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In this chapter you will understand the importance and nature of personal selling. Know the three basic sales tasks and what the various kinds of salespeople are expected to do. Know what the sales manager must do including selecting, training, and organizing salespeople to carry out the personal selling job. Understand how the right compensation plan can help motivate and control salespeople.
Chapter 15: Personal Selling For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 15 Objectives When you finish this chapter, you should 1. Understand the importance and nature of personal selling 2. Know the three basic sales tasks and what the various kinds of salespeople can be expected to do 3. Know what the sales manager must do—including, selecting, training, and organizing salespeople—to carry out the personal selling job 152 4. Understand how the right compensation plan can help motivate and control salespeople 5. Understand when and where to use the three types of sales presentations 6. Understand the important new terms For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Strategy Planning for Personal Selling Target Market Product Place Personal Selling Number and kind of salespersons needed Exhibit 151 153 Selection and training procedure Promotion Mass Selling Price Sales Promotion Compensation and motivation approach Personal selling techniques For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Basic Sales Tasks ?????? ?????? ?????? ?????? ?????? 154 Order-Getting Order-Getting Order-Taking Order-Taking Supporting Supporting For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Salesforce Structure Major Accounts Telemarketing Sales Territory Sales Force Size 155 Focus: Large Customers Focus: Quick, Inexpensive Focus: Geographic Area Focus : Work Load For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Information Technology and Sales New software and hardware provide a competitive advantage for salespeople in many industries. For example, financial planners can use sophisticated software to analyze the needs of clients in six keys areas of financial planning, customizing their recommendations for each clients’ unique situation 156 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Selecting, Training, and Motivating Job Description Key Components Training Level of Compensation Method of Payment 157 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Steps in the Personal Selling Process Prospect for new customer Set effort priorities Evaluate needs of established customers Preplan sales call and presentation(s) Make sales presentation Feedback Select target customer Close sale Follow up to establish Exhibit 153 158 Follow up to maintain For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Types of Presentation Approaches Prepared Approach Three Presentation Approaches Consultative Selling Approach Selling Formula Approach 159 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill The AIDA Model Attention Interest Desire Action 1510 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Key Terms Basic Sales Tasks Order Getters OrderGetting Order Takers OrderTaking Supporting Salespeople Missionary Salespeople Technical Specialists Team Selling Major Accounts Sales Force 1511 Telemarketing Sales Territory Job Description Sales Quota Prospecting Sales Presentation Prepared Approach Close Consultative Selling Approach Selling Formula Approach For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill ... Irwin/McGraw-Hill Types of Presentation Approaches Prepared Approach Three Presentation Approaches Consultative Selling Approach Selling Formula Approach 15? ?9 For use only with Perreault and McCarthy. .. Geographic Area Focus : Work Load For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Information Technology and Sales New software and hardware provide? ?a? ?... hardware provide? ?a? ? competitive advantage for salespeople in many industries. For example, financial planners can use sophisticated software to analyze the needs of clients in six keys areas of financial