MARKET MANAGMENT

1. PERSONAL SELLING AND
DIRECT MARKETING

2. Personal Selling
• “Everyone lives by selling something.” Robert Louis Stevenson
• The nature of personal selling
– Salesperson
• An individual acting for acompany by performing one or more of
the following activities: prospecting, communicating, servicing,
and information gathering
• Order taker, order getter, creative selling
• The role of the sales force
– Interpersonal arm of the promotion mix
– Involve two-way communication between salesperson
and customers
– Represent customers to the company

3. Managing the sales force
• Sales force management
– The analysis, planning,
implementation, and control of
sales force strategy and
recruiting, selecting, training,
supervising, compensating, and
evaluating the firm’s
salesperson
• Designing Sales Force
Strategy and Structure
– Sales force structure
• Territorial sales force structure
– A sales force organization
that assigns each
salesperson to an exclusive in
which that saleseperson sells
the company’s full line
• Product sales force structure
– A sales force organization
under which salespeople
specialize in selling only a
portion of the company’s
product or lines
• Customer sales force structure
– A sales force organization
under which salespeople
specialize in selling only to
certain customers or
industries
• Complex sales force structure
– When a company sells a wide
variety of products to many
types of customers over a
broad geographic area, it
often combines several types
of force structure.

4. Sales force structure
– Sales force size
– Other sales force strategy and structure issues
• Outside sales force
– Outside salespeople who trael to call on customer
• Inside sales force
– Inside salespeople who conduct business from their offices
via telephone or visits from prospective buyers
• Team selling
– Using teams of people from sales, marketing, engineering,
finance, technical support, and even upper management to
service large, complex acoounts

5. Managing the sales force
• Recruiting and Selecting Salespeople
– When recruiting, companies should analyze the sales job itself and the
characteristics of its most successful salespeople to identify the traits need by a
successful salesperson in their industry.
• Training salespeople
– Need to know and identify with the company
– Need to know the company’s productneed to understand field procedure and
responsibilities
• Compensating Salespeople
– To attract salespeople
• A fixed amount, a variable amount, expenses, and fringe benefits
– To motivate salespeople and direct their activities
• Supervising salespeople
– To direct and motivate the sales force to do a better job
• Evaluating salespeople

6. The personal selling process
• Selling process
– The steps that thye salesperson
follows when selling, which include
prospecting and qualifying,
preapproachi approach, presentation
and demonstration, handling
objections, closing, and follow-up
• Steps in the selling process
– Prospecting
• The step in the selling process in
which the salesperson identifies
qualified potential customers
– Preapproach
• The step in the selling process in
which the salesperson meets the
customers for the first time
– Approach
• The step in the selling process in
which the salesperson meets the
customer for the first time
– Presentation
• The step in the selling process in
which the salesperson tells the
“product story” to the buyer,
hgilighting customer benefits
– Handling objections
• The step in the selling process in
which the salesperson seeks out,
clarifies, and overcomes customer
objections to buying
– Closing
• The step in the selling process in
which the salesperson asks the
customer for an order
– Follow-up
• The last step in the selling process, in
which the sales-person follows up
after the sale to ensure customer
satisfaction and repeat business

7. Direct Marketing
• Direct marketing
– Direct communications with carefully targeted individual consumers to
obtain an immediate response
• Benefits and growth of direct marketing
– For buyers: convenient, easy to use, and private
– For sellers:
• Powerful tool for building customer relationships,
• Target small groups or individual consumers
• Reach prospects at just the right momenta low-cost efficient alternative for
reaching cutomers
• Customer Databases and Direct Marketing
– Customer database
• An organizaed collection of comprehensive data about individual customers
or prospects, including geopraphic, psychographic, and behavioral data,
• Include enough information about customers
• Identify small groups of customers to recieve fine-tuned marketing offers and
communications
• Help deepen the customer loyalty
• Genrate sales

8. Forms of direct marketing
• Telephone marketing
– Using the telephone to sell directly to customers
• Direct-mail marketing
– Direct marketing through single mailings that include letters, ads, samples,
foldouts, and other “salespeople with wings” sent to prospetcs on mailing
lists
– Catalog marketing
• Direct marketing through print, video, or electronic catalogs that are mailed to
select customers, made available in stores, or presented online
– Direct-response television marketing
• Direct marketing via television, including direct response television advertising
and home shopping channels
• Public policy and ethical ıssues in direct marketing
– Irritation, unfairness, deception, and fraud
– Invasion of privacy