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18. personal selling

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18. personal selling

  1. 1. Personal Selling © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  2. 2. 1. Determining the Role of Personal Selling What information must be exchanged What information must be exchanged between firm and potential customer? between firm and potential customer? What are the alternative ways to carry out What are the alternative ways to carry out these communications objectives? these communications objectives? How effective is each alternative in carrying How effective is each alternative in carrying out the needed exchange? out the needed exchange? How cost effective is each alternative? How cost effective is each alternative? © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  3. 3. 2. When the Sales Force is a Major Part of MC? Product or Product or Price Price Channels Channels Advertising Advertising Service Service•• Complex goods Complex goods •• Final price Final price •• Channel short Channel short •• Media do not Media do not or services or services negotiable negotiable and direct and direct provide an provide an•• Major purchase •• Price provides •• Training needed effective link effective link Major purchase Price provides Training needed decisions decisions adequate margin adequate margin by by •• Information can Information can•• Personal intermediaries intermediaries not be provided not be provided Personal •• Selling needed by media by media demonstration demonstration Selling needed required required to push product •• Sparse market to push product Sparse market through through reduce reduce •• Intermediaries advertising advertising Intermediaries can provide economies economies can provide personal selling personal selling © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  4. 4. 3. Stages of Personal Selling Evolution Selling activity limited to Selling activity limited to Provider Stage Provider Stage order-taking order-taking Attempting to persuade customer Attempting to persuade customerPersuader StagePersuader Stage to buy to buyProspector Stage Seeking out buyers perceived to Seeking out buyers perceived toProspector Stage have a need have a needProblem-solverProblem-solver Buyers identify problems to be Buyers identify problems to be Stage Stage met by goods met by goods Seller determines buyer needs Seller determines buyer needsProcreator StageProcreator Stage and fulfills them and fulfills them © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  5. 5. 4. New Roles for Salespeople Surveying Surveying Mapmaking Mapmaking Fire Starting Fire Starting Guiding Guiding © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  6. 6. 5. Personal Selling Responsibilities Locating prospective customers Locating prospective customers Determining customers’ needs and wants Determining customers’ needs and wants Recommending a way to satisfy them Recommending a way to satisfy them Demonstrating capabilities of the product Demonstrating capabilities of the product Closing the sale Closing the sale Following up and servicing the account Following up and servicing the account © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  7. 7. 6. Types of Sales Jobs Requires the most skill and preparation Requires the most skill and preparation Creative Creative Selling Selling Must assess situation, determine needs Must assess situation, determine needs This role is much more casual This role is much more casual Order Order Taking Taking Often involves straight rebuying Often involves straight rebuying This is essentially a support role This is essentially a support roleMissionaryMissionarySales RepSales Rep © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  8. 8. 7. 10 Traits of Effective Salespeople 1. Ego strength: a healthy self-esteem that allows one to bounce back from rejection. 2. Sense of urgency: wanting to get it done now. 3. Ego drive: a combination of competitiveness and self esteem. 4. Assertiveness: the ability to be firm, lead the sales process, and get one’s point across confidently. 5. Risk-taking: willing to innovate and take a chance. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  9. 9. 10 Traits of Effective Salespeople 6. Sociable: outgoing, friendly, talkative, and interested in others. 7. Abstract reasoning: ability to understand concepts and ideas. 8. Skepticism: a slight lack of trust and suspicion of others. 9. Creativity: the ability to think differently. 10. Empathy: the ability to place oneself in someone else’s shoes. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  10. 10. 8. Personal Selling Advantages and Disadvantages Advantages Disadvantages Two-way interaction Two-way interaction Messages may be Messages may be with prospect with prospect inconsistent inconsistent Message can be Message can be Possible management- Possible management- tailored to recipient tailored to recipient sales force conflict sales force conflict Prospect isnt likely Prospect isnt likely Cost is often Cost is often to be distracted to be distracted extremely high extremely highSeller involved in purchaseSeller involved in purchase Reach may be Reach may be decision decision very limited very limited Source of research Source of research Potential ethical problems Potential ethical problems information information © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  11. 11. 9. Personal Selling Combines With Other Tools Advertising Advertising Public Relations Public RelationsPersonalPersonal Direct Marketing Direct Marketing Selling Selling Sales Promotion Sales Promotion The Internet The Internet © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  12. 12. 10. Quantitative Measures of Sales Results Orders Orders Sales Volume Sales Volume Margins MarginsQuantitativeQuantitative Customer Accounts Customer Accounts Measures Measures Sales Calls Sales Calls Selling Expenses Selling Expenses Customer Service Customer Service © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  13. 13. 11. Qualitative Measures of Sales Results Selling Skills Selling Skills Sales Related Sales Related Activities Activities © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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