文档介绍：PRINCIPLES OF MARKETING Eighth Edition Chapter 16 Personal Selling and Sales Management
Chapter 16
Personal Selling and Sales Management
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
The Nature of Personal Selling
Involves an individual acting for pany by performing one or more of the following activities:
Prospecting,
Communicating,
Servicing,
Information Gathering3>.
The term salesperson covers a wide spectrum of positions from:
Order Taking (department store salesperson)
Order Getting (someone engaged in creative selling)
Missionary Selling (building goodwill or educating buyers)
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,
build long-term personal relationships with key decision makers.
The Sales Force serves as a critical link between pany and its customers since they:
represent pany to customers, and
represent customers to pany.
Managing the Salesforce
Designing Salesforce Strategy and Structure
Recruiting and Selecting Salespeople
Training Salespeople
Compensating Salespeople
Supervising Salespeople
Evaluating Salespeople
Designing Sales Force Strategy and Structure
Types of Sales Force Structure
Complex
Combination of Above Types of Sales Force Structures
Territorial
Exclusive Territory to
Sell pany’s
Full Product Line
Product
Sales Force Sells Along
Product Lines
Customer
Sales Force Sells Along
Customer/ Industry Lines
How Will Sales and Sales Support
People Work Together?
Team Selling
Designing Sales Force Strategy and Structure
Sales Force Size
Who Will Be Involved in the
Selling Effort?
Outside Sales Force
Inside Sales Force
Other Sales Force Strategy and Structure Issues
Some Characteristics
of Salespeople
Recruiting Procedures
Salesperson Selection
Process
Enthusiasm and