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Personal selling objectives

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  • 6
  • Transcript

    • 1. Personal Selling
    • 2. Types of Communication Promotion Advertising Public Relations Marketing Product Place Price Sales Promotion Direct Marketing Personal Selling
    • 3. 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
    • 4. Definition
      • Salesperson
        • An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.
    • 5. 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
    • 6. 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
    • 7. 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
    • 8. Contributions of Personal Selling: Salespeople and Society
      • Salespeople help stimulate the economy
      • Salespeople help with the diffusion of innovation
    • 9. 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
    • 10. 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
    • 11. 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
    • 12. Personal Selling
      • Agents
      • Sales consultants
      • Sales Representatives
      • Account Executives
      • Sales Engineers
      • District Managers
      • Marketing Representatives
      • Account Development Representatives
      Salespeople Have Many Names
    • 13. Types of Salespeople
      • Personal Selling Tasks
        • Order-getting
        • Order-taking
        • Supporting
    • 14. The Selling Environment
      • Three Selling Environments
        • Telemarketing
        • Over-the-Counter Selling
        • Field Selling
    • 15. 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
    • 16. 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
    • 17. 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
    • 18. 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
    • 19. 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
    • 20.
      • 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.
    • 21.
      • 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
    • 22. 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
    • 23. D. Managing Accounts
      • 1. 80-20 Rule applies here, too!
      • 2. Give special attention to
      • --large, complex customers
      • --high growth customers
    • 24. E. SALES OBJECTIVES
      • Market Share
      • Product/Volume Sales Targets
      • New Accounts
      • New Product
      • Optimum Product Mix
    • 25. 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
    • 26. 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
    • 27. 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
    • 28. Basis for Setting the Objectives
      • Market Potential:
        • Market Indexes
        • Sales Potential
        • Sales Forecast
    • 29. 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