13: Professional Selling
- Page ID
- 15987
\( \newcommand{\vecs}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } \)
\( \newcommand{\vecd}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash {#1}}} \)
\( \newcommand{\dsum}{\displaystyle\sum\limits} \)
\( \newcommand{\dint}{\displaystyle\int\limits} \)
\( \newcommand{\dlim}{\displaystyle\lim\limits} \)
\( \newcommand{\id}{\mathrm{id}}\) \( \newcommand{\Span}{\mathrm{span}}\)
( \newcommand{\kernel}{\mathrm{null}\,}\) \( \newcommand{\range}{\mathrm{range}\,}\)
\( \newcommand{\RealPart}{\mathrm{Re}}\) \( \newcommand{\ImaginaryPart}{\mathrm{Im}}\)
\( \newcommand{\Argument}{\mathrm{Arg}}\) \( \newcommand{\norm}[1]{\| #1 \|}\)
\( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\)
\( \newcommand{\Span}{\mathrm{span}}\)
\( \newcommand{\id}{\mathrm{id}}\)
\( \newcommand{\Span}{\mathrm{span}}\)
\( \newcommand{\kernel}{\mathrm{null}\,}\)
\( \newcommand{\range}{\mathrm{range}\,}\)
\( \newcommand{\RealPart}{\mathrm{Re}}\)
\( \newcommand{\ImaginaryPart}{\mathrm{Im}}\)
\( \newcommand{\Argument}{\mathrm{Arg}}\)
\( \newcommand{\norm}[1]{\| #1 \|}\)
\( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\)
\( \newcommand{\Span}{\mathrm{span}}\) \( \newcommand{\AA}{\unicode[.8,0]{x212B}}\)
\( \newcommand{\vectorA}[1]{\vec{#1}} % arrow\)
\( \newcommand{\vectorAt}[1]{\vec{\text{#1}}} % arrow\)
\( \newcommand{\vectorB}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } \)
\( \newcommand{\vectorC}[1]{\textbf{#1}} \)
\( \newcommand{\vectorD}[1]{\overrightarrow{#1}} \)
\( \newcommand{\vectorDt}[1]{\overrightarrow{\text{#1}}} \)
\( \newcommand{\vectE}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash{\mathbf {#1}}}} \)
\( \newcommand{\vecs}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } \)
\(\newcommand{\longvect}{\overrightarrow}\)
\( \newcommand{\vecd}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash {#1}}} \)
\(\newcommand{\ket}[1]{\left| #1 \right>}\)
\(\newcommand{\bra}[1]{\left< #1 \right|}\)
\(\newcommand{\braket}[2]{\left< #1 \vphantom{#2} \right| \left. #2 \vphantom{#1} \right>}\)
\(\newcommand{\braopket}[3]{\left< #1 \vphantom{#2}\vphantom{#3} \right| #2 \vphantom{#1}\vphantom{#3} \left| #3 \vphantom{#1}\vphantom{#2} \right>}\)
\(\newcommand{\qmvec}[1]{\mathbf{\vec{#1}}}\)
\(\newcommand{\op}[1]{\hat{\mathbf{#1}}}\)
\(\newcommand{\expect}[1]{\langle #1 \rangle}\)
\(\newcommand{\dfn}[1]{\emph{\textbf{#1}}}\)
- 13.1: The Role Professional Salespeople Play
- This page highlights the vital role of professional selling in marketing, illustrating how salespeople add value by understanding customer needs and fostering relationships. It categorizes sales roles—missionary, trade, prospector, account manager, order taker, and sales support—each contributing to effective strategies and customer targeting.
- 13.2: Customer Relationships and Selling Strategies
- This page emphasizes the importance of customer relationships in marketing and outlines various selling strategies. It distinguishes between types of selling relationships—transactional, functional, affiliative, and strategic partnerships—and describes how marketers seek strong ties with key customers for better profitability. The page details four selling strategies: script-based, needs-satisfaction, consultative, and strategic partnering, as well as the sales process stages.
- 13.3: Sales Metrics (Measures)
- This page covers essential aspects of the sales cycle, focusing on the transition from leads to customers. It emphasizes important metrics for salespeople and managers, including revenue, conversion ratios, and customer satisfaction, as tools for performance enhancement. The significance of inventory management, sales performance analysis, and external factors affecting sales are also highlighted.
- 13.4: Ethics in Sales and Sales Management
- This page discusses the ethical and legal challenges faced by sales managers, particularly in navigating customer discrimination and aligning actions with company values. It emphasizes the need for comprehensive ethical guidelines, staff training, and compliance measures to uphold standards. Despite these challenges, ethical sales practices and differentiating between persuasion and manipulation are highlighted as vital to maintain integrity.
- 13.5: Integrating Sales and Marketing
- This page highlights the interdependent relationship between sales and marketing, emphasizing their collaboration to improve productivity. It discusses the traditional tensions but focuses on how marketing supports sales through strategies like managing leads and providing materials, while sales feedback helps refine marketing tactics. Examples include Wendy's eco-friendly packaging and Dell’s customized kiosks.
- 13.6: Outsourcing the Sales Function
- This page covers outsourced salespeople types—independent agents, manufacturer’s representatives, and distributors—and their roles in sales. It highlights advantages like cost-effectiveness and access to buyer relationships, alongside disadvantages like loss of control over sales. Strategies to address control issues include attractive compensation schemes and utilizing sales managers for motivation and support.
- 13.7: Discussion Questions and Activities
- This page offers discussion questions and activities focused on sales strategies, customer relations, and marketing-sales dynamics. It emphasizes the need for transparent salesperson compensation and effective complaint management, along with exploring service-dominant logic. Scenarios address issues like shortening sales cycles in plumbing supplies and interdepartmental challenges.