Chap 18
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Transcript of Chap 18
Chapter1818
McGraw-Hill/Irwin ©2007 by the McGraw-Hill Companies, Inc. All rights reserved.
Personal Selling and Sales Management
Role of personal selling in a promotion program When a firm is likely to utilize personal selling Forms of personal selling Variety of personal selling jobs Developments in how personal selling is performed Personal selling process Strategic role of sales-force management Challenges in staffing, operating, and evaluating the sales force
Chapter GoalsChapter Goals
Personal SellingPersonal Selling
Major promotion tool
Personal communication of information to persuade
somebody to buy something.
Major promotion tool
Personal communication of information to persuade
somebody to buy something.
500,000People
In advertising
16,000,000PeopleIn sales
Personal Selling as PromotionPersonal Selling as Promotion
Flexible
Costly
Difficult toattract quality
people
Minimizewaste
Focused
Goal issale
When Personal Selling is Used When Personal Selling is Used
When MARKET
is concentrated:
•geographically,
•in few industries,
•or in several
large customers
When PRODUCT
•value is not apparent,
•has high unit cost,
•is technical,
•requires demonstration,
•is fitted to customer’s need,
•is in introductory stage
of the Product Life Cycle
Scope of Personal SellingScope of Personal Selling
Variety of Sales JobsVariety of Sales Jobs
Delivery Sales
Outside Order Taker
Inside Order Taker
Missionary Sales Person
Sales EngineerConsultativeSales Person
Personal SellingPersonal Selling
Professional Sales Person
Cost of Personal Selling
Uniqueness of Sales Jobs
Changing Patterns in Personal Selling
Changing Patterns in Personal Selling
SellingCenters
SystemsSelling
GlobalSales Teams
Changing Patterns in Personal Selling
Changing Patterns in Personal Selling
Automation
TelemarketingRelationship
Selling
InternetSelling
Scope of Personal SellingScope of Personal Selling
Recruiting ApplicantsRecruiting Applicants
Recruitment and SelectionRecruitment and Selection
Determining Hiring SpecificationsDetermining Hiring Specifications
Matching Applicants with Hiring Specifications
Matching Applicants with Hiring Specifications
Staffing and Operating a Sales Force
Staffing and Operating a Sales Force
Compensating a Sales ForceCompensating a Sales Force
CommissionSalary
Combination
Evaluating a Sales Person’s Performance
Evaluating a Sales Person’s Performance
Qualitative
Quantitative
Key Terms and ConceptsKey Terms and Concepts
Personal selling
Inside selling
Outside selling
Selling center
Systems selling
Global sales teams
Relationship selling
Telemarketing
Internet selling
Sales force automation
Personal selling process
AIDA
Methods of sales-force compensation
Quantitative evaluation bases
Qualitative evaluation bases