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Figure 22.4 - The Eight Step Personal-Selling Process

Figure 22.4 - The Eight Step Personal-Selling Process

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Types of Sales Jobs

 Order taking: Accomplished by:

 Inside order takers ­ Work inside the sales office and receive 

orders by phone, mail, or the Internet

 Field order takers ­ Travel to customers to get their orders 



 Creative selling: Getting an order by:

 Assessing a situation and determining the needs

 Presenting capabilities to satisfy the needs



 Missionary sales: Introduce new products, 

promotions, and/or programs with the actual order to 

be taken

 Perform a support role



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of McGraw-Hill Education.



10



Traits of a Salespeople

Successful



Most helpful to



Most objectionable to



salespeople



customers



customers



• Knowledgeable



• Knowledge



• Unprepared



• Professional



• Empathy



• Uninformed



• Thorough



• Well organized



• Aggressive



• Results-oriented



• Promptness



• Undependability



• Problem solving



• Follow-through



• Poor follow-through



• Relationship-oriented



• Solutions



• Presumptuousness



• Customer-focused



• Punctuality



• Calling without



• Responsive



• Hard work



appointments



• Good communicators



Energetic



Compulsive talkers



Reliable



Honesty



Problem avoiders



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withoutofthe

prior writtenrespect

consent

• Lack

personal

of McGraw-Hill Education.



11



Advantages and Disadvantages of 

Personal Selling

Advantages

• Allows for two-way

interaction

• Tailors the message



Disadvantages

• Inconsistent messages

• Sales force/management

conflict



• Lack of distraction



• High cost



• Involvement in the decision



• Poor reach



process



• Potential ethical problems



• Source of research

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of McGraw-Hill Education.



12



Ways to Use Advertising to Sell More

 Save sales force time

 Avoid lengthy explanations

 Add impact to the presentation and reinforce selling points

 Ego boosters and personal refreshers

 Clues to prospects’ interests

 Prove a point and create preference

 Help prospects to make a decision

 Provide follow­ups

 Fight lower­priced competitors

 Getting the customer into the act

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of McGraw-Hill Education.



13



Combining Personal Selling with Other 

Promotional Tools

 Public relations

 Direct marketing

 Sales Promotion

 Internet



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of McGraw-Hill Education.



14



Figure 22.12 ­ Factors to Be Considered 

in the Sales Review Process



Source: Steve Deist and Rich Johnson, “Developing an Effective Sales Force,” Industrial Distribution.



Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



15



Criteria Used to Evaluate Sales Forces

Measures



Sales results



Sales efforts



Quantitative measures













• Sales calls

Orders

Sales volume

• Selling expenses

Margins

• Customer service

Customer accounts



Qualitative measures







Selling skills



• Sales-related

activities



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of McGraw-Hill Education.



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Figure 22.4 - The Eight Step Personal-Selling Process

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