Lecture Basic Marketing: A global managerial approach - Chapter 15: Personal selling

Chapter 15:
  

 Personal Selling

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Strategic Planning for Personal Selling
Target Market

Product

Place

Personal
Selling

Number and
kind of
salespersons
needed

Selection and
training
procedure

Promotion

Advertising

Price

Sales
Promotion

Compensation
and motivation
approach

Personal
selling
techniques

Exhibit 15­1
15­2

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Basic Sales Tasks

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15­3

Order-Getting
Order-Getting

Order-Taking
Order-Taking

Supporting
Supporting

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Salesforce Structure
Major Accounts

Telemarketing

Sales Territory

Sales Force Size

15­4

Focus:

Large Customers
Focus:

Quick, Inexpensive

Focus:

Geographic Area
Focus :

Work Load

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


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.

15­5

For use with Shapiro, Wong, Perreault, and McCarthy texts.

Copyright © 2002 McGraw-Hill Ryerson Limited.


Selecting, Training, and Motivating
Job
Description

Key
Components

Training

Level of
Compensation
Method of
Payment
15­6

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


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

Follow up to
maintain

Exhibit 15­3
15­7

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


Types of Presentation Approaches

Prepared
Approach

Three
Presentation

Approaches

Consultative
Selling Approach

Selling Formula
Approach
15­8

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.


The AIDA Model
Attention

Interest
Desire
Action
15­9

For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.