Overview of Personal Selling

Learning Objectives 1. Describe the role of personal selling in marketing. 2. Discuss the key roles of salespeople as financial contributors, change agents, communication agents, and customer value agents. 3. Explain the trust-based relationship selling process and how it differs from transactional selling.

Learning Objectives 4. Understand the concept of selling strategy with its key elements of customer value and alternative personal selling approaches. 5. Explain adaptive selling and five alternative approaches to selling: stimulus response, mental states, problem solving, needs satisfaction, and consultative. 6. Discuss the future trends in sales professionalism: complexity, collaboration, and accountability.

It’s All About the Customer

Personal Selling – Defined Personal selling refers to interpersonal communication between a buyers and sellers to initiate, develop, & enhance customer relationships. Personal selling is a critical component of most b2b marketing activities.

Companies with Large Salesforces

Types of Sales Jobs Hunters, Pioneers, Order Getters – Focus on Gaining New Customers Farmers, Order Takers – Focus on Servicing Existing Accounts Missionary Salespeople – Not Responsible for Actual Sale, They Provide Information and Other Services

Key Roles of Salespeople Financial Contributors Change Agents Communication Agent Customer Value Agent

Criteria for Adding Customer Value Customer and Market Knowledge Coordination Efficiency Strategic Alignment Trustworthiness

Trust-Based Relationship Selling Process

Selling Foundations

Classification of Personal Selling Approaches

Stimulus Response Selling

Mental States Selling

Need Satisfaction Selling

Problem Solving Selling

Consultative Selling

Current Trends in Sales Professionalism Sales organizations must successfully address: An increasingly complex business environment A greater reliance on collaboration Greater accountability for actions and results

Salesforce Response to Complexity Issues Sales must become more strategic Sales organizations must become learning organizations Complement initial training with ongoing sales training Sales specialists for specific customer types Develop multiple sales channels such as major accounts programs and electronic networks Recruiting and developing salespeople who understand diverse cultures, languages, and business practices

Salesforce Response to Collaboration Issues Implement cross-functional programs to foster communication and cooperation Sales managers should build trust with salespeople; ensure that salespeople know how to manage themselves and play a leadership role when required Focus on trust-based relationship selling; train salespeople in problem-solving, conflict resolution, and how to recover from service failures

Salesforce Response to Accountability Issues Appropriate use of sales technology Lower-cost contact methods, e.g., telemarketing for some customers Implementing more effective sales organization structures Ensure that salespeople know the ethical and legal framework for their markets, including cultural and global market variations

Sales Career Insights Advantages of a Career in Sales Employment Security Compensation - Often Tied to performance Job Variety – It’s Never Boring Advancement Opportunities Immediate Feedback Independence