Principles and Practice of MarketingDavid Jobber

Chapter 12Personal Selling and Sales Management

2D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Types of selling

The selling function

Order-takers

Order creators

Order-getters

There are many types of selling jobs

Selling varies according to the nature of the selling task

3D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Types of selling

The selling function

Order-takers

Order creators

Order-getters

Inside order-takers

Delivery salespeople

Outside order-takers

4D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Types of selling

The selling function

Order-takers

Order creators

Order-getters

Missionary salespeople

5D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

New business salespeople

Types of selling

The selling function

Order-takers

Order creators

Order-getters Organizational salespeople

Consumer salespeople

Technical support salespeople

Merchandisers

Front-line salespeople

Sales support salespeople

6D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Sales responsibilities

Profitable sales

Prospecting

Providing service

Maintaining customer

records and information feedback

Relationship management

Self-management

Handling complaints

7D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

The selling process

Preparation

The opening

Need and problem identification

Presentation and demonstration

Dealing with objections

Closing the sale

The follow-up

8D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill

Marketing strategy and the management of the salesforce

Setting objectives

Recruitment and selection

Training

Motivation and compensation

Evaluation of salespeople

Salesforce size

Salesforce organizationPersonal selling

objectives and strategies

Marketing strategy

Designing the salesforce

Managing the salesforce

Evaluation and control of total sales operation