1 / 12

16 Personal Selling

ugo
Télécharger la présentation

16 Personal Selling

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    1. 16 Personal Selling Professor Close

    2. Introduction to Personal Selling (1) Importance: almost every company can benefit from personal selling 10% of workforce (how many have? How many would like to?) Often largest operating expense (up or out; car dealers) Customer contact (info & customer impressions)

    3. Introduction to Personal Selling (2) Sales management: decisions Sales force # (of salespeople; big issues with commissions, customers and turnover) Compensation Straight salary: most security, control, and simplicity Straight commission (most incentive) Direct: Salary Indirect: part of firm earnings

    4. Introduction to Personal Selling (3) Compensation (cont) Align incentive with firm interest (Sears) Combination: most popular (some security and incentive) Supervision (Nadler and Golf) Skills/training (Jennifer @ Olde) Can you learn? Some product info and customer needs (indstr; Nadler: uniforms, face lift) Why not train?

    5. Introduction to Personal Selling (4) Who to serve? Sales territory: geographic area; clear responsibility (overlap; lead in another) Major accounts: special treatment for large (fleet sales for cars)

    6. Introduction to Personal Selling (5) Selling techniques Customers ? (80-20 rule) 3 sales presentations Prepared: more talk, canned leads to trial close, low skill (telemarketing) Consultative: listen, less talk, help solve problems, customers differ, high skill Selling formula: start prepared then steps outlined

    7. Job of Personal Selling (1) Duties: Order getting: without order getters, many of the products we now rely on ranging from mutual funds to air conditioners might have died in the market introduction stage Seek new clientele with sales presentation Prospecting: follow all leads (allocate time on potential) insurance, graduate

    8. Geico Commercial

    9. Job of Personal Selling (2) Duties (cont) Order taking Serve current customers and complete routine sales Regular route and customers (relationships as much as selling: Brian Allen) Low aggression and pressure: pejorative

    10. Travelocity Commercial

    11. Job of Personal Selling (3) Duties (cont) Supporting salespeople: no selling, help order getters & order takers Missionary: entry level Goodwill, stimulate demand for products Tasks: training, coop ads, sales promotion (increase sales 2-3x) Technical specialists: often after o.g. & o.t. visit Scientists and engineers Provide details on complex processes (installation, maintenance etc.) May mix three jobs (retraining people)

    12. Summary READ: Sales quotas (439-440) 3 sales presentations (443-444) Order getting vs. order taking vs. supporting Payment methods 3 types of sales presentations Any questions??

More Related