This document discusses personal selling as a method of communication. Personal selling allows for a more personalized message than other communication methods. It also requires coordinating within an organization to represent customer interests and project management. Personal selling has a very high cost per contact but can be inconsistent. It is most effective when there are a small number of customers, high information needs, large and important purchases, required post-purchase service, complex products, and a push distribution strategy. Key tasks for personal selling include developing relationships, presenting sales messages, qualifying prospects, and closing sales.

1. 6

2. personal selling

5. if we consider AIDA

6. messages can be much more personal than any of the other
methods of communication

7. project management - coordinating within the organisation,
representing the customers interests

9. very high cost per contact
possible inconsistency
of message
coordinate with direct
marketing

10. buyer significance

11. communication effectiveness

12. advertising relatively
important when…
personal selling relatively
important when…
number of customers large small
buyer’s information needs low high
size and importance of
purchase
small large
post-purchase service
required
little a lot
product complexity low high
distribution strategy pull push
pricing policy set negotiable
web-enabled exchanges high low
resources available for
promotion
many few

13. maintaining trust and commitment
developing the relationship
providing service and support
closing the sale
handling queries and objections
presenting the sales message
developing the relationship
qualifying prospects
prospecting for customers

17. high low
high
key account management
field-force sales
field-force sales
telesales
web
email
low
directed field-force sales
telesales
web
email
direct mail
telesales
email
strength of relationship
account potential

22. all packaging has to provide info on ingredients e.g. allergy
advice, fat, calories, salt…
consumers make snap decisions based on whether a product “looks
right” – they often don’t know why