Download Creative Selling .(English)

Integrated Marketing
Communication:
Personal Selling and
Direct Marketing
Chapter 13
Road Map: Previewing the
Concepts
• Discuss the role of a company’s
salespeople in creating value for
customers and building customer
relationships.
• Identify and explain the six major sales
force management steps.
• Discuss the personal selling process,
distinguishing between transactionoriented marketing and relationship
marketing.
13 - 2
Road Map: Previewing the
Concepts
• Define direct marketing and discuss its
benefits to customers and companies.
• Identify and discuss the major forms of
direct marketing.
13 - 3
The Nature of Personal
Selling
•
Most salespeople are well-educated,
well-trained professionals who work
to build and maintain long-term
customer relationships.
The term salesperson covers a wide
range of positions:
•


Order taker: Department store clerk
Order getter: Creative selling in different
environments
13 - 4
The Role of the Sales Force
•
Personal selling is a paid, personal form of
promotion.
Involves two-way personal communication
between salespeople and individual
customers.
Salespeople:
•
•
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

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Probe customers to learn about problems
Adjust marketing offers to fit special needs
Negotiate terms of sales
Build long-term personal relationships
13 - 5
The Role of the Sales Force
•
Sales Force serves as critical
link between company and its
customers.



They represent the company to the
customers
They represent the customers to
the company
Goal = customer satisfaction and
company profit
13 - 6
Sale Force Structure
•
•
•
•
Territorial: Salesperson assigned to
exclusive area and sells full line of
products.
Product: Sales force sells only
certain product lines.
Customer: Sales force organizes
along customer or industry lines.
Complex: Combination of several
types of structures.
13 - 7
Inside Sales Force
•
Conduct business from their
offices via telephone or visits
from perspective buyers.
Includes:
•



Technical support people
Sales assistants
Telemarketers
13 - 8
Selling Team
•
Used to service large, complex
accounts.
Can include experts from different
areas of selling firm.
Pitfalls:
•
•



Can confuse or overwhelm customers
Some people have trouble working in
teams
Hard to evaluate individual contributions
13 - 9
Recruiting and Selecting
Salespeople
•
Key talents of salespeople:




Intrinsic motivation
Disciplined work style
Ability to close a sale
Ability to build relationships with
customers
13 - 10
Recruiting Salespeople
•
Recommendation
s from current
sales force
•
Employment
agencies
•
Classified ads
•
Web searches
•
College students
•
Recruit from
other companies
13 - 11
Sales Force Training Goals
•
•
•
•
•
Learn about and identify with the
company.
Learn about the company’s
products.
Learn customers’ and
competitors’ characteristics.
Learn how to make effective
presentations.
Learn field procedures and
responsibilities.
13 - 12
Compensating Salespeople
•
Fixed amount:

•
Salary
Variable amount:

•
Commissions or bonuses
Expenses:

•
Repays for job-related expenditures
Fringe benefits:

Vacations, sick leave, pension, etc.
13 - 13
Supervising Salespeople
•
Directing Salespeople


Help them identify customers and
set call norms.
Specify time to be spent
prospecting
 Annual call plan
 Time-and-duty analysis
 Sales force automation systems
13 - 14
Supervising Salespeople
•
Motivating Salespeople



Organizational climate
Sales quotas
Positive incentives:




Sales meetings
Sales contests
Recognition and honors
Cash awards, trips, profit sharing
13 - 15
The Personal Selling Process
•
•
•
•
Prospecting: The salesperson
identifies qualified potential
customers.
Preapproach: The salesperson
learns as much as possible about a
prospective customer before making
a sales call.
Approach: The salesperson meets
the customer for the first time.
Presentation: The salesperson tells
the “product story” to the buyer,
13 - 16
highlighting customer benefits.
The Personal Selling Process
•
•
•
Handling Objections: The
salesperson seeks out, clarifies, and
overcomes customer objections to
buying.
Closing: The salesperson asks the
customer for an order.
Follow-up: The salesperson follows
up after the sale to ensure customer
satisfaction and repeat business.
13 - 17
Direct Marketing
•
Direct marketing consists of
direct connections with carefully
targeted individual consumers to
both obtain an immediate
response and cultivate lasting
customer relationships.
13 - 18
The New Direct-Marketing
Model
•
•
•
•
Some firms use direct marketing as a
supplemental medium.
For many companies, direct marketing
constitutes a new and complete model for
doing business.
Some firms employ the direct model as
their only approach.
Some see this as the new marketing
model of the next millennium.
13 - 19
Benefits of Direct
Marketing
•
Benefits to Buyers:
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
Convenient
Easy to use
Private
Ready access to products and
information
Immediate and interactive
13 - 20
Benefits of Direct Marketing
•
Benefits to Sellers:
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
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Powerful tool for building customer
relationships
Can target small groups or individuals
Can tailor offers to individual needs
Can be timed to reach prospects at just
the right moment
Gives access to buyers they could not
reach through other channels
Offers a low-cost, efficient way to reach
markets
13 - 21
Customer Databases
•
An organized collection of
comprehensive data about
individual customers or
prospects, including geographic,
demographic, psychographic,
and behavioral data.
13 - 22
Telemarketing
•
Accounts for more than 36% of
all direct-marketing sales.
•
Used in both consumer and B2B
markets.
•
Can be outbound or inbound
calls.
13 - 23
Direct-Mail Marketing
•
•
•
•
•
Involves sending an offer,
announcement, reminder, or other
item to a person at a particular
address.
Accounts for more than 31% of
direct-marketing sales.
Permits high target-market selectivity.
Personal and flexible.
Easy to measure results.
13 - 24
Catalog Marketing
•
•
•
•
With the Internet, more and more
catalogs going electronic.
Print catalogs still the primary
medium.
Expected sales in 2008 = $176
billion.
Harder to attract new customers with
Internet catalogs.
13 - 25
Direct Response TV
Marketing
•
Direct-response advertising
•
Infomercials
•
Home shopping channels
13 - 26
Kiosk Marketing
• Information and ordering
machines generally found
in stores, airports, and
other locations.
13 - 27
Public Policy and Ethical
Issues in Direct Marketing
•
•
•
•
•
Irritation to Consumers
Taking unfair advantage of
impulsive or less sophisticated
buyers
Targeting TV-addicted shoppers
Deception, Fraud
Invasion of Privacy
13 - 28
Rest Stop: Reviewing the Concepts
1. Discuss the role of a company’s
salespeople in creating value for
customers and building customer
relationships.
2. Identify and explain the six major
sales force management steps.
3. Discuss the personal selling
process, distinguishing between
transaction-oriented marketing
and relationship marketing.
13 - 29
Rest Stop: Reviewing the Concepts
4. Define direct marketing and
discuss its benefits to
customers and companies.
5. Identify and discuss the major
forms of direct marketing.
13 - 30