Watch The Video Sales Management Summary Of The Strengths ✓ Solved

Watch The Video Sales Management Summarize The Strengths And Weakne

Watch the video "Sales Management." Summarize the strengths and weaknesses of personal selling when compared to other forms of marketing communications. Discuss the role a sales manager plays in improving the overall performance of sales people. In replies to peers, discuss whether you prefer personal selling or other forms of marketing communications and explain why.

Paper For Above Instructions

Sales management is a critical component of business strategy, particularly in environments where personal selling is utilized. The video "Sales Management" provides insights into the dynamics of personal selling as a unique form of marketing communication. In this paper, we will summarize the strengths and weaknesses of personal selling, discuss the crucial role that sales managers play in enhancing the performance of sales personnel, and finally, share a personal preference between personal selling and other forms of marketing communications.

Strengths of Personal Selling

One of the primary strengths of personal selling is its ability to foster direct communication between sales representatives and potential customers. This one-on-one interaction allows for immediate feedback and the opportunity to address specific customer needs and concerns. Personal selling builds rapport and trust, which can be vital in establishing long-term relationships with clients (Kumar & Reinartz, 2016).

Furthermore, personal selling offers flexibility in the sales process. Sales representatives can tailor their pitches and adjust their strategies based on real-time customer reactions. This adaptability is something that traditional advertising and other forms of marketing communications often lack (Jobber & Lancaster, 2015). The personal approach can also lead to higher conversion rates, as prospects may feel more inclined to make purchases in a conversational setting where their questions can be answered promptly.

Another significant strength of personal selling is the ability to convey complex information about products or services effectively. Sales representatives can provide detailed demonstrations and explanations that other marketing methods may not fully capture. This aspect is exceptionally beneficial in industries that offer high-involvement products, where the decision-making process is lengthy, and customers seek extensive information (Lilien, Rangaswamy, & Van Bruggen, 2017).

Weaknesses of Personal Selling

Despite its strengths, personal selling also has its weaknesses. One of the major downsides is the cost associated with hiring and training sales personnel. Personal selling can be resource-intensive, as companies must invest significant time and money to employ skilled salespeople who can effectively represent their products (Baker & Hart, 2016).

Additionally, personal selling is limited by its scalability. Unlike broad marketing campaigns that can reach a vast audience through advertisements, personal selling is inherently localized and may not be efficient for companies looking to target a large market quickly (Coughlan, Anderson, Stern, & El-Ansary, 2012). Furthermore, personally sold products may suffer from limitations in geographic reach due to travel constraints or regional market differences, potentially leaving thriving markets untapped.

Moreover, personal selling is heavily dependent on the salesperson's capabilities and performance. Variabilities in skills and effectiveness can lead to inconsistencies in customer experience and satisfaction. A poor sales experience due to an inexperienced or inadequately trained salesperson can harm the company's reputation (B2B Sales, 2019).

Role of Sales Managers

Sales managers play a pivotal role in bridging the gap between company objectives and frontline sales personnel. They are responsible for training, motivating, and guiding sales representatives to enhance their performance. A sales manager’s leadership influences the overall success of a sales team, as they set expectations, establish performance metrics, and provide the necessary support for team members to thrive (Kotler & Keller, 2016).

Effective sales management involves establishing a coaching culture where managers routinely conduct performance reviews and provide constructive feedback. By identifying individual strengths and weaknesses, sales managers can tailor development programs to address specific gaps in knowledge or skills (Schmidt & Hunter, 1998). This role not only improves sales performance but also fosters employee engagement and satisfaction, which are key drivers of retention in sales environments.

An essential aspect of a sales manager's role is motivation. Engaging sales teams through bonuses, recognition programs, and opportunities for career progression can enhance performance and drive results. By fostering a competitive yet supportive environment, sales managers encourage the continual improvement of sales techniques and the overall effectiveness of the team (Sujan,Weitz, & Sujan, 1988).

Preference Between Personal Selling and Other Forms of Marketing Communications

In my experience, I have developed a preference for personal selling over other forms of marketing communications. The tailored and individualized approach in personal selling resonates with me, particularly when making significant purchasing decisions. The ability to engage with a knowledgeable representative allows for a deeper understanding of the product, and I find that the trust built through personal interaction is invaluable.

While digital marketing and traditional advertising can be effective in spreading awareness, they often lack the personal touch that can make a customer feel valued. In scenarios where the stakes are higher, such as purchasing cars or real estate, the human element of personal selling becomes even more crucial. Having a dedicated salesperson who can guide the process, answer questions, and provide personalized recommendations significantly enhances the buying experience.

In conclusion, both personal selling and other marketing communications have unique strengths and weaknesses. However, the personalized nature and capacity for relationship building inherent in personal selling make it a preferred method for many consumers. Sales managers are vital in leveraging these strengths to improve performance within their teams, ultimately contributing to the success of the business.

References

• B2B Sales. (2019). The Importance of Training Sales Employees. Retrieved from [source]
• Baker, M. J., & Hart, S. (2016). The Marketing Book. Routledge.
• Coughlan, A. T., Anderson, E., Stern, L. W., & El-Ansary, A. I. (2012). Marketing Channels. Pearson Higher Ed.
• Jobber, D., & Lancaster, G. (2015). Selling and Sales Management. Pearson Education.
• Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
• Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing.
• Lilien, G. L., Rangaswamy, A., & Van Bruggen, G. H. (2017). Why the Marketing Budget Should Be Bigger (And Smaller). Harvard Business Review.
• Schmidt, F. L., & Hunter, J. E. (1998). The Validity and Utility of Selection Methods in Personnel Psychology: Practical and Theoretical Implications of 85 Years of Research Findings. Psychological Bulletin.
• Sujan, H., Weitz, B. A., & Sujan, M. (1988). Personality and Sales Performance: The Role of Personal Variables in Sales Success. Journal of Marketing Research.
• Vaughan, K., & Webb, A. (2020). The Future of Personal Selling: Trends and Insights. Sales Management Review.