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Marketing: An Introduction
Integrated Marketing Communications:
Personal Selling and Direct Marketing
•Chapter Fourteen
•Lecture Slides
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Marketing: An Introduction
Looking Ahead
• After studying this chapter you should
be able to:
• 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 experience,
distinguishing between transaction oriented
marketing and relationship marketing
• Define direct marketing and discuss its benefits
for customers and companies
• Identify and discuss the major forms of direct
marketing
14-2
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Marketing: An Introduction
The Nature of Personal Selling
• Interpersonal part of the promotion mix
• Purpose is to communicate
• Characterized by:
–
–
–
–
Direct contact with buyer
Two way communication
Flexible message content
Immediate feedback
• Position may go by different names
• Stereotype of a sales person
14-3
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Marketing: An Introduction
The Role of the Sales Force
• Functions performed will vary:
– Order taker versus order getter (creative selling)
– Represent the company to customers
• Find and develop customers
• Communicate what the company has to offer
• Problem solving as a way to create value
– Represent customers to the company
• Managing the buyer-seller relationship
• Acting on the customer’s behalf
– Produce sales, customer satisfaction, and
company profit
14-4
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Marketing: An Introduction
Sales Management Decisions
Designing sales
force strategy
and structure
Recruiting and
selecting
salespeople
Training
sales people
Evaluating
salespeople
Supervising
salespeople
Compensating
salespeople
14-5
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Figure 14-1
Marketing: An Introduction
Sales Force Structure
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•
•
•
•
•
14-6
Territorial sales force structure
Product sales force structure
Customer sales force structure
Complex sales force structures
Outside and inside sales forces
Team selling
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Great Sales People Skills
•
•
•
•
•
14-7
Intrinsic motivation
Disciplined work style
Ability to close a sale
Ability to solve problems
Ability to build relationships
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Marketing Strategy & Compensation
Strategic Goal
Ideal
Salesperson
Sales Focus
Rapidly Gain
Market share
Market
Leadership
An independent
self-starter
Competitive
problem-solver
Deal making
Sustained high
effort
Compensation To capture
Role
accounts
To reward high
performance
Consultative
selling
To reward new
and existing
account sales
Maximize
Profitability
A team player
A relationship
manager
Account
penetration
Manage the product
Team selling
Reward account
management
Source: Adapted from Sam T. Johnson
14-8
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Table 14-1
Marketing: An Introduction
Major Steps in Effective Selling
Initial
Training
Prospecting
Qualifying
Pre-approach
Preparation
Approach
Follow-up
Closing
the Sale
Handling
Objections
Presentation
Demonstration
14-9
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Figure 14-3
Marketing: An Introduction
Direct Marketing
• Direct Marketing
– Direct connections with carefully targeted
individual consumers
– Want an immediate response
– Cultivate lasting customer relationships
– Immediate and interactive
– Database marketing allows precise targeting of
small groups
– Can be used as a supplement to existing
channels or stand-alone
– Fastest growing form of marketing
– Low-cost and efficient
14-10
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Major Forms of Direct Marketing
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•
•
•
•
•
•
14-11
Telephone marketing
Personal selling
Direct-mail marketing
Catalogue marketing
Direct-response television marketing
Kiosk marketing
Online marketing
©Copyright 2004, Pearson Education Canada Inc.
Marketing: An Introduction
Looking Back
• Role of the sales
person
• Sales management
decisions
• The personal selling
process
• Direct marketing
benefits
• Direct marketing forms
14-12
©Copyright 2004, Pearson Education Canada Inc.