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Personal SellingPersonal Selling
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
How cost effective is each alternative?How cost effective is each alternative?
How effective is each alternative in carrying out the needed exchange?
How effective is each alternative in carrying out the needed exchange?
What are the alternative ways to carry out these communications objectives?
What are the alternative ways to carry out these communications objectives?
What information must be exchanged between firm and potential customer?What information must be exchanged between firm and potential customer?
How effective is each alternative in carrying out the needed exchange?
How effective is each alternative in carrying out the needed exchange?
What are the alternative ways to carry out these communications objectives?
What are the alternative ways to carry out these communications objectives?
What information must be exchanged between firm and potential customer?What information must be exchanged between firm and potential customer?
Determining the Role of Personal Selling
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PricePrice
• Final price negotiable
• Price provides adequate margin
• Final price negotiable
• Price provides adequate margin
Product or Service
Product or Service
• Complex goods or services
• Major purchase decisions
• Personal demonstration required
• Complex goods or services
• Major purchase decisions
• Personal demonstration required
ChannelsChannels
• Channel short and direct
• Training needed by intermediaries
• Selling needed to push product through
• Intermediaries can provide personal selling
• Channel short and direct
• Training needed by intermediaries
• Selling needed to push product through
• Intermediaries can provide personal selling
AdvertisingAdvertising
• Media do not provide an effective link
• Information can not be provided by media
• Sparse market reduce advertising economies
• Media do not provide an effective link
• Information can not be provided by media
• Sparse market reduce advertising economies
PricePriceProduct or Service
Product or Service ChannelsChannels
When the Sales Force is a Major Part of IMC
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Selling activity limited to order-taking
Selling activity limited to order-takingProvider StageProvider Stage
Attempting to persuade customer to buy
Attempting to persuade customer to buyPersuader StagePersuader Stage
Seeking out buyers perceived to have a need
Seeking out buyers perceived to have a needProspector StageProspector Stage
Buyers identify problems to be met by goods
Buyers identify problems to be met by goods
Problem-solver Stage
Problem-solver Stage
Seller determines buyer needs and fulfills them
Seller determines buyer needs and fulfills themProcreator StageProcreator Stage
Buyers identify problems to be met by goods
Buyers identify problems to be met by goods
Problem-solver Stage
Problem-solver Stage
Seeking out buyers perceived to have a need
Seeking out buyers perceived to have a needProspector StageProspector Stage
Attempting to persuade customer to buy
Attempting to persuade customer to buyPersuader StagePersuader Stage
Selling activity limited to order-taking
Selling activity limited to order-takingProvider StageProvider Stage
Stages of Personal Selling Evolution
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SurveyingSurveying MapmakingMapmaking
GuidingGuidingFire StartingFire Starting GuidingGuiding
MapmakingMapmakingSurveyingSurveying
New Roles for Salespeople
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Customer Relationship Management
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The organization’s effort to develop a long term, cost effective link with individual customers for mutual benefit.
The organization’s effort to develop a long term, cost effective link with individual customers for mutual benefit.
SAP Designs Software to Assists CRM
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Keeping a Customer
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Following up and servicing the accountFollowing up and servicing the account
Closing the saleClosing the sale
Demonstrating capabilities of the productDemonstrating capabilities of the product
Recommending a way to satisfy themRecommending a way to satisfy them
Determining customers’ needs and wantsDetermining customers’ needs and wants
Locating prospective customersLocating prospective customers
Closing the saleClosing the sale
Demonstrating capabilities of the productDemonstrating capabilities of the product
Recommending a way to satisfy themRecommending a way to satisfy them
Determining customers’ needs and wantsDetermining customers’ needs and wants
Locating prospective customersLocating prospective customers
Personal Selling Responsibilities
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
This is essentially a support roleThis is essentially a support roleThis is essentially a support roleThis is essentially a support role
Requires the most skill and preparationRequires the most skill and preparationRequires the most skill and preparationRequires the most skill and preparation
Must assess situation, determine needsMust assess situation, determine needs
This role is much more casualThis role is much more casual
Often involves straight rebuyingOften involves straight rebuying
May not actually take the orderMay not actually take the order
Often involves straight rebuyingOften involves straight rebuying
Must assess situation, determine needsMust assess situation, determine needs
This role is much more casualThis role is much more casual
Types of Sales Jobs
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative Selling
Creative Selling
Order TakingOrder Taking
Missionary Sales Rep
Missionary Sales Rep
Sales People Have Many Responsibilities
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10 Traits of Effective Salespeople
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1. Ego strength: a healthy self-esteem that allows one to bounce back from rejection.
