The development of a personal
selling plan can be broken down into the seven steps shown in Figure 1. The
steps are highlighted in the following subsections Personal selling objectives
are demand or image oriented. Illustrations of each type of objective appear in
Figure 2.
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| figure 1 |
Although most firms have information, reminding, and image goals for personal
selling, the major goal is persuasion: converting consumer interest into a
sale. Depending on the size of the
company, there may be one or more sales managers who are responsible for all
aspects of personal selling. includig budgeting, types of selling, types of
salespeople, selling tasks, and sales force management.
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| figure 2 |
For a small or specialized firm, there is
usually one sales manager for a large or diversified firm, there are generally
several sales managers, classified by geographic area (east, west), customer
type (industrial, consumer), and/or product line (furniture, appliances) Figure 3 shows the overall areas of
responsibility for a sales manager.
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| figure 3 |