Chapter 16: Personal Selling

Chapter Summary:

In this chapter, we define personal selling, look at the advantages and disadvantages, and see how it fits within an organization’s promotional strategy.  We also see there is a variety of different selling roles available to the marketing organization, including some whose objectives are not tied to getting customers to buy.  Finally, we examine several trends facing the personal selling field.

Key Issues:

  • What is Personal Selling?
  • Advantages and Disadvantages of Personal Selling
  • Objectives of Personal Selling
  • Classifying Selling Roles
  • Trends in Personal Selling

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. “National Occupational Employment and Wages Estimates United States,” Bureau of Labor Statistics – U.S. Department of Labor, May 2010.
  2. Petrecca, L., “New Sales Outlets Are a Big Deal for Small Businesses,” USA Today, October 26, 2010.
  3. “10 Greatest Salespeople of All Time,” Inc. Magazine, March 28, 2011.
  4. For more information on what it takes to be successful at selling see: Anderson, R., Dubinsky, A., and Mehta, R., Personal Selling: Building Customer Relationships and Partnerships, Houghton-Mifflin, 2007.
  5. “10 Greatest Salespeople of All Time,” Inc. Magazine, March 28, 2011.
  6. Wehrum, K., “Sales Tips From the World’s Toughest Customers,” Inc. Magazine, April 5, 2010.
  7. Singer, N., “On Campus, It’s One Big Commercial,” New York Times, September 10, 2011.
  8. For more details on word-of-mouth marketing see Word of Mouth Marketing Association website.
  9. Buchholtz, C., “A Winning Sales Pitch for CRM Adoption,” CRM Buyer, October 28, 2010.
  10. Christ, P., and R. Anderson, “The Impact of Technology on Evolving Roles of Salespeople,” Journal of Historical Research in Marketing, Spring 2011.
  11. Virtual Conference & Trade Show Market Forecast 2010-2015, Market Research Media, March 2011.
  12. Markowitz,E., “New Tools for Sales Training,” Inc. Magazine, May 31, 2011.
Chapter 17: Pricing Decisions
Chapter 15: Public Relations