personal selling slide-2
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part-2TRANSCRIPT
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Personal Selling and Sales Management
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Nature of Personal Selling
Views of Salespeople? “Death of a Salesman,” “Glen Gary Glen Ross,” “Tin Men” ??
Advantages of a Career in Selling? independence, variety/challenge, opportunity,
rewards
Importance of personal selling (i.e., economy, personal development)? Many benefits to the economy;
interviewing/resumes
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What is Personal Selling?
Involves Two-Way, Personal Communication Between
Salespeople and Individual Customers Whether:
face to face,by telephone,through video conferencing,or by other means.
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Types of Sales Positions and Duties
Sales Positions: route salesperson; retail sales; detail rep (missionary selling); account rep; business sales rep; sales engineer; manufacturer’s rep; inside sales
Duties/Responsibilities: selling, service, prospecting, presentations, pricing quotes, terms, expediting, orders, marketing research, advising, study, travel, meetings, paperwork.
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Administrative Tasks16%
TelephoneSelling
25.1%
Waiting/ Traveling
17.4%
Service Calls12.7%
Face-to-Face Selling
28.8%
Companies Look For Ways to Increase the Amount of Time Salespeople Spend Selling.
How Salespeople Spend Their Time
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Basic Steps in Personal Selling Process
Prospecting and Qualifying
Preapproach
Approach
Presentation and Demonstration
Handling objections
Closing
Follow-up
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ProspectingProspecting Salesperson Identifies Qualified Potential Customers.
Salesperson Identifies Qualified Potential Customers.
PreapproachPreapproachSalesperson Learns as Much as Possible About a Prospective
Customer Before Making a Sales Call.
Salesperson Learns as Much as Possible About a Prospective
Customer Before Making a Sales Call.
QualifyingQualifyingProcess of Identifying Good
Prospects and Screening Out Poor Ones.
Process of Identifying Good Prospects and Screening Out Poor
Ones.
Steps in the Selling Process
ApproachApproachSalesperson Meets the Buyer and
Gets the Relationship Off to a Good Start.
Salesperson Meets the Buyer and Gets the Relationship Off to a Good
Start.
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PresentationPresentationSalesperson Tells the Product “Story” to the Buyer Using the Need-Satisfaction Approach.
Salesperson Tells the Product “Story” to the Buyer Using the Need-Satisfaction Approach.
ClosingClosing Salesperson Asks the Customer for an Order.
Salesperson Asks the Customer for an Order.
Handling ObjectionsHandling
ObjectionsSalesperson Seeks Out, Clarifies,
and Overcomes Customer Objections to Buying.
Salesperson Seeks Out, Clarifies, and Overcomes Customer
Objections to Buying.
Steps in the Selling Process
Follow-UpFollow-UpOccurs After the Sale and Ensures Customer Satisfaction and Repeat
Business.
Occurs After the Sale and Ensures Customer Satisfaction and Repeat
Business.
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APPROACHES OF PERSONAL SELLING:
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Research shows 4 basic approaches of personal selling:
1.Transactional selling2.Affiliative selling3.Consultative selling (Needs-satisfaction selling or problem/ solution selling)4.Enterprise selling
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In some of the books the personal selling approaches are described as:
--- Canned sales approach (stimulus response approach):
(when the product is not very technical or sales person is inexperienced – extensively used in door-to-door selling & in telemarketing programs)
---Formulated approach: (sales person identifying the buyer’s needs & his
buying styles & consistently hit with information's till he derives success)
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--- Need satisfaction approach: - Customizing the sales presentation to
cater to the needs of individual customers
- Better suited for experienced & sophisticated sales personnel
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Designing Salesforce Strategy and StructureDesigning Salesforce Strategy and Structure
Recruiting and Selecting SalespeopleRecruiting and Selecting Salespeople
Training SalespeopleTraining Salespeople
Compensating SalespeopleCompensating Salespeople
Supervising SalespeopleSupervising Salespeople
Evaluating SalespeopleEvaluating Salespeople
Major Steps in Sales Force Management
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Territorial Exclusive Territory to Sell the Company’s Full Product Line
ProductSales Force Sells Only a Portion of The Company’s Products or Lines
CustomerSales Force Sells Only to Certain
Customers or Industries
Designing Sales Force Strategy and Structure
Complex Forms Are a Combination of
Any Types of Sales Force Structures
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Sales Force SizeSalespeople are one of a company’s most productive and expensive assets.Sales forces have been shrinking in size because of: Advances in selling technology, Recent merger mania.
