Marketing, Chapter 14, Personal notesPersonal 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 producto representative of the whole company – responsible for explaining total effort to customero provide information, explain company policies, negotiate prices, diagnose technical problemso sometimes the only linko others names: account representatives, field manager, sales consultant, market specialist, sales engineer o aid in marketing information functiono 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 channelrelationship need to understand customer’s whole business and technical details about the product/applications helpful in selling heterogeneous shopping productso 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 levelo 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/prospectso 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 byo Can reduce travel time and cost of sales callso 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 practiceso product informationo building relationships with customer firmso professional selling skills- decisions in developing a compensation plan:o the level of compensationo 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,