1 / 18

CHAPTER OVERVIEW

lalasa
Download Presentation

CHAPTER OVERVIEW

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    1. CHAPTER OVERVIEW Personal selling: interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer “A salesman is someone who sells goods that won’t come back, to customers who will.” (Anonymous)

    2. Figure 17.13: Annual Pay for Sales Representatives and Sales Managers

    3. Commission: incentive compensation directly related to the sales or profits achieved by a salesperson Salary: fixed compensation payments made periodically to an employee Sales Force Compensation

    4. Figure 17.2: Alternative sales Channels for Serving Customers

    5. THE FIVE SALES CHANNELS Personal selling occurs through several types of communication channels Each sales channels has unique aspects which make it relevant for particular sales situations.

    6. SALES TASKS Three basic sales tasks can be identified: Order processing Creative Selling Missionary Sales

    7. Order Processing: selling, mostly at the wholesale and retail levels, that involves identifying customer needs, pointing them out to customers, and completing orders Creative Selling: personal selling involving situations in which a considerable degree of analytical decision making on the buyer’s part results in the need for skillful proposals of solutions for the customer’s needs Missionary sales: indirect type of selling in which specialized salespeople promote the firm’s goodwill among indirect customers, often by assisting customers in product use

    8. THE FIVE SALES CHANNELS Over-the-counter selling: personal selling conducted in retail and some wholesale locations in which customers come to the seller’ place of business

    9. THE FIVE SALES CHANNELS Field selling: sales presentations made at prospective customers’ homes or businesses on a face-to-face basis

    10. THE FIVE SALES CHANNELS Telemarketing: promotional presentation involving the use of the telephone on an outbound basis by salespeople or on an inbound basis by customers who initiate calls to obtain information and place orders

    11. THE FIVE SALES CHANNELS Inside selling: performing the functions of field selling but avoiding travel-related expenses by relying on phone, mail, and electronic commerce to provide sales and product service for customers on a continuing basis

    12. THE FIVE SALES CHANNELS Online Selling: performing the sales function via the internet by allowing customers to access product information, check prices, and place their own orders without input from an actual salesperson.

    13. RECENT TRENDS IN PERSONAL SELLING Relationship selling: regular contacts over an extended period to establish a sustained seller-buyer relationship Team selling: combination of salespeople with specialists from other functional areas to promote a product; useful in sales situations that call for detailed knowledge of new, complex, and ever-changing technologies Sales force automation (SFA): applications of computer and other technologies to make the sales function more efficient and competitive

    14. The Sales Process Prospecting: personal-selling function of identifying potential customers Qualifying: determining that a prospect has the needs, income, and purchase authority necessary for being a potential customer

    15. The Sales Process Approach: salesperson’s initial contact with a prospective customer Precall Planning: use of information collected during the prospecting and qualifying stages of the sales process and during previous contacts with the prospect to tailor the approach and presentation to match the customer’s needs

    16. The Sales Process Presentation: describing a product’s major features (AND BENEFITS) and relating them to a customer’s problems or needs

    17. The Sales Process Objections: expressions of sales resistance by the prospect Price is the #1 objection, but it may not be the real concern Objections are reasonable and professional salespeople are prepared to handle them appropriately

    18. The Sales Process Closing: stages of personal selling where the salesperson asks the customer to make a purchase decision Nearly 80% of salespeople fail to close when the buyer is ready

    19. The Sales Process Follow-up: postsales activities that often determine whether an individual who has made a recent purchase will become a repeat customer Follow-up helps build mutually beneficial long-term relationships

More Related