This document discusses personal selling. It defines personal selling as a two-way communication process between a buyer and seller to influence a purchase decision. It outlines McMurry's classifications of sales positions and steps in sales force design, including objectives, strategy, structure, size, and compensation. Key aspects of personal selling covered include prospecting, communicating, selling, servicing, information gathering, allocating, recruiting, training, directing, motivating, and evaluating the sales force. The stages of personal selling are also defined.

1. PERSONAL SELLING
ANJANA.S
School of Management Studies

2. WHAT IS PERSONAL SELLING ?
Personal selling involves the two-way flow of
communication between a buyer and seller,
often in a face-to-face encounter, designed to
influence a person's or group's purchase
decision.

4. Definition of personal selling
• Personal selling can be defined as “the process of
person-to-person communication between a
sales person and a prospective customer , in
which the former learns about the customer’s
needs and seeks to satisfy those needs by
offering the customer the opportunity to buy
something of value , such as a good or service”

5. McMurry’s classification of sales positions
• Deliverer
• Order-taker
• Missionary
• Technician
• Demand creator

6. Steps in Sales force design
• Sales force objectives
• Sales force strategy
• Sales force structure
• Sales force size
• Sales force compensation

7. Sales force objectives
• Prospecting
• Communicating
• Selling: art of salesmanship
• Servicing: technical assistance
• Information gathering: conduct market
research and intelligence work.
• Allocating

8. Sales force strategy
• Sales representative to Buyer
• Sales representative to Buyer group
• Sales team to Buyer group
• Conference selling
• Seminar selling

9. Sales force structure
• Territorial structured sales force
• Product structured sales force
• Market structured sales force
• Complex sales force structures

10. Sales force size
(Workload approach :Steps)
• Customers are grouped into size classes according to their
annual sales volume.
• Desirable call frequencies (no. of sales calls on an account per
year) are established for each class.
• Number of accounts in each size class is multiplied by the
corresponding call frequency to arrive at the total workload
for the country ,in sales calls per year.
• The average number of calls a sales representative can make
is determined.
• The no. of sales representatives needed is determined by
dividing the total annual calls required by the average annual
calls made by a sales representative.

11. Sales force compensation
• Straight salary
• Straight commission
• Combination salary and commission
• Bonus
• Other costs

12. Steps in Sales force management
• Recruiting and Selecting
• Training
• Directing
• Motivating
• Evaluating

13. Objectives of training programs
• Sales reps. need to know and identify with the
company.
• Sales reps. need to know the company’s
products.
• Sales reps. need to know the characteristics of
customers and competitors.
• Sales reps. need to know how to make sales
presentations.
• Sales reps. need to understand field
procedures and responsibilities.

14. Steps in directing sales force
• Developing customer targets and call norms.
• Developing prospect targets and call norms.
• Using sales time efficiently;
(a)Annual call schedule
(b)Time and Duty analysis (considers time
spend on travel, food and breaks, waiting,
selling and administration).

15. Need for motivation
• Nature of job
• Human nature
• Personal problems
Types
 Sales quotas
 Supplementary motivators

16. Evaluation of the sales force
• Formal evaluation
 Management has to develop and communicate clear
standards for judging sales performance.
 Management is motivated to gather comprehensive info.
about each salesperson.
 Sale reps. have to explain their performance or failure to
achieve goals to the sales manager.
• Salesperson-to-salesperson comparisons
• Current-to-past-sales comparisons
• Qualitative evaluation of sales reps.

17. STAGES IN PERSONAL SELLING
• Prospecting
• Pre-approaching
• Approaching and attention
• Demonstration
• Handling objection
• Closing the sales
• Follow up

18. Principles of personal selling
• Salesmanship
• Negotiation
• Relationship management
 Identify key customers meriting relationship management.
 Assign a skilled relationship manager to each key customer.
 Develop a clear job description for relationship managers.
 Appoint an overall manager to supervise the relationship
managers.
 Each relationship manager must develop long-range and
annual customer relationship plans.

19. References
• Marketing Management:
Analysis,Planning,Implementation and Control- Philip
Kotler.

20. “It is said that selling makes the world
go around. For it is somebody who sold
something to someone else ,who in turn
sold it to us”.
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