The document discusses key topics in personal selling and sales management. It covers the personal selling process, different types of sales roles, sales management responsibilities, and techniques. Personal selling involves relationship building between buyers and sellers. Sales management involves planning, implementing, and controlling a firm's selling efforts. The personal selling process has six stages: prospecting, preapproach, approach, presentation, close, and follow-up.

1. CHAPTER
PERSONAL
SELLING AND
SALES
MANAGEMENT
Slide 20-2

2. SCOPE AND SIGNIFICANCE OF
PERSONAL SELLING AND
SALES MANAGEMENT
• Nature of Personal Selling and Sales
Management
 Personal Selling
 Sales Management
• Selling Happens Almost Everywhere
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3. SCOPE AND SIGNIFICANCE OF
PERSONAL SELLING AND
SALES MANAGEMENT
• Personal Selling in Marketing
• Creating Customer Value Through
Salespeople: Relationship and
Partnership Selling
 Relationship Selling
 Partnership Selling (or Enterprise Selling)
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4. How salespeople create value for customers
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5. THE MANY FORMS OF
PERSONAL SELLING
• Order Taking
 Outside Order Takers
 Inside Order Takers, Order Clerks,
or Salesclerks
 Inbound Telemarketing
• Order Getting
 Outbound Telemarketing
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6. Comparing order takers with order getters
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7. How outside order-getting salespeople
spend their time each week
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8. THE MANY FORMS OF
PERSONAL SELLING
• Customer Sales Support Personnel
 Missionary Salespeople
 Sales Engineer
 Team Selling
 Conference Selling
 Seminar Selling
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9. THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
• Personal Selling Process
• Prospecting
 Lead
 Prospect
 Qualified Prospect
 Cold Canvassing
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10. Stages and objectives of the personal
selling process
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11. Stages in the personal selling process
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12. THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
• Preapproach
• Approach
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13. THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
• Presentation
 Stimulus-Response Format
• Stimulus-Response Presentation
• Suggestive Selling
 Formula Selling Format
• Formula Selling Presentation
• Canned Selling Presentation
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14. THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
• Presentation
 Need-Satisfaction Format
• Need-Satisfaction Presentation
• Adaptive Selling
• Consultative Selling
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15. THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
• Presentation
 Handling Objections
• Acknowledge and Convert the Objection
• Postpone
• Agree and Neutralize
• Accept the Objection
• Denial
• Ignore the Objection
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16. Techniques for handling objections
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17. THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
• Close
 Trial Close
 Assumptive Close
 Urgency Close
 Final Close
• Follow-Up
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18. THE SALES MANAGEMENT PROCESS
• Sales Plan Formulation: Setting Direction
 Sales Plan
 Setting Objectives
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19. The sales management process
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20. THE SALES MANAGEMENT PROCESS
• Sales Plan Formulation: Setting Direction
 Organizing the Salesforce
• Own Salesforce vs. Independent Agents
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21. THE SALES MANAGEMENT PROCESS
• Sales Plan Formulation: Setting Direction
 Organizing the Salesforce—Structure
• Geography
• Customer
 Major (Key) Account Management
• Product
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22. THE SALES MANAGEMENT PROCESS
• Sales Plan Formulation: Setting Direction
 Organizing the Salesforce—Size
• Workload Method
• Developing Account Management Policies
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23. Account management policy grid grouping
customers according to the level of
opportunity and a firm’s competitive sales
position
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24. THE SALES MANAGEMENT PROCESS
• Sales Plan Implementation: Putting the
Plan into Action
 Salesforce Recruitment and Selection
• Job Analysis
• Job Description
• Emotional Intelligence
 Salesforce Training
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25. U.S. sales force composition and change
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26. U.S. sales force composition and change
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27. U.S. sales force composition and change
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28. U.S. sales force composition and change
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29. THE SALES MANAGEMENT PROCESS
• Sales Plan Implementation: Putting the
Plan into Action
 Salesforce Motivation and Compensation
• Straight Salary Compensation Plan
• Straight Commission Compensation Plan
• Combination Compensation Plan
 Salesforce Training
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30. THE SALES MANAGEMENT PROCESS
• Salesforce Evaluation and Control:
Measuring Results
 Quantitative Assessments
• Sales Quota
 Behavioral Evaluation
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31. THE SALES MANAGEMENT PROCESS
• Salesforce Automation and Customer
Relationship Management
 Salesforce Automation (SFA)
 Salesforce Computerization
 Salesforce Communication
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32. Personal Selling
Personal selling involves the two-way
flow of communication between a buyer
and seller, designed to influence a
person’s or group’s purchase decision,
usually in face-to-face communication
between the sender and receiver.
