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Chapter 1

Selling, marketing and customer relationship management

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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

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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.

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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.

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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.

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Ethics

Responsibility

Integrity and belief in the sale

Credibility

Even-handedness

Fairness

Standards of behaviour

Balanced outcomes viewpoint

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Marketing, selling and business

The role of marketing, selling and business:

Marketing Marketing/Selling Selling

Identify Individuals

Provide Information

Influence

to buy

Business

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Marketing process

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The marketing mix

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Promotions mix

The promotions mix is the communications component of the marketing mix.

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Promotions mix elements – comparison

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Promotions mix elements – summary

Element Usefulness in selling

Advertising Inform and influence

Sales promotion Motivate action

Publicity Manage public opinion

Personal Selling Persuade, assist and facilitate sale

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CRM

Definition

Business concept

Technique for carrying out the concept

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Selling roles in business

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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