Personal Selling and Sales Promotion
17
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
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