Professional Documents
Culture Documents
Involves Two-Way,
Personal Communication Between Salespeople
and Individual Customers Whether:
face to face,
by telephone,
through video conferencing,
or by other means.
The Role of the Sales Force
Sales Force
Serves as a Critical Link
Between a Company and its Customers Since
Represent Customers to
the Company to Produce
Customer Satisfaction
Characteristics of Personal Selling
Order taking
• Routine
– writing up orders
– checking invoices
– assuring prompt order
processing
• Suggestive selling
Personal Selling Tasks
Order getting
• Seeking out
customers
• Creative selling
• Pioneering
• Account management
Personal Selling Tasks
• Missionary
– Detailer
– Goodwill
– “Closers”
• Cross-functional
• Account service rep
Aligning Strategy and Sales
Sizing a Sales Force
Selling as a Boundary Role
Factors Affecting Job Attitudes
Effective Sales Compensation Systems
Some Traits of Good Salespeople
Steps in the Selling Process
Step
Step1.1. Prospecting
Prospectingand
and Identifying and Screening For
Qualifying
Qualifying Qualified Potential Customers.
Learning
LearningAsAsMuch
MuchAsAsPossible
Possible
Step
Step 2.
2. Pre-approach
Pre-approach About
AboutaaProspective
ProspectiveCustomer
Customer
Before
BeforeMaking
MakingaaSales
SalesCall.
Call.
Knowing
KnowingHowHowtotoMeet
Meetthe
theBuyer
Buyer
Step
Step3.
3. Approach
Approach to
toGet
Getthe
theRelationship
RelationshipOff
Off
to
toaaGood
GoodStart.
Start.
Step Telling
Tellingthe
theProduct
Product“Story”
“Story”
Step4.
4.Presentation/
Presentation/ to
Demonstration tothe
theBuyer,
Buyer,and
andShowing
Showingthe
the
Demonstration Product
ProductBenefits.
Benefits.
Steps in the Selling Process
Find ’em
Find ’em
Grab ‘em
Grab ‘em
Show ‘em
Show ‘em
Answer ‘em
Answer ‘em
Sell ‘em
Sell ‘em
Keep ‘em
Keep ‘em
Creative Selling Process
Identify
Identify and
and Qualifying
Qualifying
Prospects
Prospects
•• Prospecting:
Prospecting: Identifying
Identifying
likely
likely new
new customers
customers
–– Leads
Leads
•• Qualifying:
Qualifying: Evaluating
Evaluating aa
prospect’s
prospect’s potential
potential
Creative Selling Process
Approaching
Approaching the the Prospect
Prospect
•• Contact
Contact
•• Rapport
Rapport
•• “Only
“Only one
one chance
chance toto
make
make aa first
first impression”
impression”
Creative Selling Process
Sales
Sales Presentation
Presentation
•• Persuasive
Persuasive
communication
communication
•• Attention
Attention
•• Interest
Interest
•• Desire
Desire
•• “Tell
“Tell the
the product’s
product’s story”
story”
Creative Selling Process
Handling
Handling Objections
Objections
–– Questions
Questions
–– Reservations
Reservations
•• Understand
Understand Concern
Concern
•• Counterarguments
Counterarguments
•• Acknowledge
Acknowledge concern
concern
•• Clues
Clues to
to process
process
Creative Selling Process
Closing
Closing the
the Sale
Sale
•• Closing
Closing signals
signals
•• Trial
Trial close
close
•• Ask
Ask for
for the
the sale
sale
Creative Selling Process
Following
Following Up
Up
•• Commitments
Commitments met
met
–– Shipment
Shipment
–– Performance
Performance
•• Reinforce
Reinforce relationship
relationship
•• Satisfied
Satisfied customers
customers
rebuy
rebuy && recommend
recommend
Sales Management
Setting Organizing
objectives Planning Organizing activities
Recruit,
Motivate, select,
evaluate, train,
& control develop,
Controlling Directing
manage, &
motivate
Organizing Sales Activities
Sales
Sales Territor
Territory:
y:
•• Geographic
Geographic divisions
divisions
•• Customer
Customer types
types
•• Product
Product lines
lines
•• Selling
Selling task
task
Geographic Division
Vice-President
Marketing
Vice-President
Sales
Vice-President
Sales
Straight
salary or
wage
Salary plus Straight
commission commission
Quota-bonus Commission
plan with draw
Evaluation and Control
• Required reports
• Measurement against
plan or sales
standards
• Expense control
• Productivity
• New account
development
Ethical Issues
• Kickbacks, bribes and
“gifts”
• Price discrimination
• Cheating on expense
accounts
• Misrepresentation