SELLING TODAY 13e

1
Developing a
Personal Selling Philosophy

MANNING

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AHEARNE

REECE

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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Learning Objectives (Cont.)

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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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
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2015 Pearson Education,
Inc.
a problem
solver/partner

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Figure 1.2 The Age of

Information

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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 ones 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

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Titles Used in Selling Today

Account executive
Account representative

Strategic accounts manager

National accounts manager

Account manager
Relationship manager

Sales consultant
Business development
representative
Sales associate

District representative
Marketing partner
Regional account manager
Key accounts manager
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Marketing representative
Territory manger
Channel partner
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Employment Settings
Inside salespeople
are those who perform
selling activities at the
employers location.

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

Hotel and convention services
Telecommunication services
Financial services
Media sales
Real estate
Insurance
Business services
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Career Opportunities in the

Business Goods Channel
Industrial salespeople
Sales engineer or applications engineer
Field salespeople

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Career Opportunities in the

Consumer Goods Channel
Retail selling
Direct salespeople

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Selling is a Master Skill

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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Customer Relationship Management

Systems
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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Highlights of Table 1.2 Sales

Training
Company
Sales
Performance
Integrity
Systems
Huthwaite
Miller Heiman

Training
Program
Solution
Selling
Integrity
Selling
Spin Selling
Strategic
Selling

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Based On
The New Solution Selling
Integrity Selling for the 21st
Century
The Spin Selling Fieldbook
The New Conceptual Selling
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CMR Institute Training

Certified Medical
Representatives
Institute provides
training designed for
those who call on
medical professionals

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For Review
How is personal selling defined?
How does the information age affect selling?
What are the rewards of careers in selling?
What employment settings exist in selling?
In what way is selling a master skill?
What are the major sources of sales training?
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Reality Selling Case

Does it appear that Tom James and Alex Horner have a
personal selling philosophy? Provide examples based on the
three prescriptions.
What might be the rewarding and most adverse aspects of
Horners sales job?
Describe how Alex uses personal selling skills in utilizing
existing knowledge and gathering new information from the
customer in order to advance the sales process.
How can Alex generate good customer referrals?
What skills are important in Alexs sales job?
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