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Chapter 20 Personal Selling and Sales Management

Chapter 20 Personal Selling and Sales Management - Chapter...

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Chapter 20 Personal Selling and Sales Management SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT 1. Nature of personal selling and sales management a. Personal selling involves the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision i. Takes place over the telephone, through video teleconferencing and Internet-enabled links between buyers and sellers b. Sales management involves planning the selling program and implementing and controlling the personal selling effort of the firm i. The tasks involved in managing personal selling include setting objectives; organizing the salesforce; recruiting, selecting, training, and compensating salespeople; and evaluating the performance of individual salespeople 2. Personal Selling in Marketing a. Serves three major roles: i. Salespeople are the critical link between the firm and its customers ii. Salespeople are the company in consumer’s eyes iii. Personal selling may play a dominant role in a firm’s marketing program 1. this happens when a firm uses push marketing strategy 3. Creating customer value through salespeople: Relationship and Partnership Selling a. Relationship selling the practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time i. Customer value creation ii. Involves mutual respect and trust among buyers and sellers iii. Focuses on creating long-term customers b. Partnership selling buyers and sellers combine their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the customer i. Relies on cross-functional business specialists who apply their knowledge and expertise to achieve higher productivity, lower cost, and greater customer value MANY FORMS OF PERSONAL SELLING 1. Order taking process routine orders or reoders for products that were already sold by the company a. Primary responsibility of order takers is to preserve and ongoing relationship with existing customers and maintain sales b. 2 types: i. Outside order takers visit customers and replenish inventory stocks of resellers, such as retailers or wholesalers 1. Often provide assistance in arraging displays
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ii. Inside order takers typically answer simple questions, take orders, and complete transactions with customers 1. often employed by companies that use inbound telemarketing 2. Order getting a. Order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service i. Order getting involves a high degree of creativity and customer empathy and is typically required for selling complex or technical products with many options, so considerable product knowledge
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