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Personal Selling and Direct Marketing. Chapter 17. Objectives. Understand the role of a company’s salespeople in creating value for customers and building customers relationships.

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objectives
Objectives
  • Understand the role of a company’s salespeople in creating value for customers and building customers relationships.
  • Understand the personal selling process, and how to distinguish between transaction-oriented marketing and relationship marketing.
objectives3
Objectives
  • Know the six major sales force management steps.
  • Learn about direct marketing and its benefits to customers and companies.
  • Know the major forms of direct marketing.
slide4
Record-breaking earnings and sales growth

Outstanding sales force; rated as one of America’s best.

Sales force focuses on customer success

Sales force is organized into separate divisions dedicated to specific customers

Division platform teams work with customers and are linked to customer operations

c

Lear

what is personal selling
What is Personal Selling?

Involves Two-Way, Personal Communication Between Salespeople and Individual Customers Whether:

  • face to face,
  • by telephone,
  • through video conferencing,
  • or by other means.
the nature of personal selling
The Nature of Personal Selling
  • Involves an individual acting for a company by performing one or more of the following activities:
    • Prospecting,
    • Communicating,
    • Servicing,
    • Information Gathering.

The term salesperson covers a wide spectrum of positions from:

    • Order Taking
    • Order Getting
    • Missionary Selling
the role of the sales force
The Role of the Sales Force
  • Personal Selling is effective because salespeople can:
    • - Probe customers to learn more about their needs
    • - Adjust the marketing offer
    • - Build long-term personal relationships

The Sales Force serves as a critical link between a company and its customers since they:

    • Represent the company to customers
    • Represent customers to the company.
slide8

Step 1. Prospecting and Qualifying

Steps in the Selling Process

Step 2. Preapproach

Identifying and Screening For Qualified Potential Customers.

Learning As Much As Possible About a Prospective Customer Before Making a Sales Call.

Knowing How to Meet the Buyer to Get the Relationship Off to a Good Start.

Telling the Product “Story” to the Buyer, and Showing the Product Benefits.

Step 3. Approach

Step 4. Presentation/ Demonstration

slide9

Step 5. Handling Objections

Steps in the Selling Process

Step 6. Closing

Seeking Out, Clarifying, and Overcoming Customer Objections to Buying.

Asking the Customer for the Order.

Following Up After the Sale to Ensure Customer Satisfaction and Repeat Business.

Step 7. Follow-Up

businessnow
BusinessNow

MarketSoft Video Clip

Trade shows are often an excellent source of sales leads.

Click the picture above to play video

relationship marketing
Relationship Marketing
  • Process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.
  • Based on the idea that important accounts need focused and continuous attention.
but all accounts are not created equal
But, All Accounts Are Not Created Equal!
  • Segmentation and Targeting!!!

Intrinsic Value Buyers  Transactional Selling

    • Extrinsic Value Buyers  Consultative Selling
    • Strategic Value Buyers  Enterprise Selling
definition
Definition
  • Sales Force Management
    • The analysis, planning, implementation, and control of sales force activities. It includes setting and designing sales force strategy; and recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople.
managing the salesforce

Designing Salesforce Strategy and Structure

Recruiting and Selecting Salespeople

Training Salespeople

Compensating Salespeople

Supervising Salespeople

Evaluating Salespeople

Managing the Salesforce
setting salesforce strategy
Setting Salesforce Strategy
  • Salesforce Structure
  • Salesforce Size
  • Salesforce Compensation
designing sales force strategy and structure

Types of Sales Force Structure

Designing Sales Force Strategy and Structure

Complex

Combination of Above Types of Sales Force Structures

Territorial

Exclusive Territory to

Sell the Company’s

Full Product Line

Product

Sales Force Sells Along

Product Lines

Customer

Sales Force Sells Along

Customer/ Industry Lines

slide17

Sales Force Size

Other Sales Force Strategy and Structure Issues

Designing Sales Force Strategy and Structure

Who Will Be Involved in the

Selling Effort?

Outside Sales Force

Inside Sales Force

How Will Sales and Sales Support

People Work Together?

Team Selling

slide18

Other Sales Force Strategy and Structure Issues

Inside Sales

Force

Outside Sales

Force

Conduct Business From Their

Offices Via Phone or Buyer Visits

Travel to Call on

Customers

Sells to Major

Accounts

Finds Major

New

Prospects

Technical

Support

People

Sales

Assistants

Tele-

Marketing

Or

Internet

team selling
to service large, complex accounts.

