Personal Selling and Sales Promotion

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CHAPTER 17 Personal Selling and Sales Promotion

CHAPTER

Personal Selling and Sales Promotion Chapter Objectives
1 Describe the role of today’s 4 Identify and briefly 7 Identify the role of ethical salesperson. behavior in personal describe the three basic selling. sales tasks. 2 Describe the four sales 5 Outline the seven steps in 8 Describe the role of sales channels. promotion in the the sales process. 3 Describe the major trends promotional mix, and in personal selling. 6 Identify the seven basic identify the different functions of a sales types of sales promotions. manager.

• Personal selling Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer. • Sixteen million people in the U.S. are employed in sales. • Personal selling is the single largest marketing expense in many firms.

CHAPTER 17 Personal Selling and Sales Promotion

CHAPTER 17 Personal Selling and Sales Promotion

THE EVOLUTION OF PERSONAL SELLING
• Salespeople are problem solvers who focus on meeting customers’ needs before, during, and after the sale. • Must be able to do the following: • Focus on customers’ needs and problems, and offer solutions. • Follow through with phone calls and other communications. • Develop expertise about their industry and product. • Go the extra mile to fulfill customers’ needs beyond their expectations. • Bureau of Labor Statistics predicts that jobs in sales will grow by 10 percent over the next decade.

THE FOUR SALES CHANNELS
• Channels all include both business-to-business and direct-to-customer selling. • Over-the-counter selling Personal selling conducted in retail and some wholesale locations in which customers come to the seller’s place of business. • Field selling Sales presentations made at prospective customers’ locations on a face-to-face basis. • 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. • Inside selling Selling by phone, mail, and electronic commerce. • Firms generally blend sales channels in their sales organization.

CHAPTER 17 Personal Selling and Sales Promotion

CHAPTER 17 Personal Selling and Sales Promotion

TRENDS IN PERSONAL SELLING
• Companies rely on three major personal selling approaches to meet customer needs. • Relationship selling Regular contacts between sales representatives and customers over an extended period to establish a sustained buyer-seller relationship. • Consultative selling Meeting customer needs by listening to them, understanding their problems, paying attention to details, and following through after the sale. • Team selling Selling situation in which several sales associates or other members of the organization are recruited to help the lead sales representative reach all those who influence the purchase decision.

CHAPTER 17 Personal Selling and Sales Promotion

CHAPTER 17 Personal Selling and Sales Promotion

SALES TASKS
• Ensuring that buyer’s purchases are in his or her best interest aids the development of long-term relationships. • Selling involves three basic tasks: • 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 that involves 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 selling Indirect type of selling in which specialized salespeople promote the firm’s goodwill among indirect customers, often by helping customers use products.

CREATIVE SELLING
• Creative selling Personal selling that involves situations in which a considerable degree of analytical decision making on the buyer’s part results in the...
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