module 12 personal selling

Question 1

• What are the stages in the evolution of selling? (see Figure 22-2) Specifically, review the problem-solver and procreator stages?

Answer 1

Transaction focused
Sale is primary
Short term thinking
Presentation and closing most important
Many customers/ low profit from each
Entry level salespersons
problem solver and procreator stages
Relationship focused
Long term relationship more important than individual sales
Both sides work cooperatively
Collaborative interaction
Building trust is primary focus
Few customers/high profit from each
Managerial involvement
Partnering
Both sides work together to improve benefits to each
Strategically developed
Free exchange information
Top management involvement

Question 2

• According to Hoffberg & Corcoran, what are the new roles of personal selling?

Answer 2

Surveying- educating themselves more about their customers business and regularly assessing these businesses and their customers to achieve a position of knowledgeable authority
Mapmaking- outlining both an account strategy and solutions strategy. This means laying out a plan, discussing it with a customer and revising it as changes require
Guiding- bringing incremental value to the customer by identifying problems and opportunities, offering alternative options and solutions and providing solutions with tangible value
Fire starting- engaging customers and driving them to commit to a solution

Question 3

• Review the traits that are considered most helpful and those most objectionable in salespeople (Figure 22-8).

Answer 3

Knowledgeable
Professional
Thorough
Result oriented
Problem solving
Relationship oriented
Consumer focused
Responsive
Good communicator
Reliable

Question 4

• Review how the other elements of IMC can support the personal selling effort.

Answer 4

Personal selling advertising: these 2 compliment each other and can be used hand and hand depending on the objectives sought
Ex; if specific element of a product most be communicated that are not very obvious or easy to comprehend and a product demonstration would be useful. Or if the objective is to ask for a sale
Personal selling and pr
Sales people represent the firm and their products, sales people may be asked in community activities,
Personal selling and direct marketing
Companies have found that integrating direct marketing, specifically telemarketing and direct mail into their field sales operations makes their sales more effective.
Personal selling and sales promotion many of the sales promotions targeted to resellers are presented by the sales force who will ultimately be responsible for removing or replacing them as well
Flip charts leave behinds and specialty ads may be designed to assist sales people
Personal selling and the internet
The internet has been used to provide product information, generate leads, screen prospects, and build and market from databases

Question 5

• Referring to the marketing mix, when does use of personal selling most appropriate?

Answer 5

Advertising

Question 6

• What criteria are appropriate to evaluate personal selling? Distinguish between qualitative and quantitative criteria.

Answer 6

quantitative
Number of order obtained, average order size, number of orders canceled by customers, dollar sales volume, gross margin, net profit, number of new accounts, number of accounts lost, percentage of accounts told, dollar amount of accounts receivable,
Qualitative
Knowledge of company and its policies, knowledge of competitors products and sales strategies, customer feedback, customer knowledge, execution of sales techniques, communication skills, customer relations

Question 7

• Know the main advantages and disadvantages of personal selling.

Answer 7

Advantages
2 way interaction
Tailoring of the message
Lack of distraction
Involvement of decision making process
Source of research and information: in a well integrated marketing/sales department the sales force can be the eyes and ears fo the firm salesl reps can collect information on competitors products and services
Disadvantages
Inconsistent messages
Sales force management conflict
High cost
Poor reach
Potential ethical problems

Question 8

• What are the six main personal selling responsibilities?

Answer 8

Locating perspective customers
Determining customers needs and wants that are not being satisfied
Recommending a way to satisfy these needs and or wants
Demonstrating the capabilities of the firm and its products for providing satisfaction
Closing the sale and taking the order
Following up and servicing the account