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Personal Selling and the Marketing Concept

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Evolution of Partnering. Buzzword of 1990s, became business ... Value Creation. Value-added selling = creative improvements that enhance customer experience ... – PowerPoint PPT presentation

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Title: Personal Selling and the Marketing Concept


1
Personal Selling and the Marketing Concept
1
2
Discussion Questions
  • When you hear the term personal selling, what
    words, images, ideas, or other associations come
    to mind?
  • Which of these associations are negative and
    which are positive?

3
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

4
Broad Concept of Product
What is the main product the following companies
offer?
  • Includes
  • Information
  • Services
  • Ideas
  • Issues
  • Hard goods

5
Strategic/Consultative Selling Model
1.1
FIGURE
6
Personal Selling in the Information Age
  • An evolution from the ________ economy to the
    _____________ economy
  • Began in the 1950s
  • New emphasis is information exchange rather than
    producing goods
  • Implications for ________ selling

7
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

8
Personal Selling as an Extension of the Marketing
Concept
  • Move from a product orientation (peddling)
  • to a customer orientation (partnering)

9
The Marketing Mix
1.3
FIGURE
10
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

11
Evolution of Personal Selling
  • Marketing era begins (early 1950s)
  • Salespeople as a source of strategic information
    on product/market/service
  • Consultative selling era (late 1960s to early
    1970s)
  • Mass markets break into target markets
  • Emphasis on need identification
  • Information sharing and negotiation replace
    manipulation

12
Evolution of Personal Selling
  • Strategic selling era (early 1980s)
  • Market niches require more planning
  • Equal emphasis on _____ and ________
  • Product positioning vital
  • Partnering era (1990 to present)
  • Customer, not product, as driving force
  • Emphasis on strategies that create customer value

13
Evolution of Consultative Selling
  • Transactional selling
  • Process that serves the ______ primarily
    interested in price and convenience
  • Consultative selling
  • Process that developed from the ________
    concept, emphasizing need identification

14
Evolution of Consultative Selling
  • Features of consultative selling include
  • Customer is a person to be served, not a
    __________ to be sold
  • Two-way communication identifies (diagnoses)
    __________ needs no high-pressure sales
    presentation
  • Emphasis on _______ giving, problem solving, and
    ___________ rather than manipulation
  • Emphasis on ________ after the sale

15
Evolution of Strategic Selling
  • A Strategic Market Plan
  • Outlines necessary methods and resources
  • Considers areas to be coordinated
  • Finance Personnel
  • Production Marketing
  • Influences the sale of products
  • Serves as guide for strategic selling plan

16
Strategy and Tactics
  • Tactics
  • Specific techniques, practices, and methods used
    in customer interaction
  • Strategy
  • Carefully conceived plan needed to accomplish
    ________ objectives
  • A prerequisite to tactical success

17
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

?
?
?
18
Selling Model
1.5
FIGURE
1-20
19
Develop a Personal Selling Philosophy
1
Step
  • ? Adopt the marketing concept
  • ? Value personal selling
  • ? Assume the role of a problem solver/partner

20
Develop a Relationship Strategy
2
Step
  • ? Adopt a win-win philosophy
  • ? Project a professional image
  • ? Maintain high ethical standards

21
Develop a Product Strategy
3
Step
  • ? Become a product expert
  • ? Sell benefits, not features
  • ? Configure value-added solutions

22
Develop a Customer Strategy
4
Step
  • ? Understand the buying process
  • ? Understand buyer behavior
  • ? Develop prospect base

23
Develop a Presentation Strategy
5
Step
  • ? Prepare objectives
  • ? Develop a presentation plan
  • ? Provide outstanding service

24
Interrelationship of Basic Strategies
1.7
FIGURE
25
Evolution of Partnering
  • Buzzword of 1990s, became business reality in
    2000s
  • Strategically developed, long-term ____________
    that solves the customers problems
  • Relationship selling relies on a _________
    approach to each client
  • Enhanced with high ethical standards and CRM

26
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 __________

27
Value- Added Selling Example
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