kotcha16 - 1 Chapter 16 Personal Selling and Sales...

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Unformatted text preview: 1 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 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. 5 The Role of the Sales Force Sales Force Serves as a Critical Link Between a Company and its Customers Since They: Represent Customers to the Company to Produce Customer Satisfaction Represent the Company to Customers to Produce Company Profit 6 Designing Salesforce Strategy and Structure Recruiting and Selecting Salespeople Training Salespeople Compensating Salespeople Supervising Salespeople Evaluating Salespeople Major Steps in Sales Force Management (Fig. 16.1) 7 Territorial Exclusive Territory to Sell the Companys Full Product Line Product Sales Force Sells Only a Portion of The Companys Products or Lines Customer Sales Force Sells Only to Certain Customers or Industries Designing Sales Force Strategy and Structure Complex Forms Are a Combination of Any Types of Sales Force Structures 8...
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kotcha16 - 1 Chapter 16 Personal Selling and Sales...

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