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    Chapter 3

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    Brylle Leynes
    The document discusses key concepts in personal selling and sales management. It defines the six stages of the personal selling process as prospecting, preapproach, approach, presentation, close, and follow-up. It distinguishes between a lead, which is a potential customer, and a qualified prospect, which wants the product, can afford it, and is the decision maker. It also explains that a need-satisfaction presentation format, which probes customer needs and highlights product benefits, is most consistent with the marketing concept.

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    Chapter 3

    Uploaded by

    Brylle Leynes
    36 views15 pages
    The document discusses key concepts in personal selling and sales management. It defines the six stages of the personal selling process as prospecting, preapproach, approach, presentation, close, and follow-up. It distinguishes between a lead, which is a potential customer, and a qualified prospect, which wants the product, can afford it, and is the decision maker. It also explains that a need-satisfaction presentation format, which probes customer needs and highlights product benefits, is most consistent with the marketing concept.

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    CHAPTER 3

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    The document discusses key concepts in personal selling and sales management. It defines the six stages of the personal selling process as prospecting, preapproach, approach, presentation, close, and follow-up. It distinguishes between a lead, which is a potential customer, and a qualified prospect, which wants the product, can afford it, and is the decision maker. It also explains that a need-satisfaction presentation format, which probes customer needs and highlights product benefits, is most consistent with the marketing concept.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    36 views15 pages

    Chapter 3

    Uploaded by

    Brylle Leynes
    The document discusses key concepts in personal selling and sales management. It defines the six stages of the personal selling process as prospecting, preapproach, approach, presentation, close, and follow-up. It distinguishes between a lead, which is a potential customer, and a qualified prospect, which wants the product, can afford it, and is the decision maker. It also explains that a need-satisfaction presentation format, which probes customer needs and highlights product benefits, is most consistent with the marketing concept.

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    You are on page 1of 15

    Concept Check

    1. What are the six stages in the


    personal selling process?
    A: The six stages in the personal
    selling process are: (1) prospecting,
    (2) preapproach, (3) approach,
    (4) presentation, (5) close, and
    (6) follow-up.

    Slide 20-34
    Concept Check

    2. What is the distinction between a lead


    and a qualified prospect?
    A: A lead is the name of a person who
    may be a possible customer whereas
    a qualified prospect is an individual
    wants the product, can afford to buy
    it, and is the decision maker.

    Slide 20-35
    Concept Check

    3. Which presentation format is most


    consistent with the marketing
    concept? Why?
    A: The need-satisfaction presentation format
    probing and listening by the salesperson to
    identify needs and interests of prospective
    buyers and then tailors the presentation to the
    prospect and highlights product benefits,
    consistent with the marketing concept.

    Slide 20-36
    FIGURE 20-4 The sales management
    process

    Slide 20-38
    THE SALES MANAGEMENT PROCESS

    • Sales Plan Formulation: Setting Direction


    – Sales Plan – Statement describing what is to
    be achieved and where and how the selling
    effort of salespeople is to be employed
    – Setting Objectives – specifies what is to be
    achieved for the total sales force and each
    salesperson

    Slide 20-37
    ETHICS AND SOCIAL
    RESPONSIBILITY ALERT
    The Ethics of Asking Customers
    About Competitors

    Slide 20-39
    THE SALES MANAGEMENT PROCESS

    • Sales Plan Formulation: Setting Objectives


    – Output-related – focuses on dollar or unit sales
    volume, number of new customers, and profit
    – Input-related – emphasizes the number of sales calls
    and selling expenses
    – Behaviorally-related – focuses on product knowledge,
    customer service, and selling and communication skills

    Slide 20-37
    THE SALES MANAGEMENT PROCESS

    • Sales Plan Formulation: Setting Objectives


    – Firms emphasize knowledge of competition as an
    objective
    – Objectives should be precise and measurable and
    specify time period over which they are achieved
    – Objectives should serve as performance standards for
    the evaluation of the sales force

    Slide 20-37
    THE SALES MANAGEMENT PROCESS

    • Sales Plan Formulation: Organizing the


    Sales Force
     Own Sales Force vs. Independent Agents
     Organized according to:
    • Geography – simplest: regions, districts, territories
    • Customer Type – different buyers have different
    needs. Variation: Major Account Management
    • Product/Service – specific knowledge required

    Slide 20-37
    FIGURE 20-6 Organizing the salesforce by
    customer, product, and geography

    Slide 20-43
    FIGURE 20-6A Organizing the salesforce by
    geography

    Slide 20-44
    FIGURE 20-6B Organizing the salesforce by
    customer

    Slide 20-45
    FIGURE 20-6C Organizing the salesforce by
    product

    Slide 20-46
    THE SALES MANAGEMENT PROCESS

    • Sales Plan Formulation: Setting


    Direction
     Organizing the Salesforce—Size
    • Workload Method
    • Developing Account Management Policies

    Slide 20-47
    THANK YOU!

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