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33. Sales Management
Sales management involves planning
the selling program and implementing
and controlling the personal selling effort
of the firm.
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34. Relationship Selling
Relationship selling is the practice of
building ties to customers based on a
salesperson’s attention and commitment
to customer needs over time.
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35. Partnership Selling
Partnership selling is the practice
whereby buyers and sellers combine their
expertise and resources to create
customized solutions, commit to joint
planning, and share customer,
competitive, and company information
for their mutual benefit, and ultimately
the customer. Also called enterprise
selling.
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36. Order Taker
An order taker processes routine orders
or reorders for products that were already
sold by the company.
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37. Order Getter
An order getter sells in a conventional
sense and identifies prospective
customers, provides customers with
information, persuades customers to buy,
closes sales, and follows up on
customers’ use of a product or service.
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38. Missionary Salespeople
Missionary salespeople are sales support
personnel who do not directly solicit
orders but rather concentrate on
performing promotional activities and
introducing new products.
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39. Sales Engineer
A sales engineer is a salesperson who
specializes in identifying, analyzing, and
solving customer problems and brings
know-how and technical expertise to the
selling situation but often does not
actually sell products and services.
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40. Team Selling
Team selling is the practice of using an
entire team of professionals in selling to
and servicing major customers.
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41. Personal Selling Process
The personal selling process consists of
sales activities occurring before and after
the sale itself, consisting of six stages:
(1) prospecting, (2) preapproach,
(3) approach, (4) presentation, (5) close,
and (6) follow-up.
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42. Stimulus-Response Presentation
Stimulus-response presentation is a
presentation format which assumes that
given the appropriate stimulus by a
salesperson, the prospect will buy.
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43. Formula Selling Presentation
Formula selling presentation is a
presentation format that consists of
information that must be provided in
an accurate, thorough, and step-by-step
manner to inform the prospect.
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44. Need-Satisfaction Presentation
Need-satisfaction presentation is a
presentation format that emphasizes
probing and listening by the salesperson
to identify needs and interests of
prospective buyers.
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45. Adaptive Selling
Adaptive selling is a need-satisfaction
presentation format that involves
adjusting the presentation to fit the selling
situation, such as knowing when to offer
solutions and when to ask for more
information.
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46. Consultative Selling
Consultative selling is a need-
satisfaction presentation format that
focuses on problem identification, where
the salesperson serves as an expert on
problem recognition and resolution.
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47. Sales Plan
A sales plan is a statement describing
what is to be achieved and where and
how the selling effort of salespeople is
to be deployed.
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48. Major Account Management
Major account management is the
practice of using team selling to focus
on important customers so as to build
mutually beneficial, long-term,
cooperative relationships. Also called
key account management.
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49. Workload Method
The workload method is a formula-
based method for determining the size of
a salesforce that integrates the number of
customers served, call frequency, call
length, and available selling time to arrive
at a figure for the salesforce size.
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50. Account Management Polices
Account management policies specify
whom salespeople should contact, what
kinds of selling and customer service
activities should be engaged in, and how
these activities should be carried out.
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51. Emotional Intelligence
Emotional intelligence is the ability to
understand one’s own emotions and the
emotions of people with whom one
interacts on a daily basis.
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52. Sales Quota
A sales quota contains specific goals
assigned to a salesperson, sales team,
branch sales office, or sales district for
a stated time period.
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53. Salesforce Automation
Salesforce automation (SFA) is the
use of computer, information,
communication, and Internet technologies
to make the sales function more effective
and efficient.
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