1. Personal Selling and Sales Management
Chapter 16
Personal Selling and Sales Management

2. Nature of Personal Selling
Most salespeople are well-educated, well-trained professionals who work to build and maintain long-term relationships with customers.
The term salesperson covers a wide spectrum of positions from:
Order taker (department store salesperson)
Order getter (someone engaged in creative selling)
Missionary salesperson (building goodwill or educating buyers)

3. What is Personal Selling?
Involves Two-Way, Personal Communication Between Salespeople and Individual Customers Whether:
face to face,
by telephone,
through video conferencing,
or by other means.

4. Personal Selling STRENGTHS Flexibility Minimizes wasted effort
Facilitates buyer action
Multiple capabilities
WEAKNESSES
High cost
Finding and retaining salespeople
Message inconsistency
Motivation
13.2 
1998 by Prentice Hall

5. The Role of the Sales Force
Personal selling is effective because salespeople can:
probe customers to learn more about their problems,
adjust the marketing offer to fit the special needs of each customer,
negotiate terms of sale, and
build long-term personal relationships with key decision makers.

6. Major Steps in Sales Force Management (Fig. 16.1)
Designing Salesforce Strategy and Structure
Recruiting and Selecting Salespeople
Major Steps in Sales Force Management (Fig. 16.1)
Training Salespeople
Compensating Salespeople
Supervising Salespeople
Evaluating Salespeople

7. Sales Force Structure
Territorial
Product
Market
Complexity

8. Designing Sales Force Strategy and Structure
Territorial
Exclusive Territory to Sell the
Company’s Full Product Line
Designing Sales Force Strategy and Structure
Product
Sales Force Sells Only a Portion of
The Company’s Products or Lines
Complex Forms Are a Combination of Any Types of Sales Force Structures
Customer
Sales Force Sells Only to Certain
Customers or Industries

9. Some Traits of Good Salespeople
Enthusiam
Persistence
Job Commitment
Self-Confidence
Initiative

10. Motivating Sales Representatives
Pay
Promotion
Personal growth
Accomplishment
(+)
Respect
Value Level
(-)
Security
Recognition

11. How Salespeople Spend Their Time (Fig. 16.2)
Administrative
Service Calls
Tasks
12.7%
Companies Look For Ways to Increase the Amount of Time Salespeople Spend Selling.
16%
Telephone
Selling
25.1%
Face-to-Face
Selling
28.8%
Waiting/
Traveling
17.4%

12. Steps in the Selling Process
Prospecting
Salesperson Identifies Qualified Potential Customers.
Qualifying
Process of Identifying Good Prospects and Screening Out Poor Ones.
Preapproach
Salesperson Learns as Much as Possible About a Prospective Customer Before Making a Sales Call.
Approach
Salesperson Meets the Buyer and Gets the Relationship Off to a Good Start.

13. Steps in the Selling Process
Presentation
Salesperson Tells the Product “Story” to the Buyer Using the Need-Satisfaction Approach.
Handling
Objections
Salesperson Seeks Out, Clarifies, and Overcomes Customer Objections to Buying.
Closing
Salesperson Asks the Customer for an Order.
Follow-Up
Occurs After the Sale and Ensures Customer Satisfaction and Repeat Business.