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Instructor Manual: Ingram et al., SELL 7e, ISBN: 9780357901380; Chapter 1: Overview of Personal Selling
1 © 2024 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Instructor Manual Ingram et al., SELL 7e, ISBN: 9780357901380; Chapter 1: Overview of Personal Selling
TABLE OF CONTENTS
Purpose and Perspective of the Chapter .......................................................................... 2 Chapter Objectives ............................................................................................................. 2 Complete List of Chapter Activities and Assessments .................................................... 2 Key Terms ........................................................................................................................... 3 What's New in This Chapter ............................................................................................... 6 Chapter Outline ................................................................................................................... 6 Additional Discussion Questions ..................................................................................... 16 Solutions to End of Chapter Content ............................................................................... 21 Additional Activity ............................................................................................................ 29
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Instructor Manual: Ingram et al., SELL 7e, ISBN: 9780357901380; Chapter 1: Overview of Personal Selling
2 © 2024 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
PURPOSE AND PERSPECTIVE OF THE CHAPTER
Today’s salesperson cannot be simply a vessel for information but must enable buyers to do their jobs by helping them know what to do and how to do it. They must focus on solving buyer problems, meeting their needs, and partnering with them. This chapter provides an overview of personal selling, affording insight into the operating rationale of today’s salespeople and sales managers. It also describes different approaches to personal selling and presents the sales process as a series of interrelated steps. The chapter concludes with a discussion of several important aspects of sales careers, including types of selling jobs and characteristics and skills needed for sales success. In the highly competitive and complex international business community, personal selling and sales management have never played more critical roles.
CHAPTER OBJECTIVES
The following objectives are addressed in this chapter:
1-1 Discuss personal selling and its unique characteristics as a marketing communications tool.1-2 Distinguish between transaction-focused traditional selling and trust-based relationship selling, with the latter focusing on customer value and sales dialogue.1-3 Understand sales professionalism as a key driver in the continued evolution of personal selling.1-4 Explain the contributions of personal selling to society, business firms, and customers.1-5 Discuss five alternative approaches to personal selling.1-6 Understand the sales process as a series of interrelated steps.1-7 Describe several aspects of sales careers, types of selling jobs, and the key qualifications needed for sales success.
COMPLETE LIST OF CHAPTER ACTIVITIES AND ASSESSMENTS
The following table organizes activities and assessments by objective, so that you can see how all this content relates to objectives and make decisions about which content you would like to emphasize in your class based on your objectives. For additional guidance, refer to the Teaching Online Guide. 2 / 4
Instructor Manual: Ingram et al., SELL 7e, ISBN: 9780357901380; Chapter 1: Overview of Personal Selling
3 © 2024 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Chapter Objective Activity/Assessment Source (i.e., PPT slide, Workbook) Duration 1-1–1-7 Icebreaker PowerPoint Slide 2 5–10 mins.1-2 Discussion Activity PowerPoint Slide 12 5 mins.1-4 Knowledge Check 1 PowerPoint Slide 19 <5 mins.1-5 Knowledge Check 2 PowerPoint Slide 27 <5 mins.1-6 Polling Activity PowerPoint Slides 30–31 10–15 mins.
1-1–1-7 Learn It: Concept Check
Quiz: Chapter 01 Overview
of Personal Selling MindTap Learning Path Chapter 1 Folder 15 mins.1-1–1-7 Apply It: Assignment: Chapter 01 Overview of Personal Selling MindTap Learning Path Chapter 1 Folder 20 mins.Chapters 1–4
Role Play Activity: Part 01
The World of Marketing* MindTap Learning Path Part 1 Folder 10–15 mins.
- This activity appears at the end of Part 1.
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KEY TERMS
Adaptive selling: The ability of salespeople to alter their sales messages and
behaviors during a sales presentation or as they encounter different sales situations and different customers.AIDA: An acronym for the various mental states the salesperson must lead customers through when using mental states selling: attention, interest, desire, and action.Business consultant: A role the salesperson plays in consultative selling where they use internal and external (outside the sales organization) sources to become an expert on the customer’s business. This role also involves educating customers on the sales firm’s products and how these products compare with competitive offerings.Continued affirmation: An example of stimulus response selling in which a series of questions or statements furnished by the salesperson is designed to condition the prospective buyer to answer “yes” time after time, until, it is hoped, they will be inclined to say “yes” to the entire sales proposition.Combination sales job: A sales job in which the salesperson performs multiple types of sales jobs within the framework of a single position. 3 / 4
Instructor Manual: Ingram et al., SELL 7e, ISBN: 9780357901380; Chapter 1: Overview of Personal Selling
4 © 2024 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.Consultative selling: The process of helping customers reach their strategic goals by using the products, services, and expertise of the sales organization.Customer value: The customer’s perception of what they get for what they have to give up; for example, benefits from buying a product in exchange for money paid.
Detailer: A category of sales support personnel in the pharmaceutical industry
working at the physician level to furnish information regarding the capabilities and limitations of medications in an attempt to get the physician to prescribe their product.Diffusion of innovation: The process whereby new products, services, and ideas are distributed to the members of society.
Economic stimuli: Something that stimulates or incites activity in the economy.
Inside sales: Nonretail salespeople who remain in their employer’s place of business while dealing with customers.
Long-term ally: A role the salesperson plays in consultative selling where they
support the customer, even when an immediate sale is not expected.Mental states selling: An approach to personal selling that assumes that the buying process for most buyers is essentially identical and that buyers can be led through certain mental states, or steps, in the buying process; also called the formula approach.Missionary salespeople: A category of sales support personnel who are not typically involved in the direct solicitation of purchase orders. Their primary roles are disseminating information, stimulating the sales effort to convert prospects into customers, and reinforcing customer relationships.
Need satisfaction selling: An approach to selling based on the notion that the
customer is buying to satisfy a particular need or set of needs.Order-getters: Also called hunters, these salespeople actively seek orders, usually in a highly competitive environment.Order-takers: Also called farmers, these salespeople specialize in maintaining current business.
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