Explain personal selling’s role in the marketing communications mix

Describe the positive features of a job in personal selling

Discuss the principles underlying modern selling philosophy

Describe the type of personal selling jobs and the activities performed Explain the determinants of salesperson performance

Discuss the characteristics of high performing salespeople

Describe the role of sales management

Liked Disliked

Qualities in a Salesperson

Reliability/credibilityProfessionalism/ integrityProduct knowledgeInnovation in problem solvingPresentation/ preparation

Is difficult to communicate withLacks knowledge of the customer’s companyIs overly aggressiveMakes promises that his or her company cannot deliver

Personal Selling

Overview

A form of person-to-person communication in which a salesperson works with prospective buyers and attempts to influence their purchaseneeds in the direction of his or her company’s products or service

Personal Selling

Personal Selling’s Primary Purposes

Enhancing brand equityEducating customersProviding product usage and marketing assistanceProviding after-sale service and support to buyers

1. High level ofcustomer attention

2. Customize themessage

3. Yields immediatefeedback

4. Communicatemore technical and

complex information

5. Demonstrate aproduct’s functioningand characteristics

6. Develop long-termrelationship

Personal Selling’s Unique Role

Personal Selling

Job freedom

Opportunities foradvancement

Variety and challenge

Attractive compensation

and non-financial rewards

Attractive Features

Personal Selling

Modern Selling Philosophy

Personal Selling

Based on trust and mutual agreementCustomer-driven atmosphereAct as if on customer’s payrollAfter-sales service is keyNo one solution is appropriate for all customersProfessionalism and integrity are essential

Selling Activities

Personal Selling

Selling Activities

Personal Selling

The Palm Pilot from 3Com

Trade Selling

Missionary Selling

Technical Selling

New-business Selling

Retail Selling

Telemarketing

Types of Sales Jobs

Personal Selling

Typically employees of manufacturersSell through their direct customersRequires limited prospecting and places greater emphasis on servicing accounts

Trade Selling

Missionary Selling

Technical Selling

New-business Selling

Retail Selling

Telemarketing

Types of Sales Jobs

Personal Selling

Employees of manufacturersTypically pharmaceutical industrySells for its direct customers (wholesalers)

Trade Selling

Missionary Selling

Technical Selling

New-business Selling

Retail Selling

Telemarketing

Types of Sales Jobs

Personal Selling

Typically trained in technical fields such as chemistry, engineering, computer science, and accountingMust be able to communicate complicated features to prospective customers

Trade Selling

Missionary Selling

Technical Selling

New-business Selling

Retail Selling

Telemarketing

Types of Sales Jobs

Personal Selling

Must continuously call on new accountsBird-dogging, cold callingContinually work to open new accountse.g., Office copiers, personal computers, business forms, and personal insurance

Trade Selling

Missionary Selling

Technical Selling

New-business Selling

Retail Selling

Telemarketing

Types of Sales Jobs

Personal Selling

Customer comes to the salespersonHave considerable product knowledge, strong interpersonal skills, and ability to work with a diversity of customers

Trade Selling

Missionary Selling

Technical Selling

New-business Selling

Retail Selling

Telemarketing

Types of Sales Jobs

Personal Selling

Is used to support or even replace the sales forcesVersatility applies to both consumer-oriented products and business-to-business marketingNot appropriate for all sales organizations

Factors in Evaluating the Use of a Telephone Sales Force

Personal Selling

How essential is face-to-face contact?Customers geographically concentrated or dispersed?How large are typical order sizes?What decision criteria are importantHow many decision makers?What is the nature of purchase?What is the status of the decision maker?What specific selling tasks have to be performed?

Team Selling

Personal Selling

To best represent the customer’s interests by capitalizing on the strengths and expertise of various personnelAlso prevalent in business-to-business selling situationInclude experts drawn from throughout the organization

Aptitude

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Salesperson Performance

Personal Selling

Includes interests, intelligence, and personality characteristicsSome people better suit to one type of sales job than anotherAll must be customer oriented and empathetic

Aptitude

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Salesperson Performance

Personal Selling

Includes selling, interpersonal, and technical skillsCompanies instill the skills needed for successOne of the most important skills—”Close a sale”Getting along with immediate superior

Aptitude

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Salesperson Performance

Personal Selling

The amount of time and energy a person is willing to expend performing tasksReciprocally related to performancePeople are driven in different ways

CompetitorsCompetitors

Desire to win and to

beat rivals

Ego-drivenEgo-driven

Desire to be the best,

to win awards, andto be organized

AchieversAchieversRoutinely set

highergoals and like

accomplishment

Service-orientedService-oriented

Good at buildingrelationships with

customers

Salespeople: Four General Personality Types

Personal Selling

Aptitude

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Salesperson Performance

Personal Selling

Accurate role perception is crucialOften they face role conflicts that diminish their sales performanceOrganizational citizenship behaviors (OCBs)

Aptitude

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Salesperson Performance

Personal Selling

Age, physical size, appearance, race, gender, etc.It doesn’t ensure sales success or failureSuccessful salespeople are androgyny (possess both male and female traits)

Aptitude

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Salesperson Performance

Personal Selling

Ability to adapt to situational circumstancesDue in part to personal aptitude but also includes learned skillsAbsolutely essential for success

Excellence in Selling

Personal Selling

First Impression

Depth of knowledge

Breadth of knowledge

Adaptability

Sensitivity

Enthusiasm

Self-esteem

Extended focus

Sense of humor

Creativity

Taking risks

Honesty & ethics