Personal selling

SCOPE AND SIGNIFICANCE OF PERSONAL SELLING
Personal selling is a useful vehicle for communicating with present and
Potential buyers.

A. Nature of personal selling and sales management
* 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.

• personal selling occurs by telephone, through video teleconferencing,

and the internet between buyers and sellers

• Sales management involves planning the selling program and

implementing and controlling the personal selling effort of the firm.

• The tasks involved in managing personal selling include: 1) setting

objectives; 2) organizing the salesforce; 3) recruiting, selecting,
training and compensating salespeople; and 4) evaluating the
performance of individual salespeople

B. Selling Happens Almost Everywhere
* Almost 16 million people hold sales positions in the U.S. according
to the Bureau of Labor Statistics.

• Virtually every occupation that involves customer contact has

an element of personal selling

• About 20 percent of the chief executive officers for the largest

U.S. corporations have significant sales and marketing experience
in their work history.
C. Personal Selling in Marketing
* Salespeople match company interests with customer needs to satisfy
both parties in the exchange process

• Salespeople represent what the company is or attempts to be and are

often the only personal contact a customer has with the firm

• Personal selling may play a dominant role in a firm’s marketing

program
D. Creating Customer Value through Salespeople: Relationship Selling
* Salespeople can create customer value in many ways:
a. identifying creative solutions to customer problems
b. easing the customer buying process
c. following through after the sale
* Relationship selling is the practice of building ties to customers
a. Involves mutual respect and trust among buyers and sellers
b. Focuses on creating long-term customers, not one-time sales
c. Emphasizes the importance of learning about customer needs
and wants.
II The Many Forms of Personal selling
Personal selling assumes many forms based on the amount of selling done and the
amount of creativity required to perform the sales task.

A. Order taking
* An order taker processes routine orders or reorders for products that
Were already sold by the company and is responsible for preserving
The ongoing relationship with existing customers.  Two types exist:
1. Outside order taker - visits customers and replenishes inventory
2. Inside order takers - salesclerks - answer questions, take orders
And complete transactions with customers.
B. Order getting
* An 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.

• Order getters can be inside or outside
• Order getting is time consuming - most reps work 50 + hours a week
• Order getting is expensive. A single field sales call costs about

$350, factoring in salespeople’s compensation, benefits, and travel
Expenses.
III Personal Selling Process

• The personal selling process consists of six stages: 1) prospecting;

2) preapproach; 3) approach; 4) presentation; 5)close and 6) follow-up.
1. Prospecting - the search for and qualification of potential
customers
2. Preapproach -the stage that involves obtaining further infor-
mation on the prospect and deciding the best method of
approach.
3. Approach - the initial meeting between the salesperson
and the prospect
4. Presentation - its objective is to convert a prospect into a
customer by creating a desire for the product or service
5. Close - obtain a purchase commitment from the prospect
6. Follow-up - includes making certain the customer’s
purchase has been properly delivered and installed and
any difficulties are addressed.