Pride/Hughes/Kapoor Business, 10th Edition
Audio Review Transcript
Chapter 15 Developing Integrated Marketing Communications
6. Recognize the various kinds of sales persons, the steps in the personal selling process, and the major sales management tasks
The second element in the promotional mix is personal selling. This is the most adaptable method of marketing communication because the person who is presenting the message can modify it to suit the individual buyer. There are several kinds of salespersons. An order getter is responsible for selling the firm’s products to new customers and increasing sales to present customers. This is sometimes called creative selling. In contrast, an order taker handles repeat sales in ways that maintain positive relationships with customers. Depending on the firm, inside order takers may receive incoming mail and telephone orders, or they may be salespersons in retail stores. Outside, or field order takers travel to customers. Order takers often produce most of their firms’ sales. Sales support personnel aid in selling but are more involved in locating prospects, educating customers, building goodwill for the firm, and providing follow-up service. These support personnel include the missionary salesperson, who is generally employed by the manufacturer, and who visits retailers to persuade them to buy the manufacturer’s products; the trade salesperson, who is generally employed by a food producer or processor, and who assists customers in promoting products, especially in retail stores; and the technical salesperson, who assists the company’s current customers in technical matters.
Though no two selling situations are exactly alike and no two salespeople perform in exactly the same way, most follow a six step procedure. (1) prospecting, (2) approaching the prospect, (3) making the presentation, (4) answering objections, (5) closing the sale, and (6) following up.
Sales managers are responsible for facilitating the efforts of the sales force by hiring and training effective salespeople, setting objectives for them, developing a training program, formulating a fair compensation plan, and motivating them. They are also responsible for creating sales territories and evaluating sales performance. (LO 6 ends)