introduction to marketing communications lecture 6
TRANSCRIPT
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Introduction to
Marketing Communications
personal selling
6
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learning content…personal selling
when it can be used
what it can achieve
what it is
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what is personal selling..?
the traditional image is one of the ‘hard sell’…
…unrelenting, brash, persistent
is this still the case?
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what is personal selling..?
well, there needs to be two people present…
feedback and evaluation of the message can be received almost
instantaneously
therefore we can tailor and adapt the message…
…making this one of the most personal forms of
marketing communications
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if we consider AIDA
personal selling can be great at bring about changes in behaviour
we can overcome objections
Attention, Interest, Desire, Action…
provide information quickly
respond to changing needs immediately
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why use personal selling?
messages can be adapted on the spot to meet the requirements of both parties
this flexibility allows objections to be overcome, information to
be provided and demonstration to be brought to the buyer
messages can be much more personal than any of the other methods of communication
easier to induce a change in behaviour
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prospecting – finding new customers
monitor competitor action – informing about competing products
maintaining relationships – critical relationships will have a single sales person
project management - coordinating within the organisation, representing the customers interests
tasks of personal selling
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persuading – that the product offered is the best solution to their problem
installing and demonstrating –e.g. get equipment installed
identifying and reporting issues/problems
informing – giving customers adequate, detailed and relevant information
tasks of personal selling
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strengths
very high cost per contact
reach and frequency low
lack of control
possible inconsistency of message
2 way interaction
greater attention –
less noise
more participation in decision
process – can solve customer
problems
coordinate with direct marketing
weaknesses
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when should personal selling be used?
complexity – product or environment
demonstration and explanation useful
buyer significance
risk, benefits, relative costs and timing
customisation required
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when should personal selling be used?
communication effectiveness
interaction and negotiation required or to
build relationships and trust
channel networkpush factors important
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advertising relatively important when…
personal selling relatively important when…
number of customers large small
buyer’s information needs low high
size and importance of purchase
small large
post-purchase service required
little a lot
product complexity low high
distribution strategy pull push
pricing policy set negotiable
web-enabled exchanges high low
resources available for promotion
many few
when personal selling is an important
part of the comms mix…
adapted from Fill, 2011
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maintaining trust and commitment
developing the relationship
providing service and support
closing the sale
handling queries and objections
presenting the sales message
developing the relationship
qualifying prospects
prospecting for customers
Fill, 2006
the main stages in the sales process
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working through the stages…
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sales force structure
geographic based
e.g. M62 corridor, counties, ‘North-East’…
market based
customer type or need type
product based
expert knowledge, organisations with large product lines
many organisations use a combination
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integration and supporting the sales force
direct marketing helps improve customer satisfaction
catalogues, brochures, product specs, samples,
internet can all support
targeted, personalised comms can be supportive
allow the field team more time… leading to a more key account
structure and focus
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high low
highkey account managementfield-force sales
field-force salestelesaleswebemail
low
directed field-force salestelesaleswebemail
direct mailtelesalesemail
strength of relationship
adapted from Fill, 2011
when to use…
account potential
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multichannel selling
field sales
outlets
telesales
e-commerce
m-commerce
consider cost per contact and interaction
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low-involvement decision-making requires peripheral cues to stimulate buyers into action
point of purchase decisions which require buyers to build awareness through recognition
look-alike packaging seeks to reassure customers that the supermarket brand is of comparable quality… is it ethical?
packaging… silent sales person
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communication dimensions of packaging
shape can indicate functional aspects…
shape can reflect brand personality
shape can be used as a differentiator…
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other elements...
package size can be used to target different segments – family-
sized, snack-sized, travel-sized…
all packaging has to provide info on ingredients e.g. allergy advice, fat, calories, salt…
packages carry tangible and intangible messages about the brand
consumers make snap decisions based on whether a product “looks right” – they often don’t know why