personal selling & sales management

Learning Objectives: Chapter 17

Personal Selling and Sales Management

1. Define personal selling.2. Explain the roles of personal selling.3. List the three categories of personal

selling.4. Describe five major personal selling

strategies.5. Explain the steps in the sales process.6. Describe the seven possible strategies for

closing sales.

Learning Objectives: Chapter 17

Personal Selling and Sales Management

7. Define sales management and explain its functions.

8. Describe the characteristics of the successful salesperson.

9. Describe the contents and role of the sales plan.

10.Explain the four characteristics of personal selling in the hospitality and travel industry.

Definition of Personal Selling

Personal selling involves oral conversations, either by telephone or face-to-face, between

salespersons and prospective customers.

Roles of Personal Selling

a. Identifying decision makers, decision processes, and qualified buyers

b. Promoting to corporate, travel trade, and other groups

c. Generating increased sales at the point of purchase

d. Providing detailed and up-to-date information to the travel trade

e. Maintaining a personal relationship with key clients

f. Gathering information on competitors’ promotions

Three Categories of Personal Selling

a. Field salesb. Telephone sales

c. Inside sales

Five Major Personal Selling Strategies

1. Stimulus response2. Mental states3. Formula4. Need satisfaction5. Problem solving

Steps in the Sales Process

1. Prospecting and qualifying prospective customers:

Blind prospecting Cold calling or canvassing Sales blitz Lead prospecting2. Preplanning prior to sales calls: Pre-approach The approach

Steps in the Sales Process

3. Presenting and demonstrating services: Sales presentation Demonstration

4. Handling objections and questions: Restate the objection “Agree and neutralize” tactic

Steps in the Sales Process

5. Closing the sale. Verbal closing clues Non-verbal closing clues

6. Following up after closing the sale.

Seven Possible Strategies for Closing Sales

1. Trial closes2. Assumptive close3. Summary or summary-of-the-benefits

close4. Special concession close5. Eliminating-the-single-objection or final-

concern close6. Limited-choice close7. Direct-appeal close

Definition of Sales Management

Sales management is the management of the sales force and personal selling efforts to

achieve desired sales objectives.

Functions of Sales Management

a. Sales-force staffing and operationsb. Sales planningc. Sales performance evaluation

Characteristics of the Successful Salesperson

a. Sales aptitude: The extent of an individual’s ability to perform a given sales job, consisting of mental abilities and personality traits.

b. Skill levels: Skills obtained in personal communication and knowledge of services, obtained through sales training and previous sales and operational experience.

Characteristics of the Successful Salesperson

c. Personal characteristics: Demographic profile, psychographic and lifestyle characteristics, physical appearance and traits.

Contents of the Sales Plan

a. Sales objectivesb. Sales activitiesc. Sales budget

Roles of the Sales Plan

a. Preparing sales forecastsb. Developing sales department budgetsc. Assigning sales territories and quotas

Four Characteristics of Personal Selling in Hospitality and Travel

a. Importance of personal selling variesb. Inside selling closely related to service

levelsc. No generally accepted qualifications for

industry sales positionsd. Importance of missionary sales work

Campus Overview

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Ahmedabad Kolkata

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Mumbai

Goldline Business Centre Linkway Estate, Next to Chincholi Fire Brigade, Malad (West), Mumbai – 400 064.

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