Principles of marketing: Lecture 36 provide students with knowledge about: contributions of personal selling to marketing; producing sales revenue; meeting buyer expectations; providing market information; managing the sales force;... Please refer to this lesson for details!
MGT301 Principles of Marketing Lecture36 Summary of Lecture35 Personal Selling Personal selling is the personal communication of information to persuade somebody to buy something Basic Sales Tasks The two types of personal selling3 The customers come to the salespeople – Mostly involves retailstore selling – Most salespeople fall into this category The salespeople go to the customers – Usually represent producers or wholesaling middlemen and sell to business users – Some outside selling is relying more on telemarketing Contributions of Personal Selling to Marketing Producing Producing Sales Sales Revenue Revenue Meeting Meeting Buyer Buyer Expectations Expectations Providing Providing Marketplace Marketplace Information Information Salesperson An individual acting for a company by performing one or more of the following activities: Prospecting, Communicating, Serving, and Information gathering Sales Sales Force Force Size Size Other Other Sales Sales Force Force Strategy Strategy and and Structure Structure Issues Issues Who How WhoWill WillBe Be Involved Involvedin in the the HowWill WillSales Salesand andSales Sales Selling Support SellingEffort? Effort? SupportPeople PeopleWork WorkTogether? Together? Outside OutsideSales SalesForce Force Inside InsideSales SalesForce Force Team TeamSelling Selling Other Sales Force Strategy and Structure Issues Outside Sales Outside Sales Force Force Travel to Call on Travel to Call on Customers Customers Sells to Major Sells to Major Accounts Accounts Finds Major Finds Major New New Prospects Prospects Inside Sales Inside Sales Force Force Conduct Business From Their Conduct Business From Their Offices Via Phone or Buyer Visits Offices Via Phone or Buyer Visits Tele Tele Technical Technical Marketing Sales Marketing Sales Support Support Assistants Or Or Assistants People People Internet Internet Recruiting and Selecting Salespeople Some SomeCharacteristics Characteristics of ofSalespeople Salespeople Recruiting RecruitingProcedures Procedures Salesperson SalespersonSelection Selection Process Process ••Enthusiasm Enthusiasmand andSelfSelfConfidence Confidence ••Persistence Persistence ••Initiative Initiative ••Job JobCommitment Commitment ••Current CurrentSalespeople Salespeople ••Employment EmploymentAgencies Agencies ••Classified ClassifiedAds Ads ••College CollegeCampuses Campuses ••Sales SalesAptitude Aptitude ••Analytical Analytical&&Organizational Organizational Skills Skills ••Personality PersonalityTraits Traits ••Other OtherCharacteristics Characteristics Selecting Salespeople Sales Sales Aptitude Aptitude Other OtherCharacteristics Characteristics Selection Process Usually Evaluates a Person’s Analytical Analyticaland and Organizational OrganizationalSkills Skills Personality Personality Traits Traits Training Salespeople The Average Sales Training Program lasts for Four Months and Has the Following Goals: Help HelpSalespeople SalespeopleKnow Know&& Identify Identify With Withthe theCompany Company Learn LearnHow Howthe theProducts ProductsWork Work Learn LearnAbout AboutCompetitors’ Competitors’ and and Customers’ Customers’Characteristics Characteristics Learn LearnHow Howto to Make Make Effective EffectivePresentations Presentations Understand UnderstandField Field Procedures Procedures and andResponsibilities Responsibilities Compensating Salespeople Salary Y PA Benefits EC H C K Components of Compensation Bonus Commission Enough for today. . Summary Steps in the Selling Process Sales Force Management Managing the Sales force Designing Designing Sales Sales force force Strategy Strategy and and Structure Structure Recruiting Recruiting and and Selecting Selecting Salespeople Salespeople Training Training Salespeople Salespeople Compensating Compensating Salespeople Salespeople Supervising Supervising Salespeople Salespeople Evaluating Evaluating Salespeople Salespeople Next… Sales force Management (cont ) Direct Marketing MGT301 Principles of Marketing Lecture36 ... Summary of? ? Lecture? ?35 Personal Selling Personal selling is the personal communication? ?of? ?information to persuade somebody to buy something Basic Sales Tasks The two types? ?of? ?personal selling3... Salespeople Salespeople Next… Sales force Management (cont ) Direct Marketing MGT301 Principles? ?of? ?Marketing Lecture? ?36 ... The Role? ?of? ?the Sales Force Personal Selling is effective because salespeople can: – probe customers to learn more about their problems, – adjust the marketing offer to fit the special needs of? ?each customer,