Bài giảng Marketing - Chapter 19: Personal selling and sales management

personal selling and sales managementnineteenCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LEARNING OBJECTIVESLO 19-1 Describe the value added of personal selling.LO 19-2 Define the steps in the personal selling process.LO 19-3 Describe the key functions involved in managing a sales force.LO 19-4 Describe the ethical and legal issues in personal selling.The Scope and Nature of Personal SellingProfessional Selling as a CareerPeople love the lifestyleThere is a lot of flexibilityThere is a lot of variety in the jobCan be very lucrative Very visible to management and good for promotionsSales Jobs Website©Royalty-Free/CorbisThe Value Added by Personal SellingSalespeople Provide Information and AdviceSalespeople Save Time and Simplify BuyingSalespeople Build Relationships©Royalty-Free/CorbisThe Personal Selling ProcessStep 1: Generate and Qualify LeadsGenerate Leads©Royalty-Free/CorbisStep 2: Preapproach©Royalty-Free/CorbisStep 3: Sales Presentation and Overcoming ReservationsKlaus Tiedge/Blend Images/Getty ImagesAligning the Personal Selling Process with the B2B Buying ProcessPersonal selling processB2B buying processStep 4: Closing the SaleGetting the orderOften most stressful part of sales processA “no” one day may be the foundation for a “yes” anotherDigital Vision/Getty ImagesStep 5: Follow-UpWhy is personal selling important to an IMC strategy?What are the steps in the personal selling process?Managing the Sales ForceSales Force StructureSalesperson DutiesComstock Images /Jupiter images.Recruiting and Selecting SalespeopleRecruiting for Success©Stockbyte/PunchStockSales TrainingMotivating and Compensating SalespeopleFinancial rewardsNonfinancial rewardsGRANTLAND® Copyright Grantland Enterprises; www.grantland.netEvaluating SalespeopleTied to the reward structureEvaluation measures can be either objective or subjectiveBananaStock/PictureQuestWhat do sales managers need to do to successfully manage their sales force?What is the difference between monetary and nonmonetary incentives?Ethical and Legal Issues in Personal SellingWhat are three areas of personal selling in which ethical and legal issues are more likely to arise?Cold calls are a method of prospecting in which sales people telephone or go to see potential clients without appointments.GlossaryA company sales force comprises people who are employees of the selling company.GlossaryManufacturer’s representatives are sales people who sell a manufacturer’s products on an extended contract basis but are not employees of the manufacturer.GlossaryAn order getter is a salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale.GlossaryAn order taker is a salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products.GlossaryThe preapproach occurs prior to meeting the customer for the first time and extends the qualification of leads procedure.GlossaryRelationship selling is a sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties.GlossaryTelemarketing is a method of prospecting in which sales people telephone potential customers without appointments.GlossaryTrade shows are attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.Glossary