Factors Affecting the Importance of Personal Selling in the Promotional Mix
Alternative Sales Channels for Serving Customers Over-the-Counter Selling Customers in retail setting With typical, routine needs Field Selling Customers who need solutions to complex problems Telemarketing New customers and customers of competitors Inside Selling Customers who need answers to frequently asked questions Customers
Who has not experienced it -- ringing of the phone just as dinner goes on the table. You answer, it's not a friend, it's not a family member, it's not even from work. It's someone calling to sell you something -- a telemarketer.
What can you do if you wish to slow down the number of telemarketing calls?
Cost of a Sales Call by Industry $133 $154 $158 $200 $262 Manufactures of Industrial Products Services Retailing Manufactures of Consumer Products Wholesaling SOURCE: sales data reported in “Cost of a A Call Survey,” Sales & Marketing Management , September 2000, p. 82.
Approach: salesperson’s initial contact with a prospective customer
Precall Planning: use of information collected during the prospecting and qualifying stages of the sales process and during previous contacts with the prospect to tailor the approach and presentation to match the customer’s needs
How often do you share personal information about yourself with others. It's so routine that you may not even realize you're doing it. It could be that you wrote a check at the grocery store, charge something at you favorite retailer, rented a car, mailed in your tax return, or bought a gift online, or applied for a credit card. For each transaction you are required to share personal information: your bank and credit card account numbers; your income; your Social Security number (SSN); or your name, address and phone numbers.
The FTC web site offers tips to help you manage your personal information.