Basic Marketing - Chapter 15: Personal Selling

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