tailieunhanh - Lecture Basic Marketing: A global managerial approach - Chapter 15: Personal selling

In this chapter you will understand the importance and nature of personal selling. Know the three basic sales tasks and what the various kinds of salespeople are expected to do. Know what the sales manager must do including selecting, training, and organizing salespeople to carry out the personal selling job. Understand how the right compensation plan can help motivate and control salespeople. | Chapter 15: Personal Selling 15-2 Strategic Planning for Personal Selling Sales Promotion Advertising Personal Selling Target Market Price Promotion Place Product Personal selling techniques Compensation and motivation approach Selection and training procedure Number and kind of salespersons needed Exhibit 15-1 Summary Overview Marketing managers must decide how much and what kind of personal selling is appropriate for each marketing mix. The Importance and Role of Personal Selling Personal Selling Requires Strategy Decisions. As part of their marketing strategy, marketing managers must decide: (1) how many salespeople they need, (2) what kind of salespeople they need, (3) what kind of sales presentation to use, (4) how to select and train salespeople, and (5) how to supervise and motivate them. Personal Selling is Important. The ability to sell products and services is important to all companies and absolutely critical to some. Salespeople must be able to meet both customer needs and company expectations. It’s also economically important: 1 of 10 people employed in North America are employed in sales. Selling is Helping. Salespeople don’t just sell -- they help customers make good buying decisions. In working to meet customer needs and matching them with appropriate products, salespeople build lasting relationships with customers. Salespeople ARE the Company. To many customers, the salesperson IS the company. How that person behaves is all the customer will ever know about the company. Discussion Note: This is very true in the financial services industry. Salespeople Provide Feedback. The perceptive salesperson provides feedback to the company on what customers think, feel, and want. Salespeople Can be Strategy Planners. Because they know their territory and their market better than anyone else, salespeople make strategy decisions everyday about how to manipulate promotional mix elements to fit the needs of their customers Supporting Order-Taking Order-Getting | Chapter 15: Personal Selling 15-2 Strategic Planning for Personal Selling Sales Promotion Advertising Personal Selling Target Market Price Promotion Place Product Personal selling techniques Compensation and motivation approach Selection and training procedure Number and kind of salespersons needed Exhibit 15-1 Summary Overview Marketing managers must decide how much and what kind of personal selling is appropriate for each marketing mix. The Importance and Role of Personal Selling Personal Selling Requires Strategy Decisions. As part of their marketing strategy, marketing managers must decide: (1) how many salespeople they need, (2) what kind of salespeople they need, (3) what kind of sales presentation to use, (4) how to select and train salespeople, and (5) how to supervise and motivate them. Personal Selling is Important. The ability to sell products and services is important to all companies and absolutely critical to some. Salespeople must be able to meet both customer needs .