SlideShare uma empresa Scribd logo
1 de 16
Baixar para ler offline
Personal Selling
Personal Selling: Scope
• Personal Selling involves selling through a person-to-person
  communications process.
• The emphasis placed on personal selling varies from firm to
  firm depending on a variety of factors, including the nature of
  the product or service being marketed, size of the
  organization, and type of the industry.
• Personal selling often plays a dominant role in industrial firms,
  while in other firms its role is minimized.
• In an IMC program, personal selling is a partner with, not a
  substitute for, the other promotional mix elements.
Role of Personal Selling in the IMC Program

• Personal selling differs from other forms of communication in
  that messages flow from a sender(s) to receiver (s) directly
  (usually face to face).
• This direct and interpersonal communication lets the sender
  immediately receive and evaluate feedback from the receiver.
• This    communication        process,   known    as   dyadic
  communication, allows for more specific tailoring of the
  message and more personal communications than do many of
  the other media discussed.
Determining the role of Personal Selling relative
       to other promotional program

1.   Determining the information to be exchanged.
2.   Examining promotional mix alternatives
3.   Evaluating the relative effectiveness of alternatives
4.   Determining cost-effectiveness
The Nature of Personal Selling
To integrate the PS effort into the overall promotional program,
    we must understand the nature of this tool.
Wotruba has identified five distinct stages of personal selling
    evolution:
1. Provider Stage: Activities are limited to accepting orders for
    the suppliers available offering and conveying it to buyer.
2. Persuader Stage: Selling involves an attempt to persuade
    market members to buy the supplier’s offerings.
3. Prospector stage: Activities include seeking out selected
    buyers who are perceived to have a need for the offering as
    well as the resources and authority to buy it.
The Nature of Personal Selling: Contd.

4. Problem-solver stage: Selling involves obtaining the
   participation of buyers to identify their problems, which can
   be translated into needs, and then presenting a selection
   from the supplier’s offerings that corresponds with those
   needs and can solve those problems.
5. Procreator stage: Selling defines the buyer’s problems or
   needs and their solutions through active buyer-seller
   collaboration and then creates a market offering uniquely
   tailored to the customer.
The Stages in the Evolution of Selling
   Stages        Customer Needs      Type of Market    Nature/Intensity         Examples
                                                        of Competition
   Provider      Assumed to exist        Sellers’            None           Salespeople/drivers

  Persuader      Created, awakened       Buyers’       Undifferentiated;     New car dealers,
                                                        slight intensity      Telemarketers
 Prospector       Considered but       Segmented        Differentiated;        Car insurance
                     inferred                               growing         salespeople calling
                                                                              new car buyers
Problem Solver    Diagnosed; with      Participative     Responsive &          Architectural
                    attention to                       counteractive with        Services
                  customer input                           increasing
                                                           resources
  Procreator     Mutually defined;       Coactive           Focused          Salespeople who
                  matched with                                                design & sell a
                 tailored offering                                            system to fit a
                                                                                  buyer’s
                                                                              manufacturing
                                                                                  facility
Personal Selling Process
1. Locating prospective customers
2. Determining customers’ needs and wants that
   are not being satisfied
3. Recommending a way to satisfy these needs and
   wants
4. Demonstrating the capabilities of the firm and
   its products for providing this satisfaction
5. Closing the sale and taking the order
6. Following up and servicing the account.
Relationship Marketing

• It is defined as “an organization’s effort to develop a long-
  term, cost-effective link with individual customers for mutual
  benefit.”
• Rather than focusing on a short-term sale, the sales rep tries
  to establish a long-term bond.
• Customer Relationship Management (CRM) tools should be
  used.
Personal Selling Responsibilities
                           Or
                  Types of Sales Jobs
• The responsibilities of a salesperson are categorized under different
  head by different authors. One classification divides this
  responsibilities into two groups- Service Selling & Developmental
  Selling. However, the most widely accepted is the one suggested by
  Anderson, which is as follows

