personal selling (part-i). how does personal selling work and what are its objectives? what is the...
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How does personal selling work and what are its objectives?
What is the personal selling process? (Preliminary Steps In The Selling Process)
Lecture Outline
If you can sell you have a job for life.
Everyone lives by selling something.
Some sale people are born but most are develop.
Work smart not hard.
Sales man do not work for the company he works for the customers.
Lecture Perspective
An IMC program featuring:
• The introduction of a new youth brand, mark• Joint sales training program with University
of Phoenix• New magazine/catalog: meet mark
An IMC program featuring:
• The introduction of a new youth brand, mark• Joint sales training program with University
of Phoenix• New magazine/catalog: meet mark
An IMC program featuring:
• The introduction of a new youth brand, mark• Joint sales training program with University
of Phoenix• New magazine/catalog: meet mark
An IMC program featuring:
• The introduction of a new youth brand, mark• Joint sales training program with University
of Phoenix• New magazine/catalog: meet mark
Recruit a new generation of Avon salespeopleRecruit a new generation of Avon salespeople
• To early to tell, but the target audience, young women 16-24, is a huge potential market, spending approximately $24 billion on beauty-related products
• To early to tell, but the target audience, young women 16-24, is a huge potential market, spending approximately $24 billion on beauty-related products
Opening Case: Avon
Challenge:Challenge:
Answer:Answer:
Results:Results:
Recruit a new generation of Avon salespeopleRecruit a new generation of Avon salespeople
How Does Personal Selling Work?
Personal selling: Person-to-person interactive communication used to ultimately persuade a current/ prospective customer to buy something
The Oldest Marketing Communication Function
ProspectingProspecting
Following up on Sales LeadsFollowing up on Sales Leads
Toughest Challenge: Cold CallingToughest Challenge: Cold Calling
Following up on Sales LeadsFollowing up on Sales Leads
ProspectingProspecting
Acquiring New Customers
Problem: 15-20% customer turnover rate each yearProblem: 15-20% customer turnover rate each year
Ways toRespondWays toRespond
Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest
Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest
Treating Current Customer Like New OnesTreating Current Customer Like New Ones
Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest
Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest
Retaining Current Customers
Problem: often overlooked in favor of Problem: often overlooked in favor of attracting new customersattracting new customers
Ways toRespond
Ways toRespond
Make X Cold CallsMake X Cold Calls
Increase Current Customers’
Business by Z Percent
Increase Current Customers’
Business by Z Percent
Identify Y Qualified Sales
Leads
Identify Y Qualified Sales
LeadsMake X Cold CallsMake X Cold CallsIdentify Y
Qualified Sales Leads
Identify Y Qualified Sales
Leads
Personal Selling Objectives
TypicalMeasurableExamples
TypicalMeasurableExamples
Solution (enterprise) SellingSolution (enterprise) Selling
• Helping customers solve problems or take advantage of opportunities
• Helping customers solve problems or take advantage of opportunities
Solution (enterprise) SellingSolution (enterprise) Selling
• Helping customers solve problems or take advantage of opportunities
• Helping customers solve problems or take advantage of opportunities
Personal Selling Strategies
PartneringPartnering
• Working with prospects and customers as business partners
• Working with prospects and customers as business partners
Prospecting
1. Present Customers
2. Former Customers
3. End Less Chain
4. Center Of Influence
5. Cold Calling
6. Spotters
7. Directories
8. Mailing Lists
9. Prospecting Services
10.Advertising
11.Personal Contacts
12.Trade Shows and Exhibitions
13.Internet/Social Media
Identifying Prospects
Qualifying Prospects
MoneyMoney NeedNeedAuthorityAuthorityMoneyMoney AuthorityAuthority
MAN
APPROACH
MAN
APPROACH
Preparation
Who is the customer? Who will be the actual decision maker?
Who will influence the decision?
Who will be the actual user?
With Whom will develop favorable relationship?
What are the customer’s needs? Identify the prospects need
Try to understand his liking or disliking
What other information is required? Family back ground
Hobbies / Interest / Memberships etc.
PRE APPROACH
Preparation…
Where does one obtain information?
Company’s internal records
Annual reports
Catalogs
Trade publications
Advertisements
Yellow pages
Company’s official website
PRE APPROACH…
Preparation…
Specify the objectives
Why am I going?
What am I trying to happen?
What am I going to recommend?
Develop a strategy
Course of action
Various alternatives
Make an appointment
Sales call are costly
CALL PLANNING
Bibliography
Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.
Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.
Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.
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