© 2006 mcgraw-hill companies, inc., mcgraw-hill/irwinslide 20-1
TRANSCRIPT
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-1
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-2
PERSONAL SELLING AND
SALES MANAGEMENT
CHAPTER
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-3
AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:
1. Discuss the nature and scope of personal selling and sales management in marketing.
2. Identify the different types of personal selling.
3. Explain the stages in the personal selling process.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-4
AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:
4. Describe the major functions of sale management.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-6
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND
SALES MANAGEMENT
• Nature of Personal Selling and Sales Management
• Selling Happens Almost Everywhere
Personal Selling
Sales Management
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-7
FIGURE 20-1 FIGURE 20-1 Personal selling and sales management quiz
1. 20%
2. $350
3. False
4. 60%
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-8
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND
SALES MANAGEMENT
• Creating Customer Value Through Salespeople: Relationship and Partnership Selling
• Personal Selling in Marketing
Relationship Selling
Partnership Selling (or Enterprise Selling)
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-9
FIGURE 20-A FIGURE 20-A How salespeople create value for customers
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-13
THE MANY FORMS OFPERSONAL SELLING
• Order Taking
Outside Order Takers
Inside Order Takers, Order Clerks, or Salesclerks
Inbound Telemarketing
• Order Getting
Outbound Telemarketing
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-14
FIGURE 20-B FIGURE 20-B Comparing order takers with order getters
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-16
FIGURE 20-2 FIGURE 20-2 How outside order-getting salespeople spend their time each week
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-17
THE MANY FORMS OFPERSONAL SELLING
• Customer Sales Support Personnel
Missionary Salespeople
Team Selling
Conference Selling
Sales Engineer
Seminar Selling
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-21
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Personal Selling Process
• Prospecting
Lead
Qualified Prospect
Cold Canvassing
Prospect
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-22
FIGURE 20-3 FIGURE 20-3 Stages and objectives of the personal selling process
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-23
FIGURE 20-C FIGURE 20-C Stages in the personal selling process
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-24
Trade Show ExhibitionWhat stage in the personal selling process and
what is its purpose?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-25
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Preapproach
• Approach
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-27
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Presentation
Stimulus-Response Format
Formula Selling Format
• Stimulus-Response Presentation
• Suggestive Selling
• Formula Selling Presentation
• Canned Selling Presentation
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-28
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Presentation
Need-Satisfaction Format
• Need-Satisfaction Presentation
• Adaptive Selling
• Consultative Selling
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-30
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Presentation
Handling Objections
• Acknowledge and Convert the Objection
• Postpone
• Agree and Neutralize
• Accept the Objection
• Denial
• Ignore the Objection
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-31
FIGURE 20-D FIGURE 20-D Techniques for handling objections
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-32
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
• Close
Trial Close
Assumptive Close
Urgency Close
• Follow-Up
Final Close
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-37
THE SALES MANAGEMENT PROCESS
Sales Plan
Setting Objectives
• Sales Plan Formulation: Setting Direction
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-38
FIGURE 20-4 FIGURE 20-4 The sales management process
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ETHICS AND SOCIAL RESPONSIBILITY ALERT
The Ethics of Asking CustomersAbout Competitors
Slide 20-39
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-40
THE SALES MANAGEMENT PROCESS
• Sales Plan Formulation: Setting Direction
Organizing the Salesforce
• Own Salesforce vs. Independent Agents
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-41
FIGURE 20-5 FIGURE 20-5 Break-even chart for comparing independent agents and a company salesforce
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-42
THE SALES MANAGEMENT PROCESS
• Sales Plan Formulation: Setting Direction
Organizing the Salesforce—Structure
• Geography
• Customer
• Product
Major (Key) Account Management
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-43
FIGURE 20-6 FIGURE 20-6 Organizing the salesforce by customer, product, and geography
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-44
FIGURE 20-6A FIGURE 20-6A Organizing the salesforce by geography
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-45
FIGURE 20-6B FIGURE 20-6B Organizing the salesforce by customer
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-46
FIGURE 20-6C FIGURE 20-6C Organizing the salesforce by product
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-47
THE SALES MANAGEMENT PROCESS
• Sales Plan Formulation: Setting Direction
Organizing the Salesforce—Size
• Workload Method
• Developing Account Management Policies
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-48
FIGURE 20-7 FIGURE 20-7 Account management policy grid grouping customers according to the level of opportunity and a firm’s competitive sales position
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-49
THE SALES MANAGEMENT PROCESS
• Sales Plan Implementation: Putting the Plan into Action
Salesforce Recruitment and Selection
• Job Analysis
• Job Description
• Emotional Intelligence
Salesforce Training
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-51
FIGURE 20-8 FIGURE 20-8 U.S. sales force composition and change
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-55
THE SALES MANAGEMENT PROCESS
• Sales Plan Implementation: Putting the Plan into Action
Salesforce Motivation and Compensation
• Straight Salary Compensation Plan
• Straight Commission Compensation Plan
• Combination Compensation Plan
Salesforce Training
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-57
THE SALES MANAGEMENT PROCESS
• Salesforce Evaluation and Control: Measuring Results
Quantitative Assessments
• Sales Quota
Behavioral Evaluation
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-58
THE SALES MANAGEMENT PROCESS
• Salesforce Automation and Customer Relationship Management
Salesforce Automation (SFA)
Salesforce Computerization
Salesforce Communication
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-82
Personal Selling
Personal selling involves the two-way flow of communication between a buyer and seller, designed to influence a person’s or group’s purchase decision, usually in face-to-face communication between the sender and receiver.
