Chapter 15

Personal Selling and Customer

Service

For use only with

Perreault/Cannon/
McCarthy texts, 2009
McGraw-Hill
Companies, Inc.
McGraw-Hill/Irwin

www.mhhe.com/fourps

At the end of this presentation, you should be

able to:
1.
2.

3.

4.

5.

Understand the importance and nature of

personal selling.
Know the three basic sales tasksorder
getting, order taking, and supportingand
what the various kinds of salespeople can be
expected to do.
Understand why customer service presents
different challenges than other personal selling
tasks.
Know the different ways sales managers can
organize salespeople so that personal selling
jobs are handled effectively.
Know how sales technology affects the way
sales tasks are performed.

At the end of this presentation, you should be

able to:
6.

7.
8.

Know what the sales manager must do,

including selecting, training, and organizing
salespeople to carry out the personal selling
job.
Understand how the right compensation plan
can help motivate and control salespeople.
Understand when and where to use the three
types of sales presentations.

Marketing Strategy Planning Process

Personal Selling, Customer Service and

Marketing Strategy Planning (Exhibit 15-1)

CH 14: Promotion
Intro. to Integrated
Marketing
Communications

Importance of
personal
selling

CH 15: Personal
Selling and
Customer Service

Personal
selling tasks

Strategy
decisions

CH 16: Advertising &

Sales Promotion

Personal
selling process

The Importance and Role of Personal Selling

Requires
Requires strategy
strategy
decisions
decisions

Salespeople
Salespeople
can
can be
be strategy
strategy
planners
planners

Helping
Helping to
to buy
buy
is
is good
good selling
selling

Personal
Personal
Selling
Selling
Is
Is
Important
Important
Sales
Sales force
force
provides
provides market
market
information
information

Salespeople
Salespeople
represent
represent
whole
whole company
company

What Kinds of Personal Selling Are Needed?

OrderOrderGetting
Getting

OrderOrderTaking
Taking
Basic
Basic
Sales
Sales Tasks
Tasks

Supporting
Supporting

Order Getters Develop New Business

Relationships
Order
Order Getters
Getters and
and
Order-Getting
Order-Getting
Producers
ProducersOrder
Order Getters
Getters
Find
Find New
New Opportunities
Opportunities
Wholesalers
WholesalersOrder
Order Getters
Getters
Almost
Almost Hand
Hand ItIt to
to Customer
Customer
Retail
Retail Order
Order Getters
Getters
Influence
Influence Buyer
Buyer Behavior
Behavior

Order Takers Nurture Relationships to Keep the

Business Coming
Order
Order Takers
Takers and
and
Order-Taking
Order-Taking
Producers
ProducersOrder
Order Takers
Takers
Train,
Train, Explain,
Explain, && Collaborate
Collaborate
Wholesalers
WholesalersOrder
Order Takers
Takers
Dont
Dont Get
Get Orders
Orders
But
But Keep
Keep Them
Them
Retail
Retail Order
Order Takers
TakersAre
Are
Often
Often Poor
Poor Sales
Sales Clerks
Clerks

Supporting Sales Force Informs and Promotes

in the Channel
Missionary
Missionary
Salespeople
Salespeople

Technical
Technical
Specialists
Specialists

Supporting
Supporting
Sales
Sales
Tasks
Tasks

Customer
Customer
Service
Service Reps
Reps

Checking Your Knowledge

Julie Jones works for an investment firm. She calls on
potential clients, introduces them to her firm, develops
goodwill, and tries to set up contacts between
customers and her firms account managers. Julie
does not manage any accounts herself, but is using
her current position as a training opportunity in hopes
of moving up to an account manager position. Julies
current position is that of a:

A.
B.
C.
D.
E.

order taker.
order getter.
missionary salesperson.
sales manager.
systems seller.

Customer Service Promotes the Next Purchase

Solves
Solves problems
problems
after
after aa purchase
purchase

Part
Part of
of promotion
promotion
What
What
Is
Is
Customer
Customer
Service?
Service?

Reps
Reps are
are
customer
customer
advocates
advocates

The Right Structure Helps Assign

Responsibility
Different
Different
Markets,
Markets,
Different
Different
Tasks
Tasks
Team
Team Selling
Selling

Major
Major Accounts
Accounts
Sales
Sales Force
Force

Sales
Sales Force
Force
Size
Size and
and
Workload
Workload

Telemarketing
Telemarketing
Sales
Sales
Territories
Territories

Interactive Exercise: Sales Force Workload

Sometimes Technology Can Substitute for

Personal Selling (Exhibit 15-2)

An Example
of Digital SelfService

Information Technology Provides Tools to Do

the Job

Great
Great Changes
Changes
in
in Handling
Handling
Tasks
Tasks

Good
Good Selection
Selection
and
and Training
Training
Needed
Needed

New
New
Software
Software
New
New Hardware
Hardware

What
What is
is Done
Done
vs.
vs.
How
How Its
Its Done
Done

Technology
Technology
Can
Can Be
Be aa
Competitive
Competitive
Advantage
Advantage

Using Technology in Personal Selling

2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Sound
Selection to
Build a Sales
Force

