2. 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
3. Determining the Role of Personal Selling
What information must be exchanged
between firm and potential customer?
What are the alternative ways to carry out
these communications objectives?
How effective is each alternative in carrying
out the needed exchange?
How cost effective is each alternative?
4. Stages of Personal Selling Evolution
Selling activity limited to
Provider
order-taking and delivery
Attempting to persuade
Persuader
customer to buy
Seeking out buyers perceived to
Prospector
have a need
Buyers identify problems to be
Problem-solver
met by goods
Seller determines buyer needs
Procreator
and fulfills them
5. New Roles for Salespeople
Surveying
Mapmaking
Guiding
Fire Starting
6. Customer Relationship Marketing
• An organization’s effort to develop a link
with individual customers that is
• Long-term
• Cost effective
• Mutually beneficial
7. Factors in Keeping a Customer
Perceived
Price to Value
Proposition
Customer Product
Service Quality
Loyalty/
Product Depth of Reward
Uniqueness Product Line Program
8. Salesperson Classifications
Assess situation, determine needs
Creative
Selling Present ability to satisfy needs
Get order
Order More casual role
Taking
Often involves straight rebuying
Essentially a support role
Missionary
Sales May not actually take orders
9. Personal Selling Responsibilities
Locate prospective customers
Determine customers’ needs and wants
Recommend a way to satisfy them
Demonstrate product capabilities
Close the sale
Follow up and service the account
10. Traits of Effective Salespeople
Good
Reliable
Communicator
Relationship- Customer-
Responsive
oriented focused
Results- Problem
oriented Solver
Knowledgeable Professional Thorough
11. Traits Buyers Like and Dislike
Desirable Objectionable
1. Knowledgeable 1. Unprepared
2. Empathizes 2. Uninformed
3. Well organized 3. Aggressive
4. Prompt 4. Undependable
5. Follows through 5. No follow through
6. Has solutions 6. Presumptive
7. Punctual 7. Walk-ins
8. Hard working 8. Gabbers
9. Energetic 9. Problem avoiders
10.Honest 10.Lack of respect
12. Pros and Cons of Personal Selling
Advantages Disadvantages
Two-way interaction Messages may be
with prospect inconsistent
Message can be Possible management-
tailored to recipient sales force conflict
Prospect isn't likely Cost is often
to be distracted extremely high
Seller involved in Reach may be
purchase decision very limited
Source of research Potential ethical
information problems
13. Personal Selling + Other Tools
Advertising
Public Relations
Personal
Direct Marketing
Selling
Sales Promotion
The Internet
19. 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
20. Characteristics Affecting Performance
Strength of the field manager
Clear link between company
culture/values to sales strategies
Management processes that
drive performance
Consistent training
The courage to change
21. Evaluating Personal Selling
Provision of
Follow-up
marketing
activities
intelligence
Attainment of
Program
communications
implementations
objectives
22. Quantitative Measures of Sales Results
Orders
Sales Volume
Margins
Quantitative
Measures
Customer Accounts
Sales Calls
Selling Expenses
Customer Service
Relation to Text This slide relates to page 11 of the text and Figure 22-6. Summary Overview This slide lists traits that buyers prefer in sales people, and the ones that they find objectionable. Use of this slide This slide can be used when discussing what customers desire in a salesperson. The traits listed are the results of one company’s survey of buyers’ likes and dislikes regarding its sales force.
Relation to text This slide relates to pages 14-18 of the text. Summary Overview This slide shows that personal selling is regularly combined with the other IMC tools including advertising, public relations, direct marketing, sales promotion, and the Internet. Use of this slide This slide can be used to introduce the fact that personal selling is rarely used alone… it is often supported by other IMC program elements. A more detailed discussion on combining personal selling with other promotional tools follows.
Relation to text This slide relates to pages 14-15 of the text and Exhibit 22-4. Summary Overview This slide contains an ad by Dell that informs customers that they compete in the business-to-business market. Use of this slide This slide can be used when discussing how advertising that supports the sales effort is likely to: Improve reach Reduce costs Increase the probability of a sale Unfortunately, many salespeople do not understand the role that advertising plays and the contribution it can make to their sales efforts. A company with no brand awareness or image also has a disadvantage when trying to get sales people in the door.
Relation to text This slide relates to material on pages 15-16 of the text. Summary Overview This slide shows how personal selling can be combined with public relations. Use of this slide This slide can be used to demonstrate how the sales representative plays a public relations role in a company. The sales rep is often the best source of good PR for the company Sales people are representatives of the organization Sales people are involved in community Sales people create goodwill for the company Their personalities, servicing of the account, cooperation, and empathy not only influence sales potential, but reflect on the organizations they represent.
Relation to text This slide relates to pages 16-17 of the text and Exhibit 22-6. Summary Overview This slide shows an ad for Phone Works, a company that helps organizations with the sales process, including assisting in the development and implementation of direct marketing methods. Use of this slide This ad can be used to discuss how companies are integrating various forms of direct marketing into their sales programs to make selling efforts more effective. Various forms of direct marketing, including traditional mail, telemarketing and email ,are used by many companies to identify and quality prospects and provide them with information before they are contacted by a sales person.
Relation to text This slide relates to pages 17-18 of the text. Summary Overview This slide shows how elements of sales promotion and personal selling support each other. Use of this slide This slide can be used to illustrate how sales promotion can support the sales force. For example, many sales promotions targeted to resellers are presented by the sales force, which is ultimately be responsible for removing or replace them as well. Other promotional tools, designed to assist the sales staff, also serve as reminders or create goodwill. Flip charts Leave-behinds Specialty ads Likewise, many sales promotions are targeted at the sales force itself in order to stimulate sales efforts. Free trips Cash bonuses Gifts Contests and sweepstakes
Relation to text This slide relates to page 20 of the text. Summary Overview This slide shows the criteria for evaluating the contribution of the personal selling effort to the promotional program. Use of this slide This slide can be used to discuss the criteria for judging the personal selling effort’s contribution to the overall promotional program. Provision of marketing intelligence… how well the sales force fed back information regarding competitive programs, customer reactions, market trends, and other factors are important in the development of the promotional program. Follow-up activities… the use and dissemination of promotional brochures and correspondence with new and existing customers, providing feedback on the effectiveness of promotional programs. Program implementations… the number of promotional programs implemented; the number of shelf and/or counter displays used, and so forth; the implementation and assessment of cooperative advertising programs. Attainment of communications objectives… the number of accounts to whom presentations were made, the number of trial offers accepted, and the like.
