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Lecture 11-personal selling

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Lecture 11-personal selling

  1. 1. Personal Selling Dr. George BelchSan Diego State University ©
  2. 2. 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
  3. 3. 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?
  4. 4. Stages of Personal Selling Evolution Selling activity limited to Provider order-taking and delivery Attempting to persuade Persuader customer to buy Seeking out buyers perceived to Prospector have a need Buyers identify problems to beProblem-solver met by goods Seller determines buyer needs Procreator and fulfills them
  5. 5. New Roles for Salespeople Surveying Mapmaking Guiding Fire Starting
  6. 6. Customer Relationship Marketing• An organization’s effort to develop a link with individual customers that is • Long-term • Cost effective • Mutually beneficial
  7. 7. Factors in Keeping a Customer Perceived Price to Value Proposition Customer Product Service Quality Loyalty/ Product Depth of RewardUniqueness Product Line Program
  8. 8. Salesperson Classifications Assess situation, determine needs Creative Selling Present ability to satisfy needs Get order Order More casual role Taking Often involves straight rebuying Essentially a support roleMissionary Sales May not actually take orders
  9. 9. 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
  10. 10. Traits of Effective Salespeople Good Reliable CommunicatorRelationship- Customer- Responsive oriented focused Results- Problem oriented SolverKnowledgeable Professional Thorough
  11. 11. Traits Buyers Like and Dislike Desirable Objectionable1. Knowledgeable 1. Unprepared2. Empathizes 2. Uninformed3. Well organized 3. Aggressive4. Prompt 4. Undependable5. Follows through 5. No follow through6. Has solutions 6. Presumptive7. Punctual 7. Walk-ins8. Hard working 8. Gabbers9. Energetic 9. Problem avoiders10.Honest 10.Lack of respect
  12. 12. Pros and Cons of Personal Selling Advantages DisadvantagesTwo-way interaction Messages may be with prospect inconsistent Message can be Possible management-tailored to recipient sales force conflictProspect isnt likely Cost is often to be distracted extremely high Seller involved in Reach may be purchase decision very limited Source of research Potential ethical information problems
  13. 13. Personal Selling + Other Tools Advertising Public Relations Personal Direct Marketing Selling Sales Promotion The Internet
  14. 14. Personal Selling + Advertising
  15. 15. Personal Selling + PR Rep is often best source of PRRepresentative of the organization Involved in community Creates goodwill
  16. 16. Personal Selling + Direct Marketing
  17. 17. Personal Selling + Sales Promotion Reseller Sales Promotion Consumer Targets Sales Force
  18. 18. Personal Selling + the Internet
  19. 19. 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
  20. 20. Characteristics Affecting Performance Strength of the field manager Clear link between company culture/values to sales strategies Management processes that drive performance Consistent training The courage to change
  21. 21. Evaluating Personal Selling Provision of Follow-up marketing activities intelligence Attainment of Program communicationsimplementations objectives
  22. 22. Quantitative Measures of Sales Results Orders Sales Volume MarginsQuantitative Measures Customer Accounts Sales Calls Selling Expenses Customer Service
  23. 23. Qualitative Measures of Sales Results Selling Skills Sales Related Activities

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