Personal selling, direct marketing and customer relationship management overview for lecture Design made by Johnny Cash Joergensen and Henri Allik

1. Sales – evolve
or die
The nature of the changing
sales environment.

2. The 3 forces
 Behavioral
 Technological
 Managerial

3. The Behavioral Forces
 Rise in costumer
expectations
 Major players and their
buying power
 Global markets
 Market segmentation
 Less contact between seller
& buyer

4. The Technological Forces
 Digitalization of the sales force
 Non physical market places
 Open Web sales channels
 Live connectivity via the net

5. The Managerial Force
 Cutting out the middle man –
Direct marketing
 The merging of sales and
marketing
 Higher expectations of sales
people

6. Modern Selling
Customer
retention
CRM
Needs
fulfillment
Customer
Problem Knowledge
solving management

7. PERSONAL SELLING

8. THE SELLING PROCESS
- Preparation
- The opening
- Need and problem identification
- Presentation and demonstration
- Dealing with objections
- Closing the sale
- The follow-up

10. DIRECT
MARKETING

11. Direct response advertising
Door-to-door leafleting
Mobile marketing
Direct mail
Inserts
Telemarketing
Electronic media
Catalogue marketing

12. • Market and media fragmentation
• Developments in technology
• The list explosion
• Sophisticated analytical
technologies
• Coordinated marketing systems

14.  Customer and prospect information
 Transactional information
 Promotional information
 Product information
 Geodemographic information

15. CUSTOMER
RELATIONSHIP
MANAGEMENT

18. Managing direct marketing campaign

19. Step 1 Step 2
Marketing strategy: Identify and
• Integrade with marketing
understand audience:
mix
• Positioning of the product • Know your customers
• Who is the target market? • Their needs
• Lifestyle, hobbies, preferences
etc.
Step 3:
Campaign objectives:
• Financial objectives: increase sales, profit, lower stocks etc.
• Marketing & communication objectives: new customers, awareness
etc.
• New customers vs Existing customers

20. Step 4 Step 5
Media decisions: Creative decisions:
• Direct mail
• Communication objectives
• Online target marketing
• Product benefit and disadvantage
• Telemarketing
• Target market analysis-
• Direct response advertising
• Development of the offer
• Catalogue marketing
• Communication of the message
• Integrated media campaigns
• Action plan
Step 6
Execute and evaluate campaign:
• Action is taken and campaign is started
• Is our objectives completed, sales, response rate, inquires etc.