lecture 11-personal selling
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Personal Selling
Dr. George BelchSan Diego State University
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
Determining the Role of Personal Selling
How cost effective is each alternative?
How effective is each alternative in carrying out the needed exchange?
What are the alternative ways to carry out these communications objectives?
What information must be exchanged between firm and potential customer?
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
New Roles for Salespeople
Surveying
Mapmaking
Guiding
Fire Starting
Customer Relationship Marketing
• An organization’s effort to develop a link with individual customers that is• Long-term• Cost effective• Mutually beneficial
Factors in Keeping a Customer
Product Uniqueness
Product Uniqueness
Customer Service
Customer Service
Depth of Product Line
Depth of Product Line
Perceived Price to Value
Proposition
Perceived Price to Value
Proposition
Loyalty/ Reward Program
Loyalty/ Reward Program
Product QualityProduct Quality
Salesperson Classifications
More casual role
Often involves straight rebuying
Order TakingOrder Taking
Essentially a support role
May not actually take orders
Missionary Sales
Missionary Sales
Assess situation, determine needs
Get order
Creative Selling
Creative Selling Present ability to satisfy needs
Personal Selling Responsibilities
Follow up and service the account
Close the sale
Demonstrate product capabilities
Recommend a way to satisfy them
Determine customers’ needs and wants
Locate prospective customers
Traits of Effective Salespeople
Good Communicator
Good Communicator
KnowledgeableKnowledgeable
Results- orientedResults- oriented
Relationship- oriented
Relationship- oriented
Professional Professional
ReliableReliable
Customer-focused
Customer-focused
ThoroughThorough
Problem SolverProblem Solver
ResponsiveResponsive
Traits Buyers Like and Dislike
Desirable Desirable Objectionable Objectionable
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.Lack of respect
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
Personal Selling + Other Tools
Advertising
Public Relations
Direct Marketing
Sales Promotion
The Internet
Personal Selling
Personal Selling + Advertising
Personal Selling + PR
Creates goodwill
Involved in community
Representative of the organization
Rep is often best source of PR
Personal Selling + Direct Marketing
Personal Selling + Sales Promotion
Reseller
Consumer
Sales Force
Sales Promotion
Targets
Sales Promotion
Targets
Personal Selling + the Internet
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
Characteristics Affecting Performance
Strength of the field manager
Management processes thatdrive performance
Clear link between company culture/values to sales strategies
Consistent training
The courage to change
Evaluating Personal Selling
Provision of marketing
intelligence
Provision of marketing
intelligence
Follow-up activities
Follow-up activities
Program implementations
Program implementations
Attainment of communications
objectives
Attainment of communications
objectives
Quantitative Measures of Sales Results
Orders
Sales Volume
Margins
Customer Accounts
Sales Calls
Selling Expenses
Customer Service
Quantitative Measures
Qualitative Measures of Sales Results
Selling SkillsSelling Skills
Sales Related Activities
Sales Related Activities