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Personal Selling by Philip Kotler

This document provides an overview of personal selling and sales promotion. It discusses the personal selling process including designing sales force strategy, recruiting and selecting salespeople, training, compensating, supervising, and evaluating salespeople. It also outlines the 7 steps in the personal selling process: prospecting, preapproach, approach, presentation, handling objections, closing, and follow-up. Finally, it defines sales promotion as short-term incentives to encourage purchase and discusses developing a sales promotion program.

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3K views2 pages

Personal Selling by Philip Kotler

This document provides an overview of personal selling and sales promotion. It discusses the personal selling process including designing sales force strategy, recruiting and selecting salespeople, training, compensating, supervising, and evaluating salespeople. It also outlines the 7 steps in the personal selling process: prospecting, preapproach, approach, presentation, handling objections, closing, and follow-up. Finally, it defines sales promotion as short-term incentives to encourage purchase and discusses developing a sales promotion program.

Uploaded by

r_saisandeep
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Chapter 16: Personal Selling and Sales Promotion

16.1 Personal Selling


O Personal presentation by Iirm`s sales Iorce Ior purpose oI making sales and building
customer relationships
O ink company with customers
O oordinate marketing and sales

16.2 Managing the Sales Force (6 Step Process)

16.2a Designing Sales Force Strategy and Structure
O $ales Force $tructure
4 erritorial $ales Force $tructure (geographic)
learly deIined job, builds local relationships, low travel expenses
4 Product $ales Force $tructure (product line)
an have problems iI single large customer buys many diIIerent products
4 ustomer $ales Force $tructure (customer or industry)
4 omplex $ales Force $tructure (combination)
O $ales Force $ize
4 g. Workload Approach
O ther $trategy and $tructure Issues
4 utside and Inside $ales Force (travel vs. phone)
4 eam $elling Ior large, complex accounts

16.2b Recruiting & Selecting Salespeople
O Four Key Talents
4 Intrinsic Motivation, Disciplined Work $tyle, Ability to lose $ales, Ability to
Build Relationships with ustomers

16.2c Training Salespeople
O Training Program Goals
4 Teach about customers and needs, motives, habits
4 Basics oI selling process
4 Know about company and products

16.2d Compensating Salespeople
O Fixed amount, variable amount, expenses, and Iringe beneIits

16.2e Supervising & Motivating Salespeople
O 'ery little time actually spent selling (mostly administration, travel)
O $elling and the Internet
O Motivating $alespeople
4 $ales quotas
4 rganizational limate
4 Positive Incentives

4 $ales ontests

16.2f Evaluating Salespeople & Sales Force Performance
O $ales Reports, all Reports, xpense Reports, Return on $ales Investment

16.3 The Personal Selling Process

16.3a Steps in the Selling Process (7 Steps)
O Prospecting and QualiIying (identiIy potential customers)
O Preapproach (learn about organization and buyers)
O Approach (meet customer Ior Iirst time)
O Presentation and Demonstration (present value proposition to customer)
4 Don`t want to be pushy, late, deceitIul, unprepared
O andling bjections (seek out, clariIy, overcomes customer objections)
O losing (ask customer Ior order)
O Follow-Up (ensure customer satisIaction and repeat business)

16.3c Personal Selling & Managing Customer Relationships
O $teps are transaction oriented, but should be relational

16.4 Sales Promotion
O $hort-term incentives to encourage purchase/sale oI product or service
O Rapid Growth in $ales Promotion
4 ustomer Promotions
$amples, oupons, ReIunds, Premiums, Point-oI-Purchase Displays,
ontests, $weepstakes, vent $ponsorship
4 Trade Promotion
Discounts, Allowances, Free Goods, Push Money, Free $pecialty
Advertising Items
4 Business Promotions
onventions and Trade $hows, $ales ontests
4 $ales Force Promotions
4 Because:
Greater pressure to increase current sales
Increased competition and less diIIerentiated brands
Decline in advertising eIIiciency
onsumers are more deal oriented
4 Results in Promotion lutter
O Developing the $ales Promotion Program
4 $ize oI Incentive
4 Method oI Promotion and Distribution
4 valuation

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