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Personal selling objectives
 

Personal selling objectives

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Personal selling objectives Personal selling objectives Presentation Transcript

  • Personal Selling
  • Types of Communication Promotion Advertising Public Relations Marketing Product Place Price Sales Promotion Direct Marketing Personal Selling
  • Definition
    • Personal Selling- is direct oral communication designed to explain how an individual’s or firm’s goods, services, or ideas fit the needs of one or more prospective customers
  • Definition
    • Salesperson
      • An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.
  • Evolution of Personal Selling As we begin the 21 st century, selling continues to develop, becoming more professional and more relational Industrial Revolution Post-Industrial Revolution War and Depression Modern Era 1800s 1900s 2000s Selling function became more structured Peddlers selling door to door . . . served as intermediaries Business organizations employed salespeople Selling function became more professional
  • Continued Evolution of Personal Selling Change Salesforce Response More emphasis on improving sales productivity Increased use of technology Increased use of lower-cost-per-contact methods More emphasis on profitability objectives Intensified competition More emphasis on developing and maintaining trust-based, long-term customer relationships
  • Continued Evolution of Personal Selling Change Salesforce Response Demand for in-depth, specialized knowledge as an input to purchase decisions Team selling More emphasis on customer-oriented sales training
  • Contributions of Personal Selling: Salespeople and Society
    • Salespeople help stimulate the economy
    • Salespeople help with the diffusion of innovation
  • Contributions of Personal Selling: Salespeople and the Employing Firm
    • Salespeople generate revenue
    • Salespeople provide market research and customer feedback
    • Salespeople become future leaders in the organization
  • Contributions of Personal Selling: Salespeople and the Customer
    • Salespeople provide solutions to problems
    • Salespeople provide expertise and serve as information resources
    • Salespeople serve as advocates for the customer when dealing with the selling organization
  • Characteristics of Personal Selling
    • Flexibility
    • Adapt to situations
    • Engage in dialog
    • Builds Relationships
    • Long term
    • Assure buyers receive appropriate services
    • Solves customer’s problems
    • Can not reach mass audience
    • Expensive per contact
    • Numerous calls needed to generate sale
    • Labor intensive
    Con Pro
  • Personal Selling
    • Agents
    • Sales consultants
    • Sales Representatives
    • Account Executives
    • Sales Engineers
    • District Managers
    • Marketing Representatives
    • Account Development Representatives
    Salespeople Have Many Names
  • Types of Salespeople
    • Personal Selling Tasks
      • Order-getting
      • Order-taking
      • Supporting
  • The Selling Environment
    • Three Selling Environments
      • Telemarketing
      • Over-the-Counter Selling
      • Field Selling
  • The Selling Environment
    • Over-the-Counter Selling
      • Usually conducted in retail outlets
      • Order taker- is a salesperson who only processes the purchase that the customer has already selected
      • Order getter- is a salesperson who seeks to actively provide information to prospects, persuade prospective customers, and close the sales
        • Suggestion selling- occurs when the salesperson points out available complementary items in line with the selected item(s), in order to encourage an additional purchase
  • The Selling Environment
    • Field Selling
      • Involves calling on prospective customers in either their business or home locations (be order takers or order getters)
      • Professional Salespeople
      • National Account Managers -highly skilled salespersons who call on key customers’ headquarters sites, develop strategic plans for the accounts, make formal presentations to top-level executives, and assist with all the product decisions at that level
      • Missionary Salespeople- they do not seek to obtain a direct order from their customers, their primary goal is to persuade customers to place orders with distributors or wholesalers
      • Support Salespeople- help the order-oriented salespeople-but they don’t try to get orders themselves
  • Personal Selling Objectives
    • To do the entire job ( Assumption that there are no other elements present)
    • To service existing accounts ( Maintain contacts with present customers)
    • To search & obtain new customers
    • To secure & maintain customer’s cooperation in stocking & promoting product line
    • To provide advice & assistance to middlemen on management’s problems
  • Personal Selling Objectives
    • To keep customers informed on changes in the product line & other aspects of marketing strategy
    • To assist customers in selling the product line
    • To provide technical advice & assistance to customers
    • To assist with training of middlemen's sales personnel
    • To collect & report market information of interest & use to company management
  • Personal Selling Objectives
    • To capture & retain market share
    • To obtain sales volumes in ways that contribute to profitability
    • To obtain some number of new accounts of given types
    • To keep personal selling expenses within set limits
    • To secure targeted percentages of certain accounts business
    • A. Basic Objectives
    • 1. Convert potential customers to actual ones.
    • 2. Keep customers satisfied and loyal.
    • 3. “Help” current customers to buy more product.
    • 4. Provide market information to the firm.
    • B. Relationship Selling
    • 1. Expand the size of the current deal (reducing costs/price).
    • 2. Compromise on deals--yield on less important factors.
    • 3. Work to create a different trading relationship
  • C. Understand the Customer!
    • 1. An understanding of the customer’s needs and decision processes should be what drives the salesperson’s job and the entire company’s relationship with the customer
  • D. Managing Accounts
    • 1. 80-20 Rule applies here, too!
    • 2. Give special attention to
    • --large, complex customers
    • --high growth customers
  • E. SALES OBJECTIVES
    • Market Share
    • Product/Volume Sales Targets
    • New Accounts
    • New Product
    • Optimum Product Mix
  • Colgate Palmolive
    • Brand Sales Targets
    • Category Sales Targets
    • Value Sales Targets
    • Stockist Sales Targets
    • Outstanding Control- Cheque Statement
    • Distribution Updates/Targets
    • Rural-Wholesale Feeder Targets
    • Specific Promotion
    • Competitor Intelligence –Red Force
  • Asian Paints
    • Budget/ Volume /Category Sales Targets
    • Value Sales Targets
    • Network Expansion/ Town Expansion
    • Influencer Activities
    • Business Development/ Institutional Selling
    • Display Targets
    • Key Accounts Targets
    • Customer Handling
  • Pidilite Industries
    • Category Targets
    • Brand Targets
    • Value Targets
    • Town/Stockist wise Target
    • Distribution Update
    • Focus Product
    • Learning Product
    • Influencer Activities
    • DRM Activities
    • Competitor Intelligence
    • Complaint Handling
  • Basis for Setting the Objectives
    • Market Potential:
      • Market Indexes
      • Sales Potential
      • Sales Forecast
  • Sales Forecasting Methods
    • Jury of Executive Opinion
    • Poll of Sales Force Opinion
    • Projection of Past Sales
      • Time Series Analysis
      • Exponential Smoothing
    • Survey of Customer’s buying plans
    • Regression Analysis