Lecture M: Marketing (4/e) - Chapter 19: Personal selling and sales management

Chapter 19: Personal selling and sales management. When you finish this chapter, you should: Describe the value added of personal selling, define the steps in the personal selling process, describe the key functions involved in managing a sales force, describe the ethical and legal issues in personal selling.

personal selling and 

sales management

nineteen

LO 19-3 Describe the key functions involved in

managing a sales force

LO 19-4 Describe the ethical and legal issues in

personal selling

Selling

The Personal Selling Process

Step 1: Generate and Qualify Leads

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©Royalty-Free/Corbis

and Overcoming Reservations

Klaus Tiedge/Blend Images/Getty Images

with the B2B Buying Process

Personal selling process B2B buying process

• Getting the order

• Often most stressful part of sales process

• A “no” one day may

be the foundation for

Step 5: Follow­Up

Managing the Sales Force

Sales Force Structure

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Recruiting and Selecting Salespeople

Recruiting for Success

Sales Training

Salespeople

Financial rewards Nonfinancial rewards

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check yourself



• What do sales managers need to do to

successfully manage their sales force?

• What is the difference between monetary

and nonmonetary incentives?

Personal Selling

check yourself



• What are three areas of personal selling in

which ethical and legal issues are more

likely to arise?

Return

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Cold calls are a method of prospecting in which

sales people telephone or go to see potential

clients without appointments

Glossary

A company sales force comprises people who

are employees of the selling company

Glossary

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Manufacturer’s representatives are sales

people who sell a manufacturer’s products on an

extended contract basis but are not employees of the manufacturer

Glossary

An order getter is a salesperson whose primary

responsibilities are identifying potential customers and engaging those customers in discussions to

attempt to make a sale

Glossary

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An order taker is a salesperson whose primary

responsibility is to process routine orders or

reorders or rebuys for products

Glossary

The preapproach occurs prior to meeting the

customer for the first time and extends the

qualification of leads procedure

Glossary

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Relationship selling is a sales philosophy and

process that emphasizes a commitment to

maintaining the relationship over the long term

and investing in opportunities that are mutually

beneficial to all parties

Glossary

Telemarketing is a method of prospecting in

which sales people telephone potential customers without appointments

Glossary

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Trade shows are attended by buyers who

choose to be exposed to products and services

offered by potential suppliers in an industry

Glossary