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Selling Today. 10 th Edition. CHAPTER. Manning and Reece. Personal Selling and the Marketing Concept. 1. Definition of Personal Selling. Person-to-person communication with a prospect Personal selling is a process of Developing relationships Discovering needs

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personal selling and the marketing concept

Selling Today

10th Edition

CHAPTER

Manning and Reece

Personal Selling and the Marketing Concept

1

definition of personal selling
Definition of Personal Selling
  • Person-to-person communication with a prospect
  • Personal selling is a process of
    • Developing relationships
    • Discovering needs
    • Matching products with needs
    • Communicating benefits
  • Viewed as a process that adds value
personal selling in the information age
Personal Selling in the Information Age
  • An evolution from the industrial economy to the information economy
  • Began in the 1950s
  • New emphasis is information exchange rather than producing goods
  • Implications for personal selling
a shift in emphasis
Industrial economy

Advances occur in transportation and manufacturing

Strategic resources are capital and natural resources

Products and factories define the business

Sales success means meeting sales quotas

Information economy

Advances occur in information technology

Strategic resource is information

Business is defined by customer relations

Sales success depends on adding value

A Shift in Emphasis
personal selling as an extension of the marketing concept
Personal Selling as an Extension of the Marketing Concept

Move from a product orientation (peddling)

to a customer orientation (partnering)

important role of personal selling
Important Role of Personal Selling
  • Often the major promotional method
  • Firms invest in personal selling
  • Personal selling has evolved because:
    • Products and services are more complex
    • Competition has greatly increased
    • Customer demand for quality, value, and service has risen sharply
evolution of consultative selling
Evolution of Consultative Selling

Features of consultative selling include:

  • Customer is a person to be served, not a prospect to be sold
  • Two-way communication identifies (diagnoses) customer’s needs; no high-pressure sales presentation
  • Emphasis on information giving, problem solving, and negotiation rather than manipulation
  • Emphasis on service after the sale
strategy and tactics
Strategy and Tactics
  • Tactics
    • Specific techniques,practices, and methods used incustomer interaction
  • Strategy
    • Carefully conceived plan needed to accomplish sales objectives
    • A prerequisite to tactical success
strategy vs tactics exercise
Strategy vs. Tactics Exercise

Identify the following:

Strategy

Tactic

Use a fact sheet comparing your product to the competition

Analyze the features of your leading competitors

Use specific questions to diagnose needs

Analyze a territory to determine those with specific needs

selling model
Selling Model

1.5

FIGURE

1-20

develop a personal selling philosophy

1

Develop a Personal Selling Philosophy

Step

:

 Adopt the marketing concept

 Value personal selling

 Assume the role of a problem solver/partner

develop a relationship strategy

2

Develop a Relationship Strategy

Step

:

 Adopt a win-win philosophy

 Project a professional image

 Maintain high ethical standards

develop a product strategy

3

Develop a Product Strategy

Step

:

 Become a product expert

 Sell benefits, not features

 Configure value-added solutions

develop a customer strategy

4

Develop a Customer Strategy

Step

:

 Understand the buying process

 Understand buyer behavior

 Develop prospect base

develop a presentation strategy

5

Develop a Presentation Strategy

Step

:

 Prepare objectives

 Develop a presentation plan

 Provide outstanding service

e commerce and the complex sale
E-Commerce and the Complex Sale
  • Electronic business

Complex sales involve several forms of

information technology support, including:

    • Electronic product catalogs
    • Contact management systems
    • PowerPoint and Excel
    • Internet applications
  • Electronic commerce
evolution of partnering
Evolution of Partnering
  • Buzzword of 1990s, became business reality in 2000s
  • “Strategically developed, long-term relationship that solves the customer’s problems”
  • Relationship selling relies on a customized approach to each client
  • Enhanced with high ethical standards and CRM
value creation
Value Creation
  • Value-added selling = creative improvements that enhance customer experience
  • The information economy rewards salespeople who add value at each step
  • When customer is not aware of value added by salespeople, the focus may shift to price