Advertising Chapter 15

Personal Selling

Two-way, personal communication

Missionary Salespeople

Build goodwill and promote brand awareness to generate long-term orders

Sales Engineers

Technical specialists who identify, analyze, and provide technical expertise rather than closing sales directly

Team Selling

Using a cross-functional team (salesperson, sales engineer, service rep, financial officer)

6-Stage Selling Process & Prospecting Terms

1. Prospecting

2. Preapproach

3. Approach

4. Presentation

5. Closing

6. Follow-Up

Presentation Formats

Stimulus-Response Format

Formula / Canned Selling

Need-Satisfaction Format

Stimulus-Response Format

Suggestive selling approach driven by cues (e.g., "Would you like fries with that?")

Formula / Canned Selling

A memorized, standardized presentation given identically to every prospect

Consultative Selling

The salesperson acts as an expert consultant to diagnose problems and recommend solutions

Acknowledge and Convert

Turn the objection into a reason to buy (e.g., "Yes, the price is higher, but that's because of our superior quality")

Closing Approaches

Trial Close

Assumptive Close

Urgency Close

Trial Close

Assumptive Close

Urgency Close

Emphasizing timeliness or limited availability to encourage immediate action

Three Functions of Sales Management

• Formulation

• Implementation

• Evaluation & Control

Input Measures

Focus on sales activities

Output Measures

Focus on financial results