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Personal Selling & Dm
 

Personal Selling & Dm

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    Personal Selling & Dm Personal Selling & Dm Presentation Transcript

    • Personal Selling and Direct Marketing Chapter 16
    • Learning Goals
      • Understand the role of a company’s salespeople in creating value.
      • Know the six major sales force management steps.
      • Understand the personal selling process, and how to distinguish between transaction-oriented marketing and relationship marketing.
      • Learn about direct marketing and its benefits to customers and companies.
      • Know the major forms of direct marketing.
    • Case Study CDW Corporation
      • Nation’s largest reseller of technology products and services to small and mid-size businesses
      • Sales up 21% and profits up 17% annually
      • Highly devoted to customer with “Circle of Service” philosophy
      • Clicks and people direct marketing strategy combines personal selling with strong Web presence
      • Salespeople are highly knowledgeable
      • Training is extensive
    • Personal Selling
      • The Nature of Personal Selling
        • Salesperson covers a wide range of positions from order taker to order getter responsible for relationship building
      Goal 1: Understand the role of the salespeople in creating value
    • Personal Selling
      • Agents
      • Sales Consultants
      • Sales Representatives
      • Account Executives
      • Sales Officer.
      • Sales Engineers
      • District Managers
      • Marketing Representatives
      • Account Development Representatives
      Salespeople Have Many Names Goal 1: Understand the role of the salespeople in creating value
    • Personal Selling
      • The Role of the Sales Force
        • Two-way personal communication
        • More effective than advertising in complex selling situations
        • The sales force plays a major role in most companies
        • The sales force represents the company to customers
        • They also represent the customers to the company
      Goal 1: Understand the role of the salespeople in creating value
    • Definition
      • Sales Force Management
        • The analysis, planning, implementation, and control of sales force activities
      Goal 2: Know the six major sales force management steps
    • Managing the Sales Force
      • Sales Force Strategy and Structure
        • Sales Force Structure
          • Territorial sales force structure
          • Product sales force structure
          • Customer sales force structure
          • Complex sales force structure
      Goal 2: Know the six major sales force management steps
    • Managing the Sales Force
      • Sales Force Strategy and Structure
        • Sales Force Size
          • Many companies use the workload approach to set sales force size
        • Other Issues
          • Outside and inside sales forces
          • Team selling
      Goal 2: Know the six major sales force management steps
    • Managing the Sales Force
      • Recruiting and Selecting Salespeople
        • Careful recruiting can:
          • Increase overall sales force performance
          • Reduce turnover(to reduce cost of recruiting)
          • Reduce recruiting and training costs
      Goal 2: Know the six major sales force management steps
    • Managing the Sales Force
      • Intrinsic motivation
      • Disciplined work style
      • The ability to close a sale
      • Ability to build relationships with customers
      Traits of Successful Salespeople Goal 2: Know the six major sales force management steps
    • Managing the Sales Force
      • Training Salespeople
        • Training period can be anywhere from a few weeks to a year or more
        • Training is expensive, but yields strong returns
        • Training programs have many goals
        • Many companies are adding Web-based sales training programs
      Goal 2: Know the six major sales force management steps
    • Managing the Sales Force
      • Compensating Salespeople
        • Compensation elements: salary, bonuses, commissions, expenses, and fringe benefits
        • Basic compensation plans:
          • Straight salary
          • Straight commission
          • Salary plus bonus
          • Salary plus commission
        • Compensation plans should direct the sales force toward activities that are consistent with overall marketing objectives.
      Goal 2: Know the six major sales force management steps
    • Managing the Sales Force
      • Supervising Salespeople
        • Effective supervisors provide direction to the sales force
          • Annual call plans and time-and-duty analysis can help provide direction
          • Sales force automation systems assist in creating more efficient sales force operations
          • The Internet is the fastest-growing sales technology tool
      Goal 2: Know the six major sales force management steps
    • Managing the Sales Force
      • Supervising Salespeople
        • Effective supervisors also motivate the sales force
          • Organizational climate
          • Sales quotas
          • Positive incentives
            • Sales meetings, sales contests, honors, etc.
      Goal 2: Know the six major sales force management steps
    • Managing the Sales Force
      • Evaluating Salespeople
        • Several tools can be used
          • Sales reports
          • Call reports
          • Expense reports
      Goal 2: Know the six major sales force management steps
    • The Personal Selling Process
      • Prospecting and Qualifying
        • Prospecting: identifying potential customers
        • Qualifying: Screening leads
      • Preapproach
        • Learning as much as possible about a prospective customer prior to making a sales call
      • Approach
        • Stage where the salesperson meets the customer for the first time
      Goal 3: Understand the personal selling process
    • The Personal Selling Process
      • Presentation and Demonstration
        • Benefits of the product are presented/demonstrated
        • Understanding prospect needs is key
      • Handling Objections and Closing
        • Asking for the order
      • Follow-up
        • Helps ensure customer satisfaction
      Goal 3: Understand the personal selling process
    • Definition
      • Direct Marketing
        • Consists of direct one-to-one connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
      Goal 4: Learn about direct marketing and its benefits
    • Benefits of Direct Marketing
      • For Buyers:
        • Convenient
        • Easy to use
        • Private
        • Access to a wealth of information
        • Immediate
        • Interactive
      Goal 4: Learn about direct marketing and its benefits
    • Benefits of Direct Marketing
      • For Sellers
        • Powerful tool for building relationships
        • Allows for targeting of small groups or individuals with customized offers in a personalized fashion
        • Can be timed to reach prospects at the right time
        • Offers access to buyers that couldn’t be reached via other channels
        • Low-cost, effective alternative for reaching specific markets
      Goal 4: Learn about direct marketing and its benefits
    • Direct Marketing
      • Customer Databases & Direct Marketing
        • Databases include comprehensive data including geographic, demographic, psychographic and behavioral
        • Databases can be used to identify prospects, tailor products, and maintain customer relationships
        • Database marketing requires substantial investment in hardware, software, personnel
      Goal 5: Know the major forms of direct marketing
    • Direct Marketing
      • Integrated Direct Marketing
      • Public Policy and Ethical Issues
        • Irritation, Unfairness, Deception, and Fraud
        • Invasion of Privacy
      Goal 5: Know the major forms of direct marketing