1−1 chapter 1 selling, marketing and customer relationship management
TRANSCRIPT
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Chapter 1
Selling, marketing and customer relationship management
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Common attitudes to selling
Positive attitudes– Helpful in providing information about a product– Aided in locating a particular manufacturer– Provided specific usage instruction– Reminded the customer about a feature or service option
Negative attitude– Pushed the buyer into an unsuitable purchase– Rushed the customer into a sale– Continued to annoy the customer in the lead up to the
sale– Unfairly criticised competitor’s product
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Consultative aspect
Definition
The personal selling function should focus on the situation, problems, and needs of the customers, rather than on the salesperson or his or her firm.
Challenges– Natural tendency for the salesperson is to put their own
needs first.– Understanding customer needs can be a very difficult and
time consuming task.
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Problem-solving aspect
Problem identification– This is where the salesperson uses their questioning
techniques to identify customer needs and wants.
Develop and evaluate solutions– Based on the answers given by the customer, the
salesperson identifies the most suitable solution to this particular set of needs.
Communicate the solution– The salesperson presents the solution to the customer,
explaining the benefits of the product and how they match the customer’s needs.
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Influence aspect
Social interaction– Friends and family have a strong influence on the purchase
behaviour of each person.
Work place interaction– Managers, co-workers and other staff will influence a person’s
purchases through examples, suggestions and direct instructions.
Journalism and media– The opinions of media figures and reporters encourage the
person to purchase goods and services in a particular way.
Sales people– They make recommendations and assist in choices for the
customer as part of their service.
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Ethics
Responsibility
Integrity and belief in the sale
Credibility
Even-handedness
Fairness
Standards of behaviour
Balanced outcomes viewpoint
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Marketing, selling and business
The role of marketing, selling and business:
Marketing Marketing/Selling Selling
Identify Individuals
Provide Information
Influence
to buy
Business
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Marketing process
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The marketing mix
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Promotions mix
The promotions mix is the communications component of the marketing mix.
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Promotions mix elements – comparison
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Promotions mix elements – summary
Element Usefulness in selling
Advertising Inform and influence
Sales promotion Motivate action
Publicity Manage public opinion
Personal Selling Persuade, assist and facilitate sale
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CRM
Definition
Business concept
Technique for carrying out the concept
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Selling roles in business
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Selling roles in business
Variation in application of sales staff internal staff
external or field staff
manufacturers’ consultant staff
online sales staff
telecommuting sales staff
SMS and distributive media sales staff
Remuneration types base/retainer, bonus, commission, combination