chap 10,evaluation of personal selling

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Integrated Marketing Communication(IMC) Prepared by

PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)

(Prof. of Marketing, Digital Marketing, Strategic Management, Advertisement & Branding)

IMT-CDL(DIMS)IP UNIVERSITY

(Ex. HOD-MARKETING,BSD)Sr. Manager (Digital Marketing-SEO, SMO, Advt, E-Mail Mrkt, Mobile Mrkt)

www.jrinfotech.comE:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

Personal Selling

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Personal Selling

Personal selling:It is a form of person to person communication

in which seller attempts to assist or persuade prospective byres to purchase the company’s product or services or idea.

It is good tools for immediate approval or disaproval

Personal Selling

It involves selling through person to person communication process

Role of Personal selling:The first question a manager need to ask at the

time of preparing promotional programme is what is the role & responsibility of personal selling.

We need to discuss the following question for it

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You are part of the total product

Determining the Role of Personal Selling

• What information must be exchanged between firm and potential customer?

• What are the alternative ways to carry out these communications objectives?

• How effective is each alternative in carrying out the needed exchange?

• How cost effective is each alternative?

Personal Selling

Stages of Personal Selling

Provider:Selling activity limited to order-taking and deliveryPersuader:Attempting to persuade customer to buyProspectorSeeking out selected buyersProblem-solverBuyers identify problems which can translate into needsProcreatorSeller identify buyer’s need and fulfills them

Customer convincing

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The Personal Selling ProcessPROSPECTING: IDENTIFYING POTENTIAL

CUSTOMERS

APPROACHING THE PROSPECT

FOLLOWING UP

CLOSING THE SALE

HANDLING OBJECTIONS

MAKING THE SALES PRESENTATION

Pre approach: QUALIFYING PROSPECTS

Personal Selling Responsibilities

• Locating prospective customer • Determining customer’s 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

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Advantage of Personal selling

Advantage:• Two-way interaction with prospect• Message can be tailored to recipient• Prospect isn't likely to be distracted• Source of research information

Disadvantage

Disadvantage• Messages may be inconsistent• Possible management-sales force conflict• Cost is often extremely high