Download Chapter 1-Personal Selling Today

CHAPTER
1
Personal Selling Today
Introduction and Overview
Copyright © 2004 Pearson Education Canada Inc.
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CHAPTER
1
Personal Selling
Today
Learning Objectives:

Describe the contributions of personal selling to today’s
information economy

Define “personal selling” and discuss the topic as an
extension of the Marketing concept

Describe the evolution of consultative selling from the
Marketing era to present

Define strategic selling and name the four broad areas in the
Strategic/Consultative Selling Model

Define relationship selling and name the three things that
enhance it

Describe how value-added selling strategies enhance the
customer experience
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CHAPTER
1
Personal Selling in the
Information Age
INCREASES IN RELATIONSHIP SELLING AND RELATIONSHIP MARKETING
Industrial Economy
1860-1960
•Major advances in
manufacturing and
transportation
•Strategic Resource is
capital and natural
resources
•Business is defined by its
products and factories
Information Economy
1960-2020
•Major advances in
information technology
•Strategic resource is
information
•Business is defined by
customer relationships
•Sales success depends on
creating value for customers
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CHAPTER
1
Value-Added Selling
“Improving the sales process to
create value for the customer.
Salespeople add value when they
offer better advice and product
solutions, carefully manage
customer relationships, and
provide better service after the
sale.”
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CHAPTER
1
Personal Selling Defined
Personal Selling involves person-to-person
communication with a prospect. It is a
process of developing relationships,
discovering needs, matching appropriate
products to these needs, and
communicating benefits through
informing, persuading, and reminding.
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CHAPTER
1
Personal Selling
Philosophy involves



Appreciating the value of Personal Selling
Adopting the Marketing Concept
Becoming a problem solver and partner with
your customers to help them make better
buying decisions
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CHAPTER
1
Strategic/Consultative
Selling Model
Strategic Step
Develop a Personal
Selling Philosophy
Prescription
· Value Personal Selling
· Adopt Marketing Concept
· Become a Problem
Solver/Partner
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CHAPTER
1
Evolution of Personal Selling
(1950 to Present)
Sales and
Marketing Eras
Marketing Era
(Middle 1950’s-1960”s)
Selling Emphasis
Determine needs and wants of target markets
and adapt to delivering desired satisfaction.
Customer orientation replaces product
orientation.
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CHAPTER
1
Evolution of Personal Selling
(1950Selling
to Emphasis
Present)
Sales and
Marketing Eras
Marketing Era
(Middle 1950’s-1960”s)
Consultative
Selling Era
(Late 1960’s-1970’s)
Determine needs and wants of target markets
and adapt to delivering desired satisfaction.
Customer orientation replaces product
orientation.
Salespeople becoming diagnosticians of
customer’s needs as well as consultants. Mass
markets change to target markets.
Copyright ©2004 Pearson Education Canada Inc.
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CHAPTER
1
Evolution of Personal Selling
(1950 to Present)
Sales and
Marketing Eras
Marketing Era
(Middle 1950’s-1960”s)
Consultative
Selling Era
(Late 1960’s-1970’s)
Strategic Selling
Era
(1980’s)
Selling Emphasis
Determine needs and wants of target markets
and adapt to delivering desired satisfaction.
Customer orientation replaces product
orientation.
Salespeople becoming diagnosticians of
customer’s needs as well as consultants. Mass
markets change to target markets.
Evolution to a more complex selling environment
with greater emphasis on niches. More emphasis
on planning.
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CHAPTER
1 Evolution of Personal
Selling (1950 to Present)
Sales and
Marketing Eras
Marketing Era
(Middle 1950’s-1960”s)
Consultative
Selling Era
(Late 1960’s-1970’s)
Strategic Selling
Era
(1980’s)
Relationship
Selling Era
(1990’s-Present)
Selling Emphasis
Determine needs and wants of target markets
and adapt to delivering desired satisfaction.
Customer orientation replaces product
orientation.
Salespeople becoming diagnosticians of
customer’s needs as well as consultants. Mass
markets change to target markets.
Evolution to a more complex selling environment
with greater emphasis on niches. More emphasis
on planning.
Salespeople are encouraged to consider long
term, high quality partnerships with customers.
Automation and information important.
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CHAPTER
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Strategic Market Plan - Definition

