DIRECT MARKETING and e-COMMERCE

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Chapter 14 PERSONAL SELLING and SALES
MANAGEMENT 14.1
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Personal Selling

• PERSONAL SELLING WILL DOMINATE THE PROMOTIONAL
  MIX WHEN A BRAND IS
• Higher Priced
• Requires Demonstration
• Tailored to Users Needs
• Involves a Trade-In
• Primarily Judged at Point-of-Purchase
• 14.2

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Personal Selling (cont)

• ROLE OF PERSONAL SELLING
• Market Analysis
• Sales Forecast
• New Product Ideas
• Buyer Behavior Analysis
• Communications
• Sales Coordination
• Customer Service
• Customer Relations Management
• 14.3

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Personal Selling (cont)

• TYPES OF PERSONAL SELLING
• Order Taking
• Accepting Orders
• Scheduling Services
• Creative Selling
• Team Selling
• Seminar Selling
• System Selling
• 14.4

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Personal Selling (cont)

• TYPES OF PERSONAL SELLING (cont)
• Supportive Communications
• Missionary Salesperson
• Detail Salesperson
• 14.5

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Personal Selling (cont)

• SETTING OBJECTIVES FOR PERSONAL SELLING
• Create Profitable Differential Competitive
  Advantage
• Accord Uniqueness to Each Potential Buyer
• Manage a Set of Buying-Selling Relationships
  for Mutual Benefit
• Control the Communication
• 14.6

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Personal Selling (cont)

• PERSONAL SELLING PROCESS
• Preparation
• Prospecting
• Initial Contact Begins the Process
• 14.7

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Personal Selling (cont)

• PERSONAL SELLING PROCESS (cont)
• Presentation Options
• Canned Presentation
• Attention-Interest-Desire-Action (AIDA)
• Needs Satisfaction
• Need Development
• Need Awareness
• Need Fulfillment
• Consultive Selling
• Telemarketing
• 14.8

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Personal Selling (cont)

• PERSONAL SELLING PROCESS (cont)
• Handling Objections
• Closing the Sale
• Trial Close
• Presumptive Close
• Straightforward Close the Professional close
• Follow-Up
• Shipping
• Installation
• Financing
• 14.9

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Personal Selling (cont)

• NEW ENVIRONMENT FOR PERSONAL SELLING
• Sophistication of Marketing Planning
• Sales Force Automation (SFA)
• Sales People Dealing with More Demanding Buyers
• 14.10

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Sales Management

• SITUATION ANALYSIS
• External Situation
• Internal Situation
• SET SALES OBJECTIVES
• Broadest Level Total Dollar Sales
• Next Level Estimate Sales by Territory or
  Product Line
• Most Specific Level Objectives Set by
  Salesperson
• 14.11

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Sales Management (cont)

• ESTABLISH A BUDGET
• Factors to Include Recruiting, Training,
  Travel, Promo Materials, Salaries Benefits,
  Incentive Programs
• Methods
• of Sales Approach
• Competitive-Parity Approach
• Objective Task
• Management Assesses Objectives
• Budget Based on Objectives, Tasks for Sales Force
  are Specified, Compensated For and Given
  Incentive
• All Costs Associated with Tasks Determined and
  Budgeted For
• This Method Relates Activities to Cost
• 14.12

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Sales Management (cont)

• SALES FORCE STRUCTURE
• Product Line Structure
• Type of Customer
• Geographic Territory Structure
• 14.13

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Sales Management (cont)

• JOB DESCRIPTIONS AND QUALIFICATIONS
• RECRUITING
• Sources of Applications
• Attracting Applicants
• Screening and Evaluating Applicants
• 14.14

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Sales Management (cont)

• TRAINING
• Content of Program
• Duration of Time
• Training Personnel
• Location of Training
• 14.15

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Sales Management (cont)

• COMPENSATION AND MOTIVATION
• Straight Salary
• Commission Based
• Combination Plans
• MOTIVATION
• Task Clarity
• Recognition of Goal Attainment
• Job Enrichment
• Perquisites
• 14.16

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Sales Management (cont)

• EVALUATION
• Draws on Objectives for Personal Selling
• Several Criteria on Which Sales Staff May Be
  Judged
• Quantitative
• Qualitative
• 14.17