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Chapter 14

BUS 343 Chapter 14:


Department
Business Administration
Course Code
BUS 343
Professor
Cluny South
Chapter
14

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Chapter 14: Personal Selling and Sales Promotion p 509-512;
p524-535
LO1: discuss the role of a company’s salespeople in creating value for customers and building
customer relationships
Personal Selling
The Nature of Personal Selling
o Personal selling is one of the oldest professions in the world. The people who do the
selling go by many names, including salespeople, sales representatives, agents, district
managers, account executives, sales consultants, and sales engineers.
o Personal Selling: personal presentations by the firm’s sales force for the purpose of
making sales and building customer relationships.
o Sales Person: An individual who represents a company to customers by performing one
or more of the following activities: prospecting, communicating, selling, servicing,
information gathering, and relationship building.
The Role of the Sales Force
o Personal selling can be more effective than advertising in more complex selling
situations.
o Salespeople can probe customers to learn more about their problems and then adjust the
marketing offer and presentation to fit each customer’s special needs.
___
LO2: identify and explain the six major sales force management steps
Managing the Sales Force
o Sales Force Management: analyzing, planning, implementing, and controlling sales force
activities. It includes designing sales force strategy and structure as well as recruiting,
selecting, training, compensating, supervising, and evaluating the firm’s salespeople.
___
LO3: discuss the personal selling process, distinguishing between transaction-oriented marketing
and relationship marketing
The Personal Selling Process
o Selling Process: The steps that salespeople follow when selling, which include:
o Prospecting and Qualifying
o Pre-approach
o Approach
o Presentation
o Demonstration
o Handling objections
o Closing

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o Follow-up.
Steps in the Selling Process
Prospecting and Qualifying
o Prospecting: identifying qualified potential customers
o Salespeople don’t want to call on just any potential customers. They want to call
on those who are most likely to appreciate and respond to the company’s value
propositionthose the company can serve well and profitably
o Salespeople also need to know how to qualify leadsthat is, how to identify the good
ones and screen out the poor ones.
o Prospects can be qualified by looking at their financial ability, volume of
business, special needs, location, and possibilities for growth.
Pre-Approach
o Pre-Approach: the sales step in which the salesperson should learn as much as possible
about the organization/prospective customer (what it needs, who is involved in the
buying) before making a sales call
Approach
o Approach: the salesperson should know how to meet and greet the buyer and get the
relationship off to a good start.
Presentation and Demonstration
o Presentation: the salesperson tells the “value story” to the buyer, showing how the
company’s offer solves the customer’s problems.
o The customer-solution approach fits better with today’s relationship marketing
focus than does a hard sell or glad-handing approach. The goal should be to show
how the company’s products and services fit the customer’s needs. Buyers today
want insights and solutions, not smiles; results, not razzle-dazzle. Buyers want
salespeople who listen to their concerns, understand their needs, and respond with
the right products and services
o Before salespeople can present customer solutions, they must develop solutions to
present. The solutions approach calls for good listening and problem-solving skills. The
qualities that buyers dislike most in salespeople include being pushy, late, deceitful,
unprepared, disorganized, or overly talkative. The qualities they value most include good
listening, empathy, honesty, dependability, thoroughness, and follow-through. Great
salespeople know how to sell, but more important, they know how to listen and build
strong customer relationships.
Handling Objections
o Customers almost always have objections during the presentation or when asked to place
an order. The objections can be either logical or psychological and are often unspoken.
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o In handling objections, the salesperson should use a positive approach, seek out hidden
objections, ask the buyer to clarify any objections, take objections as opportunities to
provide more information, and turn the objections into reasons for buying.
Closing
o After handling the prospect’s objections, the salesperson next tries to close the sale.
o Closing: the sales step in which a salesperson asks the customer for an order.
o Closing techniques: they can ask for the order, review points of agreement, offer to help
write up the order, ask whether the buyer wants this model or that one, or note that the
buyer will lose out if the order is not placed now.
Follow-Up
o The last step in the selling processfollow-upis necessary if the salesperson wants to
ensure customer satisfaction and repeat business.
o Right after closing, the salesperson should complete any details on delivery time,
purchase terms, and other matters.
o The salesperson then should schedule a follow-up call after the buyer receives the initial
order to make sure proper installation, instruction, and servicing occur.
o Follow-up: the sales step in which a salesperson follows up after the sale to ensure
customer satisfaction and repeat business.
Personal Selling and Managing Customer Relationships
o The steps in the just-described selling process are transaction orientedtheir aim is to
help salespeople close a specific sale with a customer.
o But in most cases, the company is not simply seeking a sale. Rather, it wants to engage
the customer over the long haul in a mutually profitable relationship. The sales force
usually plays an important role in customer relationship building.
o Successful sales organizations recognize that winning and keeping accounts requires
more than making good products and directing the sales force to close lots of sales.
LO4: explain how sales promotion campaigns are developed and implemented
Sales Promotion
o Personal selling and advertising often work closely with another promotion tool, sales
promotion.
o Sales promotion consists of short-term incentives to encourage the purchase or
sales of a product or service. Sales promotion offers reasons to buy now.
The Rapid Growth of Sales Promotion
o Sales promotion tools are used by most organizations, including manufacturers,
distributors, retailers, and not-for-profit institutions.
o Targeted toward final buyers (consumer promotions), retailers and wholesalers (trade
promotions), business customers (business promotions), and members of the sales force
(sales force promotions).
Chapter 15 - Direct, Online, Social Media and Mobile Marketing: p 554
578
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