Lecture Basic Marketing: A global-managerial approach: Chapter 15 - William D. Perreault, E. Jerome McCarthy

Chapter 15:
  

 Personal

Selling

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Chapter 15 Objectives
When you finish this chapter, you should
1. Understand the importance 
and nature of personal selling.
2.  Know the three basic sales 
tasks and what the various 
kinds of salespeople can be 
expected to do.
3.  Know what the sales manager 
must do—including, 
selecting, training, and 
organizing salespeople—to 
carry out the  personal selling 
job.

15­2

4. Understand how the right 
compensation plan can help 

motivate and control 
salespeople.
5.  Understand when and where 
to use the three types of sales 
presentations.
6. Understand the important new 
terms.

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Strategy Planning for Personal Selling
Target Market

Product

Place

Personal
Selling

Number and
kind of
salespersons
needed
Exhibit 15­1
15­3

Selection and
training
procedure

Promotion

Mass
Selling

Price

Sales
Promotion

Compensation
and motivation
approach

Personal
selling
techniques
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Basic Sales Tasks

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15­4

Order-Getting
Order-Getting

Order-Taking
Order-Taking

Supporting
Supporting

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Salesforce Structure
Major Accounts

Telemarketing

Sales Territory

Sales Force Size

15­5

Focus:

Large Customers
Focus:

Quick, Inexpensive
Focus:

Geographic Area
Focus :

Work Load

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Information Technology and Sales
New software and 
hardware provide a 
competitive advantage 
for salespeople in many 
industries.  For example, 
financial planners can 
use sophisticated 
software to analyze the 
needs of clients in six 
keys areas of financial 
planning, customizing 

their recommendations 
for each clients’ unique 
situation.

15­6

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Selecting, Training, and Motivating
Job
Description

Key
Components

Training

Level of
Compensation
Method of
Payment
15­7

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill

Steps in the Personal Selling Process
Prospect for
new customer

Set effort
priorities

Evaluate needs of
established customers

Preplan sales call and presentation(s)
Make sales presentation

Feedback

Select target customer

Close sale
Follow up to
establish
Exhibit 15­3
15­8

Follow up to
maintain
For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill

Types of Presentation Approaches

Prepared
Approach

Three
Presentation
Approaches

Consultative
Selling Approach

Selling Formula
Approach
15­9

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


The AIDA Model
Attention

Interest
Desire
Action
15­10

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill


Key Terms
Basic Sales Tasks
Order Getters
Order­Getting
Order Takers
Order­Taking
Supporting Salespeople
Missionary Salespeople
Technical Specialists
Team Selling
Major Accounts Sales
Force

15­11

Telemarketing
Sales Territory
Job Description
Sales Quota
Prospecting
Sales Presentation
Prepared Approach
Close
   Consultative Selling Approach
Selling Formula Approach

For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill