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Personal Selling (online)

Personal Selling (online)

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Personal Selling (online)

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  1. 21 Personal Selling (online)

  2. Personal Selling Typically under control of Sales Manager 21-2

  3. 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 21-3

  4. Determining the Role of Personal Selling What information must be exchanged between firm and potential customer? What are the alternative ways to carry out these communications objectives? How effective is each alternative in carrying out the needed exchange? How cost effective is each alternative? 21-4

  5. Determining the Role of Personal Selling 21-5

  6. Stages of Personal Selling Evolution Persuader Attempting to persuade customer to buy Prospector Seeking out buyers perceived to have a need Problem-solver Buyers identify problems to be met by goods Procreator Seller determines buyer needs and fulfills them Provider Selling activity limited to order-taking and delivery 21-6

  7. New Roles for Salespeople Surveying Mapmaking Guiding Fire Starting 21-7

  8. Customer Relationship Marketing • An organization’s effort to develop a link with individual customers that is • Long-term • Cost effective • Mutually beneficial 21-8

  9. Customer Relationship Marketing SAS designs software to assist customer relationship management 21-9

  10. Factors in Keeping a Customer Perceived Price to Value Proposition Customer Service Product Quality Loyalty/ Reward Program Depth of Product Line Product Uniqueness 21-10

  11. Salesperson Classifications Assess situation, determine needs Creative Selling Present ability to satisfy needs Get order More casual role Order Taking Often involves straight rebuying Essentially a support role Missionary Sales May not actually take orders 21-11

  12. Personal Selling Responsibilities Locate prospective customers Determine customers’ needs and wants Recommend a way to satisfy them Demonstrate product capabilities Close the sale Follow up and service the account 21-12

  13. Sales People Have Many Duties 21-13

  14. Test Your Knowledge With 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 21-14

  15. Traits of Effective Salespeople Reliable Good Communicator Responsive Customer-focused Relationship- oriented Results- oriented Problem Solver Thorough Professional Knowledgeable 21-15

  16. Traits Buyers Like and Dislike Desirable Objectionable • Knowledgeable • Empathizes • Well organized • Prompt • Follows through • Has solutions • Punctual • Hard working • Energetic • Honest • Unprepared • Uninformed • Aggressive • Undependable • No follow through • Presumptive • Walk-ins • Gabbers • Problem avoiders • Lack of respect 21-16

  17. Pros and Cons of Personal Selling Advantages Disadvantages Two-way interaction with prospect Messages may be inconsistent Message can be tailored to recipient Possible management-sales force conflict Prospect isn't likely to be distracted Cost is often extremely high Reach may be very limited Seller involved in purchase decision Potential ethical problems Source of research information 21-17

  18. Personal Selling + Other Tools Advertising Public Relations Direct Marketing Sales Promotion The Internet Personal Selling 21-18

  19. Personal Selling + Advertising 21-19

  20. Personal Selling + PR Rep is often best source of PR Representative of the organization Involved in community Creates goodwill 21-20

  21. Personal Selling and Public Relations Sales Force Volunteers at Work 21-21

  22. Test Your Knowledge By 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 21-22

  23. Personal Selling + Direct Marketing 21-23

  24. Personal Selling + Sales Promotion Reseller Consumer Sales Force Sales Promotion Targets 21-24

  25. Personal Selling + the Internet 21-25

  26. 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 21-26

  27. Characteristics Affecting Performance Strength of the field manager Clear link between company culture/values to sales strategies Management processes thatdrive performance Consistent training The courage to change 21-27

  28. Evaluating Personal Selling Provision of marketing intelligence Follow-up activities Program implementations Attainment of communications objectives 21-28

  29. Test Your Knowledge The 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 21-29

  30. Quantitative Measures of Sales Results Orders Sales Volume Margins Customer Accounts Sales Calls Selling Expenses Customer Service Quantitative Measures 21-30

  31. Qualitative Measures of Sales Results Selling Skills Sales Related Activities 21-31