Consumers Rule - PowerPoint PPT Presentation

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Consumers Rule

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Personal Selling, Sales Management, & Direct Marketing * Direct Marketing: telemarketing conducted over the telephone More profitable for business than consumer ... – PowerPoint PPT presentation

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Title: Consumers Rule


1
Personal Selling, Sales Management, Direct
Marketing
2
Chapter Objectives
  • role of personal selling
  • within the promotion mix
  • steps in personal selling process
  • role of the sales manager
  • direct marketing

3
SELLING
4
Personal Selling
  • when a company representative
  • interacts directly
  • with a (prospective) customer
  • to communicate
  • about a good or service

5
Personal Selling
  • Personal touch is more effective
  • than mass-media appeal.
  • Selling/sales management
  • jobs provide high mobility,
  • especially for college grads
  • with marketing background.

6
The Role of Personal Selling
  • Personal selling is more important
  • --when firm uses push strategy.
  • --in B2B contexts.
  • --with inexperienced consumers
  • who need hands-on assistance.
  • --for products bought infrequently
  • (houses, cars, computers).
  • Cost per contact is very high.

7
Technology and Personal Selling
  • Customer relationship management
  • (CRM) software
  • partner relationship management
  • (PRM)
  • Teleconferencing,
  • Video-conferencing,
  • Improved corporate Web sites
  • Voice-over Internet protocol
  • Assorted wireless technologies

8
Types of Sales Jobs
  • Order taker
  • Facilitate transactions tha the customer
    initiates
  • Technical specialist
  • High skilled technical expertise who assist in
    product demonstration
  • Missionary salesperson
  • Promotes firm and (stimulate clients (demand) to
    buy)
  • New-business salesperson
  • Cold calls, breaking in new territory
  • Finding new customers and calling them to present
    the company products
  • order getter
  • Salesperson who works to develop long term
    relationship with customer / generate sales
  • Team selling cross-functional team
  • Sales function by team consist sales person,
    technical specialist and others

9
Approaches to Personal Selling
  • Transactional selling Putting on the hard sell
  • High-pressure process
  • focuses on immediate sales
  • no concern for developing long-term customer
    relationship

10
Approaches to Personal Selling (contd)
  • Relationship selling
  • Process of building long-term customers by
    developing mutually satisfying, win-win
    relationships with customers

11
Creative selling Process
  • Makes positive transactions happen
  • Series of activities

12
Figure 14.1 Steps in Creative Selling Process
13
The Creative Selling Process
  • Step 1 Prospecting and qualifying
  • --Prospecting
  • developing a list of potential customers
  • --Qualifying
  • determining how likely potential customers are to
    become customers

14
The Creative Selling Process (contd)
  • Step 2 Pre-approach
  • Compiling prospective customers
  • background information
  • planning the sales interview

15
The Creative Selling Process (contd)
  • Step 2 Pre-approach
  • Purchase history,
  • current needs,
  • customers interests
  • From
  • informal sources,
  • CRM system,
  • customers Web sites,
  • and/or business publications

16
The Creative Selling Process (contd)
  • Step 3 Approach
  • Contacting the prospect
  • Learning prospects needs,
  • create a good impression,
  • build rapport
  • You never get a second chance to make a good
    first impression.

17
The Creative Selling Process (contd)
  • Step 4 Sales presentation
  • benefits added value
  • of product/firm
  • advantages over competition
  • Inviting customer involvement
  • in conversation

18
Step 5 Handling Objections
  • Anticipating why
  • prospect is reluctant to make a commitment
  • Welcoming objections
  • Handling objections
  • successfully
  • to move prospect to decision stage

19
Step 6 Closing the Sale
  • Gaining the customers commitment
  • in the decision stage
  • --Last-objection close
  • --Assumptive close
  • --minor-points close
  • --Standing-room-only close
  • --buy-now close

