Personal Selling and Sales Promotion

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• Chapter 17
• Personal Selling and Sales Promotion

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Objectives

• Explain the conditions that determine the
  relative importance of personal selling in the
  promotional mix.
• Contrast over-the-counter selling, field selling,
  telemarketing, and inside selling.
• Describe each of the four major trends in
  personal selling.
• Identify the three basic sales tasks.
• Outline the steps in the sales process.
• Describe the sales managers boundary-spanning
  role.
• List and discuss the functions of sales-force
  management.
• Discuss the role of ethics in personal selling
  and sales-force management.

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Personal Selling

• Process of a sellers person-to-person
  promotional presentation to a buyer.
• Is essentially interpersonal.
• Is basic to any enterprise.
• Is likely 10-15 of total sales.

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Factors Affecting the Importance ofPersonal
Selling in the Promotional Mix
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Alternative Sales Channels for Serving Customers
Over-the-Counter Selling Customers in retail
setting With typical, routine needs
Field Selling Customers who need solutions to
complex problems
Customers
Telemarketing New customers and customers of
competitors
Inside Selling Customers who need answers to
frequently asked questions
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TelemarketingAre There Downsides?

• Who has not experienced it -- ringing of the
  phone just as dinner goes on the table. You
  answer, it's not a friend, it's not a family
  member, it's not even from work. It's someone
  calling to sell you something -- a telemarketer.
• What can you do if you wish to slow down the
  number of telemarketing calls?

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Cost of a Sales Call by Industry
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Trends in Personal Selling

• Sell to teams of corporate representatives.
• Answer technical questions.
• Want representatives who understand technical
  jargon.
• Patience.

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Four Personal Selling Approaches

• Relationship selling, a technique for building a
  mutually beneficial relationship.
• Consultative selling, involves meeting customer
  needs by listening to customers,
  understandingand caring abouttheir problems,
  paying attention to details, and following
  through after the sale.
• Team selling, in which the salesperson joins with
  specialists from other functional areas of the
  firm to complete the selling process.
• Sales-force automation (SFA) - the application of
  new technologies to the sales process.

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Three Basic Sales Tasks Classification System

• Order processing.
• Creative selling.
• Missionary sales.

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Developing an Efficient Sales Force

• Technology and information is helping to develop
  the most modern, efficient sales force ever.

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The AIDA Concept and the Personal Selling Process
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Effective Precall Planning Questions

• Who are the audience members and what jobs do
  they perform each day?
• What is their level of knowledge?
• What do they want to hear?
• What do they need to hear?

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Methods of Closing a Sale

• The if I can show you . . . technique.
• The alternative-decision technique.
• The SRO (standing-room only) technique.
• Silence.
• An extra-inducement.

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How Salespeople Spend Their Time
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How Sales Managers Spend Their Time
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Motivation

• Let each salesperson know in detail what is
  expected.
• Make the work valuable.
• Make the work achievable.
• Provide immediate and specific feedback.
• Offer rewards that each salesperson values.

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Methods for Measuring Sales Performance

• Sales volume.
• Profitability.
• Investment return.

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Creating an Ethical Sales Environment

• Promoting ethical awareness during training
  programs, sales meetings, and sales calls.
• Making sure that all employees know that the firm
  opposes unethical conduct.
• Establishing control systems to monitor ethical
  conduct.

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Ethics and Selling InformationFTC Tips

• How often do you share personal information about
  yourself with others. It's so routine that you
  may not even realize you're doing it. It could be
  that you wrote a check at the grocery store,
  charge something at you favorite retailer, rented
  a car, mailed in your tax return, or bought a
  gift online, or applied for a credit card. For
  each transaction you are required to share
  personal information your bank and credit card
  account numbers your income your Social
  Security number (SSN) or your name, address and
  phone numbers.
• The FTC web site offers tips to help you manage
  your personal information.