Personal Selling and Sales Management
Personal Selling and Sales Management
Scope and Importance of Personal Selling
In the US, 14 million people are employed in sales positions, according to the department of labor.
Sales personnel include stockbrokers, manufacturing sales representatives, real estate brokers etc.
Most students in this class will have been employed as a sales person.
Nature of Personal Selling
Gives marketers: * The greatest freedom to adjust a message to satisfy customers informational needs, dynamic. * Most precision, enabling marketers to focus on most promising leads. vs. advertising, publicity and sales promotion * Give more information * Two way flow of information, interactivity. * Discover the strengths and weaknesses of new products and pass this information on to the marketing department. * Highest cost. Businesses spend more on personal selling than on any other form of promotional mix. * Goals range from * finding prospects * convincing prospects to buy * keeping customers satisfied--help them pass the word along.
Types of Sales Persons
Order Takers
Seek repeat sales, make certain that customers have sufficient product quantities where and when they need it. Do not require extensive sales effort. Arrange displays, restocks them, answer phone calls. Low compensation, little training required. High turnover of personnel. 2 types: * Inside Order Takers receive orders by mail/phone, sales person in a retail store. * Field Order Takers travel to customers. Use laptop computers to improve tracking of inventory and orders etc.
Order Getters
Sell to new customers and increase sales to present customers, sometimes called creative selling.
Generate customer leads, provide information, persuading customers and closing sales. Required for high priced, complex and/or new products. High pressure, requires expensive, time consuming training.
Support Personnel
Facilitate the selling function. Primarily
Scope and Importance of Personal Selling
In the US, 14 million people are employed in sales positions, according to the department of labor.
Sales personnel include stockbrokers, manufacturing sales representatives, real estate brokers etc.
Most students in this class will have been employed as a sales person.
Nature of Personal Selling
Gives marketers: * The greatest freedom to adjust a message to satisfy customers informational needs, dynamic. * Most precision, enabling marketers to focus on most promising leads. vs. advertising, publicity and sales promotion * Give more information * Two way flow of information, interactivity. * Discover the strengths and weaknesses of new products and pass this information on to the marketing department. * Highest cost. Businesses spend more on personal selling than on any other form of promotional mix. * Goals range from * finding prospects * convincing prospects to buy * keeping customers satisfied--help them pass the word along.
Types of Sales Persons
Order Takers
Seek repeat sales, make certain that customers have sufficient product quantities where and when they need it. Do not require extensive sales effort. Arrange displays, restocks them, answer phone calls. Low compensation, little training required. High turnover of personnel. 2 types: * Inside Order Takers receive orders by mail/phone, sales person in a retail store. * Field Order Takers travel to customers. Use laptop computers to improve tracking of inventory and orders etc.
Order Getters
Sell to new customers and increase sales to present customers, sometimes called creative selling.
Generate customer leads, provide information, persuading customers and closing sales. Required for high priced, complex and/or new products. High pressure, requires expensive, time consuming training.
Support Personnel
Facilitate the selling function. Primarily