personal selling marketing presentation by group a10
TRANSCRIPT
Personal selling
Marketing Presentation by Group A10
Marketing Presentation by Group A10
Really??
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Personal Selling’s Role
Introduction The Marketing Mix:• Product• Price• Place• Promotion
The Promotion Mix:• Advertising• Public Relations• Sales Promotion• Personal Selling
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Introduction
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
What is the gap?
Bridging the Gap
What the customer perceives is…
What the firmperceives is…
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Bridging the Gaps
Bridging The Gap
Knowledge GapStandard GapDelivery GapCommunication GapService Gap
We don’t guarantee your job
RSM will help me find a job
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
What is Personal Selling
Personal Selling Personal selling is personally communicating information in order to drive an individual or group to buy something—a good, service, or idea—that satisfies that individual or group’s needs or wants.
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Are you “selling” what customers are“buying”?
Personal SellingProducts “also” include:• Information• Services• Ideas• Issues
What’s the product of your product’s product?• Product: cosmetics• Product of product: beauty• Product of product’s product: romance
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
PUSH SALES
Short term thinkingShort term thinkingShort term thinkingShort term thinking
Making the sale has priority over most other Making the sale has priority over most other considerationsconsiderations
Making the sale has priority over most other Making the sale has priority over most other considerationsconsiderations
Salesperson is self-interest orientedSalesperson is self-interest orientedSalesperson is self-interest orientedSalesperson is self-interest oriented
Interaction between buyer and seller is competitiveInteraction between buyer and seller is competitiveInteraction between buyer and seller is competitiveInteraction between buyer and seller is competitive
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Push Selling: Tiger Beer in Singapore
- Push Selling
Push and peddle products
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
“Sir/madam, don’t you want to try some Tiger Beer? “ She comes to Tom with a smile.
How can he refuse?
Pushy Tiger Beer Girl
- Push Selling
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Mind the GAP!
Q: What makes the gap bigger?
A: When you press wrong persons
at the wrong time and at wrong
places
Q: What makes the gap smaller?
A: When you know that the press will not perceived as press but rather as an interesting interruption. Time needed
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Ingram Micro distributor • Liaison person• Takes personal care of
the customer
-Liaison
Liaison Selling : Ingram Micro Case
The IT Marketplace
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Mind the GAP!
Q: What makes the gap bigger?
A: When hidden cost like maintenance or
multiple license fees are not explained
clearly
Q: What makes the gap smaller?
A: When the sales know what the customer
want in their IT system
-Liaison
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Consultative Selling
Customer is served, not soldCustomer is served, not sold
Two-way CommunicationTwo-way Communication
Inform and negotiate, don’t manipulateInform and negotiate, don’t manipulate
Provide service after the sale
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
CONSULTITIVE SELLING-MAC WAY
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
CONSULTITIVE SELLING-MAC WAY
• Exclusive MAC stores• Salesperson: Make-Up
Artists• Professional, artistic
treatment-Consultative Selling
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Mind the GAP!Q: What makes the gap bigger?A: When you use low skilled
consultants
Q: What makes the gap smaller?A: When you know that personal
consulting is what the customer expects and ends in a relationship. Complex products, Complex people, Lack of Information
Salesperson motoYou can achieve most of the things in life that you want if you help other people achieve what they want.
Salesperson motoYou can achieve most of the things in life that you want if you help other people achieve what they want.
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Introduction
Bridging Gaps
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Strategic Selling: Apparel Company
- Strategic Selling
Clothing Shop nearEuwha Women’s University
Apparel company for young women
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Strategic Selling Concept
-Strategic Selling
“20% customers make 80% revenues” “20% customers make 80% revenues”
Key Account Customers Key Account Customers
Univ. Student set the Fashion Univ. Student set the Fashion
Shinwon treated Shops near the Univ. as Strategic “Key Accounts”
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Introduction
Bridging Gaps
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Partnering: Korea Postbank in 1998
- Partnering
Government OwnedGovernment Owned
IT In-housing IT In-housing
Low Service LevelLow Service Level
IT Budget IncreaseIT Budget Increase
3rd largest SI in Korea 3rd largest SI in Korea
Expertise in Banking ITExpertise in Banking IT
Highly Competitive marketHighly Competitive market
Unstable RevenueUnstable Revenue
IT OutsourcingIT Outsourcing
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Partnership Selling Concept
- Partnering
Understand Customer Needs Understand Customer Needs
Build Long-term Relationship Build Long-term Relationship
Continuously Add Value to Customer Continuously Add Value to Customer
Strategic Alliances“Your problem is my problem”
Strategic Alliances“Your problem is my problem”
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Personal selling dimension(1): Customer perception
Sales representativ
e
Assistant business manager
Key account manager
Head of business
development
Bloody Sales !
Low customer perception high
Tom Wang’s career pathTom Wang’s career path
Push sales
Liaison
Consultative
Strategic
partnering
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Personal selling dimension(2): Product & Service
Complexity
Push sales
Liaison
Consultative
Strategic
partnering
Complexity of Product & Service
HighLow
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Personal selling dimension(3): Level of Information
LowLevel of
Information High
partnering
Strategic
Consultative
Liaison
Push sales
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Personal selling dimension(4): Culture
Western Culture Eastern
Push sales
Liaison
Consultative
Strategic
partnering‘Suppliers
‘Suppliers
partnering
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Bridging the Knowledge Gap
Conclusion
Consumer Perceptions & Expectations
Company Perceptions & Expectations
(POSITION of products & services)
GAP
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Customer Evaluates you ….
The secret of good selling is simple:
1. Listen to your customer. 2. Little things are what it’s all about.3. The perception of the customer is as important as the reality.
Based Upon TheirPerceptions & Expectations
Conclusion
Customer Company
Sales
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion
Q&A
Personal Selling
Q&A
Introduction
Bridging The Gap
Personal Selling
-Push Selling
-Liaison
-Consultative Selling
-Strategic Selling
-Partnering
Conclusion