In this chapter you will understand the importance and nature of personal selling. Know the three basic sales tasks and what the various kinds of salespeople are expected to do. Know what the sales manager must do including selecting, training, and organizing salespeople to carry out the personal selling job. Understand how the right compensation plan can help motivate and control salespeople.
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Personal Selling
Trang 2Chapter 15 Objectives
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.
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.
Trang 3Sales Promotion
Mass Selling
Personal Selling
Target Market
Price Promotion
Place Product
Personal selling techniques
Compensation and motivation approach
Selection and training procedure
Number and kind of salespersons needed
Strategy Planning for Personal Selling
Trang 4Supporting Order-Taking
Order-Getting
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Basic Sales Tasks
Trang 5Major Accounts
Telemarketing
Sales Territory
Sales Force Size
Large Customers
Quick, Inexpensive
Geographic Area
Work Load
Focus:
Focus:
Focus:
Focus :
Salesforce Structure
Trang 6New 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.
Information Technology and Sales
Trang 7Key Components
Job Description
Level of Compensation
Method of Payment Training
Selecting, Training, and Motivating
Trang 8Evaluate needs of established customers
Prospect for
new customer Set effort priorities
Select target customer Preplan sales call and presentation(s)
Make sales presentation
Close sale
Steps in the Personal Selling Process
Trang 9Consultative Selling Approach
Selling Formula Approach
Prepared Approach
Three Presentation Approaches
Types of Presentation Approaches
Trang 10Attention Interest Desire
The AIDA Model
Trang 11Telemarketing Sales Territory Job Description Sales Quota
Prospecting Sales Presentation Prepared Approach Close
Consultative Selling Approach Selling Formula Approach
Basic Sales Tasks
Order Getters
OrderGetting
Order Takers
OrderTaking
Supporting Salespeople
Missionary Salespeople
Technical Specialists
Team Selling
Major Accounts Sales
Force
Key Terms