2. Sense of urgency: wanting to get it done now.
3. Ego drive: a combination of competitiveness and self esteem.
4. Assertiveness: the ability to be firm, lead the sales process, and get one’s point across confidently.
5. Risk-taking: willing to innovate and take a chance.
10 Traits of Effective Salespeople
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
6. Sociable: outgoing, friendly, talkative, and interested in others.
7. Abstract reasoning: ability to understand concepts and ideas.
8. Skepticism: a slight lack of trust and suspicion of others.
9. Creativity: the ability to think differently.
10. Empathy: the ability to place oneself in someone else’s shoes.
Reach may be very limited
Reach may be very limited
Reach may be very limited
Reach may be very limited
Message can be tailored to recipientMessage can be
tailored to recipientMessage can be
tailored to recipientMessage can be
tailored to recipient
Two-way interaction with prospect
Two-way interaction with prospect
Two-way interaction with prospect
Two-way interaction with prospect
Prospect isn't likely to be distracted
Prospect isn't likely to be distracted
Prospect isn't likely to be distracted
Prospect isn't likely to be distracted
Cost is often extremely highCost is often
extremely highCost is often
extremely highCost is often
extremely high
Personal Selling Advantages and Disadvantages
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Possible management-sales force conflict
Possible management-sales force conflict
Messages may be inconsistent
Messages may be inconsistent
Seller involved in purchase decision
Seller involved in purchase decision
Source of research information
Source of research information Potential ethical problemsPotential ethical problems
AdvantagesAdvantages DisadvantagesDisadvantages
Possible management-sales force conflict
Possible management-sales force conflict
Messages may be inconsistent
Messages may be inconsistent
Seller involved in purchase decision
Seller involved in purchase decision
Source of research information
Source of research information
AdvertisingAdvertising
Public RelationsPublic Relations
Direct MarketingDirect Marketing
Sales PromotionSales Promotion
The InternetThe Internet
Sales PromotionSales Promotion
Direct MarketingDirect Marketing
Public RelationsPublic Relations
AdvertisingAdvertising
Personal Selling Combines With Other Tools
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Personal Selling
Personal Selling
Personal Selling and Advertising Work Together
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creates goodwillCreates goodwill
Involved in communityInvolved in community
Representative of the organizationRepresentative of the organization
Rep is often best source of PRRep is often best source of PR
Involved in communityInvolved in community
Representative of the organizationRepresentative of the organization
Rep is often best source of PRRep is often best source of PR
Combining Personal Selling and PR
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Companies Offer Direct Marketing Services to Assist the Personal Selling Effort
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Reps introduce promotions to tradeReps introduce promotions to trade
Promotions used as selling aids for representative
Promotions used as selling aids for representative
Promotions often targeted to repPromotions often targeted to rep
Promotions used as selling aids for representative
Promotions used as selling aids for representative
Promotions often targeted to repPromotions often targeted to rep
Combining Personal Selling with Sales Promotions
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Personal Selling and the Internet Work Together
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Evaluating the Personal Selling Effort
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The courage to changeThe courage to change
Consistent training that leads to consistent execution
Consistent training that leads to consistent execution
A clear link between company culture and value to sales strategies
A clear link between company culture and value to sales strategies
Rigorous management processes that drive performance
Rigorous management processes that drive performance
The strength of the field managerThe strength of the field manager
Consistent training that leads to consistent execution
Consistent training that leads to consistent execution
Rigorous management processes that drive performance
Rigorous management processes that drive performance
A clear link between company culture and value to sales strategies
A clear link between company culture and value to sales strategies
The strength of the field managerThe strength of the field manager
Characteristics Affecting Performances
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Are communications objectives attained?Are communications objectives attained?
Are promo programs being implemented?Are promo programs being implemented?
Are follow-up activities conducted well?Are follow-up activities conducted well?
Provide good marketing intelligence?Provide good marketing intelligence?
Are promo programs being implemented?Are promo programs being implemented?
Are follow-up activities conducted well?Are follow-up activities conducted well?
Provide good marketing intelligence?Provide good marketing intelligence?
Criteria for Judging Personal Selling's Contribution
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Quantitative Measures of Sales Results
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
OrdersOrders
Sales VolumeSales Volume
MarginsMargins
Customer AccountsCustomer Accounts
Sales CallsSales Calls
Selling ExpensesSelling ExpensesSelling ExpensesSelling Expenses
Sales CallsSales Calls
Customer AccountsCustomer Accounts
MarginsMargins
Sales VolumeSales Volume
OrdersOrders
Customer ServiceCustomer Service
Quantitative Measures
Quantitative Measures
Selling SkillsSelling SkillsSelling SkillsSelling Skills
Qualitative Measures of Sales Results
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Sales Related Activities
Sales Related Activities
