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Effective Personal Selling Strategies: Maximizing Customer Engagement and Sales Success

Explore the role of personal selling in marketing, including communication objectives, effectiveness, and cost efficiency. Learn the stages of personal selling evolution and responsibilities, advantages, and disadvantages. Discover criteria for evaluating personal selling effectiveness and achieving communication objectives.

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Effective Personal Selling Strategies: Maximizing Customer Engagement and Sales Success

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  1. Chapter 17 Personal Selling Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  2. Determining the Role of Personal Selling • What specific information must be exchanged between the firm and potential customers? • What are the alternative ways to carry out these communication objectives, other promotional mix? • How effective is each alternative in carrying out the needed exchange? • How cost effective is each alternative? Slide 17-1 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  3. Stages of Personal Selling Evolution Provider (Accepting order from customers) Persuader (Convincing customers to buy) Prospector (Seeking selecting customers) Problem-solver (Translate the problems into needs) Procreator (Define the customer needs and create products and services) Slide 17-2 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  4. Personal Selling Responsibilities • Locating prospective customers (identifying customers ) • Determining customers’ needs and wants • Recommending a way to satisfy the customers’ needs and wants • Demonstrating the capabilities of the firm and its products • Closing the sale • Following up and servicing the account Slide 17-3 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  5. Advantages of Personal Selling • Allows for two way interaction • Tailors the message • Lack of distractions (Noisy) • Involvement in the decision process Slide 17-4 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  6. Disadvantages of Personal Selling • Inconsistent messages • Sales force/management conflict • High cost • Poor reach • Potential ethical problems Slide 17-5 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  7. Criteria for Evaluating Personal Selling • Provision of marketing intelligence( ability of salesperson in feeding back about competitors ,customer reactions) • Follow-up activities ( use and dissemination of promotional brochures with new and existing customers) • Program implementations ( Number of program implemented ,displays) • Attainment of communications objectives ( Number of account to whom presentation were made) Slide 17-6 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

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