Selling and Sales Management (Chapter 13)

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Personal Selling Defined: A form of person to person communication in which a salesperson works with prospective buyer and attempts to influence purchase in the direction of his or her company’s products or services. Importance of Personal Selling: Allows the firm to immediately respond to the needs of the prospect. Allows for immediate customer feedback

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Nội dung Text: Selling and Sales Management (Chapter 13)

Selling and Sales Management chapter 13 Harcourt, Inc.
Objectives s Identify and understand the critical factors of personal selling s Discuss how selling has evolved s Evaluate the advantages and disadvantages of sales as a profession Dr. Rosenbloom
Objectives s Describe the selling environments and types of personal selling s Understand the sales process s Appreciate the tasks and functions of the sales manager s Recognize legal/ethical issues Dr. Rosenbloom
Personal Selling Payne Webber Dr. Rosenbloom Draft Worldwide
Personal Selling Defined sA form of person to person communication in which a salesperson works with prospective buyer and attempts to influence purchase in the direction of his or her company’s products or services Dr. Rosenbloom
Importance of Personal Selling s Allows the firm to immediately respond to the needs of the prospect s Allows for immediate customer feedback s Results in an actual sale Dr. Rosenbloom
Evolution of Personal Selling s Hard sell: Formerly thought customers had to be forced into making a purchase s Relationship selling: Now selling requires the development of a trusting partnership in which the salesperson seeks to provide long- term customer satisfaction Dr. Rosenbloom
Relationship Selling s WalkerInformation Dr. Rosenbloom
Why choose the sales profession? s Employment in sales is growing s Sales positions offer advantages: s Good compensation s Intrinsic reward from helping customers s Flexible in day-to-day activities s High-visibility career track s Limited supervision s Travel opportunities s Increasing responsibilities Dr. Rosenbloom
Leading Edge Technology s Lawson Software Dr. Rosenbloom
Desirable Salesperson Traits Empathetic Self-motivated Competitive Organized Goal-oriented Salesperson Enthusiastic Adaptive Customer- oriented Dr. Rosenbloom
Selling Environments and Selling Types Selling Environments Selling Types Over-the-counter •Order taker •Order getter Field Selling •Professional salespeople •National account managers •Missionary salespeople •Support salespeople Telemarketing •Outbound •Inbound Dr. Rosenbloom
Over-the-Counter Selling Order taker Order Getter s A salesperson who only processes the purchase that the customer has already selected s Retail outlets that are heavily oriented toward self-service Dr. Rosenbloom
Over-the-Counter Selling Order taker Order Getter s A salesperson who actively seeks to provide information to prospects, persuade prospective customers, and close sales s Personal service oriented stores s May practice suggestion selling Dr. Rosenbloom
Field Selling Professional Salespeople National account managers Missionary Salespeople Support Salespeople s Help prospective customers to define their needs and then suggest the best means of meeting those needs, even if that requires suggesting that the prospects use a competitive product Dr. Rosenbloom
Field Selling Professional Salespeople National account managers Missionary Salespeople Support Salespeople s Highly skilled salespersons who call on key customers’ headquarters sites, develop strategic plans for the accounts, make formal presentations to top- level executives, and assist with all the product decisions at that level Dr. Rosenbloom
Field Selling Professional Salespeople National account managers Missionary Salespeople Support Salespeople s They do not seek to obtain a direct order from their customers s Primary goal is to persuade customers to place orders with distributors or wholesalers Dr. Rosenbloom
Field Selling Professional Salespeople National account managers Missionary Salespeople Support Salespeople s Support the sales force in a number of ways s Technical support salespeople assist with technical aspects of sales presentations s Merchandisers may set up product displays Dr. Rosenbloom
Telemarketing Telemarketing s Utilizing the telephone for prospecting, selling, and/or following up with customers s Outbound: the salesperson uses the telephone to call customers s Inbound: Firms which have customers calling the vendor company to place orders (toll-free phone numbers) Dr. Rosenbloom
The Personal Selling Process Prospecting Pre-Approach Approach Need Follow-Up Identification Gaining Handling Presentation Commitment Objections Dr. Rosenbloom