Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Personal Selling, Sales Management, & Direct Marketing Chapter Objectives • role of personal selling within the promotion mix • steps in personal selling process • role of the sales manager • direct marketing 2 SELLING Personal Selling • • • • • when a company representative interacts directly with a (prospective) customer to communicate about a good or service 4 Personal Selling • Personal touch” is more effective than mass-media appeal. • Selling/sales management • jobs provide high mobility, especially for college grads with marketing background. 5 The Role of Personal Selling • Personal selling is more important: --when firm uses push strategy. --in B2B contexts. --with inexperienced consumers • who need hands-on assistance. --for products bought infrequently • (houses, cars, computers). • Cost per contact is very high. 6 Technology and Personal Selling • Customer relationship management (CRM) software • partner relationship management (PRM) • • • • • Teleconferencing, Video-conferencing, Improved corporate Web sites Voice-over Internet protocol Assorted wireless technologies SALESFORCE.COM 7 Types of Sales Jobs • Order taker Facilitate transactions tha the customer initiates • Technical specialist High skilled technical expertise who assist in product demonstration • Missionary salesperson Promotes firm and (stimulate clients (demand) to buy) • New-business salesperson Cold calls, breaking in new territory Finding new customers and calling them to present the company products • order getter Salesperson who works to develop long term relationship with customer / generate sales • Team selling & cross-functional team Sales function by team consist sales person, technical specialist and others 8 Approaches to Personal Selling • Transactional selling: Putting on the hard sell High-pressure process focuses on immediate sales no concern for developing long-term customer relationship 9 Approaches to Personal Selling (cont’d) • Relationship selling Process of building long-term customers by developing mutually satisfying, winwin relationships with customers 10 Creative selling Process • Makes positive transactions happen • Series of activities 11 Figure 14.1: Steps in Creative Selling Process 12 The Creative Selling Process • Step 1: Prospecting and qualifying --Prospecting: • developing a list of potential customers --Qualifying: • determining how likely potential customers are to become customers 13 The Creative Selling Process (cont’d) • Step 2: Pre-approach Compiling prospective customers’ • background information planning the sales interview 14 The Creative Selling Process (cont’d) • Step 2: Pre-approach Purchase history, current needs, customer’s interests From • informal sources, • CRM system, • customers’ Web sites, • and/or business publications 15 The Creative Selling Process (cont’d) • Step 3: Approach Contacting the prospect Learning prospect’s needs, create a good impression, build rapport • “You never get a second chance to make a good first impression.” 16 The Creative Selling Process (cont’d) • Step 4: Sales presentation benefits & added value • of product/firm advantages over competition Inviting customer involvement • in conversation 17 Step 5: Handling Objections • Anticipating why prospect is reluctant to make a commitment • Welcoming objections • Handling objections successfully to move prospect to decision stage 18 Step 6: Closing the Sale • Gaining the customer’s commitment • in the decision stage --Last-objection close --Assumptive close --minor-points close --Standing-room-only close --buy-now close 19 Step 7: Follow-Up • Arranging for delivery, Ensuring sure customer received delivery and is satisfied • Payment Credit, factors, etc. • purchase terms • Bridging to next purchase 20 Figure 14.2: The Sales Force Management Process 21 Sales Management: Sales force objectives • What sales force is expected to accomplish and when Customer Satisfaction New product suggestions Loyalty Training Retention / turnover Reporting on competition New customer development Community involvement 22 Creating a Sales Force Strategy • Establishing structure and size of a firm’s sales force • Sales territory: a set group of customers Geographic sales force structure Product-class sales territories Industry specialization key/major accounts 23 Recruiting, Training, & Rewarding • Recruiting the right people Good listening and follow-up skills adaptive style • from situation to situation Tenacity High level of personal organization 24 Recruiting, Training, & Rewarding • Sales training: • • • • • teaches salespeople about firm, its products, how to develop skills, knowledge, and attitudes to succeed 25 Recruiting, Training, and Rewarding • Paying salespeople well to motivate them Straight commission plan Commission-with-draw plan Straight salary plan 26 Recruiting, Training, and Rewarding • Running sales contests for short-term sales boost • Call reports: which customers were called on and how call went 27 Evaluating the Sales Force • Is sales force meeting its objectives? • What are possible causes of failure? Measuring performance Monitoring expense accounts for travel and entertainment 28 DIRECT MARKETING Direct Marketing • Any direct communication to a consumer or business recipient • designed to generate a response DIRECT MARKETING ASSOCIATION 30 Direct Marketing • Response: • in the form of an order, request for further information, a visit to a store • other place of business • for purchase of a product DIRECT MARKETING ASSOCIATION 31 Direct Marketing: MAIL ORDER • Catalogs: collection of products • offered for sale described in book form, product descriptions and photos 32 Direct Marketing: MAIL ORDER • Direct mail: brochure/pamphlet offering a specific good/service at one point in time 33 Direct Marketing: telemarketing • conducted over the telephone More profitable for business • than consumer markets In 2003, FTC established: • National Do Not Call registry FEDERAL DO NOT CALL REGISTRY 34 Direct Marketing (cont’d) • • • • Direct-response advertising: allows consumer to respond by contacting the provider with questions or an order 35 Direct Marketing (cont’d) • Direct-response TV (DRTV): • short commercials, • 30-minute+ infomercials, • home shopping networks –HSN –QVC –Jewelry television –ShopNBC –Gemtv 36 Direct Marketing (cont’d) • M-Commerce: • promotional & other e-commerce activities • transmitted over mobile phones/devices 37 Direct Marketing (cont’d) • M-Commerce: (SMS) • Short-messaging system marketing Spim: • instant-messaging version of spam Adware: • software that tracks Web habits/interests, • presenting pop-up ads • resetting home page 38 THE END 39 Group Activity • Your group are field salespeople for a firm that markets university textbooks. • As part of your training, your sales manager asks you to outline what you’ll say in a typical sales presentation. --Write that outline. 40 Discussion • Will sales training and development needs vary based on how long salespeople have been in the business? Why or why not? • Is it possible (and feasible) to offer different training programs for salespeople at different career stages? Why or why not? 41 Discussion • Based on the compensation figures in the chapter, do you think professional salespeople are appropriately paid? Why or why not? • What do salespeople do that warrants the compensation indicated? 42 Discussion • M-commerce allows marketers to pinpoint where consumers are and send them messages about a local store. --Do you think consumers will respond positively to mcommerce? --What benefits do you think it offers them? 43