Chapter 17
Personal selling

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Learning objectives
1. To examine the role of personal selling in the
integrated marketing communication program.
2. To describe the advantages and
disadvantages of personal selling as part of
an IMC program.
3. To propose how personal selling might be
combined with other elements in an IMC
program.
4. To explain how to determine the effectiveness
of the personal selling effort.
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Evaluation

Advantages

Limitations

Role

Personal selling

Part of IMC

Advertising

Public
relations

Direct
marketing

Sales
promotion

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Internet

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Personal selling
Personal
Personal selling

selling involves
involves selling
selling
through
through aa person-to-person
person-to-person
communication
communication process.
process.
Direct
Direct
Personal
Personal
Real
Real time
time
The
The communication
communication process
process is
is known
known as
as dyadic
dyadic
communications.
communications.
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Determining the role of
personal selling
What
What information
information must
must be
be exchanged
exchanged between
between firm
firm and
and
potential
potential customer?
customer?
What
What are
are the
the alternative
alternative ways
ways to
to carry
carry out
out these
these
communications
communications objectives?
objectives?
How

How effective
effective is
is each
each alternative
alternative in
in carrying
carrying out
out the
the
needed
needed exchange?
exchange?

How
How cost
cost effective
effective is
is each
each alternative?
alternative?
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When the sales force is a major
part of IMC

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Evolution of the seven steps of
selling

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Evolved sales process

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New roles for sales people
Database
Database knowledge
knowledge
&& management
management

Problem

Problem diagnosis
diagnosis
&& problem-solving
problem-solving

Value
Value creators,
creators,
value
value adders
adders
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Nurturing
Nurturing &&
maintaining
maintaining
relationships
relationships
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Desired qualities for sales people

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Relationship marketing

Relationship
Relationship marketing
marketing defined:
defined:
The
The organisation’s
organisation’s effort
effort to
to develop
develop aa
long-term,
long-term, cost-effective
cost-effective link
link with
with
individual
individual customers
customers for
for mutual
mutual benefit.
benefit.

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Factors important in customer
retention

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Types of sales jobs
Creative
Creative
selling
selling

Order
Order
taking
taking

Missionary
Missionary
sales
sales

Requires
Requires the
the most
most skill

skill and
and preparation
preparation
Must
Must assess
assess situation,
situation, determine
determine needs
needs
This
This role
role is
is much
much more
more casual
casual
Often
Often involves
involves straight
straight rebuying
rebuying
This
This is
is essentially
essentially aa support
support role
role
May
May not
not actually

actually take
take the
the order
order

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Company 360—a great way to
identify prospects

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Six steps of selling
1.
1. Prospecting
Prospecting and
and qualifying
qualifying leads
leads
2.
2. Determining
Determining customer’s

customer’s needs
needs and
and wants.
wants.
3.
3. Recommending
Recommending aa way
way to
to satisfy
satisfy customer
customer needs
needs
4.
4. Demonstrating
Demonstrating the
the capabilities
capabilities of
of the
the company
company
and
and its
its products
products
5.
5. Closing
Closing the
the sale
sale
6.

6. Following
Following up
up the
the service
service account
account

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10 traits of effective salespeople
1. Ego strength: a healthy self-esteem that allows
one to bounce back from rejection.
2. Sense of urgency: wanting to get it done now.
3. Ego drive: a combination of competitiveness and
self-esteem.
4. Assertiveness: the ability to be firm, lead the
sales process, and get one’s point across
confidently.
5. Risk-taking: willing to innovate and take a
chance.

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10 traits of effective salespeople
(cont.)
6. Sociable: outgoing, friendly, talkative and
interested in others.
7. Abstract reasoning: ability to understand
concepts and ideas.
8. Scepticism: a slight lack of trust and suspicion
of others.
9. Creativity: the ability to think differently.
10. Empathy: the ability to place oneself in
someone else’s shoes.

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Traits buyers consider helpful
and unhelpful

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Personal selling advantages
and disadvantages

Advantages

Disadvantages

Two-way
Two-way interaction
interaction
with
with prospect
prospect

Inconsistent
Inconsistent messages
messages

Tailoring
Tailoring the
the message
message

Potential
Potential for
for management/
management/
sales
sales force
force conflict
conflict

Prospect

Prospect is
is not
not likely
likely
to
to be
be distracted
distracted

High
High cost 
cost 

Seller
Seller involved
involved in
in purchase
purchase
decision
decision

Poor
Poor reach
reach

Source
Source of
of research
research
information

information

Potential
Potential ethical
ethical problems
problems

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Evaluation

Advantages

Limitations

Role

Personal selling

Part of IMC

Advertising

Public
relations


Direct
marketing

Sales
promotion

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Internet

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Personal selling combines with
other IMC tools
Advertising
Advertising
Public
Public relations
relations

Personal
Personal
selling
selling

Direct
Direct marketing
marketing

Sales
Sales promotion
promotion
The
The internet
internet

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Personal selling and advertising
work together

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Combining personal selling and
advertising

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Combining personal selling and
public relations
Sales
Sales staff
staff directly
directly perform
perform PR
PR
functions
functions
Provide
Provide incentives
incentives for
for sales
sales staff
staff to
to
join
join clubs
clubs and
and community
community groups
groups

Strategies
Strategies

Encourage
Encourage sales

sales staff
staff to
to undertake
undertake
‘pro
‘pro bono’
bono’ work
work
Encourage
Encourage sales
sales staff
staff to
to support
support
NFP
NFP and
and philanthropic
philanthropic organisations
organisations
or
or causes
causes

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The Body Shop


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