• Channel short • Complex • Final price and direct • Media do not goods or negotiable provide an services • Training effective link • Price provides needed by • Major adequate intermediaries • Information purchase margin cannot be decisions • Selling needed provided by to push product media • Personal through demonstration • Sparse market required • Intermediaries reduces can provide advertising personal selling economies Stages of Personal Selling Evolution
Selling activity limited to
Provider order-taking and delivery
Attempting to persuade customer
Persuader to buy
Seeking out buyers perceived to
Prospector have a need
Buyers identify problems to be
Problem-solver met by goods
Seller determines buyer needs
Procreator and fulfills them New Roles for Salespeople
Surveying Mapmaking
Fire Starting Guiding
Customer Relationship Management
Relationship Marketing: The organization’s effort to develop a long-term, cost- effective link with individual customers for mutual benefit. SAP Software Assists CRM Keeping a Customer Types of Sales Jobs
Assesses situation, determines needs
Creative Presents capability of satisfying needs Selling Gets order
This role is much more casual
Order Taking Often involves straight rebuying
Essentially a support role
Missionary Sales May not actually take the order Personal Selling Responsibilities
Locating prospective customers
Determining customers’ needs and wants
Recommending a way to satisfy them
Demonstrating product capabilities
Closing the sale
Following up and servicing the account
Sales People Have Many Duties Test Your Knowledge With the evolution of personal selling, an individual salesperson's job requirements may include: A) Determining customers' needs and wants B) Demonstrating the capabilities of the firm C) Following up and servicing the account D) Locating prospective customers E) All of the above Traits of Effective Salespeople
1. Ego strength: a healthy self-esteem that
allows one to bounce back from rejection. 2. Sense of urgency: wanting to get it done now. 3. Ego drive: a combination of competitiveness and self esteem. 4. Assertiveness: the ability to be firm, lead the sales process, and get one’s point across confidently. 5. Risk-taking: willing to innovate and take a chance. Traits of Effective Salespeople
6. Sociable: outgoing, friendly, talkative, and
interested in others. 7. Abstract reasoning: ability to understand concepts and ideas. 8. Skepticism: a slight lack of trust and suspicion of others. 9. Creativity: the ability to think differently. 10. Empathy: the ability to place oneself in someone else’s shoes. Traits Buyers Like and Dislike
Desirable Traits Objectionable Traits
1. Unprepared 1. Knowledgeable 2. Uninformed 2. Empathizes 3. Aggressive 3. Well organized 4. Undependable 4. Prompt 5. No follow through 5. Follows through 6. Presumptive 6. Has solutions 7. Walk-ins 7. Punctual 8. Gabbers 8. Hard working 9. Problem avoiders 9. Energetic 10. No personal respect 10. Honest Pros and Cons of Personal Selling
Advantages Disadvantages Two-way interaction Messages may be with prospect inconsistent
Message can be Possible management-
tailored to recipient sales force conflict
Prospect isn't likely Cost is often
to be distracted extremely high
Seller involved in purchase Reach may be
decision very limited
Source of research Potential ethical problems information Personal Selling + Other Tools
Advertising
Public Relations
Personal Direct Marketing Selling
Sales Promotion
The Internet Personal Selling + Advertising Test Your Knowledge By servicing an account and by cooperating and empathizing with clients, salespersons are engaging in _____ activities on behalf of their firm. A) Sales promotion B) Advertising C) Public relations D) Direct marketing E) Telemarketing Personal Selling + PR
Rep is often best source of PR
Representative of the organization
Involved in community
Creates goodwill Personal Selling + Direct Marketing Personal Selling + Sales Promotion
Reseller Sales Promotion Consumer Targets Sales Force Personal Selling + the Internet Evaluating the Personal Selling Effort Characteristics Affecting Performance
A clear link between The courage company to change culture & value to sales strategies
Rigorous Consistent The strength management training that of the field processes leads to manager that drive consistent performance execution Evaluating Personal Selling
programs being communications implemented? objectives met? Test Your Knowledge The ability of the sales force to feed back information regarding competitive programs and customer reactions contributes to the promotional program by fulfilling which evaluative criterion? A) Attainment of communications objectives B) Program implementation C) Follow-up activities D) Providing market intelligence E) None of the above Quantitative Measures of Sales Results
Orders
Sales Volume
Margins Quantitative Measures Customer Accounts
Sales Calls
Selling Expenses
Customer Service Qualitative Measures of Sales Results
