文档介绍：Marketing 301 Chapter 15:Personal Selling
Marketing 301
Chapter 15: Personal Selling
Key Learning Points
Understand the importance and nature of personal selling
Know the three basic sales tasks and what the various kind of salespeople can be expected to do
Know how technology affects the way sales are performed
Key Learning Points
Know what the sales manager must do – including selecting, training, anizing sales people to carry out the personal selling job
Understand how the pensation plan can help motivate and control salespeople
Understand when and where to use the three types of sales presentations
The Importance & Role of Personal Selling
? 2002 McGraw-panies, Inc1>., McGraw-Hill/Irwin
Personal Selling
Personal Selling: Direct munication between sellers and potential customers, usually in person but sometimes over the telephone
Organizations must decide:
The number and kind of salespersons needed
Needed technology to support sales
How they will select and train the salespeople
Compensation and Motivation required
Personal Selling Techniques
The Importance and Role of Personal Selling
Personal Selling is important
Nothing happens until you sell something
Often the single largest operating expense!
1 person out of every 10 is involved in sales work in the United States
Diagnostic Selling
Look for the “Pain” then Solve the problem
Solution is the product or service
Salesperson is seen as an extension of anization
Often the salesperson is the only person in anization seen by the customer
The Importance and Role of Personal Selling
Personal Selling is important
Good Salespeople represent the customer back at their anizations
Customer satisfaction issues are discussed with various members of anization
Drive improvements in product & service
Salespeople aid in gathering market information as well
Hear petitive offerings
Hear about problems facing the customers
Personal Selling
Some Salespeople “own” their territories