Personal selling involves the two-way flow of communication between a buyer and seller, designed to influence a person’s or group’s purchase decision, usually in face-to-face communication between the sender and receiver.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-83
Sales Management
Sales management involves planningthe selling program and implementing and controlling the personal selling effort of the firm.
Sales management involves planningthe selling program and implementing and controlling the personal selling effort of the firm.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-84
Relationship Selling
Relationship selling is the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time.
Relationship selling is the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-85
Partnership Selling
Partnership selling is the practice whereby buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and ultimately the customer. Also called enterprise selling.
Partnership selling is the practice whereby buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and ultimately the customer. Also called enterprise selling.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-86
Order Taker
An order taker processes routine orders or reorders for products that were already sold by the company.
An order taker processes routine orders or reorders for products that were already sold by the company.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-87
Order Getter
An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service.
An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-88
Missionary Salespeople
Missionary salespeople are sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products.
Missionary salespeople are sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-89
Sales Engineer
A sales engineer is a salesperson who specializes in identifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation but often does not actually sell products and services.
A sales engineer is a salesperson who specializes in identifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation but often does not actually sell products and services.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-90
Team Selling
Team selling is the practice of using an entire team of professionals in selling to and servicing major customers.
Team selling is the practice of using an entire team of professionals in selling to and servicing major customers.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-91
Personal Selling Process
The personal selling process consists of sales activities occurring before and after the sale itself, consisting of six stages:(1) prospecting, (2) preapproach,(3) approach, (4) presentation, (5) close, and (6) follow-up.
The personal selling process consists of sales activities occurring before and after the sale itself, consisting of six stages:(1) prospecting, (2) preapproach,(3) approach, (4) presentation, (5) close, and (6) follow-up.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-92
Stimulus-Response Presentation
Stimulus-response presentation is a presentation format which assumes that given the appropriate stimulus by a salesperson, the prospect will buy.
Stimulus-response presentation is a presentation format which assumes that given the appropriate stimulus by a salesperson, the prospect will buy.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-93
Formula Selling Presentation
Formula selling presentation is a presentation format that consists of information that must be provided inan accurate, thorough, and step-by-step manner to inform the prospect.
Formula selling presentation is a presentation format that consists of information that must be provided inan accurate, thorough, and step-by-step manner to inform the prospect.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-94
Need-Satisfaction Presentation
Need-satisfaction presentation is a presentation format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers.
Need-satisfaction presentation is a presentation format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-95
Adaptive Selling
Adaptive selling is a need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information.
Adaptive selling is a need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-96
Consultative Selling
Consultative selling is a need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
Consultative selling is a need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-97
Sales Plan
A sales plan is a statement describing what is to be achieved and where andhow the selling effort of salespeople isto be deployed.
A sales plan is a statement describing what is to be achieved and where andhow the selling effort of salespeople isto be deployed.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-98
Major Account Management
Major account management is the practice of using team selling to focuson important customers so as to build mutually beneficial, long-term, cooperative relationships. Also calledkey account management.
Major account management is the practice of using team selling to focuson important customers so as to build mutually beneficial, long-term, cooperative relationships. Also calledkey account management.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-99
Workload Method
The workload method is a formula-based method for determining the size of a salesforce that integrates the number of customers served, call frequency, call length, and available selling time to arrive at a figure for the salesforce size.
The workload method is a formula-based method for determining the size of a salesforce that integrates the number of customers served, call frequency, call length, and available selling time to arrive at a figure for the salesforce size.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-100
Account Management Polices
Account management policies specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out.
Account management policies specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-101
Emotional Intelligence
Emotional intelligence is the ability to understand one’s own emotions and the emotions of people with whom one interacts on a daily basis.
Emotional intelligence is the ability to understand one’s own emotions and the emotions of people with whom one interacts on a daily basis.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-102
Sales Quota
A sales quota contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district fora stated time period.
A sales quota contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district fora stated time period.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 20-103
Salesforce Automation
Salesforce automation (SFA) is theuse of computer, information, communication, and Internet technologies to make the sales function more effective and efficient.
Salesforce automation (SFA) is theuse of computer, information, communication, and Internet technologies to make the sales function more effective and efficient.