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Personal Selling

by: Abby Butterfield

Personal Selling MKTG 3104

Abby Butterfield
Virginia Tech
GPA 3.55

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About this Document

These notes are from Prof. Wertalik's lecture on Personal Selling. Really important to understand the process! (Mon) April 18, 2016
Marketing Management
Donna Wertalik
Class Notes
25 ?




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This 3 page Class Notes was uploaded by Abby Butterfield on Monday May 2, 2016. The Class Notes belongs to MKTG 3104 at Virginia Polytechnic Institute and State University taught by Donna Wertalik in Spring 2016. Since its upload, it has received 26 views. For similar materials see Marketing Management in Marketing at Virginia Polytechnic Institute and State University.

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Date Created: 05/02/16
Personal Selling 4.18.16 ** Everyone has experience selling: Pitching personal brand or desire/idea Scope and Nature of Personal Selling 1. Internet 2. Telephone 3. Face-to-face 4. Teleconference Personal Selling: • Marketplace on person-to-person relationships • Salespeople save time, simplify buying, and build relationships • Process: 1. Generate and qualify leads ▪ Where do you get leads from? ▪ Networking events ▪ Online searching ▪ Trade shows ▪ Current customers ▪ Cold calls, telemarketing ▪ Important to understand needs first before seeking a lead —> Better to understand where to look and how to look 2. Pre-approach ▪ Extends the qualification procedure ▪ Background research on anticipating lashback 3. Sales presentation and overcoming reservations ▪ Presentation ▪ Handling reservations 4. Closing the sale ▪ Developed relationship leads to future sales/relationships ▪ “ABC” = Always be closing ▪ Most stressful part of sales process 5. Follow-up ▪ Hand written notes are Donna’s favorites ▪ Quality dimensions: ▪ Reliability ▪ Responsiveness ▪ Assurance ▪ Empathy ▪ Tangibles B2B Process of Selling 1. Recognize need 2. Product specification 3. RFP process 4. Proposal analysis and supplier selection 5. Order specification 6. Performance assessment Role Play #1: Selling VT to prospective parent/child (Max, Laura, Michael) Role Play #2: Developing a Relationship Strategy (Brianna, Mike) A - always B - be C - closing A - attention I - interest D - desire A - action Managing the Sales Force • Sales force structure (reporting structure of partners chain) ◦ Representatives from manufacturers ▪ Smaller firms, new markets, not employees of brand ◦ Company sales force ▪ Larger firms, employees of brand • Recruiting and selecting salespeople (good reputation goes a long way) ◦ Personality, empathy, self-motivation, resilience, optimism • Sales training ◦ Selling, negotiating techniques ◦ Products and service knowledge ◦ Technologies used in selling process ◦ Time and territory management ◦ Company policies and procedures ◦ Duration depends on company • Motivating and compensating salespeople • Evaluating salespeople Ethical and Legal issues • Gifting is very controversial


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