personal selling (online)
DESCRIPTION
21. Personal Selling (online). Personal Selling. Typically under control of Sales Manager. 21- 2. Promoting Products. Direct promotion Through advertising and promotion Direct-marketing efforts Dyadic communication allows for immediate feedback and adjustment - PowerPoint PPT PresentationTRANSCRIPT
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Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
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Personal Selling (online)
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Personal Selling
Typically under control of Sales Manager
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Promoting Products
• Direct promotion• Through advertising and promotion• Direct-marketing efforts• Dyadic communication allows for
immediate feedback and adjustment• Plays critical role in industrial settings
• Indirect promotion• Through resellers• Through sales people
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Determining the Role of Personal Selling
How cost effective is each alternative?
How effective is each alternative in carrying out the needed exchange?
What are the alternative ways to carry out these communications objectives?
What information must be exchanged between firm and potential customer?
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Determining the Role of Personal Selling
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Stages of Personal Selling Evolution
Selling activity limited to order-taking and deliveryProvider
Attempting to persuade customer to buyPersuader
Seeking out buyers perceived to have a needProspector
Buyers identify problems to be met by goodsProblem-solver
Seller determines buyer needs and fulfills themProcreator
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New Roles for Salespeople
SurveyingMapmaking
GuidingFire Starting
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Customer Relationship Marketing
• An organization’s effort to develop a link with individual customers that is• Long-term• Cost effective• Mutually beneficial
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Customer Relationship Marketing
SAS designs software to
assist customer
relationship management
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Factors in Keeping a Customer
Product Uniqueness
Customer Service
Depth of Product Line
Perceived Price to Value
Proposition
Loyalty/ Reward Program
Product Quality
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Salesperson Classifications
More casual role
Often involves straight rebuyingOrder Taking
Essentially a support role
May not actually take ordersMissionary
Sales
Assess situation, determine needs
Get order
Creative Selling Present ability to satisfy needs
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Personal Selling Responsibilities
Follow up and service the account
Close the sale
Demonstrate product capabilities
Recommend a way to satisfy them
Determine customers’ needs and wants
Locate prospective customers
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Sales People Have Many Duties
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Test Your KnowledgeWith the evolution of personal selling, an individual salesperson's job requirements may include:
A) Determining customers' needs and wants B) Demonstrating the capabilities of the firm C) Following up and servicing the account D) Locating prospective customers E) All of the above
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Traits of Effective Salespeople
Good Communicator
Knowledgeable
Results- oriented
Relationship- oriented
Professional
Reliable
Customer-focused
Thorough
Problem Solver
Responsive
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Traits Buyers Like and Dislike
Desirable Objectionable
1. Knowledgeable2. Empathizes3. Well organized4. Prompt5. Follows through6. Has solutions7. Punctual8. Hard working9. Energetic10.Honest
1. Unprepared2. Uninformed3. Aggressive4. Undependable5. No follow through6. Presumptive7. Walk-ins8. Gabbers9. Problem avoiders10.Lack of respect
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Pros and Cons of Personal Selling
Reach may be very limited
Message can be tailored to recipient
Two-way interaction with prospect
Prospect isn't likely to be distracted
Cost is often extremely high
Possible management-sales force conflict
Messages may be inconsistent
Seller involved in purchase decisionSource of research
informationPotential ethical
problems
Advantages Disadvantages
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Personal Selling + Other Tools
Advertising
Public Relations
Direct Marketing
Sales Promotion
The Internet
Personal Selling
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Personal Selling + Advertising
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Personal Selling + PR
Creates goodwill
Involved in community
Representative of the organization
Rep is often best source of PR
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Personal Selling and Public Relations
Sales Force Volunteers at Work21-21
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Test Your KnowledgeBy servicing an account and by cooperating and empathizing with clients, salespersons are engaging in _____ activities on behalf of their firm.
A) Sales promotion B) Advertising C) Public relations D) Direct marketing E) Telemarketing
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Personal Selling + Direct Marketing
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Personal Selling + Sales Promotion
Reseller
Consumer
Sales Force
Sales Promotion
Targets
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Personal Selling + the Internet
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Evaluating the Personal Selling Effort
• Factors to be considered• Review of all target accounts• Review of all cross-functional selling• Review of specific territory objectives• Knowledge of products, customers, and
customer organizations• Ability to apply this market knowledge• Development of a favorable attitude• Required course corrections
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Characteristics Affecting Performance
Strength of the field manager
Management processes thatdrive performance
Clear link between company culture/values to sales strategies
Consistent training The courage to change
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Evaluating Personal Selling
Provision of marketing
intelligenceFollow-up activities
Program implementations
Attainment of communications
objectives
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Test Your KnowledgeThe ability of the sales force to feed back information regarding competitive programs and customer reactions contributes to the promotional program by fulfilling which evaluative criterion?
A) Attainment of communications objectives B) Program implementation C) Follow-up activities D) Providing market intelligence E) None of the above
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Quantitative Measures of Sales Results
Orders
Sales Volume
Margins
Customer Accounts
Sales Calls
Selling Expenses
Customer Service
Quantitative Measures
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Qualitative Measures of Sales Results
Selling Skills
Sales Related Activities
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