2

Personal Selling (online)

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

 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

22-2
Determining the Role of Personal Selling

What information must be exchanged

between firm and potential customer?

What are the alternative ways to carry out

these communications objectives?

How effective is each alternative in carrying

out the needed exchange?

How cost effective is each alternative?

22-3
Stages of Personal Selling Evolution

Selling activity limited to

Provider
order-taking and delivery

Attempting to persuade
Persuader
customer to buy

Seeking out buyers perceived to

Prospector
have a need

Buyers identify problems to be

Problem-solver
met by goods

Seller determines buyer needs

Procreator
and fulfills them

22-4
New Roles for Salespeople

Surveying
Mapmaking
Guiding
Fire Starting

22-5
 Factors in Keeping a Customer

Perceived
Perceived
Price to
Price to Value
Value
Proposition
Proposition

Customer
Customer Product
Product
Service
Service Quality
Quality

Loyalty/
Loyalty/
Product
Product Depth of
Depth of Reward
Uniqueness Product Line
Line Reward
Uniqueness Product Program
Program

22-6
Personal Selling Responsibilities

Locate prospective customers

Determine customers needs and wants

Recommend a way to satisfy them

Demonstrate product capabilities

Close the sale

Follow up and service the account

22-7
 Traits of Effective Salespeople

Good
Good Reliable
Reliable
Communicator
Communicator
Relationship-
Relationship- Customer-
Customer- Responsive
Responsive
oriented
oriented focused
focused
Results-
Results- Problem
Problem
oriented
oriented Solver
Solver

Knowledgeable
Knowledgeable Professional
Professional Thorough
Thorough

22-8
Pros and Cons of Personal Selling

Advantages Disadvantages
Two-way interaction Messages may be
with prospect inconsistent

Message can be Possible management-

tailored to recipient sales force conflict

Prospect isn't likely Cost is often

to be distracted extremely high

Seller involved in Reach may be

purchase decision very limited

Source of research Potential ethical

information problems
22-9
 Personal Selling + PR

Rep is often best source of PR

Representative of the organization

Involved in community

Creates goodwill

22-10
Personal Selling + Sales Promotion

Reseller
Sales
Sales
Promotion
Promotion Consumer
Targets
Targets
Sales Force

22-11
 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

22-12
Characteristics Affecting Performance

Strength of the field manager

Clear link between company

culture/values to sales strategies

Management processes that

drive performance
Consistent training
The courage to change

22-13
Quantitative Measures of Sales Results

Orders

Sales Volume

Margins
Quantitative
Measures
Customer Accounts

Sales Calls

Selling Expenses

Customer Service
22-14
Qualitative Measures of Sales Results

Selling
Selling Skills
Skills

Sales
Sales Related
Related
Activities
Activities

22-15