student selling ch. 1

8/2/2019 Student Selling Ch. 1

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Personal Selling and

the Marketing Concept

Selling Today10

th

Edition

C

H A P T E R

Manning and Reece

1



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Discussion Questions

• When you hear the term personal

selling, what words, images, ideas, orother associations come to mind?

• Which of these associations are

negative and which are positive?



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Definition of Personal Selling

• Person-to-person communication with a prospect

• Personal selling is a process of

• Developing relationships

• Discovering needs

• Matching products with needs

• Communicating benefits

• Viewed as a process that adds value



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Broad Concept of Product

Includes:

• Information

• Services

• Ideas

• Issues

• “Hard goods”

What is the main product thefollowing companies offer?



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Strategic/Consultative

Selling Model

FIGURE 1.1



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Personal Selling in the Information Age

• An evolution from the ________ economyto the _____________ economy

• Began in the 1950s• New emphasis is information exchange

rather than producing goods

• Implications for ________ selling



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A Shift in Emphasis

Industrial economy

• Advances occur intransportation and

manufacturing• Strategic resources are

capital and naturalresources

• Products and factoriesdefine the business

• Sales success meansmeeting sales quotas

Information economy

• Advances occur ininformation technology

• Strategic resource isinformation

• Business is defined bycustomer relations

• Sales success dependson adding value



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Personal Selling as an Extensionof the Marketing Concept

Move from a product orientation (peddling)to a customer orientation (partnering)



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The Marketing Mix

FIGURE 1.3



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Important Role of Personal Selling

• Often the major promotional method

• Firms invest in personal selling

• Personal selling has evolved because:

• Products and services are more complex

• Competition has greatly increased• Customer demand for quality, value, and

service has risen sharply



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Evolution of Personal Selling

• Marketing era begins (early 1950s)

• Salespeople as a source of strategic information onproduct/market/service

• Consultative selling era (late 1960s to early1970s)

• Mass markets break into target markets

• Emphasis on need identification

• Information sharing and negotiation replacemanipulation



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Evolution of Personal Selling

• Strategic selling era (early 1980s)

• Market niches require more planning

• Equal emphasis on _____ and ________ • Product positioning vital

• Partnering era (1990 to present)

• Customer, not product, as driving force

• Emphasis on strategies that create customervalue



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Evolution of Consultative Selling

Transactional selling• Process that serves the ______ primarily interested

in price and convenience

Consultative selling• Process that developed from

the ________ concept,emphasizing needidentification



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Evolution of Consultative Selling

Features of consultative selling include:• Customer is a person to be served, not a __________ to be sold

• Two-way communication identifies(diagnoses) __________ needs; no high-pressure sales presentation

• Emphasis on _______ giving, problemsolving, and ___________ rather thanmanipulation

• Emphasis on ________ after the sale



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Evolution of Strategic Selling

• A Strategic Market Plan

• Outlines necessary methods and resources

• Considers areas to be coordinated

• Finance • Personnel

• Production • Marketing

• Influences the sale of products

• Serves as guide for strategic selling plan



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Strategy and Tactics

• Tactics

• Specific techniques,practices, and

methods used incustomer interaction

• Strategy

• Carefully conceived plan needed toaccomplish ________ objectives

• A prerequisite to tactical success



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Strategy vs. Tactics Exercise

Use a fact sheet comparing yourproduct to the competition

Analyze the features of yourleading competitors

Use specific questions to diagnose

needs

Analyze a territory to determinethose with specific needs

Strategy Tactic

Identify the following:



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SellingModel

1-20FIGURE 1.5



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Develop a Personal

Selling Philosophy

Adopt the marketing concept

Value personal selling

Assume the role of a problemsolver/partner

Step

1:



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Develop a Relationship

Strategy

Adopt a win-win philosophy

Project a professional image

Maintain high ethical standards

Step

2:



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Develop a Product

Strategy

Become a product expert

Sell benefits, not features

Configure value-added solutions

Step

3:



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Develop a Customer

Strategy

Understand the buying process

Understand buyer behavior

Develop prospect base

Step

4:



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Develop a Presentation

Strategy

Prepare objectives

Develop a presentation plan

Provide outstanding service

Step

5:



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Interrelationship of Basic

Strategies

FIGURE 1.7



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Evolution of Partnering

• Buzzword of 1990s, became businessreality in 2000s

• “Strategically developed, long-term

____________ that solves the customer’sproblems”

• Relationship selling relies on a _________

approach to each client• Enhanced with high ethical standards and

CRM



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Value Creation

• Value-added selling = creativeimprovements that enhance customerexperience

• The information economy rewardssalespeople who add value at each step

• When customer is not aware of valueadded by salespeople, the focus may shiftto __________



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Value-

AddedSellingExample

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