Personal selling- Meaning, definition,objectives of training programs and classification of sales positions by McMurry

This presentation was prepared as part of our Marketing Management course work.

1. PERSONAL SELLING ANJANA.S School of Management Studies

2. WHAT IS PERSONAL SELLING ?   Personal selling involves the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.

3. Definition of personal selling Personal selling can be defined as “the process of person-to-person communication between a sales person and a prospective customer , in which the former learns about the customer’s needs and seeks to satisfy those needs by offering the customer the opportunity to buy something of value , such as a good or service”

4. McMurry’s classification of sales positions Deliverer Order-taker Missionary Technician Demand creator

5. Steps in Sales force design Sales force objectives Sales force strategy Sales force structure Sales force size Sales force compensation

6. Sales force objectives Prospecting Communicating Selling: art of salesmanship Servicing: technical assistance Information gathering: conduct market research and intelligence work. Allocating

7. Sales force strategy Sales representative to Buyer Sales representative to Buyer group Sales team to Buyer group Conference selling Seminar selling

8. Sales force structure Territorial structured sales force Product structured sales force Market structured sales force Complex sales force structures

9. Sales force size (Workload approach :Steps) Customers are grouped into size classes according to their annual sales volume. Desirable call frequencies (no. of sales calls on an account per year) are established for each class. Number of accounts in each size class is multiplied by the corresponding call frequency to arrive at the total workload for the country ,in sales calls per year. The average number of calls a sales representative can make is determined. The no. of sales representatives needed is determined by dividing the total annual calls required by the average annual calls made by a sales representative.

10. Sales force compensation Straight salary Straight commission Combination salary and commission Bonus Other costs

11. Steps in Sales force management Recruiting and Selecting Training Directing Motivating Evaluating

12. Objectives of training programs Sales reps. need to know and identify with the company. Sales reps. need to know the company’s products. Sales reps. need to know the characteristics of customers and competitors. Sales reps. need to know how to make sales presentations. Sales reps. need to understand field procedures and responsibilities.

13. Steps in directing sales force Developing customer targets and call norms. Developing prospect targets and call norms. Using sales time efficiently; (a)Annual call schedule (b)Time and Duty analysis (considers time spend on travel, food and breaks, waiting, selling and administration).

14. Need for motivation Nature of job Human nature Personal problems Types Sales quotas Supplementary motivators

15. Evaluation of the sales force Formal evaluation Management has to develop and communicate clear standards for judging sales performance. Management is motivated to gather comprehensive info. about each salesperson. Sale reps. have to explain their performance or failure to achieve goals to the sales manager. Salesperson-to-salesperson comparisons Current-to-past-sales comparisons Qualitative evaluation of sales reps.

16. STAGES IN PERSONAL SELLING Prospecting Pre-approaching Approaching and attention Demonstration Handling objection Closing the sales Follow up

17. Principles of personal selling Salesmanship Negotiation Relationship management Identify key customers meriting relationship management. Assign a skilled relationship manager to each key customer. Develop a clear job description for relationship managers . Appoint an overall manager to supervise the relationship managers. Each relationship manager must develop long-range and annual customer relationship plans.

18. References Marketing Management: Analysis,Planning,Implementation and Control- Philip Kotler.

19. “It is said that selling makes the world go around. For it is somebody who sold something to someone else ,who in turn sold it to us”. THANK YOU