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Chapter Code: IMC16
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This chapter discusses personal selling and its importance in generating sales for an industrial marketer. Personal selling has an important role to play before the buyer makes the purchase, during the purchase, and after the purchase. The major characteristic of personal selling is that it facilitates one-to-one communication with the customer and hence has ample scope for serving the customer effectively, both as a part of the product offering and as a part of the communications mix. |
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Sales organizations can be classified into customer-based organizations, geography-based organizations, product-based organizations, combination organizations, and National Account Programs.
A result-oriented management of the sales force involves recruiting and selecting the right candidates, training them, directing and motivating them, setting appropriate compensation plans, and evaluating their performance regularly. In order to get satisfactory sales volumes, firms need to train their sales force on a regular basis.
Training is required in order to keep the sales personnel abreast of the changing trends in the market and also to improve their skills and personality. Compensation acts a major motivator for the sales force and hence the management has to chart out effective compensation plans for its salespeople.
Another important tool in industrial marketing is direct marketing. With the high costs of personal selling, firms are shifting toward the cost-effective direct marketing. Direct marketing includes direct mail, telemarketing, phone marketing, e-mail marketing, etc.
Role of Personal Selling
As a Part of the Product Offering
As a Part of the Communications Mix
Industrial Selling Process
Identifying Potential Customers
Selecting Qualified Prospects
Pre-approach Preparation
Approaching the Prospect
Making the Sales Presentation
Closing the Sale
Follow-up
Types of Sales Organizations
Customer-based Organization
Geography-based Organization
Product-based Organization
Combination Organization
National Account Program
Managing the Sales Force
The Organizational Hierarchy
Recruitment and Selection
Training
Direction and Motivation
Compensation
Evaluating Sales Force Performance
Direct Marketing
Growth of Direct Marketing
Direct Marketing and the Communications Mix
The Direct Marketing Process
