chapter eighteen personal selling and sales management Mc

chapter eighteen personal selling and sales management Mc. Graw-Hill/Irwin Copyright © 2013 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Personal Selling and Sales Management LEARNING OBJECTIVES LO 1 Describe the value added of personal selling. LO 2 Define the steps in the personal selling process. LO 3 Describe the key functions involved in managing a sales force. LO 4 Describe the ethical and legal issues in personal selling. 18 -2

The Scope and Nature of Personal Selling Internet Telephone Face-to-face Teleconference 18 -3

The Personal Selling Process 18 -4

Step 1: Generate and Qualify Leads Current Customers Trade Shows Sources of Leads Networking Events The Internet 18 -5

Step 2: Preapproach Extends the qualification procedure ©Royalty-Free/Corbis Set goals for what is to be accomplished 18 -6

Step 3: Sales Presentation and Overcoming Reservations The Presentation Handling Reservations Klaus Tiedge/Blend Images/Getty Images 18 -7

Aligning the Personal Selling Process with the B 2 B Buying Process 18 -8

Digital Vision/Getty Images Step 4: Closing the Sale • Getting the order • Often most stressful part of sales process • A “no” one day may be the foundation for a “yes” another 18 -9

Step 5: Follow-Up Five Service Quality Dimensions Reliability Responsiveness Assurance Empathy Tangibles 18 -10

Managing the Sales Force Sales training Motivating and compensating salespeople Recruiting and selecting salespeople Sales force structure Managing the Sales Force Evaluating salespeople 18 -11

Sales Force Structure Company sales force Manufacturer’s representatives (independent agents) Employees Not employees Established product lines Smaller firms New markets 18 -12

Salesperson Duties Order getter Order taker Sales support personnel 18 -13

Recruiting and Selecting Salespeople Personality Empathy Selfmotivation Optimism Resilience 18 -14

Sales Training Selling and negotiation techniques Products and service knowledge Technologies used in the selling process Time and territory management Company policies and procedures 18 -15

Motivating and Compensating Salespeople GRANTLAND® Copyright Grantland Enterprises; wwwgrantlandnet Financial rewards Nonfinancial rewards 18 -16

Evaluating Salespeople • Tied to the reward structure • Evaluation measures can be either objective or subjective Banana. Stock/Picture. Quest 18 -17

Ethical and Legal Issues in Personal Selling The Sales Manager and the Sales Force The Sales Force and Corporate Policy The Salesperson and the Customer 18 -18