Chapter 20 - Personal Selling and Sales Management Marketing 5th
16 What reservations should she expect? How should she handle them?
In answering this final question, students must think through the possible concerns the
client might pose and suggest ways of addressing and mitigating them.
Additional Teaching Tips
This chapter focuses on the personal selling process, ethical and legal issues of selling,
and managing the sales force. Students are familiar with the selling process and most of
the concepts relating to customer sales; however, they are likely unfamiliar with the B2B
buying process so vocabulary such as product specification, RFP, and performance
assessments should be thoroughly reviewed.
Students can often regurgitate the two selling processes in Exhibit 20.2. However, they
may not have a true understanding of what happens in each stage and how it leads to
sales. Divide the class into 4 or 5 groups. Assign two groups the personal selling
process with the mission to develop a script of selling a common product (pick one, a car
perhaps). Each of these two groups should have a different product to script through the
Personal Selling Process and present the skit to the class. The class will have the task of
identifying the various stages of the personal selling process (taking notes) and the skit is
discussed after the “debut.” Students have fun with the skit and learn more about the
importance of the personal selling process. While two groups are scripting and
rehearsing the personal selling assignment, two or three other groups are assigned a
product that they will script and present using the B2B buying process. The role of the
audience is again to take notes on identifying each phase of the B2B buying process with
class discussion after the presentations.
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