Transcript Basic Marketing, 13th edition

Chapter 15:
Personal Selling
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Chapter 15 Objectives
When you finish this chapter, you should
1. Understand the importance
and nature of personal selling.
2. Know the three basic sales
tasks and what the various
kinds of salespeople can be
expected to do.
3. Know what the sales manager
must do—including,
selecting, training, and
organizing salespeople—to
carry out the personal selling
job.
15-2
4. Understand how the right
compensation plan can help
motivate and control
salespeople.
5. Understand when and where
to use the three types of sales
presentations.
6. Understand the important new
terms.
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Strategy Planning for Personal Selling
Target Market
Product
Place
Personal
Selling
Number and
kind of
salespersons
needed
Exhibit 15-1
15-3
Selection and
training
procedure
Promotion
Mass
Selling
Price
Sales
Promotion
Compensation
and motivation
approach
Personal
selling
techniques
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Basic Sales Tasks
??????
??????
??????
??????
??????
15-4
Order-Getting
Order-Taking
Supporting
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Salesforce Structure
Major Accounts
Telemarketing
Sales Territory
Sales Force Size
15-5
Focus:
Large Customers
Focus:
Quick, Inexpensive
Focus:
Geographic Area
Focus :
Work Load
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Information Technology and Sales
New software and
hardware provide a
competitive advantage
for salespeople in many
industries. For example,
financial planners can
use sophisticated
software to analyze the
needs of clients in six
keys areas of financial
planning, customizing
their recommendations
for each clients’ unique
situation.
15-6
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Selecting, Training, and Motivating
Job
Description
Key
Components
Training
Level of
Compensation
Method of
Payment
15-7
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Steps in the Personal Selling Process
Prospect for
new customer
Set effort
priorities
Evaluate needs of
established customers
Preplan sales call and presentation(s)
Make sales presentation
Feedback
Select target customer
Close sale
Follow up to
establish
Follow up to
maintain
Exhibit 15-3
15-8
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Types of Presentation Approaches
Prepared
Approach
Three
Presentation
Approaches
Consultative
Selling Approach
Selling Formula
Approach
15-9
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
The AIDA Model
Attention
Interest
Desire
Action
15-10
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Key Terms
Basic Sales Tasks
Order Getters
Order-Getting
Order Takers
Order-Taking
Supporting Salespeople
Missionary Salespeople
Technical Specialists
Team Selling
Major Accounts Sales
Force
15-11
Telemarketing
Sales Territory
Job Description
Sales Quota
Prospecting
Sales Presentation
Prepared Approach
Close
Consultative Selling Approach
Selling Formula Approach
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill