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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15- 1
Personal Selling and Direct Marketing
Strategies
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
Chapter Objectives
1. What are the advantages and disadvantages of personal selling?
2. What is the standard selling process used by virtually every company?
3. How do companies plan, implement, and control the personal selling function?
4. What are the steps in the sales management process? How does a company recruit, motivate, and evaluate the sales force?
5. What are the advantages and disadvantages of direct
marketing? What are the most important forms that direct marketing takes?
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Objective 1
What are the advantages and
disadvantages of personal selling?
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
Personal Selling is when a
representative of a company interacts
directly with a consumer to provide
information to help the
consumer make a buying
decision about a product
or service.
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Personal Selling
In an office…
On the golf course…
In a retail setting…
In the home…
Occurs in many places:
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Personal Selling
Personal Relationship
Consultative Selling
Target Right Customers
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Personal Selling Best When…
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Objective 2
What is the standard selling process
used by virtually every company?
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
The Personal Selling Process is
the practice used by salespeople to
identify, research, and approach
potential customers to sell
products and services.
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
Personal Selling Process
Mill
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Source: U.S. Department of Labor Statistics, 2007
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Personal Selling Process
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Objective 3
How do companies plan, implement,
and control the personal selling
function?
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
Sales Management is the
process of planning, implementing,
and controlling the personal selling
function.
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
Sales Management
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Sales Management
Inside Sales
Outside Sales
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Objective 4
What are the steps in the sales
management process? How does a
company recruit, motivate, and
evaluate the sales force?
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
The Sales Management Process
is a comprehensive approach that sales
managers use to determine the size and
type of sales force and how they will hire,
recruit, manage, motivate,
and evaluate the
performance of the salesperson.
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
Sales Management Process
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Sales Management Process
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Setting Sales Force Objectives
Organization
Objective
Region
Objectives
Salesperson
Objectives
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Developing Sales Force Strategy
Industry
Product Lines
Geographic
Key Accounts
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Recruit - Compensate - Train
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Evaluating the Sales Force
Based on sales performance
Based on customer feedback
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Objective 5
What are the advantages and
disadvantages of direct marketing?
What are the most important forms
that direct marketing takes?
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 25Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
Direct Marketing is any
communication addressed to a
consumer that is designed to
generate a response.
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 26Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
Direct Marketing
Infomercials
Phone Sales
Direct Mail
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 27Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
Direct Marketing
Measurable
Test various messages
Target specific Customers
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 28Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15-
Use Direct Marketing When …
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Direct Marketing Options
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Visual Summary