Chapter Sixteen

Personal Selling
and
Sales Promotion
Copyright © 2009 Pearson Education, Inc.  
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 Personal Selling and
Sales Promotion
Topic Outline

• Personal Selling
• Managing the Sales Force
• The Personal Selling Process
• Sales Promotion

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 Personal Selling
The Role of the Sales Force

Personal selling is the interpersonal part

of the promotion mix and can include:
• Face-to-face communication
• Telephone communication
• Video or Web conferencing

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 Personal Selling
The Nature of Personal Selling

Salespeople are an effective link between

the company and its customers to produce
customer value and company profit by:
• Representing the company to customers
• Representing customers to the company
• Working closely with marketing

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 Managing the Sales Force

• Sales force management is the

analysis, planning, implementation, and
control of sales force activities

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 Managing the Sales Force
Designing Sales Force Structure

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 Managing the Sales Force
Sales Force Structure

Territorial sales force structure refers to a

structure where each salesperson is assigned
an exclusive geographic area and sells the
company’s full line of products and services to
all customers in that territory
• Defines salesperson’s job
• Fixes accountability
• Lowers sales expenses
• Improves relationship building and selling
effectiveness
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 Managing the Sales Force
Sales Force Structure

Product sales force structure refers to a

structure where each salesperson sells
along product lines
• Improves product knowledge
• Can lead to territorial conflicts

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 Managing the Sales Force
Sales Force Structure

Customer sales force structure refers

to a structure where each salesperson
sells along customer or industry lines
• Improves customer relationships

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 Managing the Sales Force
Sales Force Structure

Complex sales force structure refers to a

structure where a wide variety of
products is sold to many types of
customers over a broad geographic
area and combines several types of
sales force structures

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 Managing the Sales Force
Salesperson compensation based on:

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 Managing the Sales Force
Selling and the Internet

Major tool to support salespeople

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 Managing the Sales Force
Supervising and Motivating Salespeople

• Sales morale and performance can be

increased through:
– Organizational climate
– Sales quotas
– Positive incentives

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 Managing the Sales Force
Evaluating Salespeople and Sales Force Performance

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 The Personal Selling Process

• The goal of the personal selling process

is to get new customers and obtain
orders from them

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 The Personal Selling Process
Steps in the Personal Selling Process

Prospecting identifies qualified potential

customers through referrals from:
• Customers
• Suppliers
• Dealers
• Internet

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 The Personal Selling Process
Steps in the Personal Selling Process

Qualifying is identifying good customers

and screening out poor ones by looking at:
• Financial ability
• Volume of business
• Needs
• Location
• Growth potential

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 The Personal Selling Process
Steps in the Personal Selling Process

• Pre-approach is the process of learning

as much as possible about a prospect,
including needs, who is involved in the
buying, and the characteristics and styles
of the buyers

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 The Personal Selling Process
Steps in the Personal Selling Process

Approach is the process where the

salesperson meets and greets the buyer
and gets the relationship off to a good
start and involves the salesperson’s:
• Appearance
• Opening lines
• Follow-up remarks

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 The Personal Selling Process
Steps in the Personal Selling Process

• Opening lines should be positive, build

goodwill, and be followed by key
questions to learn about the customer’s
needs or showing a display or sample to
attract the buyer’s attention and
curiosity
• The most important attribute is for the
salesperson to: listen
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 The Personal Selling Process
Steps in the Personal Selling Process

Presentation is when the salesperson tells

the product story to the buyer, presenting
customer benefits and showing how the
product solves the customer’s problems
• Need-satisfaction approach: Buyers want
solutions and salespeople should listen
and respond with the right products and
services to solve customer problems
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 The Personal Selling Process
Steps in the Personal Selling Process

Handling objections is the process

where salespeople resolve problems
that are logical, psychological, or
unspoken

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 The Personal Selling Process
Steps in the Personal Selling Process

Closing is the process where

salespeople should recognize signals
from the buyer—including physical
actions, comments, and questions—to
close the sale

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 The Personal Selling Process
Steps in the Personal Selling Process

Follow-up is the last step in which the

salesperson follows up after the sale to
ensure customer satisfaction and repeat
business

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