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Basic Marketing – Chapter 15Supplementary PowerPoint Archive
This is an archive of photos and exhibits from the text and additional graphics and exhibits as referenced in the Basic Marketing Multimedia Lecture Guides.
See the Basic Marketing Multimedia Lecture Support Package for additional detail and teaching suggestions.
For use only with Perreault/Cannon/McCarthy. These images may not be redistributed or used for any other purpose without permission of the publisher, McGraw-Hill/Irwin, The McGraw-Hill Companies, Inc.
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Exhibit 15-2: Examples of Possible Personal Selling Emphasis in Some Different Business Market Selling Situations
15-11
Personal Selling
Often the single largest operating expense!
1 out of 10 in the labor force is in sales work
Increasing professionalism
Good selling means helping the customer to buy
Represent both firm and customer
Market information
Planning strategy and allocating effort
15-24
Supporting Salespeople
MISSIONARY SALESPEOPLE
Supporting salespeople who work for producers—calling on their middlemen and the middlemen's customers
TECHNICAL SPECIALISTS
Supporting salespeople who provide technical assistance to order-oriented salespeople
CUSTOMER SERVICE REPS
Solve customer’s problems after the sale
15-29
Telemarketing
Using the telephone to call on customers or prospects
Rapidly growing in popularity in business markets
Reduces travel time and expense
Especially useful for small accounts of less expensive products
Often used to identify live prospects
Typically uses a prepared sales presentation
No call issues and criticisms of use in consumer markets
15-31
Some Bases for Setting Sales Territories
Geographic areas
Customer types
Account size
Product to be sold
Any combination of the above
15-32
Sales Technology
Salespeople daily rely heavily on sales technologies—many of which were not available a decade ago: E-mail
Internet websites
Pagers and cell phones
Electronic presentations
Video-conferencing
Laptop computers
Online data and spreadsheets
Opportunities for young people with computer skills and experience
Creates training costs and problems for firms, but also competitive advantage in meeting customers' needs
15-34
Sales Selection and Training
A written job description lays the groundwork—by specifying what tasks the salesperson needs to be able to do
Commonly used selection tools are best when used in combination
multiple interviews—with several different people
personnel and psychological tests
background checks
Initial and ongoing training can help both experienced and inexperienced salespeople
company policies and practices
product information
selling techniques (and customer knowledge)
15-37
Flexibility in Sales Compensation is Desirable
Flexibility in selling costs
Flexibility among territories
Flexibility among people
Flexibility among products
Flexibility must be weighed against simplicity
Will salespeople understand the compensation plan?
15-38
Sales Presentations
The salesperson's effort to make a sale
Should be carefully planned
Three basic approaches
prepared (canned) sales presentation
consultative selling approach
selling formula approach
15-40