belch 10e ch22_ppt
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Belch & Belch - Personal SellingTRANSCRIPT
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Chapter 22Personal Selling
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Personal Selling
Selling through a person-to-person communications process
Affected by increased emphasis on customer relationship management
Importance varies for each firm depending on: Nature of the product or service being marketed
Size of the organization
Type of industry
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Dyadic Communication
Direct and interpersonal communication
Allows sender to immediately receive and evaluate feedback from receiver
Messages can be changed to address the receiver’s specific needs and wants
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Factors that Determine the Role of Personal Selling
Determining the information to be exchanged
Examining promotional-mix alternatives
Evaluating the relative effectiveness of alternatives
Determining cost-effectiveness
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Characteristics of Stages of Personal Selling Evolution
Stages and description Customer needs Type of market
Nature and intensity of competition
Provider - Accepts orders and delivers to buyer
• Assumed to exist• Not a concern
Sellers’ • None
Persuader - Attempts to convince anyone to buy available offerings
• Created• Awakened
Buyers’ • Undifferentiated• Slight intensity
Prospector - Seeks out prospects with need for available offering andresources to buy
• Considered but inferred
Segmented • Differentiated• Growing
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Characteristics of Stages of Personal Selling Evolution
Stages and description Customer needs Type of market Nature and intensity of competition
Problem solver - Matchesavailable offerings to solve customer-stated problems
• Diagnosed with attention to customer input
Participative • Responsive and counteractive with increasing resources
Procreator - Creates a unique offering to match the buyer’s needs as mutually specified,involving any or all aspects of the seller’s total marketing mix
• Mutually defined• Matched with
tailored offering
Coactive • Focused• Growing in breadth
of market and service offerings
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New Role of Salespeople
Surveying Mapmaking
Guiding Fire starting
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Relationship Marketing
Organization’s effort to develop a long-term, cost-effective link with individual customers for mutual benefit
Customer relationship management (CRM): Support targeting, acquiring, retaining, understanding and collaborating with customers
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Figure 22.4 - The Eight Step Personal-Selling Process
Source: From Reds Communications, “The 8 Step Personal Selling Process—Let Us Help You,” www.redscommunications.co.za.
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Types of Sales Jobs Order taking: Accomplished by:
Inside order takers - Work inside the sales office and receive orders by phone, mail, or the Internet
Field order takers - Travel to customers to get their orders
Creative selling: Getting an order by: Assessing a situation and determining the needs
Presenting capabilities to satisfy the needs
Missionary sales: Introduce new products, promotions, and/or programs with the actual order to be taken Perform a support role
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Traits of a Salespeople
Successful salespeople
•Knowledgeable
•Professional
•Thorough
•Results-oriented
•Problem solving
•Relationship-oriented
•Customer-focused
•Responsive
•Good communicators
•Reliable
Most helpful to
customers
•Knowledge
•Empathy
•Well organized
•Promptness
•Follow-through
•Solutions
•Punctuality
•Hard work
•Energetic
•Honesty
Most objectionable to
customers
•Unprepared
•Uninformed
•Aggressive
•Undependability
•Poor follow-through
•Presumptuousness
•Calling without appointments
•Compulsive talkers
•Problem avoiders
•Lack of personal respect
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Advantages and Disadvantages of Personal Selling
Advantages
• Allows for two-way interaction
• Tailors the message
• Lack of distraction
• Involvement in the decision
process
• Source of research
information
Disadvantages
• Inconsistent messages
• Sales force/management
conflict
• High cost
• Poor reach
• Potential ethical problems
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Ways to Use Advertising to Sell More Save sales force time
Avoid lengthy explanations
Add impact to the presentation and reinforce selling points
Ego boosters and personal refreshers
Clues to prospects’ interests
Prove a point and create preference
Help prospects to make a decision
Provide follow-ups
Fight lower-priced competitors
Getting the customer into the act
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Combining Personal Selling with Other Promotional Tools
Public relations
Direct marketing
Sales Promotion
Internet
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Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Figure 22.12 - Factors to Be Considered in the Sales Review Process
Source: Steve Deist and Rich Johnson, “Developing an Effective Sales Force,” Industrial Distribution.
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Criteria Used to Evaluate Sales Forces
Measures Sales results Sales efforts
Quantitative measures • Orders• Sales volume• Margins• Customer accounts
• Sales calls• Selling expenses• Customer service
Qualitative measures • Selling skills • Sales-related activities
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Characteristics That Improve Performance Effectiveness
Strength of the field manager
Clear link between company culture and values to sales strategies
Rigorous management processes that drive performance
Consistent training that leads to consistent execution
Courage to change
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Criteria for Evaluating Personal Selling
Provision of marketing intelligence
Follow-up activities
Program implementations
Attainment of communications objectives
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