20
Step 7 Follow-Up
  • Arranging for delivery,
  • Ensuring sure customer received delivery
  • and is satisfied
  • Payment
  • Credit, factors, etc.
  • purchase terms
  • Bridging to next purchase

21
Figure 14.2 The Sales Force Management Process
22
Sales Management Sales force objectives
  • What sales force is expected to accomplish and
    when

Customer Satisfaction Loyalty Retention /
turnover New customer development
New product suggestions Training Reporting on
competition Community involvement
23
Creating a Sales Force Strategy
  • Establishing structure and size
  • of a firms sales force
  • Sales territory a set group of customers
  • Geographic sales force structure
  • Product-class sales territories
  • Industry specialization
  • key/major accounts

24
Recruiting, Training, Rewarding
  • Recruiting the right people
  • Good listening and follow-up skills
  • adaptive style
  • from situation to situation
  • Tenacity
  • High level of personal organization

25
Recruiting, Training, Rewarding
  • Sales training
  • teaches salespeople about firm,
  • its products,
  • how to develop skills,
  • knowledge, and
  • attitudes to succeed

26
Recruiting, Training, and Rewarding
  • Paying salespeople well to motivate them
  • Straight commission plan
  • Commission-with-draw plan
  • Straight salary plan

27
Recruiting, Training, and Rewarding
  • Running sales contests
  • for short-term sales boost
  • Call reports
  • which customers were called on and
  • how call went

28
Evaluating the Sales Force
  • Is sales force meeting its objectives?
  • What are possible causes of failure?
  • Measuring performance
  • Monitoring expense accounts
  • for travel and entertainment

29
DIRECT MARKETING
30
Direct Marketing
  • Any direct communication
  • to a consumer or business recipient
  • designed to generate a response

31
Direct Marketing
  • Response
  • in the form of an
  • order,
  • request for further information,
  • a visit to a store
  • other place of business
  • for purchase of a product

32
Direct Marketing MAIL ORDER
  • Catalogs
  • collection of products
  • offered for sale
  • described in book form,
  • product descriptions and photos

33
Direct Marketing MAIL ORDER
  • Direct mail
  • brochure/pamphlet
  • offering a specific good/service
  • at one point in time

34
Direct Marketing telemarketing
  • conducted over the telephone
  • More profitable for business
  • than consumer markets
  • In 2003, FTC established
  • National Do Not Call registry

35
Direct Marketing (contd)
  • Direct-response advertising
  • allows consumer to respond
  • by contacting the provider
  • with questions or an order

36
Direct Marketing (contd)
  • Direct-response TV (DRTV)
  • short commercials,
  • 30-minute infomercials,
  • home shopping networks
  • HSN
  • QVC
  • Jewelry television
  • ShopNBC
  • Gemtv

37
Direct Marketing (contd)
  • M-Commerce
  • promotional other e-commerce activities
  • transmitted over mobile phones/devices

38
Direct Marketing (contd)
  • M-Commerce
  • (SMS)
  • Short-messaging system marketing
  • Spim
  • instant-messaging version of spam
  • Adware
  • software that tracks Web habits/interests,
  • presenting pop-up ads
  • resetting home page

39
THE END
40
Group Activity
  • Your group are field salespeople for a firm that
    markets university textbooks.
  • As part of your training, your sales manager asks
    you to outline what youll say in a typical sales
    presentation.
  • --Write that outline.

41
Discussion
  • Will sales training and development needs vary
    based on how long salespeople have been in the
    business? Why or why not?
  • Is it possible (and feasible) to offer different
    training programs for salespeople at different
    career stages? Why or why not?

42
Discussion
  • Based on the compensation figures in the chapter,
    do you think professional salespeople are
    appropriately paid? Why or why not?
  • What do salespeople do that warrants the
    compensation indicated?

43
Discussion
  • M-commerce allows marketers to pinpoint where
    consumers are and send them messages about a
    local store.
  • --Do you think consumers will respond positively
    to m-commerce?
  • --What benefits do you think it offers them?
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