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Personal Selling and the Marketing Concept

Selling Today. 10 th Edition. CHAPTER. Manning and Reece. Personal Selling and the Marketing Concept. 1. Learning Objectives. Describe contributions of personal selling to the information economy Define personal selling—discuss as extension of marketing concept

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Personal Selling and the Marketing Concept

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  1. Selling Today 10th Edition CHAPTER Manning and Reece Personal Selling and the Marketing Concept 1

  2. Learning Objectives • Describe contributions of personal selling to the information economy • Define personal selling—discuss as extension of marketing concept • Describe the evolution of consultative selling • Define strategic selling and name four strategic areas of the strategic/consultative selling model • Describe evolution of partnering—discuss how it relates to the quality improvement process • Explain how value-added strategies enhance personal selling

  3. Discussion Questions • When you hear the term personal selling, what words, images, ideas, or other associations come to mind? • Which of these associations are negative and which are positive?

  4. Definition of Personal Selling • Person-to-person communication with a prospect • Personal selling is a process of • Developing relationships • Discovering needs • Matching products with needs • Communicating benefits • Viewed as a process that adds value

  5. Broad Concept of Product What is the main product the following companies offer? Includes: • Information • Services • Ideas • Issues • “Hard goods”

  6. Strategic/ConsultativeSelling Model 1.1 FIGURE

  7. Personal Selling in the Information Age • An evolution from the industrial economy to the information economy • Began in the 1950s • New emphasis is information exchange rather than producing goods • Implications for personal selling

  8. Industrial economy Advances occur in transportation and manufacturing Strategic resources are capital and natural resources Products and factories define the business Sales success means meeting sales quotas Information economy Advances occur in information technology Strategic resource is information Business is defined by customer relations Sales success depends on adding value A Shift in Emphasis

  9. Discussion Questions • In the information age, what can a salesperson do to create value for the customer? • What can undermine that value in the customer’s eyes?

  10. Personal Selling as an Extension of the Marketing Concept Move from a product orientation (peddling) to a customer orientation (partnering)

  11. The Marketing Mix 1.3 FIGURE

  12. Important Role of Personal Selling • Often the major promotional method • Firms invest in personal selling • Personal selling has evolved because: • Products and services are more complex • Competition has greatly increased • Customer demand for quality, value, and service has risen sharply

  13. Evolution of Personal Selling • Marketing era begins (early 1950s) • Salespeople as a source of strategic information on product/market/service • Consultative selling era (late 1960s to early 1970s) • Mass markets break into target markets • Emphasis on need identification • Information sharing and negotiation replace manipulation

  14. Evolution of Personal Selling • Strategic selling era (early 1980s) • Market niches require more planning • Equal emphasis on strategy and tactics • Product positioning vital • Partnering era (1990 to present) • Customer, not product, as driving force • Emphasis on strategies that create customer value

  15. Evolution of Consultative Selling Transactional selling • Process that serves thebuyer primarily interestedin price and convenience Consultative selling • Process that developed fromthe marketing concept,emphasizing needidentification

  16. Evolution of Consultative Selling Features of consultative selling include: • Customer is a person to be served, not a prospect to be sold • Two-way communication identifies (diagnoses) customer’s needs; no high-pressure sales presentation • Emphasis on information giving, problem solving, and negotiation rather than manipulation • Emphasis on service after the sale

  17. Evolution of Strategic Selling • A Strategic Market Plan • Outlines necessary methods and resources • Considers areas to be coordinated • Finance • Personnel • Production • Marketing • Influences the sale of products • Serves as guide for strategic selling plan

  18. Strategy and Tactics • Tactics • Specific techniques,practices, and methods used incustomer interaction • Strategy • Carefully conceived plan needed to accomplish sales objectives • A prerequisite to tactical success

  19. Strategy vs. Tactics Exercise Identify the following: Strategy Tactic Use a fact sheet comparing your product to the competition Analyze the features of your leading competitors Use specific questions to diagnose needs Analyze a territory to determine those with specific needs    

  20. Selling Model 1.5 FIGURE 1-20

  21. 1 Develop a Personal Selling Philosophy Step :  Adopt the marketing concept  Value personal selling  Assume the role of a problem solver/partner

  22. 2 Develop a Relationship Strategy Step :  Adopt a win-win philosophy  Project a professional image  Maintain high ethical standards

  23. 3 Develop a Product Strategy Step :  Become a product expert  Sell benefits, not features  Configure value-added solutions

  24. 4 Develop a Customer Strategy Step :  Understand the buying process  Understand buyer behavior  Develop prospect base

  25. 5 Develop a Presentation Strategy Step :  Prepare objectives  Develop a presentation plan  Provide outstanding service

  26. Interrelationship of Basic Strategies 1.7 FIGURE

  27. E-Commerce and the Complex Sale • Electronic business Complex sales involve several forms of information technology support, including: • Electronic product catalogs • Contact management systems • PowerPoint and Excel • Internet applications • Electronic commerce

  28. Evolution of Partnering • Buzzword of 1990s, became business reality in 2000s • “Strategically developed, long-term relationship that solves the customer’s problems” • Relationship selling relies on a customized approach to each client • Enhanced with high ethical standards and CRM

  29. Example ofPartnering:Cushman &Wakefield

  30. Strategic Alliances • Formed by companies that have similar business interests and, thus, gain a mutual competitive advantage • The goal is to achieve a marketplace advantage by teaming up with another firm • Highest form of consultative selling required to build win-win alliances • Can you cite some current examples of strategic alliances?

  31. Value Creation • Value-added selling = creative improvements that enhance customer experience • The information economy rewards salespeople who add value at each step • When customer is not aware of value added by salespeople, the focus may shift to price

  32. Value-AddedSellingExample

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