Instructor Manual for Advertising
and Promotion An Integrated
Marketing Communications
Perspective 12th Edition By George
Belch, Michael Belch (All Chapters
1-22, 100% Original Verified, A+
Grade)
All Chapters Arranged Reverse: 22-1
This is The Only Original and
Complete Instructor Manual for 12th
Edition, All Other Files in the Market
are Fake/Old/Wrong Edition.
All Supplement Files Download link
is Added At the end of PDF.
, Chapter 22—Personal Selling
CHAPTER 22
PERSONAL SELLING
Chapter Overview
While certainly an integral part of the promotional mix, personal selling is generally the responsibility of
the sales department rather than the advertising or promotional departments. Given this fact, personal
selling receives less attention in this text than in some others. This does not mean, however, that we
consider this function to be of less importance. Rather, we feel that selling roles and responsibilities may
be better covered in other courses. Personal selling involves selling through a person-to-person
communications process. The importance placed on this element of the promotional mix will vary from
firm to firm and/or industry to industry. In this chapter we examine the role of personal selling in the
promotional mix, the costs involved, and the responsibilities associated with this promotional mix
element. We also examine the advantages and disadvantages associated with personal selling, how the
personal selling effort can be combined with other promotional tools and criteria for evaluating personal
selling contributions to the promotional program.
Learning Objectives
1. Describe the role of personal selling in the IMC program.
2. Compare the advantages and disadvantages of personal selling as a promotional tool.
3. Explain how to combine personal selling with other elements in an IMC program.
4. Discuss how to measure the effectiveness of the personal-selling effort.
22-1
Copyright © 2018 by McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written consent of Mc-Graw Hill Education.
,Chapter 22—Personal Selling
Chapter and Lecture Outline
I. THE SCOPE OF PERSONAL SELLING
An increased emphasis on customer relationship management (CRM), which includes monitoring
social media, is just one of the many ways that changes in the marketplace are forcing marketers to
reconsider the role of personal selling in the marketing program. Personal selling involves selling
through a person-to-person communications process and offers the marketer a number of advantages not
offered by other advertising and promotional media. Personal selling will take on a more or less important
role depending upon the characteristics of the firm and the marketplace in which it is competing. While
personal selling is the responsibility of the sales department, the efforts of the sales force should be
coordinated with those of the advertising and promotions department. To achieve maximum success of
the marketing program, the two departments need to work together to achieve marketing goals.
Professor Notes:
II. THE ROLE OF PERSONAL SELLING IN THE IMC PROGRAM
The dyadic communication (between two people or groups) process allows for direct feedback, tailoring
of the message and increased attention getting capabilities. At the same time, as noted, the efforts of the
personal sales force must be supported and integrated into the overall promotional program. This section
of the chapter discusses the integration of these elements.
A. Determining the Role of Personal Selling—The marketing manager needs to consider the role
that personal selling will assume relative to other promotional mix elements, and the specific
responsibilities that personal selling will assume. To determine what this role should be, four
specific questions must be asked. These questions, as well as how marketers attempt to answer
them, are discussed in this portion of the chapter:
1. What specific information must be exchanged between the firm and potential customers?
2. What are the alternative ways of carrying out these communications objectives?
3. How effective is each alternative in carrying out the needed exchange?
4. How cost-effective is each alternative?
B. The Nature of Personal Selling—Figure 22-2 shows the stages in the evolution of selling from
relationship selling, to needs-analysis selling, to symbiotic selling.
1. The new role of personal selling—The business world is going through a rapid transition as
(1) individuals and corporations gain more knowledge and economic power, (2) value is
replacing efficiency, and (3) industry boundaries are changing—for example, competitors are
joining forces to achieve more buying power. Along with retaining their traditional roles,
salespeople will have to acquire new roles to remain effective. That is, in addition to being
information providers, influencers through proximity (i.e., through personal contact), and
demonstrators, salespeople will engage in:
● Surveying—Educating themselves more about their customers’ businesses and regularly
assessing these businesses and their customers to achieve a position of knowledgeable
authority.
22-2
Copyright © 2018 by McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written consent of Mc-Graw Hill Education.
, Chapter 22—Personal Selling
● Mapmaking—Outlining both an account strategy and a solutions strategy (for the
customer). This means laying out a plan, discussing it with a customer, and revising it as
changes require.
● Guiding—Bringing incremental value to the customer by identifying problems and
opportunities, offering alternative options and solutions, and providing solutions with
tangible value.
