Explain personal selling’s role in the marketing communications mix Describe the positive features of a job in personal selling Discuss the principles underlying modern selling philosophy

Describe the type of personal selling jobs and the activities performed Explain the determinants of salesperson performance Discuss the characteristics of high performing salespeople Describe the role of sales management

Qualities in a Salesperson Liked Disliked Reliability/credibility Professionalism/ integrity Product knowledge Innovation in problem solving Presentation/ preparation Is difficult to communicate with Lacks knowledge of the customer’s company Is overly aggressive Makes promises that his or her company cannot deliver

Overview Personal Selling A form of person-to-person communication in which a salesperson works with prospective buyers and attempts to influence their purchase needs in the direction of his or her company’s products or service

Personal Selling’s Primary Purposes Enhancing brand equity Educating customers Providing product usage and marketing assistance Providing after-sale service and support to buyers

product’s functioning Personal Selling Personal Selling’s Unique Role 1. High level of customer attention 4. Communicate more technical and complex information 2. Customize the message 5. Demonstrate a product’s functioning and characteristics 3. Yields immediate feedback 6. Develop long-term relationship

Attractive compensation and non-financial rewards Personal Selling Attractive Features Job freedom Variety and challenge Opportunities for advancement Attractive compensation and non-financial rewards

Modern Selling Philosophy Personal Selling Modern Selling Philosophy Based on trust and mutual agreement Customer-driven atmosphere Act as if on customer’s payroll After-sales service is key No one solution is appropriate for all customers Professionalism and integrity are essential

Personal Selling Selling Activities

Personal Selling Selling Activities The Palm Pilot from 3Com

Types of Sales Jobs Personal Selling Trade Selling Typically employees of manufacturers Sell through their direct customers Requires limited prospecting and places greater emphasis on servicing accounts Missionary Selling Technical Selling New-business Selling Retail Selling Telemarketing

Types of Sales Jobs Personal Selling Trade Selling Employees of manufacturers Typically pharmaceutical industry Sells for its direct customers (wholesalers) Missionary Selling Technical Selling New-business Selling Retail Selling Telemarketing

Types of Sales Jobs Personal Selling Trade Selling Typically trained in technical fields such as chemistry, engineering, computer science, and accounting Must be able to communicate complicated features to prospective customers Missionary Selling Technical Selling New-business Selling Retail Selling Telemarketing

Types of Sales Jobs Personal Selling Trade Selling Must continuously call on new accounts Bird-dogging, cold calling Continually work to open new accounts e.g., Office copiers, personal computers, business forms, and personal insurance Missionary Selling Technical Selling New-business Selling Retail Selling Telemarketing

Types of Sales Jobs Personal Selling Trade Selling Customer comes to the salesperson Have considerable product knowledge, strong interpersonal skills, and ability to work with a diversity of customers Missionary Selling Technical Selling New-business Selling Retail Selling Telemarketing

Types of Sales Jobs Personal Selling Trade Selling Is used to support or even replace the sales forces Versatility applies to both consumer-oriented products and business-to-business marketing Not appropriate for all sales organizations Missionary Selling Technical Selling New-business Selling Retail Selling Telemarketing

Factors in Evaluating the Use of a Telephone Sales Force Personal Selling Factors in Evaluating the Use of a Telephone Sales Force How essential is face-to-face contact? Customers geographically concentrated or dispersed? How large are typical order sizes? What decision criteria are important How many decision makers? What is the nature of purchase? What is the status of the decision maker? What specific selling tasks have to be performed?

Team Selling Personal Selling To best represent the customer’s interests by capitalizing on the strengths and expertise of various personnel Also prevalent in business-to-business selling situation Include experts drawn from throughout the organization

Personal characteristics Personal Selling Salesperson Performance Aptitude Includes interests, intelligence, and personality characteristics Some people better suit to one type of sales job than another All must be customer oriented and empathetic Skill level Motivational level Role perceptions Personal characteristics Adaptability

Personal characteristics Personal Selling Salesperson Performance Aptitude Includes selling, interpersonal, and technical skills Companies instill the skills needed for success One of the most important skills—”Close a sale” Getting along with immediate superior Skill level Motivational level Role perceptions Personal characteristics Adaptability

Personal characteristics Personal Selling Salesperson Performance Aptitude The amount of time and energy a person is willing to expend performing tasks Reciprocally related to performance People are driven in different ways Skill level Motivational level Role perceptions Personal characteristics Adaptability

Salespeople: Four General Personality Types Personal Selling Salespeople: Four General Personality Types Competitors Desire to win and to beat rivals Ego-driven Desire to be the best, to win awards, and to be organized Achievers Routinely set higher goals and like accomplishment Service-oriented Good at building relationships with customers

Personal characteristics Personal Selling Salesperson Performance Aptitude Accurate role perception is crucial Often they face role conflicts that diminish their sales performance Organizational citizenship behaviors (OCBs) Skill level Motivational level Role perceptions Personal characteristics Adaptability

Personal characteristics Personal Selling Salesperson Performance Aptitude Age, physical size, appearance, race, gender, etc. It doesn’t ensure sales success or failure Successful salespeople are androgyny (possess both male and female traits) Skill level Motivational level Role perceptions Personal characteristics Adaptability

Personal characteristics Personal Selling Salesperson Performance Aptitude Ability to adapt to situational circumstances Due in part to personal aptitude but also includes learned skills Absolutely essential for success Skill level Motivational level Role perceptions Personal characteristics Adaptability

Excellence in Selling Personal Selling First Impression Depth of knowledge Breadth of knowledge Adaptability Sensitivity Enthusiasm Self-esteem Extended focus Sense of humor Creativity Taking risks Honesty & ethics