Introduction to personal selling...

1. 5

2. personal selling

6. if we consider AIDA

7. messages can be much more personal than any of the
other methods of communication

8. project management - coordinating within the organisation,
representing the customers interests

10. very high cost per contact
possible inconsistency
of message
coordinate with direct
marketing

11. buyer significance

12. communication effectiveness

13. advertising relatively
important when…
personal selling relatively
important when…
number of customers large small
buyer’s information needs low high
size and importance of
purchase
small large
post-purchase service
required
little a lot
product complexity low high
distribution strategy pull push
pricing policy set negotiable
web-enabled exchanges high low
resources available for
promotion
many few

14. maintaining trust and commitment
developing the relationship
providing service and support
closing the sale
handling queries and objections
presenting the sales message
developing the relationship
qualifying prospects
prospecting for customers

18. high low
high
Key account
management
Field-force sales
Field-force sales
Telesales
Web
Email
low
Directed field-force
Sales
Telesales
Web
Email
Direct mail
Telesales
Email
strength of relationship
account potential

23. all packaging has to provide info on ingredients e.g. allergy
advice, fat, calories, salt…
consumers make snap decisions based on whether a product
“looks right” – they often don’t know why

24. personal selling