Lecture Marketing (12/e): Chapter 20 – Kerin, Hartley, Rudelius

Chapter 20 – Personal selling and sales management. After reading chapter 20, you should be able to: Discuss the nature and scope of personal selling and sales management in marketing, identify the different types of personal selling, explain the stages in the personal selling process, describe the major functions of sales management.

Copyright © 2015 McGraw­Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw­Hill Education LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 20, YOU SHOULD BE ABLE TO: LO 20-1 Discuss the nature and scope of personal selling and sales management in marketing LO 20-2 Identify the different types of personal selling LO 20-3 Explain the stages in the personal selling process LO 20-4 Describe the major functions of sales management 20­2 MEET TODAY’S SALES PROFESSIONAL 20­3 LO 20-1 SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT  Personal Selling  Sales Management  Selling Happens Almost Everywhere •  “Everyone Lives by Selling Something” Personal Selling in Marketing Cambridge Sales 20­4 FIGURE 20-1 Personal selling and sales management quiz What are your answers? 20­5 LO 20-1 SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT CREATING CUSTOMER VALUE  Salespeople: • Identify Creative Solutions to Customer Problems • Ease the Customer Buying Process • Make the After-the-Sale Follow-Up 20­6 LO 20-1 SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT CREATING CUSTOMER VALUE  Relationship Selling  Partnership Selling • Enterprise Selling 20­7 MARKETING MATTERS LO 20-1 Science and Selling: Is Customer Value Creation in Your Genes? 20­8 LO 20-2  THE MANY FORMS OF PERSONAL SELLING ORDER TAKING Order Taker • Outside Order Takers • Inside Order Takers  Order Clerks  Inbound Telemarketing  Sales clerks 20­9 LO 20-2  THE MANY FORMS OF PERSONAL SELLING ORDER GETTING Order Getter • Outside Order Getters • Inside Order Getters  Outbound Telemarketing 20­10 FIGURE 20-5 A break-even chart for comparing a company salesforce and independent agents 20­32 LO 20-4  THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION Organizing the Salesforce • Structure of the Salesforce  • Customer  Product  Geography Key Account Management 20­33 FIGURE 20-6 Organizing the salesforce by geography, customer, or product 20­34 FIGURE 20-6A Organizing the salesforce by geography 20­35 FIGURE 20-6B Organizing the salesforce by customer 20­36 FIGURE 20-6C Organizing the salesforce by product 20­37 LO 20-4  THE SALES MANAGEMENT PROCESS SALES PLAN FORMULATION Organizing the Salesforce • Workload Method • Account Management Policies 20­38 FIGURE 20-7 An account management policy grid grouping customers according to the level of opportunity and a firm’s competitive sales position 20­39 LO 20-4   THE SALES MANAGEMENT PROCESS SALES PLAN IMPLEMENTATION Salesforce Recruitment and Selection • Job Analysis • Job Description • Emotional Intelligence Salesforce Training • On-the-Job • Other Methods 20­40 MARKETING INSITE LO 20-4  What is Your Emotional Intelligence? Test Yourself and See Emotional Intelligence • Self-Motivation Skills • Self-Awareness • Managing One’s Emotions • Empathy • Social Skills 20­41 LO 20-4  THE SALES MANAGEMENT PROCESS SALES PLAN IMPLEMENTATION Salesforce Motivation & Compensation • Straight Salary • Combination • Straight Commission • Nonmonetary 20­42 LO 20-4  THE SALES MANAGEMENT PROCESS SALES PLAN EVALUATION Quantitative Assessments • Input-Related • Output-Related   Behavioral Evaluation • Subjective Measures • Customer Satisfaction Sales Quota 20­43 LO 20-4 USING MARKETING DASHBOARDS Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc 20­44 THE SALES MANAGEMENT PROCESS LO 20-4 SALES FORCE AUTOMATION AND CUSTOMER RELATIONSHIP MANAGEMENT  Salesforce Automation (SFA)  Salesforce Technology  Salesforce Communication • Internet 20­45 VIDEO CASE 20 XEROX: BUILDING CUSTOMER RELATIONSHIPS THROUGH PERSONAL SELLING 20­46 ... 20 13 MARKETING MATTERS LO 20- 2 Creating and Sustaining Customer Value through Cross-Functional Team Selling 20 14 FIGURE 20- 3 Stages and objectives of the personal selling process 20 15 LO 20- 3... Telemarketing  Sales clerks 20 9 LO 20- 2  THE MANY FORMS OF PERSONAL SELLING ORDER GETTING Order Getter • Outside Order Getters • Inside Order Getters  Outbound Telemarketing 20 10 FIGURE 20- 2... READING CHAPTER 20, YOU SHOULD BE ABLE TO: LO 20- 1 Discuss the nature and scope of personal selling and sales management in marketing LO 20- 2 Identify the different types of personal selling LO 20- 3