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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Strategic Planning for Personal Selling
Sales Promotion Advertising
Personal Selling
Target Market
Price Promotion
Place Product
Trang 3Supporting Order-Taking
Order-Getting
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Basic Sales Tasks
Trang 4Major Accounts
Telemarketing
Sales Territory
Large Customers
Quick, Inexpensive
Geographic Area
Focus:
Focus:
Focus:
Salesforce Structure
Trang 5New 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 6Key Components
Job Description
Level of Compensation
Training
Selecting, Training, and Motivating
Trang 7Evaluate needs of established customers
Steps in the Personal Selling Process
Exhibit 153
Prospect for
new customer Set effort priorities
Select target customer
Preplan sales call and presentation(s)
Make sales presentation
Close sale
Follow up to
Trang 8Consultative Selling Approach
Prepared Approach
Three Presentation Approaches
Types of Presentation Approaches
Trang 9Attention Interest Desire Action
The AIDA Model