1 / 18

Personal Selling (Preliminary Steps In The Selling Process)

Personal Selling (Preliminary Steps In The Selling Process). LECTURE-23. Chapter Questions. How does personal selling work and what are its objectives? What is the personal selling process? (Preliminary Steps In The Selling Process). Chapter Perspective.

sherry
Download Presentation

Personal Selling (Preliminary Steps In The Selling Process)

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Personal Selling(Preliminary Steps In The Selling Process) LECTURE-23

  2. Chapter Questions • How does personal selling work and what are its objectives? • What is the personal selling process? (Preliminary Steps In The Selling Process)

  3. Chapter Perspective • If you can sell you have a job for life. • Everyone lives by selling something. • Some sale people are born but most are develop. • Work smart not hard. • Sales man do not work for the company he works • for the customers.

  4. Chapter Perspective “I don’t care how many degrees you have on the wall, if you don’t know how to sell, you’re probably going to starve.” Heavyweight boxer George Forman’s advice to his children L.A. Times, pg. C2, Tuesday, March 25, 1997

  5. Opening Case: Avon

  6. Recruit a new generation of Avon salespeople Challenge: • An IMC program featuring: • The introduction of a new youth brand, mark • Joint sales training program with University of Phoenix • New magazine/catalog: meet mark Answer: • To early to tell, but the target audience, young women 16-24, is a huge potential market, spending approximately $24 billion on beauty-related products Results: Opening Case: Avon Recruit a new generation of Avon salespeople • An IMC program featuring: • The introduction of a new youth brand, mark • Joint sales training program with University of Phoenix • New magazine/catalog: meet mark

  7. How Does Personal Selling Work? Personal selling:Person-to-person interactive communication used to ultimately persuade a current/ prospective customer to buy something. The Oldest Marketing Communication Function

  8. Prospecting Following up on Sales Leads Toughest Challenge: Cold Calling Acquiring New Customers Problem: 15-20% customer turnover rate each year Prospecting Ways toRespond Following up on Sales Leads

  9. Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest Treating Current Customer Like New Ones Retaining Current Customers Problem: often overlooked in favor of attracting new customers Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest Ways toRespond

  10. Make X Cold Calls Identify Y Qualified Sales Leads Increase Current Customers’ Business by Z Percent Personal Selling Objectives TypicalMeasurableExamples Make X Cold Calls Identify Y Qualified Sales Leads

  11. Solution (enterprise) Selling Solution (enterprise) Selling Partnering • Helping customers solve problems or take advantage of opportunities • Helping customers solve problems or take advantage of opportunities • Working with prospects and customers as business partners Personal Selling Strategies

  12. Present Customers Former Customers End Less Chain Center Of Influence Cold Calling Spotters Directories Mailing Lists Prospecting Services Advertising Personal Contacts Trade Shows And Exhibitions Internet/Social Media Prospecting Identifying Prospects

  13. Money Authority Need Qualifying Prospects MAN APPROACH Money Authority

  14. PREPARATION PRE APPROACH • Who is the customer? • Who will be the actual decision maker? • Who will influence the decision? • Who will be the actual user? • With Whom will develop favorable relationship? • What are the customer’s needs? • Identify the prospects need • Try to understand his liking or disliking • What other information is required? • Family back ground • Hobbies / Interest / Memberships etc.

  15. PREPARATION…. PRE APPROACH • Where does one obtain information? • Company’s internal records • Annual reports • Catalogs • Trade publications • Advertisements • Yellow pages • Company’s official website

  16. PREPARATION.... CALL PLANNING • Specify the objectives • Why am I going? • What am I trying to happen? • What am I going to recommend? • Develop a strategy • Course of action • Various alternatives • Make an appointment • Sales call are costly

  17. Bibliography • Marketing Management – A South Asian Perspective • by Philip Kotler, Kevin Lane Keller, Abraham Koshy & • Mithileshwar Jha, 13th Edition, Published by Pearson • Education, Inc. • Sales Management Concepts, Practices, and Cases by • Eugene M. Johnson, David L. Kurtz & Eberhard E. • Scheuing Published by McGraw-Hill Irwin. • Principles of Advertising & IMC by Tom Duncan 2nd • Edition, Published by McGraw-Hill Irwin. • Principles of Marketing by Philip Kotler & Gary Armstrong • Thirteenth Edition, Published by Prentice Hall

  18. The End: “Enjoy life. This is not a dress rehearsal.” Author Unknown

More Related