the many forms of personal selling
a. order taking
personal selling assumes many forms based on the amount of selling done and the
amount of creativity required to perform the sales task. an order taker typically
processes routine orders or reorders for products that were already sold by the
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 customer experience with a product or service.
c. customer sales support personnel
sales support personnel augment the selling effort of order getters by performing a
variety of services. they do not sell products or services in a conventional sense.
a. missionary salespeople do not strictly solicit orders but rather concentrate
on performing promotional activities and introducing new products.
b. sales engineers specialize in identifying, analyzing, and solving customer
problems and bring technical expertise to the selling situation.
c. team selling is the practice of using an entire team of professionals in selling
to and servicing major customers. team selling takes different forms:
in conference selling, a salesperson and other company resource
people meet with buyers to discuss problems and opportunities.
in seminar selling, a company team conducts an educational
program for a customer's technical staff, describing state-of-the-art
the personal selling process: building relationships
the personal selling process consists of six stages: (1) prospecting, (2) preapproach, (3)
approach, (4) presentation, (5) close, (6) follow-up.
the first stage in this process is prospecting, the search for and qualification of
potential customers. there are three types of prospects:
1. a lead is the name of a person who may be a possible customer.
2. a prospect is a customer who wants or needs the product.
3. a qualified prospect is an individual who wants the product, can afford to
buy it, and is the decision maker. cold canvassing is often used for generating leads and qualifying prospects. sometimes this practice is
abused described in the supplemental lecture note.
the preapproach stage involves obtaining further information on the prospect and
deciding on the best method of approach. activities in this stage include finding
information on who the prospect is, how the prospect prefers to be approached, and
what the prospect is looking for in a product or service.
the approach stage involves the initial meeting between the salesperson and
prospect where the objectives are to gain t