3. Promoting Products
• Direct promotion
• Through advertising and promotion
• Direct-marketing efforts
• Dyadic communication allows for
immediate feedback and adjustment
• Plays critical role in industrial settings
• Indirect promotion
• Through resellers
• Through sales people
21-3
4. Determining the Role of Personal Selling
How cost effective is each alternative?
How effective is each alternative in carrying
out the needed exchange?
What are the alternative ways to carry out
these communications objectives?
What information must be exchanged
between firm and potential customer?
21-4
6. Stages of Personal Selling Evolution
Selling activity limited to
order-taking and delivery
Provider
Attempting to persuade customer
to buy
Persuader
Seeking out buyers perceived to
have a need
Prospector
Buyers identify problems to be
met by goods
Problem-solver
Seller determines buyer needs
and fulfills them
Procreator
21-6
7. New Roles for Salespeople
Surveying
Mapmaking
Guiding
Fire Starting
21-7
8. Customer Relationship Marketing
• An organization’s effort to develop a link
with individual customers that is
• Long-term
• Cost effective
• Mutually beneficial
21-8
10. Factors in Keeping a Customer
Product
Uniqueness
Customer
Service
Depth of
Product Line
Perceived
Price to Value
Proposition
Loyalty/
Reward
Program
Product
Quality
21-10
11. Salesperson Classifications
More casual role
Often involves straight rebuying
Order
Taking
Essentially a support role
May not actually take orders
Missionary
Sales
Assess situation, determine needs
Get order
Creative
Selling Present ability to satisfy needs
21-11
12. Personal Selling Responsibilities
Follow up and service the account
Close the sale
Demonstrate product capabilities
Recommend a way to satisfy them
Determine customers’ needs and wants
Locate prospective customers
21-12
14. Test Your Knowledge
With the evolution of personal selling, an individual
salesperson's job requirements may include:
A) Determining customers' needs and wants
B) Demonstrating the capabilities of the firm
C) Following up and servicing the account
D) Locating prospective customers
E) All of the above
21-14
15. Traits of Effective Salespeople
Good
Communicator
Knowledgeable
Results-
oriented
Relationship-
oriented
Professional
Reliable
Customer-
focused
Thorough
Problem
Solver
Responsive
21-15
16. Traits Buyers Like and Dislike
Desirable Objectionable
1. Knowledgeable
2. Empathizes
3. Well organized
4. Prompt
5. Follows through
6. Has solutions
7. Punctual
8. Hard working
9. Energetic
10.Honest
1. Unprepared
2. Uninformed
3. Aggressive
4. Undependable
5. No follow through
6. Presumptive
7. Walk-ins
8. Gabbers
9. Problem avoiders
10.Lack of respect
21-16
17. Pros and Cons of Personal Selling
Reach may be
very limited
Message can be
tailored to recipient
Two-way interaction
with prospect
Prospect isn't likely
to be distracted
Cost is often
extremely high
Possible management-
sales force conflict
Messages may be
inconsistent
Seller involved in
purchase decision
Source of research
information
Potential ethical
problems
Advantages Disadvantages
21-17
18. Personal Selling + Other Tools
Advertising
Public Relations
Direct Marketing
Sales Promotion
The Internet
Personal
Selling
21-18
22. Test Your Knowledge
By servicing an account and by cooperating and
empathizing with clients, salespersons are engaging in
_____ activities on behalf of their firm.
A) Sales promotion
B) Advertising
C) Public relations
D) Direct marketing
E) Telemarketing
21-22
26. Evaluating the Personal Selling Effort
• Factors to be considered
• Review of all target accounts
• Review of all cross-functional selling
• Review of specific territory objectives
• Knowledge of products, customers, and
customer organizations
• Ability to apply this market knowledge
• Development of a favorable attitude
• Required course corrections
21-26
27. Characteristics Affecting Performance
Strength of the field manager
Management processes that
drive performance
Clear link between company
culture/values to sales strategies
Consistent training
The courage to change
21-27
28. Evaluating Personal Selling
Provision of
marketing
intelligence
Follow-up
activities
Program
implementations
Attainment of
communications
objectives
21-28
29. Test Your Knowledge
The ability of the sales force to feed back information
regarding competitive programs and customer
reactions contributes to the promotional program by
fulfilling which evaluative criterion?
A) Attainment of communications objectives
B) Program implementation
C) Follow-up activities
D) Providing market intelligence
E) None of the above
21-29
