Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin

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Personal Selling (online)

Personal Selling

Typically under control of Sales Manager

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Promoting Products

• Direct promotion• Through advertising and promotion• Direct-marketing efforts• Dyadic communication allows for

immediate feedback and adjustment• Plays critical role in industrial settings

• Indirect promotion• Through resellers• Through sales people

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Determining the Role of Personal Selling

How cost effective is each alternative?

How effective is each alternative in carrying out the needed exchange?

What are the alternative ways to carry out these communications objectives?

What information must be exchanged between firm and potential customer?

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Determining the Role of Personal Selling

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Stages of Personal Selling Evolution

Selling activity limited to order-taking and deliveryProvider

Attempting to persuade customer to buyPersuader

Seeking out buyers perceived to have a needProspector

Buyers identify problems to be met by goodsProblem-solver

Seller determines buyer needs and fulfills themProcreator

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New Roles for Salespeople

SurveyingMapmaking

GuidingFire Starting

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Customer Relationship Marketing

• An organization’s effort to develop a link with individual customers that is• Long-term• Cost effective• Mutually beneficial

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Customer Relationship Marketing

SAS designs software to

assist customer

relationship management

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Factors in Keeping a Customer

Product Uniqueness

Customer Service

Depth of Product Line

Perceived Price to Value

Proposition

Loyalty/ Reward Program

Product Quality

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Salesperson Classifications

More casual role

Often involves straight rebuyingOrder Taking

Essentially a support role

May not actually take ordersMissionary

Sales

Assess situation, determine needs

Get order

Creative Selling Present ability to satisfy needs

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Personal Selling Responsibilities

Follow up and service the account

Close the sale

Demonstrate product capabilities

Recommend a way to satisfy them

Determine customers’ needs and wants

Locate prospective customers

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Sales People Have Many Duties

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Test Your KnowledgeWith the evolution of personal selling, an individual salesperson's job requirements may include:

A) Determining customers' needs and wants B) Demonstrating the capabilities of the firm C) Following up and servicing the account D) Locating prospective customers E) All of the above

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Traits of Effective Salespeople

Good Communicator

Knowledgeable

Results- oriented

Relationship- oriented

Professional

Reliable

Customer-focused

Thorough

Problem Solver

Responsive

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Traits Buyers Like and Dislike

Desirable Objectionable

1. Knowledgeable2. Empathizes3. Well organized4. Prompt5. Follows through6. Has solutions7. Punctual8. Hard working9. Energetic10.Honest

1. Unprepared2. Uninformed3. Aggressive4. Undependable5. No follow through6. Presumptive7. Walk-ins8. Gabbers9. Problem avoiders10.Lack of respect

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Pros and Cons of Personal Selling

Reach may be very limited

Message can be tailored to recipient

Two-way interaction with prospect

Prospect isn't likely to be distracted

Cost is often extremely high

Possible management-sales force conflict

Messages may be inconsistent

Seller involved in purchase decisionSource of research

informationPotential ethical

problems

Advantages Disadvantages

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Personal Selling + Other Tools

Advertising

Public Relations

Direct Marketing

Sales Promotion

The Internet

Personal Selling

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Personal Selling + Advertising

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Personal Selling + PR

Creates goodwill

Involved in community

Representative of the organization

Rep is often best source of PR

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Personal Selling and Public Relations

Sales Force Volunteers at Work21-21

Test Your KnowledgeBy servicing an account and by cooperating and empathizing with clients, salespersons are engaging in _____ activities on behalf of their firm.

A) Sales promotion B) Advertising C) Public relations D) Direct marketing E) Telemarketing

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Personal Selling + Direct Marketing

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Personal Selling + Sales Promotion

Reseller

Consumer

Sales Force

Sales Promotion

Targets

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Personal Selling + the Internet

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Evaluating the Personal Selling Effort

• Factors to be considered• Review of all target accounts• Review of all cross-functional selling• Review of specific territory objectives• Knowledge of products, customers, and

customer organizations• Ability to apply this market knowledge• Development of a favorable attitude• Required course corrections

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Characteristics Affecting Performance

Strength of the field manager

Management processes thatdrive performance

Clear link between company culture/values to sales strategies

Consistent training The courage to change

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Evaluating Personal Selling

Provision of marketing

intelligenceFollow-up activities

Program implementations

Attainment of communications

objectives

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Test Your KnowledgeThe ability of the sales force to feed back information regarding competitive programs and customer reactions contributes to the promotional program by fulfilling which evaluative criterion?

A) Attainment of communications objectives B) Program implementation C) Follow-up activities D) Providing market intelligence E) None of the above

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Quantitative Measures of Sales Results

Orders

Sales Volume

Margins

Customer Accounts

Sales Calls

Selling Expenses

Customer Service

Quantitative Measures

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Qualitative Measures of Sales Results

Selling Skills

Sales Related Activities

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