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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.