Académique Documents
Professionnel Documents
Culture Documents
Principles of Marketing
Lesson 11
A) Personal Selling & Sales
Management
B) Ethics in Marketing
A) Personal Selling and Sales
Management
Personal Selling: two-way communication between
buyer and seller
Can be face-to-face, over telephone, Internet, etc.
Roles: order-taker, order-getter, service support
Sales Management: planning the selling program,
managing the salesforce
Setting objectives
Organizing the salesforce structure
Recruiting, training, compensating
Evaluating salespeople
Personal Selling Process
Sales Plan
1. Sales Objectives
Output-oriented: quota/sales targets, number of new
customers, profit
Input-oriented: number of calls/sales visits
Behavior-related: product knowledge, customer service,
customer relationships, knowledge of industry, sales
reports
2. Salesforce Organization
By geography, product types, customer types
How many salespeople needed?
3. Salesforce Recruitment and Training
Product knowledge and selling skills
4. Compensation and Motivation
Salary versus commission: depends on degree of
non-selling activities
Non-monetary rewards are important
E.g., awards, letters of commendations, prizes
Highly independent and performance-oriented nature
of job
5. Evaluation of salesforce
B. Ethics in Marketing
Societys criticisms of marketing