• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Integrated Marketing Communication: Personal Selling and ...
 

Integrated Marketing Communication: Personal Selling and ...

on

  • 3,267 views

 

Statistics

Views

Total Views
3,267
Views on SlideShare
3,266
Embed Views
1

Actions

Likes
0
Downloads
170
Comments
0

1 Embed 1

http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Integrated Marketing Communication: Personal Selling and ... Integrated Marketing Communication: Personal Selling and ... Presentation Transcript

    • 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 transaction-oriented marketing and relationship marketing.
      • Define direct marketing and discuss its benefits to customers and companies.
      • Identify and discuss the major forms of direct marketing.
      Road Map: Previewing the Concepts
    • 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
    • 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:
        • Probe customers to learn about problems
        • Adjust marketing offers to fit special needs
        • Negotiate terms of sales
        • Build long-term personal relationships
    • 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
    • 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.
    • Inside Sales Force
      • Conduct business from their offices via telephone or visits from perspective buyers.
      • Includes:
        • Technical support people
        • Sales assistants
        • Telemarketers
    • 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
    • Recruiting and Selecting Salespeople
      • Key talents of salespeople:
        • Intrinsic motivation
        • Disciplined work style
        • Ability to close a sale
        • Ability to build relationships with customers
    • Recruiting Salespeople
      • Recommendations from current sales force
      • Employment agencies
      • Classified ads
      • Web searches
      • College students
      • Recruit from other companies
    • 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.
    • Compensating Salespeople
      • Fixed amount:
        • Salary
      • Variable amount:
        • Commissions or bonuses
      • Expenses:
        • Repays for job-related expenditures
      • Fringe benefits:
        • Vacations, sick leave, pension, etc.
    • 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
    • Supervising Salespeople
      • Motivating Salespeople
        • Organizational climate
        • Sales quotas
        • Positive incentives:
          • Sales meetings
          • Sales contests
          • Recognition and honors
          • Cash awards, trips, profit sharing
    • 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, 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.
    • Direct Marketing
      • Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
    • 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.
    • Benefits of Direct Marketing
      • Benefits to Buyers:
        • Convenient
        • Easy to use
        • Private
        • Ready access to products and information
        • Immediate and interactive
    • Benefits of Direct Marketing
      • Benefits to Sellers:
        • 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
    • Customer Databases
      • An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
    • Telemarketing
      • Accounts for more than 36% of all direct-marketing sales.
      • Used in both consumer and B2B markets.
      • Can be outbound or inbound calls.
    • 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.
    • 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.
    • Direct Response TV Marketing
      • Direct-response advertising
      • Infomercials
      • Home shopping channels
    • Kiosk Marketing
      • Information and ordering machines generally found in stores, airports, and other locations.
    • 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
    • Rest Stop: Reviewing 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 transaction-oriented marketing and relationship marketing.
    • Rest Stop: Reviewing the Concepts
      • Define direct marketing and discuss its benefits to customers and companies.
      • Identify and discuss the major forms of direct marketing.