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Personal Selling

Personal Selling

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Personal Selling

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Presentation Transcript

  1. Personal Selling Chapter 17 “Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships”

  2. The questions • Marketing Concept: 1/3 of the class missed • What is a product? About 5% missed

  3. Personal Selling • Sales people represent the company to the customers and the customers to the company.

  4. Personal Selling • Sales Tasks • Structure • Selling Process • Compensation • Relationship Process

  5. Sales Tasks • Order Taking: the clerk • Order Getting: creative selling • Sales Support • Missionary Sales • Sales Engineer • Team Selling

  6. A career in sales? • Wanna sell life insurance in Chicago?

  7. Salesforce Structure • Territorial • Product Sales Force • Customer Sales Force • Complex Sales Force

  8. Selling Process • Prospecting • Lead • Prospect • Qualified Prospect • Preapproach • Approach

  9. Selling Process (2) • Sales Presentation • Canned • Formula • Need Satisfaction • Handling Objections

  10. Selling Process (3) • Closing the Sale • trial close • direct • assumptive • standing room only • Follow-up

  11. Compensation • Commission • Salary • Salary and Bonus

  12. Relationship Model • Awareness: unilateral posturing • Exploration: search and trial • attraction: rewards and benefits • communication and bargaining • norm development: expectations

  13. Relationship Model (2) • Expansion • Commitment • Dissolution