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Chapter 14 - Personal Selling…and Direct Marketing

Chapter 14 - Personal Selling…and Direct Marketing. Personal selling: Occurs when a company representative interacts directly with a prospect or customer to communicate about a good or service “Personal touch” helps develop relationships Salespeople are the eyes and ears of the firm

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Chapter 14 - Personal Selling…and Direct Marketing

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  1. Chapter 14 - Personal Selling…and Direct Marketing • Personal selling:Occurs when a company representative interacts directly with a prospect or customer to communicate about a good or service • “Personal touch” helps develop relationships • Salespeople are the eyes and ears of the firm • Selling/sales management jobs provide high mobility, especially for college grads with marketing background

  2. The Role of Personal Selling • Personal selling is more important: • When a firm uses a push strategy • In business-to-business contexts: complex/technical products • With inexperienced consumers who need hands-on assistance • For products bought infrequently (high involvement) • When goods/services are complex or costly • Cost per contact is very high

  3. SALESFORCE.COM Technology and Personal Selling • Numerous technologies help enhance the selling effort: • Customer relationship management (CRM) software and partner relationship management (PRM) • Teleconferencing, videoconferencing, and improved corporate Web sites • Voice-over Internet protocol • Assorted wireless technologies

  4. Types of Sales Jobs Get the scoop on sales salaries! Visit the Occupational Outlook Handbook! • Sales positions vary considerably: • Order taker • Technical specialist • Missionary salesperson (stimulate clients to buy) • New-business salesperson and order getter • Team selling and cross-functional teams

  5. Approaches to Personal Selling • Transactional selling: Focuses on making an immediate sale with little or no concern for developing long-term customer relationships • Associated with high-pressure, hard sell tactics • Relationship sellingProcess of building long-term customers by developing mutually satisfying, win-win relationships with customers • Builds customer loyalty and satisfaction

  6. Steps in the Creative Selling Process Many sales leads come from a company’s marketing communications efforts, as well as a firm’s Web site.

  7. Sales Management • Process of planning, implementing, and controlling the personal selling function of an organization

  8. Direct Marketing • Direct marketingAny direct communication to a customer (consumer or business) designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product Direct Marketing Association Direct Marketing Educational Foundation (www.directworks.org)

  9. Direct Marketing • Mail order • Catalogs: • Direct mail: A brochure/pamphlet offering a specific good/service at one point in time • Telemarketing: • Direct marketing conducted over the telephone • More profitable for business than consumer markets • In 2003, FTC established National Do Not Call Registry Do Not Call Registry

  10. Direct Marketing • Direct-response advertising: Allows consumer to respond by immediately contacting the provider with questions or an order • Direct-response TV (DRTV): short commercials, 30-minute-plus infomercials, and home shopping networks

  11. Direct Marketing • M-Commerce: Promotional and other e-commerce activities transmitted over mobile phones/devices • Short-messaging system marketing (SMS) • Spim: instant-messaging version of spam • Adware: software that tracks Web habits/interests, presenting pop-up ads and resetting home page

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