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Personal selling

Personal selling

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Personal selling

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  1. Personal selling Marketing Presentation by Group A10

  2. Really?? Marketing Presentation by Group A10

  3. Personal Selling’s Role • Bridging The Gap • Personal Selling • Push Selling • Liaison • Consultative Selling • Strategic Selling • Partnering • Conclusion • Q&A Introduction The Marketing Mix: • Product • Price • Place • Promotion The Promotion Mix: • Advertising • Public Relations • Sales Promotion • Personal Selling

  4. What is the gap? • Introduction • Personal Selling • Push Selling • Liaison • Consultative Selling • Strategic Selling • Partnering • Conclusion • Q&A Bridging the Gap What the firm perceives is… What the customer perceives is…

  5. Bridging the Gaps Knowledge Gap Standard Gap Delivery Gap Communication Gap Service Gap • Introduction • Bridging The Gap • Personal Selling • Push Selling • Liaison • Consultative Selling • Strategic Selling • Partnering • Conclusion • Q&A Bridging The Gap RSM will help me find a job We don’t guarantee your job

  6. What is Personal Selling Personal Selling Personal selling is personally communicating information in order to drive an individual or group to buy something—a good, service, or idea—that satisfies that individual or group’s needs or wants.

  7. Are you “selling” what customers are“buying”? Products “also” include: • Information • Services • Ideas • Issues What’s the product of your product’s product? • Product: cosmetics • Product of product: beauty • Product of product’s product: romance Personal Selling

  8. Short term thinking Making the sale has priority over most other considerations Interaction between buyer and seller is competitive Salesperson is self-interest oriented PUSH SALES

  9. Push Selling: Tiger Beer in Singapore Push and peddle products • Introduction • Bridging The Gap • Personal Selling • Push Selling • Liaison • Consultative Selling • Strategic Selling • Partnering • Conclusion • Q&A • Push Selling

  10. Pushy Tiger Beer Girl • “Sir/madam, don’t you want to try some Tiger Beer? “ She comes to Tom with a smile. • Push Selling • How can he refuse?

  11. Q: What makes the gap bigger? A: When you press wrong persons at the wrong time and at wrong places Q: What makes the gap smaller? A: When you know that the press will not perceived as press but rather as an interesting interruption. Time needed Mind the GAP!

  12. Liaison Selling : Ingram Micro Case Ingram Micro distributor • Liaison person • Takes personal care of the customer The IT Marketplace • Liaison

  13. Q: What makes the gap bigger? A: When hidden cost like maintenance or multiple license fees are not explained clearly Q: What makes the gap smaller? A: When the sales know what the customer want in their IT system Mind the GAP! • Liaison

  14. Customer is served, not sold Two-way Communication Inform and negotiate, don’t manipulate Consultative Selling Provide service after the sale

  15. CONSULTITIVE SELLING-MAC WAY

  16. CONSULTITIVE SELLING-MAC WAY • Exclusive MAC stores • Salesperson: Make-Up Artists • Professional, artistic treatment • Consultative Selling

  17. Q: What makes the gap bigger? A: When you use low skilled consultants Q: What makes the gap smaller? A: When you know that personal consulting is what the customer expects and ends in a relationship. Complex products, Complex people, Lack of Information Mind the GAP! Salesperson moto You can achieve most of the things in life that you want if you help other people achieve what they want.

  18. Strategic Selling: Apparel Company • Introduction • Bridging Gaps • Personal Selling • Push Selling • Liaison • Consultative Selling • Strategic Selling • Partnering • Conclusion • Q&A Apparel company for young women - Strategic Selling Clothing Shop near Euwha Women’s University

  19. Strategic Selling Concept “20% customers make 80% revenues” Key Account Customers Univ. Student set the Fashion -Strategic Selling Shinwon treated Shops near the Univ. as Strategic “Key Accounts”

  20. Partnering: Korea Postbank in 1998 3rd largest SI in Korea Government Owned Expertise in Banking IT IT In-housing Unstable Revenue Low Service Level Highly Competitive market IT Budget Increase • Introduction • Bridging Gaps • Personal Selling • Push Selling • Liaison • Consultative Selling • Strategic Selling • Partnering • Conclusion • Q&A - Partnering IT Outsourcing

  21. Partnership Selling Concept Understand Customer Needs Build Long-term Relationship Continuously Add Value to Customer Strategic Alliances “Your problem is my problem” - Partnering

  22. Personal selling dimension(1): Customer perception Tom Wang’s career path Bloody Sales ! partnering Head of business development Strategic Key account manager Consultative Assistant business manager Liaison Sales representative Push sales Low customer perception high

  23. Personal selling dimension(2): Product & Service Complexity partnering Strategic Consultative Liaison Push sales Complexity of Product & Service Low High

  24. Personal selling dimension(3): Level of Information partnering Strategic Consultative Liaison Push sales Level of Information Low High

  25. Personal selling dimension(4): Culture partnering partnering ‘Suppliers Strategic ‘Suppliers Consultative Liaison Push sales Western Culture Eastern

  26. Bridging the Knowledge Gap • Introduction • Bridging The Gap • Personal Selling • Push Selling • Liaison • Consultative Selling • Strategic Selling • Partnering • Conclusion • Q&A Consumer Perceptions & Expectations GAP Company Perceptions & Expectations (POSITION of products & services) Conclusion

  27. Customer Evaluates you …. Based Upon TheirPerceptions & Expectations The secret of good selling is simple: 1. Listen to your customer. 2. Little things are what it’s all about. 3. The perception of the customer is as important as the reality. Conclusion Customer Company Sales

  28. Personal Selling • Introduction • Bridging The Gap • Personal Selling • Push Selling • Liaison • Consultative Selling • Strategic Selling • Partnering • Conclusion Q&A