1. 18-1

2. 18-2 Personal Selling and Sales Management Chapter 18 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

3. 18-3 Chapter Goals McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. 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

4. 18-4 Personal Selling Personal communication of information to persuade somebody to buy something. The major promotion tool Personal communication of information to persuade somebody to buy something. The major promotion tool Advertising 500,000 people Selling 16 million people

5. 18-5 Personal Selling as Promotion Flexible Costly Difficult to attract quality people Minimize waste Focused Goal is sale

6. 18-6 When Personal Selling is Used MARKET Concentrated: Geographically In few industries In several large customers PRODUCT Value not apparent High unit cost Technical Requires demonstration Fitted to customer’s need Introductory stage of the Product Life Cycle

7. 18-7 Scope of Personal Selling

8. 18-8 Variety of Sales Jobs Delivery Sales Outside Order Taker Inside Order Taker Missionary Sales Person Sales Engineer Consultative Sales Person

9. 18-9 Personal Selling Professional Sales Person Cost of Personal Selling Uniqueness of Sales Jobs

10. 18-10 Changing Patterns in Personal Selling Selling Centers Systems Selling Global Sales Teams

11. 18-11 Changing Patterns in Personal Selling Automation Telemarketing Relationship Selling Internet Selling

12. 18-12 Scope of Personal Selling

13. 18-13 Staffing and Operating a Sales Force

14. 18-14 Recruiting Applicants Recruitment and Selection Determining Hiring Specifications Matching Applicants with Hiring Specifications Matching Applicants with Hiring Specifications

15. 18-15 Compensating a Sales Force Commission Salary Combination

16. 18-16 Evaluating a Sales Person’s Performance Qualitative Quantitative

17. 18-17 Key Terms and Concepts McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.  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