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CH17

The document discusses the role and process of personal selling. It outlines the stages of personal selling evolution, responsibilities of personal selling, advantages like interaction and tailoring messages, and disadvantages such as high cost and potential ethical problems. Criteria for evaluating personal selling programs are also provided.

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165 views7 pages

CH17

The document discusses the role and process of personal selling. It outlines the stages of personal selling evolution, responsibilities of personal selling, advantages like interaction and tailoring messages, and disadvantages such as high cost and potential ethical problems. Criteria for evaluating personal selling programs are also provided.

Uploaded by

api-3731879
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter 17

Personal Selling

Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Determining the Role of
Personal Selling
• What specific information must be
exchanged between the firm and
potential customers?
• What are the alternative ways to carry
out these communication objectives?
• How effective is each alternative in
carrying out the needed exchange?
• How cost effective is each alternative?

Slide 17-1
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998
Stages of Personal Selling
Evolution

Provider
Persuader
Prospector
Problem-solver
Procreator
Slide 17-2
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998
Personal Selling Responsibilities
• Locating prospective customers
• Determining customers’ needs and wants
• Recommending a way to satisfy the
customers’ needs and wants
• Demonstrating the capabilities of the firm
and its products
• Closing the sale
• Following up and servicing the account
Slide 17-3
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998
Advantages of Personal Selling

• Allows for two way interaction


• Tailors the message
• Lack of distractions
• Involvement in the decision
process

Slide 17-4
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998
Disadvantages of Personal Selling

• Inconsistent messages
• Sales force/management
conflict
• High cost
• Poor reach
• Potential ethical problems
Slide 17-5
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998
Criteria for Evaluating Personal
Selling
• Provision of marketing
intelligence
• Follow-up activities
• Program implementations
• Attainment of communications
objectives
Slide 17-6
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998

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