The Promotion The Promotion Strategy: Strategy: Developing and Developing and Managing Sales Managing Sales Glencoe Entrepreneurship: Building a Business Organizing and Preparing a Sales For Organizing and Preparing a Sales For Planning, Directing, and Planning, Directing, and Evaluating Sales Evaluating Sales 13.1 Section 13.2 Section 1 3
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Section Objectives Explain the role of personal selling in businesses.
Section Objectives Explain the role of personal selling in businesses. Define the two types of selling situations. Describe the kinds of training needed by salespeople.
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The PromotionThe PromotionStrategy: Developing Strategy: Developing and Managing Salesand Managing Sales
Glencoe Entrepreneurship: Building a Business
Organizing and Preparing a Sales ForceOrganizing and Preparing a Sales Force
Planning, Directing, and Evaluating Planning, Directing, and Evaluating SalesSales
Chapter 13 The Promotion Strategy: Developing and Managing Sales
• Explain the role of personal selling in businesses.• Define the two types of selling situations.• Describe the kinds of training needed by salespeople.
Chapter 13 The Promotion Strategy: Developing and Managing Sales
When hiring new or experienced salespeople, businesses must provide training. They must prepare their salespeople to sell their products or services, and teach or reteach the principles of selling, including the mechanics of selling.
Chapter 13 The Promotion Strategy: Developing and Managing Sales
Salespeople should be trained to interpret whether a customer has a rational buying motive for making a purchase or an emotional buying motive that prompts a purchase.
rational buying motive
a conscious, logical reason to make a purchase, such as convenience or comfort
Preparing to Sell
emotional buying motive
a feeling a buyer associates with a product, such as recognition or prestige
Chapter 13 The Promotion Strategy: Developing and Managing Sales
Prior to sales contact, the salesperson should prepare a preapproach and gather information about prospective customers’ needs and wants.
preapproachthe marketing activities that precede a salesperson’s approach to a prospective customer that are intended to help achieve a successful sale
Chapter 13 The Promotion Strategy: Developing and Managing Sales
The steps in a salesperson’s approach, such as establishing a friendly and professional relationship, should be carefully planned to get the customer’s attention and interest.
Chapter 13 The Promotion Strategy: Developing and Managing Sales
When customers voice objections during the presentation of the product, a good salesperson selects appropriate methods to respond to the customers’ worries.
objections
any concern, hesitation, doubt, or other reason a customer has for not making a purchase
Chapter 13 The Promotion Strategy: Developing and Managing Sales
After You Read
1. Explain the role of personal selling in businesses.
Personal selling, for many companies, is a key ingredient in their marketing mix. It is particularly important to companies that rely on direct contact with customers and to companies whose customers need detailed information.
Chapter 13 The Promotion Strategy: Developing and Managing Sales
After You Read
2. Define the two types of selling situations.
Order getting is seeking out buyers and giving them a well-organized presentation. Order taking is completing a sale with a customer who has sought out a product.
Chapter 13 The Promotion Strategy: Developing and Managing Sales
13.2
A sales quota can be used to indicate strong and weak areas in the sales operation, provide incentives for the workforce, and improve the effectiveness of compensation plans.
sales quota
a performance goal assigned to a salesperson for a specific period
Chapter 13 The Promotion Strategy: Developing and Managing Sales
13.2
A commission plan has an advantage in the incentive it provides for employees, but a disadvantage in the difficulty in directing commissioned salespeople.
commissiona fee for services rendered based on a percentage of an amount sold; payment is based on sales alone
Chapter 13 The Promotion Strategy: Developing and Managing Sales
13.2
By using a SWOT analysis, a company can assess its current situation.
SWOT analysisa strategic planning technique that analyzes a company’s internal strengths and weaknesses, and opportunities and threats in the external sales environment
Chapter 13 The Promotion Strategy: Developing and Managing Sales
13.2
There are five steps involved in evaluating sales staff performance:
1. Establish guidelines.2. Identify factors to be measured.3. Set standards for performance.4. Compare performance to standards.5. Discuss results with salespeople.
Chapter 13 The Promotion Strategy: Developing and Managing Sales
13.2
After You Read
2. List the elements that are involved in directing sales.
The elements involved in directing sales are motivating salespeople, compensating the sales staff, handling expenses and transportation, supervising the sales force, adjusting to changes in the sales environment, and maintaining morale.
Chapter 13 The Promotion Strategy: Developing and Managing Sales
13.2
After You Read
3. Discuss the procedures used in evaluating sales performance.
To evaluate a company’s sales performance, analyze sales volume and marketing costs. To evaluate individual sales performance, establish guidelines, identify factors to be measured, set standards for performance, compare performance to standards, and discuss results with salespeople.