Lecture M: Marketing (4/e) - Chapter 19: Personal selling and sales management

chapter

nineteen

personal selling and 
sales management

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LEARNING OBJECTIVES

LO 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.

19­2


The Scope and Nature of Personal 
Selling

19­3


Professional Selling as a Career

•
•

•

•
•

People love the lifestyle
There is a lot of
flexibility
There is a lot of variety
in the job
Can be very lucrative
Very visible to
management and good
for promotions

©Royalty-Free/Corbis

Sales Jobs Website
19­4


The Value Added by Personal Selling

•

•

•

Salespeople Provide
Information and
Advice
Salespeople Save
Time and Simplify
Buying
Salespeople Build
Relationships

©Royalty-Free/Corbis

19­5


The Personal Selling Process

19­6


Step 1: Generate and Qualify Leads

19­7


Generate Leads

©Royalty-Free/Corbis

19­8


Step 2: Preapproach

©Royalty-Free/Corbis

19­9


Step 3: Sales Presentation 
and Overcoming Reservations

Klaus Tiedge/Blend Images/Getty Images

19­10


Aligning the Personal Selling Process 
with the B2B Buying Process
Personal selling process

B2B buying process

19­11


Step 4: Closing the Sale

•
•

Digital Vision/Getty Images

•

Getting the order
Often most stressful
part of sales process
A “no” one day may
be the foundation for
a “yes” another

19­12


Step 5: Follow­Up

19­13




check yourself

•

•

Why is personal selling important to an
IMC strategy?
What are the steps in the personal selling
process?

19­14


Managing the Sales Force

19­15


Sales Force Structure

19­16


Salesperson Duties

Comstock Images /Jupiter images.

19­17


Recruiting and Selecting Salespeople

19­18

Recruiting for Success

©Stockbyte/PunchStock

19­19


Sales Training

19­20


Motivating and Compensating 
Salespeople

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Financial rewards

Nonfinancial rewards

19­21


Evaluating Salespeople

•

•

Tied to the reward
structure
Evaluation measures
can be either
objective or
subjective

BananaStock/PictureQuest

19­22




check yourself

•

•

What do sales managers need to do to
successfully manage their sales force?
What is the difference between monetary
and nonmonetary incentives?

19­23


Ethical and Legal Issues in 
Personal Selling

19­24




check yourself

•

What are three areas of personal selling in
which ethical and legal issues are more
likely to arise?

19­25