Chapter 20 – Personal Selling and Sales Management Marketing 6th
Chapter 20
Personal Selling and Sales Management
Tools for Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
Answers to End of Chapter Learning Aids
Chapter Case Study
Additional Teaching Tips
Connect Activities
Brief Chapter Outline
The Scope and Nature of Personal Selling
The Personal Selling Process
Managing the Sales Force
Ethical and Legal Issues in Personal Selling
Chapter Case Study: Alta Data Solutions: Making the Sale
Learning Objectives
LO20-1 Describe the value added of personal selling.
Although the cost of an average B2B sales call is expensive, many firms believe they couldn’t do
LO20-2 Define the steps in the personal selling process.
Although we discuss selling in terms of steps, it truly represents a process, and the time spent in each
step varies according to the situation. In the first step, the salesperson generates a list of viable
LO20-3 Describe the key functions involved in managing a sales force.
The first task of a sales manager, assuming a firm is starting a sales force from scratch, is to determine
whether to use a company sales force or manufacturer’s representatives. Then sales managers must
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Chapter 20 – Personal Selling and Sales Management Marketing 6th
LO20-4 Describe the ethical and legal issues in personal selling.
Extended Chapter Outline with Teaching Tips
I. The Scope and Nature of Personal Selling
A. Personal Selling as a Career
B. The Value Added by Personal Selling
1. Sales People Provide Information and Advice
2. Sales People Save Time and Simplify Buying
3. Salespeople Build Relationships
II. The Personal Selling Process
A. Step 1: Generate and Qualify Leads
A. Step 2: Preapproach and the Use of CRM Systems
B. Step 3: Sales Presentation and Overcoming Reservations
1. The Presentation
2. Handling Reservations
C. Step 4: Closing the Sale
D. Step 5: Follow-Up
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. Why is personal selling important to an IMC strategy?
2. What are the steps in the personal selling process?
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Chapter 20 – Personal Selling and Sales Management Marketing 6th
III. Managing the Sales Force
A. Sales Force Structure
1. Company Sales Force or Manufacturer’s Representative
2. Salesperson Duties
a. Order Getting
b. Order Taking
c. Sales Support
d. Combination Duties
B. Recruiting and Selecting Salespeople
C. Sales Training
D. Motivating and Compensating Salespeople
1. Financial Rewards
2. Nonfinancial Rewards
3. Evaluating Salespeople by Using Marketing Metrics
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What do sales managers need to do to manage their sales force successfully?
2. What is the difference between monetary and nonmonetary incentives?
IV. Ethical and Legal Issues in Personal Selling
A. The Sales Manager and the Sales Force
B. The Sales Force and Corporate Policy
C. The Salesperson and the Customer
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are three areas of personal selling in which ethical and legal issues are more likely to
arise?
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McGraw-Hill Education. 3