manning 10 01
Post on 07-Apr-2018
222 Views
Preview:
TRANSCRIPT
-
8/6/2019 Manning 10 01
1/20
1-1
Personal Selling and
the Marketing Concept
Personal Selling and
the Marketing Concept
Selling TodaySelling Today10
th
Edition
C
HAPTER Manning and Reece
1
-
8/6/2019 Manning 10 01
2/20
1-2
Definition ofPersonal SellingDefinition ofPersonal 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
-
8/6/2019 Manning 10 01
3/20
1-3
Strategic/Consultative
Selling Model
Strategic/Consultative
Selling Model
FIGURE 1.1
-
8/6/2019 Manning 10 01
4/20
1-4
Personal Selling in the Information AgePersonal 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
-
8/6/2019 Manning 10 01
5/20
1-5
A Shift in EmphasisA 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
-
8/6/2019 Manning 10 01
6/20
1-6
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)
-
8/6/2019 Manning 10 01
7/20
1-7
The Marketing MixThe Marketing Mix
FIGURE 1.3
-
8/6/2019 Manning 10 01
8/20
1-8
Important Role of Personal SellingImportant 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
-
8/6/2019 Manning 10 01
9/20
1-9
Evolution of Consultative SellingEvolution 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) customers needs; no high-pressure sales presentation
Emphasis on information giving, problemsolving, and negotiation rather thanmanipulation
Emphasis on service after the sale
-
8/6/2019 Manning 10 01
10/20
1-10
Strategy and TacticsStrategy and Tactics
Tactics
Specific techniques,practices, and
methods used incustomer interaction
Strategy
Carefully conceived plan needed toaccomplish sales objectives
A prerequisite to tactical success
-
8/6/2019 Manning 10 01
11/20
1-11
Strategy vs. Tactics ExerciseStrategy vs. Tactics Exercise
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
Strategy Tactic
Identify the following:
-
8/6/2019 Manning 10 01
12/20
1-12
Selling
Model
Selling
Model
1-20FIGURE 1.5
-
8/6/2019 Manning 10 01
13/20
1-13
Develop a Personal
Selling Philosophy
Develop a Personal
Selling Philosophy
Adopt the marketing concept
Value personal selling
Assume the role of a problemsolver/partner
Step
1:
-
8/6/2019 Manning 10 01
14/20
1-14
Develop a Relationship
Strategy
Develop a Relationship
Strategy
Adopt a win-win philosophy
Project a professional image
Maintain high ethical standards
Step
2:
-
8/6/2019 Manning 10 01
15/20
1-15
Develop a Product
Strategy
Develop a Product
Strategy
Become a product expert
Sell benefits, not features
Configure value-added solutions
Step
3:
-
8/6/2019 Manning 10 01
16/20
-
8/6/2019 Manning 10 01
17/20
1-17
Develop a Presentation
Strategy
Develop a Presentation
Strategy
Prepare objectives
Develop a presentation plan
Provide outstanding service
Step
5:
-
8/6/2019 Manning 10 01
18/20
1-18
E-Commerce and the Complex SaleE-Commerce and the Complex Sale
Electronic business
Complex sales involve several forms ofinformation technology support, including:
Electronic product catalogs
Contact management systems
PowerPoint and Excel Internet applications
Electronic commerce
-
8/6/2019 Manning 10 01
19/20
1-19
Evolution of PartneringEvolution of Partnering
Buzzword of 1990s, became businessreality in 2000s
Strategically developed, long-term
relationship that solves the customersproblems
Relationship selling relies on a customized
approach to each client
Enhanced with high ethical standards andCRM
-
8/6/2019 Manning 10 01
20/20
1-20
Value CreationValue 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 valueadded by salespeople, the focus may shift
to price
top related