A Strategic Market Plan outlines the methods
and resources required to achieve an
organization’s goals within a specific target
market, taking into consideration all the major
functional areas of the business that must be
coordinated, such as production, marketing,
finance, and human resource management.
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CHAPTER
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Tactics versus Strategies

Tactics are techniques, practices, or methods
salespeople use during face-to-face
interactions with customers, while strategies
are what salespeople employ as a result of
pre-call planning to ensure that they call on
the right people, at the right time, and with
the right tactics to achieve positive results.
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CHAPTER
1
Focus on Relationship Selling
Salespeople who have adopted
Relationship Selling work hard to
build and nourish long term
partnerships. They rely on a
personal, customized approach to
each customer.
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CHAPTER
1
Duration of Relationships
Insert Figure 1.4 here
 Duration of Relationships

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CHAPTER
1
Integrated Marketing
Communications
Insert Figure 1.5 here.
 Integrated Marketing
Communications

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CHAPTER
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Strategic/Consultative
Selling Model
Strategic Step
Prescription
Develop a Personal Selling
Philosophy
Marketing Concept
•coordinate all
activities
•to create satisfied
customers
•and achieve
company goals.
· Value Personal Selling
· Adopt Marketing Concept
· Become a Problem Solver/Partner
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CHAPTER
Strategic/Consultative
Selling Model
1
Strategic Step
Prescription
Develop a Personal Selling
Philosophy
Develop a Relationship
Strategy
·
·
·
·
·
·
Value Personal Selling
Adopt Marketing Concept
Become a Problem Solver/Partner
Project positive, professional image
Practise communication-style flexing
Behave ethically
Copyright ©2004 Pearson Education Canada Inc.
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CHAPTER
1
Strategic/Consultative
Selling Model
Strategic Step
Prescription
Develop a Personal Selling
Philosophy
Develop a Relationship
Strategy
Develop a Product Strategy
·
·
·
·
·
·
·
·
·
Value Personal Selling
Adopt Marketing Concept
Become a Problem Solver/Partner
Project positive, professional image
Practise communication-style flexing
Behave ethically
Become a product expert
Sell benefits
Configure value-added solutions
Copyright ©2004 Pearson Education Canada Inc.
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CHAPTER
1
Strategic/Consultative
Selling Model
Strategic Step
Prescription
Develop a Personal Selling
Philosophy
Develop a Relationship
Strategy
Develop a Product Strategy
Develop a Customer Strategy
·
·
·
·
·
·
·
·
·
·
·
·
Value Personal Selling
Adopt Marketing Concept
Become a Problem Solver/Partner
Project positive, professional image
Practise communication-style flexing
Behave ethically
Become a product expert
Sell benefits
Configure value-added solutions
Understand customer behaviour
Discover customer needs
Develop prospect base
Copyright ©2004 Pearson Education Canada Inc.
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CHAPTER
1
Strategic/Consultative
Selling Model
Strategic Step
Prescription
Develop a Personal Selling
Philosophy
Develop a Relationship
Strategy
Develop a Product Strategy
Develop a Customer
Strategy
Develop a Presentation
Strategy
·
·
·
·
·
·
·
·
·
·
·
·
·
·
·
Value Personal Selling
Adopt Marketing Concept
Become a Problem Solver/Partner
Project positive, professional image
Practise communication-style flexing
Behave ethically
Become a product expert
Sell benefits
Configure value-added solutions
Understand customer behaviour
Discover customer needs
Develop prospect base
Prepare objectives
Develop presentation plan
Provide outstanding service
*Strategic/consultative selling evolved in response to increased
competition, more complex products, increased emphasis on customer
needs, and growing importance of long term relationships.
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CHAPTER
1
Create Customer Value
Insert Figure 1.8 here.
 Create Customer Value

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