensation Plan
– Straight Commission
Compensation Plan
– Combination
Compensation Plan

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Sales Force Management
• Motivating Salespeople
– Continuous
– Financial
Compensation
– Nonfinancial
Needs

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Sales Force Management
• Managing Sales Territories
– Creating Sales
Territories
– Routing and
Scheduling
Salespeople

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Sales Force Management
• Controlling and Evaluating
Sales Force Performance
– The Need for Information
 Call Reports
 Customer Feedback
 Invoices

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 The Nature of
Sales Promotion
• Defined
• Increased Use
• When Used
• Effective Use

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 Sales Promotion
Opportunities and
Limitations
• Opportunities
• Limitations

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Sales Promotion Methods

We’ll Look at
• Consumer Sales Promotion
Methods
• Trade Sales Promotion Methods

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 Sales Promotion
Methods for Consumers
• Coupons
• Demonstrations
• Frequent-User Incentives
• Point-of-Purchase Displays
– Point-of-Purchase (P-O-P)
Materials
• Free Samples

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 Sales Promotion
Methods for Consumers
• Money Refunds and Rebates
• Premiums
• Cents-Off Offers
• Consumer Contest and Games
• Consumer Sweepstakes

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 Sales Promotion
Methods for the Trade
• Buy-Back Allowances
• Buying Allowances
• Scan-Back Allowance
• Count-and-Recount
• Free Merchandise
• Merchandise Allowances

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 Sales Promotion
Methods for the Trade
• Cooperative Advertising
• Dealer Listings
• Premium, or Push, Money
• Sales Contests
• Dealer Loaders

Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-29

BY NOW, YOU
SHOULD . . .

 Understand the Major Purposes of Personal

Selling
 Know the Basic Steps in the Personal Selling
Process
 Be Able to Identify the Types of Sales Force
Personnel
 Have Insight Into Sales Management Decisions
and Activities
 Be Aware of What Sales Promotion Activities Are
and How They Can Be Used
 Be Familiar with Specific Consumer and Trade
Sales Promotion Methods

Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-30