CHAPTER 8 : PERSONAL SELLING

Understand personal selling Explain the roles of personal selling Discuss how to combine personal selling with other promotional tools

How Do You View Salespeople?

Some people have a negative view of salespeople. What is your view of salespeople? How many of you have a viewpoint that is
Positive? Negative? No opinion?

How many of you are interested in a sales career?

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What is Selling?
Selling is just one of many marketing components Personal selling includes
Personal communication
information Persuasion Helping others of

Goods Services Ideas

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A New Definition of Personal Selling

Personal Selling
Refers to the personal communications of information To unselfishly persuade someone To buy something a good, service, idea, or something else that satisfies that individuals needs.

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Personal Selling

Typically under control of Sales Manager

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Determining the Role of Personal Selling

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Stages of Personal Selling Evolution

Provider Selling activity limited to order-taking and delivery Attempting to persuade customer to buy Seeking out buyers perceived to have a need Buyers identify problems to be met by goods

Persuader

Prospector

Problem-solver

Procreator

Seller determines buyer needs and fulfills them

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Roles Of Personal Selling

Information provider Influencer

Demonstrator Surveying Mapmaking

Guiding Fire Starting

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Personal Selling Responsibilities

Locate prospective customers Determine customers needs and wants

Recommend a way to satisfy them

Demonstrate product capabilities Close the sale Follow up and service the account
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Sales People Have Many Duties

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Traits of Effective Salespeople

Good Communicator Relationshiporiented

Reliable

Customer-focused Responsive Problem Solver Thorough

Results- oriented

Knowledgeable

Professional

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Pros and Cons of Personal Selling

Advantages
Two-way interaction with prospect Message can be tailored to recipient Prospect isn't likely to be distracted Seller involved in purchase decision

Disadvantages
Messages may be inconsistent Possible management-sales force conflict

Cost is often extremely high Reach may be very limited

Potential ethical problems
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Source of research information

Personal Selling + Other Tools

Advertising Public Relations

Personal Selling

Direct Marketing Sales Promotion The Internet

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Personal Selling + Advertising

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Personal Selling + PR
Rep is often best source of PR Representative of the organization

Involved in community
Creates goodwill

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Personal Selling and Public Relations

Sales Force Volunteers at Work

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Testand by cooperating and empathizing with clients, Your Knowledge By servicing an account
salespersons are engaging in _____ activities on behalf of their firm. A) Sales promotion

B) Advertising
C) Public relations D) Direct marketing E) Telemarketing

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Personal Selling + Direct Marketing

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Personal Selling + Sales Promotion

Reseller

Sales Promotion Targets

Consumer Sales Force

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Personal Selling + the Internet

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