copyright © 2000 by harcourt, inc. all rights reserved. (1) 2 an overview of personal selling...

Copyright © 2000 by Harcourt, Inc. All rights reserved. (1)

2

Module 2 An OverviewAn Overview

ofofPersonal SellingPersonal Selling


2

Evolution of Personal SellingEvolution of Personal Selling

• Early Origins of Personal Selling• Industrial Revolution Era

– (1700s Europe; 1850s US)

• Post-Industrial Revolution Era – (1800s Europe; 1900 US)– Canned Sales Presentation

• The War and Depression Era• Professionalism: The Modern Era


2

Characteristics of Sales Characteristics of Sales ProfessionalismProfessionalism

• Customer Orientation

• Use of Truthful and Nonmanipulative Tactics

• Focus on Long-Term Satisfaction of Customer and Selling Firm


2

Evolution of Selling: Evolution of Selling: Future Changes and Anticipated Salesforce Response

• Intensified Competition– More emphasis on developing and maintaining trust-based long-

term customer relationships

• More Emphasis on Improving Sales Productivity– Increased use of technology (e.g., laptop computers, electronic

mail, fax machines)

• Fragmentation of Traditional Customer Bases– Sales specialists for specific customer types

– Multiple sales channels (e.g., major accounts programs, telemarketing, electronic networks)

– Globalization of sales efforts


2

Evolution of Selling: Evolution of Selling: Future Changes and Anticipated Salesforce Response

• Customers Dictating Quality Standards and Inventory/Shipping Procedures to be Met by Vendors– Team selling

– Salesforce compensation sometimes based on customer satisfaction and team performance

• Demand for In-depth, Specialized Knowledge as an Input to Purchase Decisions– Team selling

– More emphasis on customer-oriented sales training


2

Contributions of Personal Selling:Contributions of Personal Selling:Salespeople and Society

• Salespeople as Economic Stimuli

• Salespeople and Diffusion of Innovation


2

Contributions of Personal Selling :Contributions of Personal Selling :Salespeople and the Employing Firm

• Salespeople as Revenue Producers

• Market Research and Feedback

• Salespeople as Future Managers


2

Contributions of Personal Selling :Contributions of Personal Selling :Salespeople and the Customer

• Are honest

• Understand general business and economic trends, as well as the buyer's business

• Provide guidance throughout the sales process

• Help the buyer to solve problems

• Have a pleasant personality and a good professional image

• Coordinate all aspects of the product and service to provide a total package

Industrial buyers prefer to deal with salespeople who:


2

Classification of Personal Selling Jobs

• Sales Support– Missionary salespeople– Detailer– Technical support salespeople

• New Business– Pioneers– Order getters

• Existing Business• Inside Sales• Direct-to-Consumer Sales• Combination Sales Jobs


2 Characteristics of Sales Characteristics of Sales CareersCareers

• Job Security• Advancement Opportunities• Immediate Feedback• Prestige• Job Variety• Independence• Compensation• Boundary-Role Effects (role

ambiguity and role conflict)


2 Qualifications and Skills Qualifications and Skills Required Required

for Success by Salespeoplefor Success by Salespeople• Empathy

– To see things as others

• Ego Drive– Determination to achieve goals

• Ego Strength– Self-assured and self-accepting

• Verbal Communication Skills– Speaking and listening

• Enthusiasm– In general, and for sales as a career

copyright © 2000 by harcourt, inc. all rights reserved. (1) 2 an overview of personal selling...

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