Marketing 301 1st Edition Lecture 15 Outline of Last Lecture 1 Advertising and Sales Promotion Outline of Current Lecture 2 Personal Sale Current Lecture A personal sale is a one to one interaction This is like a job interview but can happen all over the place For example doesn t just have to be at a job interview it could be in the office on the golf course or really anywhere you can think of The personal selling process is a set of activities that salesperson follow to acquire a new customer The step by step process of the personal selling process is o Identify the Prospect Most important o Pre approach o Approach o Sales Presentation o Overcome objectives o Close the sale o Follow up The sales management infrastructure is a very intricate system At the top is the sales manager then directly below them are the regional sales managers who then have numerous other sales persons to attack different regions A massive amount of planning must be done to coordinate this sales management infrastructure Once this is found then you also have to set the sales objectives This is again a very complicated process because of the various levels of the sales management infrastructure You must set goals for each different level When you identify the objectives then you must get the sales force It is important for the sales force to be o Recruited o Compensated o Trained o Motivated These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Direct Marketing is any communication addressed to a consumer that is designed to generate a response Very targeted and also very measureable Response rate is usually very low though
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