● Fire starting—Engaging customers and driving them to commit to a solution.
2. Relationship marketing—The idea behind relationship marketing is the salesperson serves
as a partner to the client, engaging in problem solving, need satisfaction, etc. The concept is
to develop a long-term mutually profitable relationship. Adoption of a relationship marketing
and CRM approach will require sales managers to develop nontraditional sales strategies.
Companies will need to move to a more strategic, less tactical approach, using emerging
technologies to support this effort.
3. The costs of personal selling—Personal selling is a very expensive means of communicating
with the consumer. Estimates now are that it costs as much as $518 per call, and that it may
take an average of five calls to close a sale for a total of $2,590. These costs are even higher
when you realize that one sales call is not likely to be enough to close a sale. As a result,
personal selling is generally considered one of the most expensive of the promotional mix
elements.
4. Personal selling responsibilities—Personal selling involves a wide range of responsibilities.
The eight steps in the personal selling process are outlined in Figure 22-5 and include:
● Prospecting—Locating prospective customers. Salespeople must follow up on leads
(those who may become customers) and prospects (those who need the product or
service). They must also determine whether these prospects are qualified prospects—
that is, able to make the buying decision and pay for the product.
● Preapproach—Determining customers’ needs and wants that are not being satisfied and
collecting as much relevant information as possible prior to the sales presentation.
● Approach—Recommending a way to satisfy these needs and/or wants by focusing on the
features, advantages, and benefits of the product or service to the buyer.
● Sales presentation—Demonstrating the capabilities of the firm and its products for
providing this satisfaction; presenting vocally and persuasively, and answering questions.
● Closing the sale and taking the order—The key ingredient in any sales presentation is the
close—getting the prospects’ commitment.
● Following up and servicing the account—The responsibilities of the sales force do not
end once the sale has been made. It is much easier to keep existing customers than to
attract new ones. Maintaining customer loyalty, generating repeat sales, and getting the
opportunity to cross sell—that is, sell additional products and services to the same
customer—are some of the advantages of keeping customers satisfied through follow-up
activities.
Professor Notes:
22-3
Copyright © 2018 by McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written consent of Mc-Graw Hill Education.
and Promotion An Integrated
Marketing Communications
Perspective 12th Edition By George
Belch, Michael Belch (All Chapters
1-22, 100% Original Verified, A+
Grade)
All Chapters Arranged Reverse: 22-1
This is The Only Original and
Complete Instructor Manual for 12th
Edition, All Other Files in the Market
are Fake/Old/Wrong Edition.
All Supplement Files Download link
is Added At the end of PDF.
, Chapter 22—Personal Selling
CHAPTER 22
PERSONAL SELLING
Chapter Overview
While certainly an integral part of the promotional mix, personal selling is generally the responsibility of
the sales department rather than the advertising or promotional departments. Given this fact, personal
selling receives less attention in this text than in some others. This does not mean, however, that we
consider this function to be of less importance. Rather, we feel that selling roles and responsibilities may
be better covered in other courses. Personal selling involves selling through a person-to-person
communications process. The importance placed on this element of the promotional mix will vary from
firm to firm and/or industry to industry. In this chapter we examine the role of personal selling in the
promotional mix, the costs involved, and the responsibilities associated with this promotional mix
element. We also examine the advantages and disadvantages associated with personal selling, how the
personal selling effort can be combined with other promotional tools and criteria for evaluating personal
selling contributions to the promotional program.
Learning Objectives
1. Describe the role of personal selling in the IMC program.
2. Compare the advantages and disadvantages of personal selling as a promotional tool.
3. Explain how to combine personal selling with other elements in an IMC program.
4. Discuss how to measure the effectiveness of the personal-selling effort.
22-1
Copyright © 2018 by McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written consent of Mc-Graw Hill Education.
,Chapter 22—Personal Selling
Chapter and Lecture Outline
I. THE SCOPE OF PERSONAL SELLING
An increased emphasis on customer relationship management (CRM), which includes monitoring
social media, is just one of the many ways that changes in the marketplace are forcing marketers to
reconsider the role of personal selling in the marketing program. Personal selling involves selling
through a person-to-person communications process and offers the marketer a number of advantages not
offered by other advertising and promotional media. Personal selling will take on a more or less important
role depending upon the characteristics of the firm and the marketplace in which it is competing. While
personal selling is the responsibility of the sales department, the efforts of the sales force should be
coordinated with those of the advertising and promotions department. To achieve maximum success of
the marketing program, the two departments need to work together to achieve marketing goals.
