SellingIngram, Laforge, Avila, Schwepker, and Williams Multimedia Presentations Steven J. Remington, Ph.D. Buena Vista University August, 2000 Module 1 An OverviewofPersonal  Selling Evolution of Personal Selling Early Origins of Personal Selling Industrial Revolution Era  (1700s Europe; 1850s US) Post-Industrial Revolution Era  (1800s Europe; 1900 US) Canned Sales Presentation The War and Depression Era Professionalism:  The Modern Era Characteristics of Sales Professionalism Customer Orientation Use of Truthful and Nonmanipulative Tactics Focus on Long-Term Satisfaction of Customer and Selling Firm Cost/Sales Call $80-$242/ call Contributions of Personal SellingSalespeople and Society Salespeople as Economic Stimuli Salespeople and Diffusion of Innovation Contributions of Personal Selling Salespeople and the Employing Firm Salespeople as Revenue Producers Market Research and Feedback Salespeople as Future Managers Contributions of Personal Selling Salespeople and the Customer Are honest Understand general business and economic trends, as well as the buyer's business Provide guidance throughout the sales process Help the buyer to solve problems Have a pleasant personality and a good professional image Coordinate all aspects of the product and service to provide a total package Classification Of Personal Selling Jobs Sales Support Personnel Missionary Salespeople Detailer Technical Support Salespeople New Business Pioneers Order-getters Existing Business Order-takers Insider Sales (non-retail) Direct-to-Consumer Sales (retail) Combination Sales Jobs Characteristics Of Sales Careers Job Security Advancement Opportunities Immediate Feedback Prestige Job Variety Independence Compensation Boundary-Role Effects Boundary-Role Effects Role Stress Role Conflict Role Ambiguity Role stress must be dealt with to insure maximum sales productivity	 Qualifications And Skills Required For Success By Salespeople Empathy To see things as others would see them Ego Drive Determination to achieve goals	 Ego Strength Self-assured and self-accepting Interpersonal Communication Skills Including listening and questioning Enthusiasm In general, and for sales as a career	 Additional Characteristics Related to a Given Sales Job Managing the Sales Force Module 2Understanding Buyers Types of Buyers Consumer Markets Business Markets Distinguishing Characteristics of Business Markets Buyers are Larger but Fewer in Number Derived Demand Higher Levels of Demand Fluctuation Purchasing Professionals Multiple Buying Influences Close Buyer-Seller Relationships Supply Chain Management The Buying Process(Figure 2.1) The Buying Process(Figure 2.1) The Buying Process(Figure 2.1) Phase OneRecognition of the Problem or Need:  The Needs Gap(Figure 2.2) Complex Mix of Business Buyer Needs(Figure 2.3) Phase TwoDetermination of Characteristics of the Item and the Quality Needed  Phase FiveAcquisition and Analysis of ProposalsEvaluating Suppliers and Products Multi-Attribute Model Assessment of Product or Supplier Performance (P) Assessing the Rel

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