Marketing Chapter 14 Personal notes Personal selling essential in the promotion blends company s largest single operating expense salesperson o help customer buy understanding customer s needs and presenting advantage disadvantages of the product o representative of the whole company responsible for explaining total effort to customer o provide information explain company policies negotiate prices diagnose technical problems o sometimes the only link o others names account representatives field manager sales consultant market specialist sales engineer o aid in marketing information function o choices what customers to aim at what product to emphasize which intermediaries to rely on help what message to communicate how to use promotion money how to adjust prices basic sales tasks o order getting getters help bring products out of the introduction stage into the market growth stage concerned with establishing relationship with new customers and developing new business seeking possible buyers with a well organized sales presentation designed to sell a good service idea must know what they are talking about well paid great need in business products locate new prospects open new accounts see new opportunities help establish build channel relationship need to understand customer s whole business and technical details about the product applications helpful in selling heterogeneous shopping products o order taking takers sell to regular established customers complete most sales transactions maintain relationship with customers answer any final questions routine completion of sale made regularly to target customers requires ongoing follow up work on improving the whole relationship with their accounts explain details make adjustments handle complaints place sales promotion materials keep ppl informed of new developments wholesalers order taker maintain close contact with customer place order check that order is smooth might be mechanical at the retails level o supporting salespeople help the order oriented salespeople enhance relationship with the customers and get sales in the long run provide specialized services and information types missionary salespeople merchandisers detailers work for producers develop goodwill and stimulate demand help intermediaries train their salespeople take orders for delivery can double triple sales for a company route to order oriented jobs technical specialists provide technical assistance to order oriented salespeople with the know how to understand the customer s applications ad explain the advantages of the company s product provide details technical customer service reps work with customers to resolve problems usually after purchase critical in keeping customers poor reduces firm s customer equity key part of personal selling toughest thing how to keep a customer that is unhappy team selling different people work together on a specific account major accounts sales force sells directly to large accounts telemarketing using telephone to call on customers prospects o telephone selling extend personal selling effort to new target increase frequency of contact with current customers save time and money fast and easy way to solve a purchasing problem sales territory o geographic area that is the responsibility of a salesperson or several working together task organized by o Can reduce travel time and cost of sales calls o Reduce confusion about who is responsible for what different type of customers different sales force responsibilities feedback essential part of communication process and basic management process of planning implementing control page 360 e commerce technology sales taska more effectively and at lower cost job description written statement of what a salesperson is expected to do provide clear guidelines about what selling tasks the job involves company s sales training o company policies and practices o product information o building relationships with customer firms o professional selling skills decisions in developing a compensation plan o the level of compensation o method of payment straight salary most secure but need close supervision straight commission incentives often based on of dollar sales combination plan sales quota specific sales or profit objective a salesperson is expected to achieve prospecting following all the leads in the target market to identify potential customers sales presentation a salesperson s effort to make a sale or address a customer s problem strategy decision o approaches prepared sales presentation memorized presentation that is not adapted to each individual customer close salesperson s request for an order salesperson does most of the talking consultative selling approach need satisfaction approach developing a good understanding of the individual customer s need before trying to close the sale help identify and solve the customer s problem problem solving approach selling formula approach prepared presentation outline leads customer through some logical steps to a final close brings customer to a discussion to identify the need AIDA Attention Interest Desire Action