Many companies use some form of workload approach to set sales force size: Group accounts into different size classes, How many people are needed to call on them.
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Inside SalesForce
Inside SalesForce
Outside Sales Force
Outside Sales Force
Travel to Call on Customers
Travel to Call on Customers
Sells to MajorAccounts
Sells to MajorAccounts
Finds MajorNew
Prospects
Finds MajorNew
Prospects
Conduct Business From Their Offices Via Phone or Buyer VisitsConduct Business From Their
Offices Via Phone or Buyer Visits
TechnicalSupportPeople
TechnicalSupportPeople
Tele-Marketing
OrInternet
Tele-Marketing
OrInternet
Other Sales Force Strategy and Structure Issues
SalesAssistants
SalesAssistants
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Team SellingMost companies are now using team selling to service large, complex accounts.Finds problems, solutions, and sales opportunities.Problems: can overwhelm customers, difficulties working with teams, evaluation of sales performance.
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Some Traits of Good Salespeople??
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Selection Process Usually
Evaluates a Person’s
Other CharacteristicsOther Characteristics
Personality TraitsPersonality Traits
Sales AptitudeSales Aptitude
Analytical andOrganizational Skills
Analytical andOrganizational Skills
Selecting Salespeople
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Approaches in the Study of Salesperson Effectiveness
Individual Performance Factors (motivation, aptitude, roles perceptions)Contingency Model of EffectivenessBuying CenterBuyer-Seller DyadsRelational Communications
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Help Salespeople Know & IdentifyWith the Company
Learn About the Products
Learn About Competitors’and Customers’ Characteristics
Learn How to MakeEffective Presentations
The Average Sales Training Program lasts for Four Months and Has the Following Goals:
Training Salespeople
Understand Field Proceduresand Responsibilities
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Fixed Amount
Usually a Salary
Fixed Amount
Usually a Salary
VariableAmount
UsuallyCommissionsOr Bonuses
VariableAmount
UsuallyCommissionsOr Bonuses
To Attract Salespeople, a Company Must Have anAttractive Plan Made Up of Several Elements
To Attract Salespeople, a Company Must Have anAttractive Plan Made Up of Several Elements
Expense Allowance
For Job Related
Expenses
Expense Allowance
For Job Related
Expenses
Compensating Salespeople
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Supervising Salespeople Directing Salespeople• Identify Customer Targets
& Call Norms
• Develop Prospect Target
• Use Sales Time Efficiently Annual Call Plan Time-and-Duty Analysis Sales Force Automation
Directing Salespeople• Identify Customer Targets
& Call Norms
• Develop Prospect Target
• Use Sales Time Efficiently Annual Call Plan Time-and-Duty Analysis Sales Force Automation
Motivating Salespeople
• Organizational Climate
• Sales Quotas
• Positive Incentives
Sales Meetings
Sales Contests
Honors and Trips
Merchandise/ Cash
Motivating Salespeople
• Organizational Climate
• Sales Quotas
• Positive Incentives
Sales Meetings
Sales Contests
Honors and Trips
Merchandise/ Cash
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Evaluating SalespeopleManagement gets information about its salespeople in several ways: Sales reports, call reports, expense reports, and Personal observations, customer surveys, etc.
Formal evaluation of performance can be done qualitatively or quantitatively.Evaluation methods of performance include: Comparing salespeople’s performance to others, Comparing current sales with past sales.