Finds problems, solutions, and sales opportunities.

Problems: can overwhelm customers, difficulties working with teams, evaluation of sales performance.

Team Selling
sales force size
Sales Force Size
  • one of a company’s most productive and expensive assets.
  • Sales forces have been shrinking in size because of:
  • Many companies use some form of workload approach to set sales force size:
    • Group accounts into different size classes,
    • How many people are needed to call on them.
compensating salespeople
Compensating Salespeople

Sales Force Compensation Plans Can Both Motivate Salespeople and Direct Their Activities.

Salary

PAYCHECK

Components

of

Compensation

Benefits

Bonus

Commission

slide22

Recruiting and Selecting Salespeople

Some Characteristics

of Salespeople

  • Enthusiasm and Self-Confidence
  • Persistence
  • Initiative
  • Job Commitment

Recruiting Procedures

  • Current Salespeople
  • Employment Agencies
  • Classified Ads
  • College Campuses

Salesperson Selection

Process

  • Sales Aptitude
  • Analytical & Organizational Skills
  • Personality Traits
  • Other Characteristics
types of salesperson recruitment criteria
Types of Salesperson - Recruitment Criteria
  • Order Takers
    • Can take orders, presentable, personable, high school education
  • Order Getters
    • good communicator, quick learner, persuasive, college graduate
  • Problem Solvers
    • quick learner, empathetic, technical background, college graduate
slide24

Help Salespeople Know & Identify

With the Company

Training Salespeople

The Average Sales Training Program lasts for Four Months and Has the Following Goals:

Learn How the Products Work

Learn About Competitors’

and Customers’ Characteristics

Learn How to Make

Effective Presentations

Understand Field Procedures

and Responsibilities

slide25

U.S. companies spend more that $7 billion annually on training salespeople and devote more than 22 hours per year to the average salesperson.

types of salesperson training objectives
Types of Salesperson - Training Objectives
  • Order Takers
    • teach operating procedures and standards, ensure good delivery
  • Order Getters
    • gain understanding of company products and related service requirements, teach selling methods, develop technical knowledge
  • Problem Solvers
    • gain full understanding of the customer's industry, acquire ability to develop custom-made solutions to fill customer needs
supervising salespeople
Supervising Salespeople

Directing Salespeople

Motivating Salespeople

  • Organizational Climate
  • Sales Quotas
  • Positive Incentives
    • Honors
    • Awards
    • Merchandise/ Cash
    • Trips
  • Identify Customer Targets
  • & Set Call Norms
  • Develop Prospect Targets
  • Use Sales Time Efficiently
    • Annual Call Schedule
    • Time-and-Duty Analysis
    • Sales Force Automation
how salespeople spend their time
How Salespeople Spend Their Time

Administrative

Service Calls

Tasks

Companies Look For Ways to Increase the Amount of Time Salespeople Spend Selling.

12.7%

16%

Telephone

Selling

25.1%

Face-to-Face

Selling

28.8%

Waiting/

Traveling

17.4%

evaluating salespeople
Evaluating Salespeople

Expense

Reports

Sales

Report

Sources

of

Information

Call

Reports

Work

Plan

Annual

Territory

Marketing Plan

direct marketing
Direct Marketing
  • Direct Marketing Benefits: Buyers
    • Convenient
    • Easy to use
    • Private
    • Access to a wealth of information
    • Immediate
    • Interactive
direct marketing31
Direct Marketing
  • Direct Marketing Benefits: Sellers
    • building relationships
    • targeting of small groups or individuals with customized offers in a personalized fashion
    • access to buyers that couldn’t be reached via other channels
    • Low-cost, effective alternative for reaching specific markets
direct marketing32
Direct Marketing
  • Customer Databases & Direct Marketing
    • Databases include customer profile, purchase history, and other detailed information
    • Databases can be used to identify prospects, profile customers, and select customers to receive offers, and to build relationships
slide33

Figure 17-4:

Forms of Direct Marketing

direct marketing34
Direct Marketing
  • Telephone Marketing
    • Inbound toll-free 800 numbers are used to receive orders from print or TV ads
    • New legislation and technological advances threaten the future of telemarketing
direct marketing35
Direct Marketing
  • Direct-Mail Marketing
    • New trends include fax, mail, e-mail, and voice mail
  • Catalog Marketing
    • Many cataloguers have migrated to the web
direct marketing36
Direct Marketing
  • Direct-Response Television Marketing
    • Direct-response advertising
    • Infomercials
    • Home shopping channels
  • Kiosk Marketing