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PERSONAL

SELLING ANDSALES

MANAGEMENT

PERSONAL

SELLING ANDSALES

MANAGEMENT

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How salespeople create value for customers

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Comparing order takers with order getters

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THE MANY FORMS OF

PERSONAL SELLING

Customer Sales Support Personnel

Missionary Salespeople

Team Selling

Conference Selling

Sales Engineer

Seminar Selling

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Stages in the personal selling process

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Relationship Selling

Relationshipsellingis the practice of

building ties to customers based on asalespersons attention and commitment

to customer needs over time.

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Partnership Selling

Partnershipsellingis the practice

whereby buyers and sellers combine theirexpertise and resources to create

customized solutions, commit to joint

planning, and share customer,competitive, and company information for

their mutual benefit, and ultimately the

customer. Also calledenterprise selling.

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OrderTaker

An ordertakerprocesses routine orders

or reorders for products that were alreadysold by the company.

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Order Getter

An ordergettersells in a conventional

sense and identifies prospectivecustomers, provides customers with

information, persuades customers to buy,

closes sales, and follows up on customers

use of a product or service.

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Missionary Salespeople

Missionarysalespeopleare sales support

personnel who do not directly solicitorders but rather concentrate on

performing promotional activities and

introducing new products.

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Sales Engineer

A salesengineeris a salesperson who

specializes in identifying, analyzing, andsolving customer problems and brings

know-how and technical expertise to the

selling situation but often does not

actually sell products and services.

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Team Selling

Teamsellingis the practice of using an

entire team of professionals in selling toand servicing major customers.

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Personal Selling Process

The personal sellingprocess consists of

sales activities occurring before and afterthe sale itself, consisting of six stages:

(1) prospecting, (2) preapproach,

(3) approach, (4) presentation, (5) close,

and (6) follow-up.

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Stimulus-Response Presentation

Stimulus-responsepresentation is a

presentation format which assumes thatgiven the appropriate stimulus by a

salesperson, the prospect will buy.

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Formula Selling Presentation

Formula sellingpresentation is a

presentation format that consists ofinformation that must be provided in

an accurate, thorough, and step-by-step

manner to inform the prospect.

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Need-Satisfaction Presentation

Need-satisfactionpresentation is a

presentation format that emphasizesprobing and listening by the salesperson

to identify needs and interests of

prospective buyers.

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Adaptive Selling

Adaptiveselling is a need-satisfaction

presentation format that involvesadjusting the presentation to fit the selling

situation, such as knowing when to offer

solutions and when to ask for more

information.

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Consultative Selling

Consultativeselling is a need-

satisfaction presentation format thatfocuses on problem identification, where

the salesperson serves as an expert on

problem recognition and resolution.

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Sales Plan

A salesplanis a statement describing

what is to be achieved and where andhow the selling effort of salespeople is

to be deployed.

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Major Account Management

Major accountmanagementis the

practice of using team selling to focuson important customers so as to build

mutually beneficial, long-term,

cooperative relationships. Also called

key account management.

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Emotional Intelligence

Emotional intelligenceis the ability to

understand ones own emotions and theemotions of people with whom one

interacts on a daily basis.

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Sales Quota

A sales quota contains specific goals

assigned to a salesperson, sales team,branch sales office, or sales district for

a stated time period.

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Salesforce Automation

Salesforce automation(SFA) is the

use of computer, information,communication, and Internet technologies

to make the sales function more effective

and efficient.