chapter18 (1)
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Personal SellingPersonal Selling
18
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Personal Selling
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Determining the Role of Personal Selling
How cost effective is each alternative?How cost effective is each alternative?
How effective is each alternative in carrying out the needed exchange?
How effective is each alternative in carrying out the needed exchange?
What are the alternative ways to carry out these communications objectives?
What are the alternative ways to carry out these communications objectives?
What information must be exchanged between firm and potential customer?What information must be exchanged between firm and potential customer?
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Sales Force is a Major Part
Price
• Final price negotiable
• Price provides adequate margin
Product or Service
• Complex goods or services
• Major purchase decisions
• Personal demonstration required
Channels
• Channel short and direct
• Training needed by intermediaries
• Selling needed to push product through
• Intermediaries can provide personal selling
Advertising
• Media do not provide an effective link
• Information cannot be provided by media
• Sparse market reduces advertising economies
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Stages of Personal Selling Evolution
Selling activity limited to order-taking and delivery
Provider
Attempting to persuade customer to buy
Persuader
Seeking out buyers perceived to have a need
Prospector
Buyers identify problems to be met by goods
Problem-solver
Seller determines buyer needs and fulfills them
Procreator
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New Roles for Salespeople
SurveyingSurveying MapmakingMapmaking
GuidingGuidingFire StartingFire Starting
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Customer Relationship Management
Relationship Marketing:
The organization’s effort to develop a long-term, cost-effective link with individual customers for mutual benefit.
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SAP Software Assists CRM
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Keeping a Customer
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Types of Sales Jobs
This role is much more casual
Often involves straight rebuying
Order TakingOrder Taking
Essentially a support role
May not actually take the order
Missionary Sales
Missionary Sales
Assesses situation, determines needs
Gets order
Creative Selling
Creative Selling Presents capability of satisfying needs
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Personal Selling Responsibilities
Following up and servicing the accountFollowing up and servicing the account
Closing the saleClosing the sale
Demonstrating product capabilitiesDemonstrating product capabilities
Recommending a way to satisfy themRecommending a way to satisfy them
Determining customers’ needs and wantsDetermining customers’ needs and wants
Locating prospective customersLocating prospective customers
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Sales People Have Many Duties
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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
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Traits of Effective Salespeople
1. Ego strength: a healthy self-esteem that allows one to bounce back from rejection.
2. Sense of urgency: wanting to get it done now.
3. Ego drive: a combination of competitiveness and self esteem.
4. Assertiveness: the ability to be firm, lead the sales process, and get one’s point across confidently.
5. Risk-taking: willing to innovate and take a chance.
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Traits of Effective Salespeople
6. Sociable: outgoing, friendly, talkative, and interested in others.
7. Abstract reasoning: ability to understand concepts and ideas.
8. Skepticism: a slight lack of trust and suspicion of others.
9. Creativity: the ability to think differently.
10. Empathy: the ability to place oneself in someone else’s shoes.
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Traits Buyers Like and Dislike
Desirable TraitsDesirable Traits Objectionable TraitsObjectionable Traits
1. Knowledgeable2. Empathizes3. Well organized4. Prompt5. Follows through6. Has solutions7. Punctual8. Hard working9. Energetic10. Honest
1. Unprepared2. Uninformed3. Aggressive4. Undependable5. No follow through6. Presumptive7. Walk-ins8. Gabbers9. Problem avoiders10. No personal respect
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Pros and Cons of Personal Selling
Reach may be very limited
Message can be tailored to recipient
Two-way interaction with prospect
Prospect isn't likely to be distracted
Cost is often extremely high
Possible management-sales force conflict
Messages may be inconsistent
Seller involved in purchase decision
Source of research information
Potential ethical problems
Advantages Disadvantages
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Personal Selling + Other Tools
AdvertisingAdvertising
Public RelationsPublic Relations
Direct MarketingDirect Marketing
Sales PromotionSales Promotion
The InternetThe Internet
Personal Selling
Personal Selling
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Personal Selling + Advertising
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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
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Personal Selling + PR
Creates goodwillCreates goodwill
Involved in communityInvolved in community
Representative of the organizationRepresentative of the organization
Rep is often best source of PRRep is often best source of PR
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Personal Selling + Direct Marketing
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Personal Selling + Sales Promotion
ResellerReseller
ConsumerConsumer
Sales ForceSales Force
Sales Promotion
Targets
Sales Promotion
Targets
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Personal Selling + the Internet
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Evaluating the Personal Selling Effort
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Characteristics Affecting Performance
The courage to change
The courage to change
Consistent training that
leads to consistent execution
Consistent training that
leads to consistent execution
A clear link between company culture &
value to sales strategies
A clear link between company culture &
value to sales strategies
Rigorous management
processes that drive
performance
Rigorous management
processes that drive
performance
The strength of the field manager
The strength of the field manager
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Evaluating Personal Selling
Are communications objectives met?
Are communications objectives met?
Provides good marketing
intelligence?
Provides good marketing
intelligence?
Are follow-up activities
conducted well?
Are follow-up activities
conducted well?
Are promo programs being implemented?
Are promo programs being implemented?
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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
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Quantitative Measures of Sales Results
OrdersOrders
Sales VolumeSales Volume
MarginsMargins
Customer AccountsCustomer Accounts
Sales CallsSales Calls
Selling ExpensesSelling Expenses
Customer ServiceCustomer Service
Quantitative Measures
Quantitative Measures
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Qualitative Measures of Sales Results
Selling SkillsSelling Skills
Sales Related Activities
Sales Related Activities