Chapter Fifteen

PERSONAL SELLING

Marketing managers must decide:
bullet How many salespeople
bullet What kind
bullet Type of sales presentation
bullet How to select and train
bullet How to motivate
10% of total labor force is involved with sales

Good salespeople help the customer purchase products/services. They are problems solvers!!

They represent the company and the customer, aid in market information function, and can be strategy planners

 

WHAT KINDS OF PERSONAL SELLING ARE NEEDED?

Three basic tasks:

1) Order getters: seeking buyers with well organized sales presentation designed to sell product/service/idea -- sell concepts/ideas

2) Ordertakers: complete sales, work on improving relationships. e.g. check out clerks

3) Supporting tasks: activities aimed at getting sales in the long run (2 types):
bullet Missionary salespeople: work for producers and call on middlemen
bullet Technical specialists: provide tech support to order oriented people

   

THE RIGHT STRUCTURE HELPS ASSIGN RESPONSIBILITY

Different target markets need different selling tasks.

Must specify tasks, then divide responsibilities, then determine number of people needed.

   

SOUND SELECTION AND TRAINING

Note: A friendly personality and nice appearance does not necessarily make a good sales person!!!!

Need a job description outlining what a person is expected to do.

Need to train in the following areas: policies and practices, product information, professional selling skills

   

COMPENSATING AND MOTIVATING SALESPEOPLE

Two decisions: level of compensation and method of payment

Amount of salary varies with job and skills

Method can be: straight salary, straight commission, or combination

Incentive plan should be large only if there is a direct relationship between effort and results.

Need incentive flexibility: in selling costs, among territories, among people, and among products

Keep it simple!!!

Note:  See Exhibit 15-2, page 422, for relationship between personal selling expenses and sales volume for straight commission, straight salary, and combination plan.

   

PERSONAL SELLING TECHNIQUES

 KEY STEPS

1) Prospecting: follow all leads, then qualify prospects

2) Select target customer

3) Plan sales presentation: use consultative approach -- act as consultant to solve problem

4) Make sales presentation: Create interest, meet objectives, arouse desire (Awareness, Interest, Desire, Action)

5) Close Sale: ask for sale

6) Follow-up!!!

 

Note:  Read about the Consultative Selling Process.  This may be on our last test!!

Next Steps:  Please review the PowerPoint Overview slides (14-25) for this chapter.  Then proceed to the Discussion Area.

 
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