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Personal

Selling &
Sales
Management
What is Personal
Selling?
• Personal selling is a promotional
method in which one party (e.g.,
salesperson) uses skills and
techniques for building personal
relationships with another party
(e.g., those involved in a purchase
decision) that results in both
parties obtaining value.
• In most cases the "value" for the
salesperson is realized through
the financial rewards of the sale
while the customer’s "value" is
realized from the benefits
obtained by consuming the
Personal Selling

• However, getting a customer to purchase


a product is not always the objective of
personal selling. For instance, selling
may be used for the purpose of simply
delivering information.
• Because selling involves personal contact,
this promotional method often occurs
through face-to-face meetings or via a
telephone conversation, though newer
technologies allow contact to take place
over the Internet including using video
Among marketing jobs, more are
employed in sales positions than any
other marketing-related occupation.
In the U.S. alone, the U.S.
Department of Labor estimates that
over 14 million or about 11% of the
overall labor force are directly
involved in selling and sales-related
positions. Worldwide this figure may
be closer to 100 million. Yet these
figures vastly under-estimate the
number of people who are actively
engaged in some aspect of selling
as part of their normal job
responsibilities
E vo lu tio n o f Pe rso n a lS e llin g

Peddlers
Peddlers selling
selling door
door Selling
Selling function
function became
became
to
to door
door .. .. .. served
served more
more structured
structured
as
as intermediaries
intermediaries

1800s 1900s 2000s


As we st Post-
we begin
begin the
AsIndustrial the 21
21st century,
century, selling
selling continues
continues
War and to
to develop,
develop,
Modern
becoming Industrial
becoming more
Revolution more professional and
and more
more relational
professionalDepression relationalEra
Revolution

Selling
Selling function
function became
became
Business
Business organizations
organizations
more
more professional
professional
employed
employed salespeople
salespeople
THE FORMS
OF PERSONAL SELLING

•O rd e r Ta kin g
•O rd e r G e ttin g
How outside order-getting salespeople
spend their time each week
Stages
and
objective
s of the
personal
selling
process
THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS

•Stimulus Response
Selling
•Mental States Selling
•Need Satisfaction
Selling
•Problem Solving Selling
Stimulus Response Selling

Continue
Salesperson Buyer Process until
Provides Responses Purchase
Stimuli Sought
Decision
Mental States Selling

Attention Interest Desire Action


Conviction
Need Satisfaction Selling

Present Continue
Uncover and
Offering to Selling until
Confirm
Satisfy Purchase
Buyer Needs
Buyer Needs Decision
Problem Solving Selling

Continue
Generate Evaluate Selling
Define until
Alternative Alternative
Problem Purchase
Solutions Solutions
Decision
Consultative Selling

Business Consultant

The process of helping


customers reach their
strategic goals by using
Strategic Orchestrator
the products, service,
and expertise of the
selling organization.
Long-term Ally
T h e S a le s Pro ce ss: A n
Selling
Foundations O ve rvie w
Initiating Developing Enhancing
Customer Customer Customer
Relationships Relationships Relationships
Selling
Strategy
T h e S a le s Pro ce ss: S e llin g
Fo u n d a tio n s
In order to be successful in today’s global business
environment, salespeople must have a solid
relationship building foundation. They must:

Be Trustworthy

Behave Ethically

Understand Buyer Behavior

Possess Excellent Communication Skills


The Sales Process: Selling
Strategy
In order to be successful in today’s global business
environment, salespeople must also think and act
strategically. The must develop strategies for:

Each Sales Call

Each Customer

Their Sales Territories


Each strategy is
related to the other
The Sales Process

Initiating Developing Enhancing


Customer Customer Customer
Relationships Relationships Relationships

•Sales Presentation Delivery


•Prospecting
•Preapproach
•Earning
Adding Customer Commitment
Value through Follow-up,
•Presentation Planning
Self-leadership, and Teamwork
•Approaching the Customer
Advantages of Personal
Selling
Advantage

• One key advantage personal selling has over


other promotional methods is that it is a two-
way form of communication. In selling
situations the message sender (e.g.,
salesperson) can adjust the message as they
gain feedback from message receivers (e.g.,
customer). So if a customer does not
understand the initial message (e.g., doesn’t
fully understand how the product works) the
salesperson can make adjustments to address
questions or concerns. Many non-personal
forms of promotion, such as a radio
advertisement, are inflexible, at least in the
Disadvantage……..
• The main disadvantage of personal
selling is the cost of employing a
sales force. Sales people are
expensive. In addition to the basic
pay package, a business needs to
provide incentives to achieve
sales (typically this is based on
commission and/or bonus
arrangements) and the equipment
to make sales calls (car, travel
and subsistence costs, mobile
phone etc).
• In addition, a sales person can only
call on one customer at a time.
This is not a cost-effective way of
THANKS FOR YOUR
PATIENCE.