Personal Selling

By Shinta Rahmani, SE., M.Si

Personal Selling

■ Personal selling is a two-way

communication that uncovers and
satisfies the needs of prospects,
providing mutual, long-term
benefits for both parties.
■ Personal selling primary role is
retaining and growing customers
acquisition.
Type of Personal Selling

Intermediaries

Type of Industrial
Personal Selling

Professional

Consumer
Intermediaries : This involves selling offerings
onward through a particular channel network to
other reseller. They in turn will sell the offering to
other members who are closer to the end user.
Industriy: Here the main type of selling consists of
business-to-business marketing and requires the
selling of components and parts to others for
assembly or incorporation within larger offerings.
Professional : This type of selling process requires
ideas and offerings to be advances to specifiers
and influencers.
Konsumen : This form of personal selling requires
contact with the retail trade and/or the end-user
consumer
Task of Personal Selling

1. Prospecting
2. Communicating
3. Selling
4. Information gathering
5. Servicing
6. Allocating
7. Shaping
 Strength Weakness

• Provide for fast, direct • High cost

feedback • Low reach and
• Greater level of frequency
participation in the • Inconsistency
decision process by message delivery
the vendor • Customers may
• Accountability and develop loyalty to
measureability salespeople rather
• Collect information and than to product or
build valuable company
customer database
Salesforce Management

The performance of sales sales people is a measure of both

their work, or task-related, behaviours and the result of their
activities and input

Two main sales management approaches, Behaviour-based

and Outcome-based control system

Sales Management responsibilities included :

1. Selection and recruitment,
2. Training,
3. Size and deployment,
4. Motivation and supervision,
5. Evaluation,
6. Control and reward
Sales force Size and Structure

The ways in which an organisation

can structure the sales force
1.Based on Geographic
2.Based on Product
3.Based on Market
Sales Structure Based on Geography
GM Sales
Manager

Jawa Barat, Jawa Timur,

Bali & Indonesia
Tengah & Kalimantan &
Timur
Sumatera Sulawesi

Bandung Semarang Medan

Sales A

Sales B

Sales C
Sales Structure Based on Prodct
GM Sales
Manager

Sales Mgr Sales Mgr Heart Sales Mgr

Cancer medicine medicine Antibiotik

Jawa dan Kalimantan & Bali & Indonesia

Sumatera
Sumatera Sulawesi Timur

Sumatera Jawa

Sales A

Sales B

Sales C
Sales Structure Based on Market
GM Sales
Manager

Sales Mgr Sales Mgr Sales Mgr

Hospital A class Hospital B class Hospital C class

Jawa dan Kalimantan & Bali & Indonesia

Sumatera Sulawesi Timur

Jawa Sumatera

Sales A

Sales B

Sales C
Final Note
Personal Selling is most effective when it supported
by other marketing communication functions, such
as advertising, public relation, and direct response.

Integrated marketing communication programs rely

on personal selling because of its strength, which
include the power of personalized, two-way
communication, relationship building,
accountability, flexibility, and the ability to collect
useful information in the process of making a sale
Source :
1.Fill, Chris, Marketing Communications :
engagement, strategies and practice, 4th
Edition, Pearson Educated Ltd,
EdinburgGate, 2006
2.Duncan, T, Principles of Advertising &
IMC, 2nd Edition, McGraw Hill, Inc, New
York, 2005