Professor Notes:
II. THE ROLE OF PERSONAL SELLING IN THE IMC PROGRAM
The dyadic communication (between two people or groups) process allows for direct feedback, tailoring
of the message and increased attention getting capabilities. At the same time, as noted, the efforts of the
personal sales force must be supported and integrated into the overall promotional program. This section
of the chapter discusses the integration of these elements.
A. Determining the Role of Personal Selling—The marketing manager needs to consider the role
that personal selling will assume relative to other promotional mix elements, and the specific
responsibilities that personal selling will assume. To determine what this role should be, four
specific questions must be asked. These questions, as well as how marketers attempt to answer
them, are discussed in this portion of the chapter:
1. What specific information must be exchanged between the firm and potential customers?
2. What are the alternative ways of carrying out these communications objectives?
3. How effective is each alternative in carrying out the needed exchange?
4. How cost-effective is each alternative?
B. The Nature of Personal Selling—Figure 22-2 shows the stages in the evolution of selling from
relationship selling, to needs-analysis selling, to symbiotic selling.
1. The new role of personal selling—The business world is going through a rapid transition as
(1) individuals and corporations gain more knowledge and economic power, (2) value is
replacing efficiency, and (3) industry boundaries are changing—for example, competitors are
joining forces to achieve more buying power. Along with retaining their traditional roles,
salespeople will have to acquire new roles to remain effective. That is, in addition to being
information providers, influencers through proximity (i.e., through personal contact), and
demonstrators, salespeople will engage in:
● Surveying—Educating themselves more about their customers’ businesses and regularly
assessing these businesses and their customers to achieve a position of knowledgeable
authority.
22-2
Copyright © 2018 by McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written consent of Mc-Graw Hill Education.
, Chapter 22—Personal Selling
● Mapmaking—Outlining both an account strategy and a solutions strategy (for the
customer). This means laying out a plan, discussing it with a customer, and revising it as
changes require.
● Guiding—Bringing incremental value to the customer by identifying problems and
opportunities, offering alternative options and solutions, and providing solutions with
tangible value.
● Fire starting—Engaging customers and driving them to commit to a solution.
2. Relationship marketing—The idea behind relationship marketing is the salesperson serves
as a partner to the client, engaging in problem solving, need satisfaction, etc. The concept is
to develop a long-term mutually profitable relationship. Adoption of a relationship marketing
and CRM approach will require sales managers to develop nontraditional sales strategies.
Companies will need to move to a more strategic, less tactical approach, using emerging
technologies to support this effort.
3. The costs of personal selling—Personal selling is a very expensive means of communicating
with the consumer. Estimates now are that it costs as much as $518 per call, and that it may
take an average of five calls to close a sale for a total of $2,590. These costs are even higher
when you realize that one sales call is not likely to be enough to close a sale. As a result,
personal selling is generally considered one of the most expensive of the promotional mix
elements.
4. Personal selling responsibilities—Personal selling involves a wide range of responsibilities.
The eight steps in the personal selling process are outlined in Figure 22-5 and include:
● Prospecting—Locating prospective customers. Salespeople must follow up on leads
(those who may become customers) and prospects (those who need the product or
service). They must also determine whether these prospects are qualified prospects—
that is, able to make the buying decision and pay for the product.
● Preapproach—Determining customers’ needs and wants that are not being satisfied and
collecting as much relevant information as possible prior to the sales presentation.
● Approach—Recommending a way to satisfy these needs and/or wants by focusing on the
features, advantages, and benefits of the product or service to the buyer.
● Sales presentation—Demonstrating the capabilities of the firm and its products for
providing this satisfaction; presenting vocally and persuasively, and answering questions.
● Closing the sale and taking the order—The key ingredient in any sales presentation is the
close—getting the prospects’ commitment.
● Following up and servicing the account—The responsibilities of the sales force do not
end once the sale has been made. It is much easier to keep existing customers than to
attract new ones. Maintaining customer loyalty, generating repeat sales, and getting the
opportunity to cross sell—that is, sell additional products and services to the same
customer—are some of the advantages of keeping customers satisfied through follow-up
activities.
Professor Notes:
22-3
Copyright © 2018 by McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written consent of Mc-Graw Hill Education.
