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Chapter 1

Selling, marketing and customer relationship management. Chapter 1 . Common attitudes to selling. Positive attitudes Helpful in providing information about a product Aided in locating a particular manufacturer Provided specific usage instruction

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Chapter 1

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  1. Selling, marketing and customer relationship management Chapter 1

  2. Common attitudes to selling • Positive attitudes • Helpful in providing information about a product • Aided in locating a particular manufacturer • Provided specific usage instruction • Reminded the customer about a feature or service option • Negative attitude • Pushed the buyer into an unsuitable purchase • Rushed the customer into a sale • Continued to annoy the customer in the lead up to the sale • Unfairly criticised competitor’s product

  3. Consultative aspect • Definition The personal selling function should focus on the situation, problems, and needs of the customers, rather than on the salesperson or his or her firm. • Challenges • Natural tendency for the salesperson is to put their own needs first. • Understanding customer needs can be a very difficult and time consuming task.

  4. Problem-solving aspect • Problem identification • This is where the salesperson uses their questioning techniques to identify customer needs and wants. • Develop and evaluate solutions • Based on the answers given by the customer, the salesperson identifies the most suitable solution to this particular set of needs. • Communicate the solution • The salesperson presents the solution to the customer, explaining the benefits of the product and how they match the customer’s needs.

  5. Influence aspect • Social interaction • Friends and family have a strong influence on the purchase behaviour of each person. • Work place interaction • Managers, co-workers and other staff will influence a person’s purchases through examples, suggestions and direct instructions. • Journalism and media • The opinions of media figures and reporters encourage the person to purchase goods and services in a particular way. • Sales people • They make recommendations and assist in choices for the customer as part of their service.

  6. Ethics • Responsibility • Integrity and belief in the sale • Credibility • Even-handedness • Fairness • Standards of behaviour • Balanced outcomes viewpoint

  7. Marketing, selling and business • The role of marketing, selling and business: Marketing Marketing/Selling Selling Identify Individuals Provide Information Influence to buy Business

  8. Marketing process

  9. The marketing mix

  10. Promotions mix • The promotions mix is the communications component of the marketing mix.

  11. Promotions mix elements – comparison

  12. Promotions mix elements – summary

  13. CRM • Definition • Business concept • Technique for carrying out the concept

  14. Selling roles in business

  15. Selling roles in business • Variation in application of sales staff  internal staff  external or field staff  manufacturers’ consultant staff  online sales staff  telecommuting sales staff  SMS and distributive media sales staff • Remuneration types  base/retainer, bonus, commission, combination

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