Professional Documents
Culture Documents
16-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter 16
16
Personal Selling and
Sales Management
Designing
Designing Salesforce
Salesforce Strategy
Strategy and
and Structure
Structure
Recruiting
Recruiting and
and Selecting
Selecting Salespeople
Salespeople
Training
Training Salespeople
Salespeople
Compensating
Compensating Salespeople
Salespeople
Supervising
Supervising Salespeople
Salespeople
Evaluating
Evaluating Salespeople
Salespeople
Copyright 1999 Prentice Hall
Designing
Designing Sales
Sales Force
Force Strategy
Strategy
16-5
16-5
and
and Structure
Structure
Types
Types of
of Sales
Sales Force
Force Structure
Structure
Territorial
Territorial
Exclusive
ExclusiveTerritory
Territoryto
to
Sell
Sellthe
theCompanys
Companys
Full Product Line Product
Product
Full Product Line Sales Force
Sales ForceSells
SellsAlong
Along
Product
ProductLines
Lines Customer
Customer
Sales
SalesForce
ForceSells
SellsAlong
Along
Customer/
Customer/Industry
IndustryLines
Lines
Complex
Complex
Combination
Combination of
ofAbove
AboveTypes
Typesof
of Sales
SalesForce
ForceStructures
Structures
and
and Structure
Structure
Sales
Sales Force
Force Size
Size
Other
Other Sales
Sales Force
Force Strategy
Strategy and
and Structure
Structure Issues
Issues
Who
WhoWill
WillBe
BeInvolved
Involvedininthe How
the HowWill
WillSales
Salesand
andSales
SalesSupport
Support
Selling
SellingEffort? People
Effort? PeopleWork
WorkTogether?
Together?
Outside
OutsideSales
SalesForce Team
Force TeamSelling
Selling
Inside
InsideSales
SalesForce
Force
Salespeople
Salespeople
Some Enthusiasm
SomeCharacteristics
Characteristics Enthusiasmand
Persistence
andSelf-Confidence
Self-Confidence
of Persistence
ofSalespeople
Salespeople Initiative
Initiative
Job
JobCommitment
Commitment
Current
CurrentSalespeople
Salespeople
Recruiting
Recruiting Procedures
Procedures Employment
EmploymentAgencies
Agencies
Classified Ads
Classified Ads
College
CollegeCampuses
Campuses
Salesperson
SalespersonSelection
Selection Sales
SalesAptitude
Aptitude
Analytical
Analytical&&Organizational
OrganizationalSkills
Skills
Process
Process Personality Traits
Personality Traits
Other
OtherCharacteristics
Characteristics
The Average Sales Training Program lasts for Four Months and
Has the Following Goals:
Help
Help Salespeople
Salespeople Know
Know && Identify
Identify
With
With the
the Company
Company
Learn
Learn How
How the
the Products
Products Work
Work
Learn
Learn About
About Competitors
Competitors
and
and Customers
CustomersCharacteristics
Characteristics
Learn
Learn How
How to
to Make
Make
Effective
Effective Presentations
Presentations
Understand
Understand Field
Field Procedures
Procedures
and
and Responsibilities
Responsibilities
Copyright 1999 Prentice Hall
Compensating
Compensating Salespeople
Salespeople
16-9
16-9
Salary K
C
HE
AYC
P
Components
Benefits of
Compensation
Bonus
Commission
Directing Motivating
Salespeople Salespeople
Identify Customer Targets Organizational Climate
& Set Call Norms
Sales Quotas
Develop Prospect Targets Positive Incentives
Administrative
Service Calls Tasks
12% 17%
Companies
Telephone Look For Ways
Selling to Increase the
21%
Face-to-Face Amount of
Selling Time
30%
Salespeople
Waiting/
Traveling Spend Selling.
20%
Expense
Expense Sales
Sales
Reports
Reports Report
Report
Sources
Sources
of
of
Call
Call Information
Information Work
Work
Reports
Reports Plan
Plan
Annual
Annual
Territory
Territory
Marketing
Marketing Plan
Plan
Copyright 1999 Prentice Hall
Steps
Steps in
in the
the Selling
Selling Process
Process
16-13
16-13
Step
Step3.
3. Approach
Approach Knowing How to Meet the
Buyer to Get the Relationship
Off to a Good Start.
Step
Step4.
4.Presentation/
Presentation/Demonstration
Demonstration Telling the Product Story to
the Buyer, and Showing the
Product Benefits.
Step
Step 6.
6. Closing
Closing Asking the Customer for the
Order.
Step
Step7.
7. Follow-Up
Follow-Up Following Up After the Sale to
Ensure Customer Satisfaction
and Repeat Business.