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LO2Identify the different types of personal selling.

Explain the stages in the personal selling process.LO3

LEARNING OBJECTIVES (LO)

AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO:

Discuss the nature and scope of personal selling and sales management in marketing.

LO1

Describe the major functions of sales management.LO4

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MEET TODAY’S SALES PROFESSIONAL

17­3

SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT

LO1

Cambridge Sales Personal Selling

Sales Management

Selling Happens Almost Everywhere

• “Everyone Lives by Selling Something”

17­4

SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT

PERSONAL SELLING IN MARKETING

LO1

Salespeople:

• Play a Large Role in the Marketing Program

• Link the Firm and Its Customers

• Are the Firm in Consumers’ Eyes

17­5

SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT

CREATING CUSTOMER VALUE

LO1

• Identify Creative Solutionsto Customer Problems

• Ease the Customer Buying Process

• Make the After-the-Sale Follow-Up

Salespeople & Relationship Selling

17­6

FIGURE 17-AFIGURE 17-A Comparing order takers and order getters

17­7

THE MANY FORMS OF PERSONAL SELLINGORDER TAKING

LO2

Order Taker

• Outside Order Takers

• Inside Order Takers

Order Clerks Salesclerks

InboundTelemarketing

17­8

• Outside Order Getters

• Inside Order Getters

Outbound Telemarketing

THE MANY FORMS OF PERSONAL SELLINGORDER GETTING

LO2

Order Getter

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FIGURE 17-1FIGURE 17-1 How outside order-getting salespeople spend their time each week

17­10