Download Personal Selling…

Chapter 14 - Personal
Selling…and Direct Marketing
 Personal selling:
Occurs when a company representative interacts
directly with a prospect or customer to communicate
about a good or service
– “Personal touch” helps develop relationships
– Salespeople are the eyes and ears of the firm
– Selling/sales management jobs provide high mobility,
especially for college grads with marketing background
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The Role of Personal Selling
 Personal selling is more important:
– When a firm uses a push strategy
– In business-to-business contexts: complex/technical
products
– With inexperienced consumers who need hands-on
assistance
– For products bought infrequently (high involvement)
– When goods/services are complex or costly
 Cost per contact is very high
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Technology and Personal Selling
 Numerous technologies help enhance the
selling effort:
– Customer relationship management (CRM)
software and partner relationship
management (PRM)
– Teleconferencing, videoconferencing, and
improved corporate Web sites
– Voice-over Internet protocol
– Assorted wireless technologies
SALESFORCE.COM
14-3
Types of Sales Jobs
 Sales positions vary considerably:
– Order taker
– Technical specialist
– Missionary salesperson (stimulate clients
to buy)
– New-business salesperson and order
getter
– Team selling and cross-functional teams
14-4
Get the
scoop
on sales
salaries!
Visit the
Occupational
Outlook
Handbook!
Approaches to Personal Selling
 Transactional selling:
Focuses on making an immediate sale with little or
no concern for developing long-term customer
relationships
– Associated with high-pressure, hard sell tactics
 Relationship selling
Process of building long-term customers by
developing mutually satisfying, win-win
relationships with customers
– Builds customer loyalty and satisfaction
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Steps in the Creative Selling Process
Many sales leads come from
a company’s marketing
communications efforts, as
well as a firm’s Web site.
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Sales Management
 Process of planning, implementing, and
controlling the personal selling function of
an organization
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Direct Marketing
 Direct marketing
Any direct communication to a customer
(consumer or business) designed to
generate a response in the form of an order,
a request for further information, and/or a
visit to a store or other place of business for
purchase of a product
Direct Marketing Association
Direct Marketing Educational Foundation
(www.directworks.org)
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Direct Marketing
 Mail order
– Catalogs:
– Direct mail:
A brochure/pamphlet offering a specific good/service at
one point in time
 Telemarketing:
– Direct marketing conducted over the telephone
– More profitable for business than consumer markets
– In 2003, FTC established National Do Not Call Registry
Do Not Call Registry
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Direct Marketing
 Direct-response advertising:
Allows consumer to respond by immediately
contacting the provider with questions or an
order
– Direct-response TV (DRTV):
short commercials, 30-minute-plus
infomercials, and home shopping networks
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Direct Marketing
 M-Commerce:
Promotional and other e-commerce activities
transmitted over mobile phones/devices
– Short-messaging system marketing (SMS)
– Spim: instant-messaging version of spam
– Adware: software that tracks Web
habits/interests, presenting pop-up ads and
resetting home page
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