introduction to marketing comms lecture 5
TRANSCRIPT
Introduction to
Marketing Communications
personal selling
5
learning content…personal selling
when it can be used
what it can achieve
what it is
what is personal selling..?
what is personal selling..?
the traditional image is one of the ‘hard
sell’……unrelenting, brash, persistent
is this still the case?
what is personal selling..?
well, there needs to be two people present…feedback and evaluation of the message can be received almost instantaneously
therefore we can tailor and adapt the message…
…making this one of the most personal forms of marketing communications
if we consider AIDA
personal selling can be great at bring about changes in behaviour
we can overcome objections
Attention, Interest, Desire, Action…
provide information quickly
respond to changing needs immediately
why use personal selling?
messages can be adapted on the spot to meet the requirements of both parties
this flexibility allows objections to be overcome,
information to be provided and demonstration to be
brought to the buyermessages can be much more personal than any of the other methods of communication
easier to induce a change in behaviour
prospecting – finding new customers
monitor competitor action – informing about competing productsmaintaining relationships – critical relationships will have a single sales person
project management - coordinating within the organisation, representing the customers interests
tasks of personal selling
persuading – that the product offered is the best solution to their problem
installing and demonstrating –e.g. get equipment installedidentifying and reporting issues/problems
informing – giving customers adequate, detailed and relevant information
tasks of personal selling
strengths
very high cost per contactreach and frequency low
lack of control
possible inconsistency of message
2 way interaction
greater attention – less noise
more participation in decision process – can solve customer problemscoordinate with direct marketing
weaknesses
when should personal selling be used?
complexity – product or environment
demonstration and explanation useful
buyer significance
risk, benefits, relative costs and timing
customisation required
when should personal selling be used?
communication effectiveness
interaction and negotiation required or to build relationships and trust
channel network push factors important
advertising relatively important when…
personal selling relatively important when…
number of customers large smallbuyer’s information needs
low high
size and importance of purchase
small large
post-purchase service required
little a lot
product complexity low highdistribution strategy pull pushpricing policy set negotiableweb-enabled exchanges
high low
resources available for promotion
many few
when personal selling is an
important part of the comms
mix…
adapted from Fill, 2016
Fill, 2006
the main stages in the sales process
working through the stages…
sales force structure
geographic basede.g. M62 corridor, counties, ‘North-
East’…
market based
customer type or need type
product basedexpert knowledge, organisations with large product lines
many organisations use a combination
integration and supporting the sales force
direct marketing helps improve customer satisfaction
catalogues, brochures, product specs, samples, internet can all support
targeted, personalised comms can be supportive
allow the field team more time… leading to a more key account structure and focus
high low
highKey account managementField-force sales
Field-force salesTelesalesWebEmail
low
Directed field-force SalesTelesalesWebEmail
Direct mailTelesalesEmail
strength of relationship
adapted from Fill, 2016
when to use…
account potential
multichannel selling
field salesoutlets
telesales
e-commercem-commerce
consider cost per contact and interaction
low-involvement decision-making requires peripheral cues to stimulate buyers into action
point of purchase decisions which require buyers to build awareness through recognition
look-alike packaging seeks to reassure customers that the supermarket brand is of comparable quality… is it ethical?
packaging… silent sales person
communication dimensions of packaging
shape can indicate functional aspects…
shape can reflect brand
personality
shape can be used as a
differentiator…
other elements...package size can be used to target different segments – family-sized, snack-sized, travel-sized…
all packaging has to provide info on ingredients e.g. allergy advice, fat, calories, salt…
packages carry tangible and intangible messages about the brand
consumers make snap decisions based on whether a product “looks right” – they often don’t know why
learning content…personal selling
when it can be used
what it can achieve
what it is