Personal Selling (PS) as a Communication Tool

     Persuasive
     Adaptive, Two-way, Focused
     Economically Rational
 

Where PS fits into Product/Market Strategy
 

     Objectives: Ex. 15.2

          1. Winning Acceptance of New Products

          2. Developing New Customers
 
 

          3. Maintaining Loyalty/Relationships
 
 

          4. Technical Service
 
 

          5. Communicating information
 
 
 

          6. Gathering Information

 
 
Designing a Sales Organization

 Meet the needs of the Market

 In a cost effective Manner

      1. Planning

           Organization

               Own or other

               Types of Organization

                        Geographic
                        Product
                        Customer
                        Function

           Account Management

                A. Allocation of Time and Effort

                B. Territory Decisions

                C. Quotas
 

  2. Implementation

           A. Hiring

           B. Training

           C. Motivation
 

                Compensation
 
 

    3. Evaluation and Control

       Types of Analysis

                Sales
                Cost/Profit
                Activity

           Outputs/Inputs
           Objective/Subjective