The Scope and Nature of Personal Selling

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PERSONAL SELLING AND SALES MANAGEMENT 18

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Personal Selling and Marketing Strategy

1. Can customize the message for a specific buyer

2. Assists in creating strong supply chain relationships

3. Increased customer loyalty through relationship selling

4. Gather research input from customers

5. Crucial to the success of CRM

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The Value Added by Personal Selling

• Salespeople Provide Information and Advice

• Salespeople Save Time and Simplify Buying

• Salespeople Build Relationships

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Relationship selling is a sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties.

Professional Selling as a Career

• People love the lifestyle• There is a lot of flexibility• There is a lot of variety in the

job• Can be very lucrative • Very visible to management

and good for promotions

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Personal Selling Process

Step One: Generate and Qualify Leads

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Step Two: Preapproach

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Step Three: Sales Presentation and Overcoming Reservations

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Step Four: Closing the Sale

• Getting the order• Often most stressful

part of sales process• A “no” one day may be

the foundation for a “yes” another

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A B C

Step Five: Follow-Up

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1. Reliability – Ability to perform the service dependably and accurately

2. Responsiveness – Willingness to help customers and provide prompt service

3. Assurance – Knowledge of and courtesy by employees and their ability to convey trust and confidence

4. Empathy – The caring, individualized attention provided to customers

5. Tangibles – The appearance of physical facilities, equipment, personnel and communication materials

Five Service Quality Dimensions

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Managing the Sales Force 2. Recruiting and Selecting Salespeople

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Managing the Sales Force 3. Sales Training

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Managing the Sales Force 4. Motivating and Compensating Salespeople

Financial rewardsFinancial rewards Nonfinancial rewardsNonfinancial rewards

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Managing the Sales Force 5. Evaluating Salespeople

• Tied to the reward structure

• Evaluation measures can be either objective or subjective

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