6e SM Module02

Overview of Personal SellingModule Two

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Learning Objectives1. Describe the evolution of personal selling from ancient times to the modern era.2. Explain the contributions of personal selling to society, business firms, and customers.3. Distinguish between transaction-focused traditional selling and trust-based relationship selling.

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Learning Objectives4.Discuss five alternative approaches to selling.5.Describe the three primary roles fulfilled by consultative salespeople6.Understand the sales process as a series of interrelated steps.

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Setting the StageWhat does Carl Strenger, a UPS Vice President, mean by a consultative discussion with the customer?When teaming up with UPS Capital sales personnel, what is the focus of the overall sales strategy?UPS Builds Trust and Long-Term Customer Relationships

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Personal Selling DefinedPersonal selling refers to personal communication with a an audience through paid personnel of an organization or its agents in such a way that the audience perceives the communicators organization as being the source of the message.

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Evolution of Personal SellingAs we begin the 21st century, selling continues to develop,becoming more professional and more relational

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Contributions of Personal Selling: Salespeople and SocietySalespeople help stimulate the economy

Salespeople help with the diffusion of innovation

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Contributions of Personal Selling: Salespeople and the Employing FirmSalespeople generate revenueSalespeople provide market research and customer feedbackSalespeople become future leaders in the organization

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Contributions of Personal Selling: Salespeople and the CustomerSalespeople provide solutions to problemsSalespeople provide expertise and serve as information resourcesSalespeople serve as advocates for the customer when dealing with the selling organization

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Transaction-Focused vs. Relationship Focused Transaction-FocusedRelationship-Focused

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Classification ofPersonal Selling ApproachesStimulus Response SellingMental States SellingNeed Satisfaction SellingProblem Solving Selling

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Stimulus Response Selling

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Mental States SellingAttention Interest Conviction Desire Action

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Need Satisfaction Selling

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Problem Solving Selling

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

Consultative Selling

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

The Sales Process: An Overview

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

The Sales Process: Selling FoundationsIn order to be successful in todays global business environment, salespeople must have a solid relationship building foundation. They must:

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

The Sales Process: Selling StrategyIn order to be successful in todays global business environment, salespeople must also think and act strategically. The must develop strategies for:

IngramLaForgeAvilaSchwepker Jr.WilliamsSales Management: Analysis and Decision MakingModule 2: Overview of Personal Selling

The Sales Process

Answers to QuestionsCarl is referring to UPS salespeople taking the time to learn about their customers businesses and developing relationships with key personnel in the customers organizations. Finally, they deliver a bundle of solutions designed to reduce costs and/or grow revenue depending upon the individual needs of each customer. To build long-term, trust-based relationships.