BK_Chapter017_Expanded

BK_Chapter017_Expanded - CHAPTER 17 Personal Selling and...

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Identify and briefly describe the three basic sales tasks. Outline the seven steps in the sales process. Identify the seven basic functions of a sales manager. Chapter Objectives Personal Selling and Sales Promotion CHAPTER 17 1 2 4 7 8 Describe the role of today’s salesperson. Describe the four sales channels. Describe the major trends in personal selling. Explain the role of ethical behavior in personal selling. Describe the role of sales promotion in the promotional mix, and identify the different types of sales promotions. 5 3 6 0
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CHAPTER 17 Personal Selling and Sales Promotion Personal selling Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer. • Nearly 16 million people in the U.S. are employed in sales. • Personal selling is the single largest marketing expense in many firms. 0
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CHAPTER 17 Personal Selling and Sales Promotion THE EVOLUTION OF PERSONAL SELLING • Selling is an activity that is thousands of years old. • Salespeople are problem solvers who focus on meeting customers’ needs before, during, and after the sale. • Must be able to do the following: • Focus on a customer’s situation and needs and create solutions that meet those needs. Follow through and stay in touch before, during, and after a sale. Know the industry and have a firm grasp, not only of their own firm’s capabilities but also of their competitors’ abilities. Work hard to exceed their customers’ expectations, even if it means going above and beyond the call of duty. • Bureau of Labor Statistics predicts that jobs in sales will grow by 8 percent over the next decade. 0
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CHAPTER 17 Personal Selling and Sales Promotion THE FOUR SALES CHANNELS • Channels all include both business-to-business and direct-to-customer selling. OVER-THE-COUNTER SELLING Over-the-counter selling Personal selling conducted in retail and some wholesale locations in which customers come to the seller’s place of business. Best Buy’s CARE Plus mantra has allowed it to outsell its competitors. • Local businesses often succeed by providing personalized service. 0
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Personal Selling and Sales Promotion FIELD SELLING Field selling Sales presentations made at prospective customers’ locations on a face-to-face basis. • Expensive form of selling, particularly because of necessary travel expenses. • In routine form, salesperson processes regular customers’ orders. • In more complex cases, salesperson prepares for weeks, makes presentations, and follows up. • Network marketing—personal selling that relies on a host who organizes a gathering of potential customers for an in-home demonstration of products. • Examples:
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BK_Chapter017_Expanded - CHAPTER 17 Personal Selling and...

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