214 CHAPTER 8 COMMUNICATINGTOMASSIVIARi<ETS
Factor
Speedina LargeAudience
CostperIndividualReached
AbilitytoAttractAttention
ClarityofCommunications
ChanceofSelectiveScreening
DirectionofMessageFlow
SpeedofFeedback
AccuracyofFeedback
PersonalSelling
Slow
High
High
High
Moderate
TwoWay
High
High
MassSelling
Fast
Low
Low
Moderate
High
OneWay
Low
Low
FIGURE8.5 Differencesinpersonalsellingandmasspromotion
salesfromexistingcustomers,anddevelopmentalselling,whichisnotasconcernedwith
immediatesalesaswithconvertingprospectstocustomers.
Mostsales1)ositionsrequiresomedegreeofbothtypesofselling.Salesjobscanbe
classifiedona continuumofserviceselling::Itoneendtodevelopmentalsellingat theother.
Ninetypesofsalesjobsareclassifiedonthiscontinuum(seeFigure8.6).
Servicesellinginvolvesthefollowingparticipants:
- Insideordertaker-predominantlywaitsoncustomer;forexample,thesalesclerk
behindtheneckwearcounterina men'sstore. - Deliverysalesperson-predominatelyengagedindeliveringtheproduct;forexam-
ple,personsdeliveringmilk,bread,orfueloil. - Routeormerchandisingsalesperson-predominantlyanordertaker, butworks
inthefield;forexample,thesoaporspicesalespersoncallingonretailers.
4.Missionarysalesperson-positionwherethesalespersonisnotexpectedorper-
mittedtotakeanorderbuttobuildgoodwill ortoeducatetheactualorpotential
user;forexample,thedistiller's missionaryandthepharmaceuticalcompany'sdetail
person.
LowLevelofComplexity
Serviceselling:
- Insideordertaker
- Deliverysalesperson
- Routeormerchandisingsalesperson
- Missionarysalesperson
- Technicalsalesperson
Developmentalselling: - Creativesalespersonoftangibles
- Creativesalespersonofintangibles
Developmentalsellingrequiringhighdegreeofcreativity: - Indirectsalesperson
- Salespersonengagedinmultiplesales
HighLevelofComplexity
FIGURE8.6 Acontinuumofpersonalsellingpositions