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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
as important as finding new ones. They are glad to see
the importance of sales quotas diminished.
Then what’s a company to do? Many successful companies
now use a combination of measures. For example,
Siebel Systems—yes, the same company mentioned
above—notes that approximately 40 percent of each
salesperson’s incentive compensation is based on his
or her customers’ reported satisfaction with service
and implementation of products purchased. Nortel,
eBay, and AT&T employ similar measures. At JD
Edwards, up to 20 percent of a sales rep’s earnings are
based on two such surveys per year. Many other companies
are also moving away from traditional quotabased
systems, combining sales goals with less
traditional measures such as customer satisfaction,
Summary
This chapter discussed the nature
of personal selling and the role
this program element plays in the
promotional mix. The role of
personal selling in the IMC program
varies depending on the
nature of the industry, competition,
and market conditions. In
many industries (for example,
industrial markets) the personal
selling component may receive the
most attention, while in others (for
example, consumer nondurables) it
plays a minor role. However,
managers in most industries
believe the importance of this pro-
Key Terms
personal selling, 598
dyadic communication,
599
provider stage, 600
persuader stage, 600
616
18. Personal Selling © The McGraw−Hill
Companies, 2003
gram element will continue to
increase over the next few years.
Personal selling offers the marketer
the opportunity for a dyadic
communications process (a twoway
exchange of information). The
salesperson can instantly assess
the situation and the effects of the
communication and adapt the
message if necessary.
While this exchange lets the
sales rep tailor the message
specifically to the needs and
wants of the receiver, its disadvantage
is a nonstandardized
message, since the final message
prospector stage, 600
problem-solver stage, 601
procreator stage, 601
relationship marketing,
602
repeat business, profitable revenues, and internal
communications. Other measures include prospecting,
qualifying, and generating sign-ups to the company’s
website.
Regardless of what measures are being employed—
and there are many more than those mentioned here—
the days of the sales quota–based system are on the
way out. And no one could be happier than the salespeople
themselves.
Sources: Erin Strout, “ROI: More Vital Than Ever,” Sales & Marketing
Management, January 2002, p. 51; Andy Cohen, “Should You
Rank Your Salespeople?” Sales & Marketing Management, August
2001, p. 13; Kim Cross, “Does Your Team Measure Up?” Business 2.0,
June 12, 2001, pp. 22–28; Eilene Zimmerman, “Quota Busters,” Sales
& Marketing Management, January 2001, pp. 59–63.
order taking, 603
creative selling, 603
missionary sales, 603
prospecting, 603
leads, 604
communicated is under the salesperson’s
control. In an attempt to
develop a standard communication,
marketers provide their reps
with flip charts, leave-behinds, and
other promotional pieces.
Evaluation of the personal selling
effort is usually under the control
of the sales department, since
sales is the most commonly used
criterion. The promotions manager
must assess the contribution of
personal selling with nonsalesoriented
criteria as well, integrating
this element into the overall
IMC program.
prospects, 604
qualified prospects, 604
close, 604
cross sell, 605