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

In this chapter you will understand the importance and nature of personal selling. Know the three basic sales tasks and what the various kinds of salespeople are expected to do. Know what the sales manager must do including selecting, training, and organizing salespeople to carry out the personal selling job. Understand how the right compensation plan can help motivate and control salespeople.
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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 Promotion Price Personal Sales Advertising Selling Promotion Number and Selection and Compensation Personal kind of training and motivation selling salespersons procedure approach techniques needed Exhibit 15­1 15­2 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Basic Sales Tasks ?????? Order-Getting Order-Getting ?????? ?????? Order-Taking Order-Taking ?????? ?????? Supporting Supporting 15­3 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Salesforce Structure Focus: Major Accounts Large Customers Focus: Telemarketing Quick, Inexpensive Focus: Sales Territory Geographic Area Focus : Sales Force Size Work Load 15­4 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 Training Key Components 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 Set effort Evaluate needs of new customer priorities established customers Select target customer Feedback Preplan sales call and presentation(s) Make sales presentation Close sale Follow up to Follow up to establish 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 Consultative Approaches 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.