Training to Meet a Job Description

Specific,
Specific, Written
Written Job
Job
Description
Description

Trained,
Trained, Not
Not Born
Born

All
All Salespeople
Salespeople Need
Need
Training
Training

Selling Skills
Can Be
Learned

Compensating and Motivating Salespeople

Level
Level of
of
Compensation
Compensation

Straight
Straight Salary
Salary

Method
Method of
of
Payment
Payment

Straight
Straight
Commission
Commission

Combination
Combination
Plan
Plan

Interactive Exercise: Sales Force

Compensation

Determining
the Choice of
the Pay Plan

Flexibility vs. Simplicity (Exhibit 15-3)

Checking Your Knowledge

After spending two years in the insurance business, Anne
McCauley decided to go to graduate school so that she
could become qualified to teach high school English. Even
though she had a reasonable amount of success in selling
insurance, she could not deal with the variability in her
income from month to month. She said, In some months I
earn all the money I need in a couple of days. In other
months, I can work hard all month long and earn nothing.
She wanted a career with more regular earnings. It sounds
as though Anne was on a _________ compensation plan in
the insurance business.

A.
B.
C.
D.

straight commission
straight salary
combination
cost-plus

Key Steps in the Personal Selling Process

(Exhibit 15-4)
Evaluate
Evaluate needs
needs of
of
established
established customers
customers
and
and business
business opportunity
opportunity

Prospect
Prospect for
for new
new
customers
customers
Set
Set effort
effort
priorities
priorities

Select
Select target
target customer
customer
Identify
Identify who
who influences
influences purchase
purchase decision
decision and/or
and/or
who
who is
is involved
involved in
in buyer-seller
buyer-seller relationship
relationship
Preplan
Preplan sales
sales call
call and
and presentation(s)
presentation(s)
Prepared
Prepared presentation
presentation
Consultative
Consultative selling
selling approach
approach
Selling
Selling formula
formula approach
approach

Checking Your Knowledge

A seller of asset-management services specializes in
marketing his services to people connected with the
publishing business, such as authors, book distributors,
and bookstore owners. He often gets leads by scanning
newspapers and magazines, looking for new authors
whose books are favorably reviewed. This searching takes
place in the _________ stage of the personal selling
process.

A.
B.
C.
D.
E.

follow-up
sales presentation
closing
prospecting
prequalification

Three Types of Sales Presentation Approaches

May Be Useful
Three
Three
Presentation
Presentation
Approaches
Approaches

Prepared
Prepared
Approach
Approach

Consultative
Consultative
Approach
Approach

Selling
Selling Formula
Formula
Approach
Approach

An Example of Consultative Selling

2009 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Key Steps in the Personal Selling Process

(Exhibit 15-4)
Prospect
Prospect

Set
Set effort
effort priorities
priorities

Evaluate
Evaluate needs
needs

Select
Select target
target customer
customer
Preplan
Preplan sales
sales call
call and
and presentation(s)
presentation(s)

Make
Make sales
sales presentation
presentation
Create
Create interest
interest
Overcome
Overcome problems/objections
problems/objections
Arouse
Arouse desire
desire

Close
Close the
the sale
sale (get
(get action)
action)

Key Steps in the Personal Selling Process

(Exhibit 15-4)
Prospect
Prospect

Set
Set effort
effort priorities
priorities

Evaluate
Evaluate needs
needs

Select
Select target
target customer
customer
Preplan
Preplan sales
sales call
call and
and presentation(s)
presentation(s)
Feedback

Make
Make sales
sales presentation
presentation
Close
Close the
the sale
sale (get
(get action)
action)

Follow
Follow up
up after
after sales
sales
call
call to
to establish
establish
relationship
relationship

Follow-up
Follow-up after
after the
the
purchase
purchase to
to maintain
maintain
and
and enhance
enhance
relationship
relationship

Checking Your Knowledge

Light-the-Way, Inc. sells standard household items such as
cleaners, trash bags, and light bulbs via telemarketing. The
products are made or packaged by people who are visually
impaired. The company donates a percentage of its sales
revenue to organizations that provide services to the blind.
The telephone sales presentation emphasizes this fact and
the quality of the merchandise. The salesperson making
the calls reads the same sales script to every potential
customer who is called. The only opportunity for the
customer to talk comes when the salesperson attempts to
close the sale. This is an example of a(n):

A.
B.
C.
D.
E.

consultative selling approach.

selling formula approach.
prospecting approach.
systems selling approach.
prepared sales presentation.

You should now be able to:

1.
2.

3.

4.

5.

Understand the importance and nature of

personal selling.
Know the three basic sales tasksorder
getting, order taking, and supportingand
what the various kinds of salespeople can be
expected to do.
Understand why customer service presents
different challenges than other personal selling
tasks.
Know the different ways sales managers can
organize salespeople so that personal selling
jobs are handled effectively.
Know how sales technology affects the way
sales tasks are performed.

You should now be able to:

6.

7.
8.

Know what the sales manager must do,

including selecting, training, and organizing
salespeople to carry out the personal selling
job.
Understand how the right compensation plan
can help motivate and control salespeople.
Understand when and where to use the three
types of sales presentations.

Key Terms

Basic sales tasks

Order getters
Order-getting
Order takers
Order-taking
Supporting
salespeople
Missionary
salespeople
Technical
specialists
Customer service
reps

Team selling
Major accounts
sales force
Telemarketing
Sales territory
Job description
Sales quota
Prospecting
Sales presentation
Prepared sales
presentation

Key Terms
Close
Consultative selling
approach
Selling formula
approach