marketing: an introduction integrated marketing communications: personal selling and direct...
TRANSCRIPT
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nIntegrated Marketing Communications: Personal Selling and Direct Marketing
•Chapter Fourteen•Lecture Slides
–Express Version
•Course•Professor•Date
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nLooking Ahead
• After studying this chapter you should be able to:
• Discuss the role of a company’s salespeople in creating value for customers and building customer relationships
• Identify and explain the six major sales force management steps
• Discuss the personal selling experience, distinguishing between transaction oriented marketing and relationship marketing
• Define direct marketing and discuss its benefits for customers and companies
• Identify and discuss the major forms of direct marketing
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nThe Nature of Personal Selling
• Interpersonal part of the promotion mix• Purpose is to communicate• Characterized by:
– Direct contact with buyer– Two way communication– Flexible message content– Immediate feedback
• Position may go by different names• Stereotype of a sales person
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nThe Role of the Sales Force
• Functions performed will vary:– Order taker versus order getter (creative selling)– Represent the company to customers
• Find and develop customers• Communicate what the company has to offer• Problem solving as a way to create value
– Represent customers to the company• Managing the buyer-seller relationship• Acting on the customer’s behalf
– Produce sales, customer satisfaction, and company profit
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nSales Management Decisions
Recruiting and selecting
salespeople
Designing sales force strategy and structure
Training sales people
Evaluating salespeople
Supervising salespeople
Compensating salespeople
Figure 14-1
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nSales Force Structure
• Territorial sales force structure• Product sales force structure• Customer sales force structure• Complex sales force structures• Outside and inside sales forces• Team selling
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nGreat Sales People Skills
• Intrinsic motivation• Disciplined work style• Ability to close a sale• Ability to solve problems• Ability to build relationships
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Ideal Salesperson
Sales Focus
CompensationRole
An independent self-starter
Deal makingSustained high effortTo capture accountsTo reward high performance
Competitive problem-solver
Consultative selling
To reward new and existing account sales
A team playerA relationship managerAccount penetration
Manage the product Team sellingReward account management
Rapidly GainMarket share
MarketLeadership
Maximize Profitability
Strategic Goal
Source: Adapted from Sam T. Johnson
Marketing Strategy & Compensation
Table 14-1
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InitialTraining
InitialTraining
Major Steps in Effective Selling
ProspectingQualifying
ProspectingQualifying
Pre-approachPreparation
Pre-approachPreparation ApproachApproach
Follow-upFollow-up Closingthe Sale
Closingthe Sale
HandlingObjections
HandlingObjections
PresentationDemonstration
PresentationDemonstration
Figure 14-3
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nDirect Marketing
• Direct Marketing– Direct connections with carefully targeted
individual consumers – Want an immediate response – Cultivate lasting customer relationships– Immediate and interactive– Database marketing allows precise targeting of
small groups– Can be used as a supplement to existing
channels or stand-alone– Fastest growing form of marketing– Low-cost and efficient
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nMajor Forms of Direct Marketing
• Telephone marketing• Personal selling• Direct-mail marketing• Catalogue marketing• Direct-response television marketing• Kiosk marketing• Online marketing