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Chapter 1
Selling, marketing and customer
relationship management
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Common attitudes to selling
Positive attitudes
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Helpful in providing information about a product
Aided in locating a particular manufacturer
Provided specific usage instruction
Reminded the customer about a feature or service option
Negative attitude
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Pushed the buyer into an unsuitable purchase
Rushed the customer into a sale
Continued to annoy the customer in the lead up to the
sale
Unfairly criticised competitor’s product
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Consultative aspect
Definition
The personal selling function should focus on the situation,
problems, and needs of the customers, rather than on the
salesperson or his or her firm.
Challenges
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Natural tendency for the salesperson is to put their own
needs first.
Understanding customer needs can be a very difficult and
time consuming task.
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Problem-solving aspect
Problem identification
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This is where the salesperson uses their questioning
techniques to identify customer needs and wants.
Develop and evaluate solutions
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Based on the answers given by the customer, the
salesperson identifies the most suitable solution to this
particular set of needs.
Communicate the solution
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The salesperson presents the solution to the customer,
explaining the benefits of the product and how they match
the customer’s needs.
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Influence aspect
Social interaction
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Friends and family have a strong influence on the purchase
behaviour of each person.
Work place interaction
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Managers, co-workers and other staff will influence a person’s
purchases through examples, suggestions and direct
instructions.
Journalism and media
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The opinions of media figures and reporters encourage the
person to purchase goods and services in a particular way.
Sales people
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They make recommendations and assist in choices for the
customer as part of their service.
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Ethics
Responsibility
Integrity and belief in the sale
Credibility
Even-handedness
Fairness
Standards of behaviour
Balanced outcomes viewpoint
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Marketing, selling and business
The role of marketing, selling and business:
Marketing
Identify
Individuals
Marketing/Selling
Provide
Information
Selling
Influence
to buy
Business
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Marketing process
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The marketing mix
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Promotions mix
The promotions mix is the communications component of
the marketing mix.
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Promotions mix elements –
comparison
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Promotions mix elements –
summary
Element
Usefulness in selling
Advertising
Inform and influence
Sales promotion
Motivate action
Publicity
Manage public opinion
Personal Selling
Persuade, assist and facilitate sale
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CRM
Definition
Business concept
Technique for carrying out the concept
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Selling roles in business
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Selling roles in business
Variation in application of sales staff
 internal staff
 external or field staff
 manufacturers’ consultant staff
 online sales staff
 telecommuting sales staff
 SMS and distributive media sales staff
Remuneration types
 base/retainer, bonus, commission, combination
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