Download - Ppt on asp
Samvedna
Vipul
Examples of Personal Selling
Telemarketing
Inside selling
Retail selling
Field selling
12 million people are engaged in personal selling in the United States
Represents about 10% of the work force
Characteristics of Personal Selling
Flexibility• Adapt to situations• Engage in dialog
Builds Relationships• Long term• Assure buyers receive
appropriate services• Solves customer’s
problems
Can not reach mass audience
Expensive per contactNumerous calls
needed to generate sale
Labor intensive
ConProPro cons
Prospecting &
qualifying
Pre-approac
h
Approach
Presentation &
demonstration
Handling
objections
ClosingFollow-
up
Identify qualified potential
customers
Learn as much as possible about
customer
Make a relationship
Tell the product “story” & focus on customer
benefits
Overcome customer objections
Ask for an
order
To insure customer
satisfaction & repeat business
Strategic/Consultative selling modelStrategic step PrescriptionsDevelop a personal selling philosophy
Adopt Marketing Concept Value Personal selling Become a problem solver
Develop a relationship strategy
Adopt double-win philosophy Project professional image Maintain high ethical standards
Develop a product strategy
Become a product expert Sell benefits Configure value-added solutions
Develop a customer strategy
Understand buyer behavior Discover Customer needs Develop Prospect base
Develop a presentation strategy
Prepare Objectives Develop Presentation Plan Provide Outstanding service
WHY DO MOST FIRMS USE BOTH PERSONAL SELLING AND ADVERTISING IN THEIR STRATEGY ?
Advertising is a "pull" strategy with which you broadcast to the public and try to "pull" some interest of your product or service out of the public mass.
Personal selling is a "push" strategy with which you use sales rep to push your message through personal contacts.These 2 ways complement each other in the sales process. Almost any sales process need to go through the following stages:lead generation-> prospect -> customer
Personal selling of Eureka Forbes
• The brand name that Eureka Forbes used was Aqua Guard.
• The company marketed a broad line of modern,
lifestyle products , including water purifiers
• The brand was also launched as Pure sip.
Analysis of AqUA guard AND Pure sip.
Aqua guard was sold exclusively 25000 persons
sales force. Pure sip of was sold by
independent home appliances.
Each salesperson were asked to
demonstrate their product exclusively.
Televisions , magazines supported the personal selling.
About RS. 120 million was spent on
sales activities.
The sales force was motivated. It was confined to urban areas. More than 80% of INDIA ‘s population of
lived in rural areas where quality of water was low.
Moreover customers were told that aqua guard readily available.
Aqua guard was first to enter the water market.
Results…
Relationship building opportunities of TATA TEA
• Direct communication by demonstration at the village bazaar
• Door to door personal selling by offering discounts and trial packs
• Sampling done through careful selection of houses with no brands
• Parivar:
– CAs (communication agents) and acted as brand ambassadors
– Sampling: Parivar-branded nameplates on which the CAs wrote the
household's name. Families who agreed to fix this nameplate on their
doors were given a free sample pack of tea.
PERSONAL SELLING TECHNIQUES FOR SMALL BUSINESS-TO-BUSINESS (B2B) COMPANIES Boost sales with a client testimonials program Sales leads. How to secure more client appointments
CHECKLIST: Sales lead qualification scoring form
CHECKLIST: What information to include in your customer database
A strategy for Nokia
Personal selling PROSPECT
• NOKIA IS THE WORLD’S NUMBER ONE BRAND IN MOBILE PHONE
INDUSTRY. THEY ALSO HOLD A HUGE REPUTATION FOR THEIR QUALITY PRODUCTS. THAT’S WHY THEY HAVE TO WORK LESS TO SELL THEIR PRODUCT. WHEN SOMEONE THINK OF BUYING A MOBILE PHONE SET HE FIRST THINKS ABOUT NOKIA.
• SO THE CUSTOMER FELLS A NEED FOR THE NOKIA’S HANDSET AND HE TRY TO COLLECT INFORMATION ABOUT THE AVAILABLE HANDSETS OF NOKIA. FOR THESE REASON THE SALES PEOPLES OF NOKIA GET AN COMPETITIVE ADVANTAGE TO SELL THE PRODUCT.
WHY Nokia should go for
personal selling?
. So as a salespeople of a mobile phone one have to identify what the customer want to do with his mobile. If he just want to use it as a phone than he should prefer Nokia 1100or non-multimedia set. But if he wants it as a multimedia device then he surely want to be a N series mobile if he has the effort.
After sales service is one of the most important fact for any kind of sale. As NOKIA gives one year warranty with their every mobile phone set then the salespeople should make sure that the customer gets his after sales service properly.
• .
Sony-EricssonNOKIA Motorola Samsung LGE
ASP
80 €
100 €
120 €
140 €
160 €
2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06
Handset Market Share
0%
10%
20%
30%
40%
2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06
Handset Operating Margin
0%
5%
10%
15%
20%
2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06
Percent of Top 5 Profits
-10%
0%
10%
20%
30%
40%
50%
60%
2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06
Nokia vs. others
7
Knowledge of Sales and Sales-related Marketing Policies
Sales Knowledge Marketing Policies
• Company knowledge • Pricing and Payment policies
• Product knowledge • Product policies
• Customer knowledge • Distribution policies
• Competitor knowledge • Promotional policies
Major reasons for giving above information / knowledge through training programmed to salespeople are:• increase their self-confidence• Meet customers’ expectations• Increase sales• Overcome competition
Why Choose a Sales Career?
• There are a wide variety of sales jobs available• The freedom of being on your own• The opportunity for advancement in a company• The rewards from a sales
career can be substantial
A Key to Success
Stay Close to Your
Customerand
LISTEN!