Direct Marketing &Personal Selling BY LUMEN PETER.P RAMESH.R TAMILINIAN SIVAMANI ESAKKI. G
Direct MarketingDefinition :Direct marketing is a method of distribution in whichtransactions are completed between buyer and sellerwithout the intervention of the sales person or retailoutlet. -STAN RAPPAny advertising which creates and exploits a directrelationship between you and your prospect or customeras an individual. -DRAYTON BIRD
Direct MarketingMeaning: An interactive system of marketingwhich uses one or more advertising media toeffect a measurable response at any location,forming a basis for creating and furtherdeveloping an on going relationship betweenan organisation and its customers.
Objectives of direct marketing• Direct ordering.• Generating repeat purchase.• Introduction of new product• Providing information.• Establishing loyalty.• Trial generation.
The 4 features of Direct Marketing• Targeting• Interaction• Control• Continuity
Benefits of Direct Marketing• For Buyers: – Convenient – Easy to use – Private – Access to a wealth of information – Immediate – Interactive
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.
Integrated Direct MarketingPublic Policy and Ethical Issues– Irritation– Unfairness– Deception– Fraud– Invasion of Privacy
Personal SellingThe Nature of Personal Selling: Personal presentation by the firm’ssales force for the purpose of making sales andbuilding customer relationships.
Objective and Strategy• Prospecting• Targeting• Communicating• Selling• Servicing• Information gathering• Allocating
Salespeople Have Many Names• Sales Consultants• Sales Representatives• Account Executives• Sales Engineers• District Managers• Marketing Representatives• Account Development Representatives
The Role of the Sales ForceThe critical link between a company and itscustomers.Salespeople:– represent the company to the customers.– represent the customers to the company.– strive to achieve customer satisfaction and company profit simultaneously.
Managing Sales Force Recruiting and Selecting Salespeople– Careful recruiting can: • Increase overall sales force performance • Reduce turnover • Reduce recruiting and training costs
Managing 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
Managing 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
Managing Sales Force Supervising Salespeople– Effective supervisors also motivate the sales force • Organizational climate • Sales quotas • Positive incentives – Sales meetings, sales contests, honors, etc.
Managing Sales Force Evaluating Salespeople– Several tools can be used • Sales reports • Call reports • Expense reports
The Personal Selling Process• Prospecting: – Identifying qualified potential customers (prospecting)• Pre-approach: – Learning as much as possible about a prospect before making the sales call• Approach: – Meeting the customer for the first time• Presentation: – Telling the “product story” to the buyer
The Personal Selling Process• Handling Objections: – Eliciting, clarifying and overcoming customer objections to buying• Closing: – Asking the customer for an order• Follow-up: – Following up after the sale to ensure customer satisfaction & repeat business
QUESTION : 1• Describe the various factors that determine how Eureka Forbes built the Aqua guard brand in India ?
Answer• Unlike developed countries, in India, pollutants are three – fold.• Purified drinking water is one of the fastest moving consumer product categories.• Doctors also advised to take purified and boiled water during times of illness.• Need for water free from all kinds of dirt, germs and chemicals becoming the order of day.
QUESTION : 2• What are the reasons for increase in the sale of Aqua guard ?
Answers• Doorstep demonstration and educating the customer.• It is the only brand with an international Water Quality Association(WQA) endorsed carbon block that removes pesticides.• Involved innovative games and video based AD to reach more then 200000 students in over 500 schools.• Special advertising in cookery magazines to encourage cooking and washing of vegetables in aqua guard water.