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1 Developing a Personal Selling Philosophy

MANNING AHEARNE REECE© Pearson Education Limited 2014

Learning Objectives

• Define personal selling and describe the three prescriptions of a personal selling philosophy

• Describe the emergence of relationship selling in the age of information

• Discuss the rewarding aspects of a career in selling today

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• Discuss the different employment settings in selling today

• Explain how personal selling skills have become one of the master skills needed for success in the information age and how personal selling skills contribute to the work performed by knowledge workers

• Identify the four major sources of sales training

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Learning Objectives (Cont.)

What is Personal Selling?

• Personal selling occurs when a company representative interacts directly with a customer or prospective customer to present information about a product or service

• Developing a personal selling philosophies includes three prescriptions:• Adopt marketing concept

• Value personal selling• Become a problem solver/partner

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Figure 1.2 The Age of Information

Major Developments Affecting Selling

• Major advances in information technology and electronic commerce

• Strategic resource is information

• Business is defined by customer relationships

• Sales success depends on creating and adding value

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Careers in Personal Selling

• Wide range of employment opportunities

• Activities performed by salespeople

• Freedom to manage one’s own time and activities

• Above average income

• Above average psychic income

• Opportunity for advancement

• Opportunities for women

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Figure 1.3 How Salespeople Spend Time

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Sales Force Compensation

• Account executive

• Account representative

• Account manager

• Relationship manager

• District representative

• Marketing partner

• Regional account manager

• Key accounts manager

• Strategic accounts manager

• National accounts manager

• Sales consultant

• Business development representative

• Sales associate

• Marketing representative

• Territory manger

• Channel partner

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Titles Used in Selling Today

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• Inside salespeople are those who perform selling activities at the employer’s location.

• Outside salespeople travel to meet prospects and customers in their places of business or residence.

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Employment Settings

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Figure 1.4 Selling through Channels

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Figure 1.4 Selling through Channels

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Figure 1.4 Selling through Channels

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• Hotel and convention services

• Telecommunication services

• Financial services

• Media sales

• Real estate

• Insurance

• Business services

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Careers Across Industries

• Industrial salespeople

• Sales engineer or applications engineer

• Field salespeople

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Career Opportunities in the Business Goods Channel

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• Retail selling

• Direct salespeople

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Career Opportunities in the Consumer Goods Channel

• People spend 40% of time in “nonsales selling”

• Knowledge workers are focused on creating, using, sharing, and applying knowledge• Managerial personnel• Professionals• Entrepreneurs• Marketing personnel

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Selling is a Master Skill

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• CRM programs are sales automation software programs that manage the information about customers

• Major vendors• Salesforce• Netsuite.com• Siebel• Sugar CRM• SalesLogic

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Customer Relationship Management Systems