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Personal Selling
 

Personal Selling

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    Personal Selling Personal Selling Presentation Transcript

    • Personal Selling By Shinta Rahmani, SE., M.Si
    • Personal Selling ■ Personal selling is a two-way communication that uncovers and satisfies the needs of prospects, providing mutual, long-term benefits for both parties. ■ Personal selling primary role is retaining and growing customers acquisition.
    • Type of Personal Selling Intermediaries Type of Industrial Personal Selling Professional Consumer
    • Intermediaries : This involves selling offerings onward through a particular channel network to other reseller. They in turn will sell the offering to other members who are closer to the end user. Industriy: Here the main type of selling consists of business-to-business marketing and requires the selling of components and parts to others for assembly or incorporation within larger offerings. Professional : This type of selling process requires ideas and offerings to be advances to specifiers and influencers. Konsumen : This form of personal selling requires contact with the retail trade and/or the end-user consumer
    • Task of Personal Selling 1. Prospecting 2. Communicating 3. Selling 4. Information gathering 5. Servicing 6. Allocating 7. Shaping
    • Strength Weakness • Provide for fast, direct • High cost feedback • Low reach and • Greater level of frequency participation in the • Inconsistency decision process by message delivery the vendor • Customers may • Accountability and develop loyalty to measureability salespeople rather • Collect information and than to product or build valuable company customer database
    • Salesforce Management The performance of sales sales people is a measure of both their work, or task-related, behaviours and the result of their activities and input Two main sales management approaches, Behaviour-based and Outcome-based control system Sales Management responsibilities included : 1. Selection and recruitment, 2. Training, 3. Size and deployment, 4. Motivation and supervision, 5. Evaluation, 6. Control and reward
    • Sales force Size and Structure The ways in which an organisation can structure the sales force 1.Based on Geographic 2.Based on Product 3.Based on Market
    • Sales Structure Based on Geography GM Sales Manager Jawa Barat, Jawa Timur, Bali & Indonesia Tengah & Kalimantan & Timur Sumatera Sulawesi Bandung Semarang Medan Sales A Sales B Sales C
    • Sales Structure Based on Prodct GM Sales Manager Sales Mgr Sales Mgr Heart Sales Mgr Cancer medicine medicine Antibiotik Jawa dan Kalimantan & Bali & Indonesia Sumatera Sumatera Sulawesi Timur Sumatera Jawa Sales A Sales B Sales C
    • Sales Structure Based on Market GM Sales Manager Sales Mgr Sales Mgr Sales Mgr Hospital A class Hospital B class Hospital C class Jawa dan Kalimantan & Bali & Indonesia Sumatera Sulawesi Timur Jawa Sumatera Sales A Sales B Sales C
    • Final Note Personal Selling is most effective when it supported by other marketing communication functions, such as advertising, public relation, and direct response. Integrated marketing communication programs rely on personal selling because of its strength, which include the power of personalized, two-way communication, relationship building, accountability, flexibility, and the ability to collect useful information in the process of making a sale
    • Source : 1.Fill, Chris, Marketing Communications : engagement, strategies and practice, 4th Edition, Pearson Educated Ltd, EdinburgGate, 2006 2.Duncan, T, Principles of Advertising & IMC, 2nd Edition, McGraw Hill, Inc, New York, 2005