1. Order Taking
   – Once the initial sale has taken place, the creative seller may be
     replaced (not physically!) by an order taker, whose role is much
     more casual.
2. Creative Selling/ Order Getting
   – Creative selling jobs may require the most skill and preparation.
     In addition to prospecting, the salesperson must assess the
     situation, determine the needs to be met, present the
     capabilities for satisfying these needs, and get an order.
Personal Selling Responsibilities
                          Or
             Types of Sales Jobs : Contd.
3. Order Supporting
   – They are not directly involved in selling products but acts as a
     support staff for the front-line sales personnel. They are of two
     types:
        • Missionary Salespeople
        • Technical Specialists
    – The missionary reps introduces new products, new promotions
      and/or new programs, with the actual order to be taken by the
      company’s order taker or by a distributor representing the
      company’s goods. e.g. Medical Sales Representatives
    – Technical Specialists assists the order-oriented salespeople in
      selling products by providing technical information about the
      product and technical assistance for installation, design of the
      product etc.
Buyers’ Likes and Dislikes about Salespeople
     Likes                                Dislikes
 Knowledgeable                          Unprepared
   Empathy                              Uninformed
 Well-organised                         Aggressive
  Promptness                         Undependability
 Follow-through                    Poor follow-through
   Solutions      Presumptuousness (Going beyond what is right or proper)
  Punctuality                            Walk-ins
   Hard-work                        Compulsive talkers
   Energetic                         Problem-avoiders
    Honesty                       Lack of personal respect
Advantages & Disadvantages of Personal Selling

• Advantages:
   1.   Allowing for two-way interaction
   2.   Tailoring of the message
   3.   Lack of distraction
   4.   Involvement in the decision-process
   5.   Source of research information
• Disadvantages:
   1.   Inconsistent messages
   2.   Sales force/management conflict
   3.   High cost
   4.   Poor reach
   5.   Potential ethical problems
Combining Personal Selling With other
               Promotional Tools
• Combining Personal Selling & Advertising
   – With specific market situations & communications objectives,
     the       advantages of advertising make it more effective in the
     early stages of the response       hierarchy (e.g. in creating
     awareness and interest), whereas personal selling is more likely
     to be used in the later stages (e.g. stimulating trial and getting
     the order)
• Combining Personal Selling & Public Relations
   – The personal selling agent is often the firm’s best source of
     public relations. Their personalities, servicing of the account,
     cooperation, and empathy not only influence sales potential but
     also reflect on the organizations they represent.
Combining Personal Selling With other
            Promotional Tools: Contd.
• Combining Personal Selling & Direct Marketing
   – Companies have found that integrating direct marketing,
     specifically telemarketing, into their field sales operations
     makes their sales efforts more effective. Many marketers have
     reduced the cost of sales call and cost of closing the sales by
     combining telemarketing and sales efforts.
• Combining Personal Selling & Sales Promotion
   – The program elements of sales promotion and personal selling
     also supports each other. e.g. many of the sales promotions
     targeted to resellers are presented by the sales force, who will
     ultimately be responsible for removing or replacing them as
     well.
Evaluating the Personal Selling Effort
• According to Steve Deist and Rick Jhonson, factors to be
  considered in the Sales-Review process are:
   1.   Review of all target accounts
   2.   Review of all cross-functional selling activities or the lack of
        them
   3.   Review of specific territory objectives including sales to plan
        and gross profit to plan, and assigned account objectives.
   4.   Knowledge of products, customers, and customer
        organizations.
   5.   Ability to apply this market knowledge.
   6.   Development of favorable attitude as it pertains to that
        knowledge and those applied skills.
   7.   Required course corrections.

Mais conteúdo relacionado

Mais procurados

Brand equity and Keller’s Brand Equity Model
Brand equity and Keller’s Brand Equity ModelBrand equity and Keller’s Brand Equity Model
Brand equity and Keller’s Brand Equity ModelNaheed Mir
 
Chapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing CommunicationsChapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing CommunicationsDr. Ankit Kesharwani
 
Marketing communication strategy
Marketing communication strategyMarketing communication strategy
Marketing communication strategyYodhia Antariksa
 
Chap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer BehaviorChap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer BehaviorPhoenix media & event
 
Personality in consumer behavior
Personality in consumer behaviorPersonality in consumer behavior
Personality in consumer behaviorVijayalaxmi Jena
 
3. organizing for advertising and promotion the role of ad agencies and other...
3. organizing for advertising and promotion the role of ad agencies and other...3. organizing for advertising and promotion the role of ad agencies and other...
3. organizing for advertising and promotion the role of ad agencies and other...nzl88
 
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
 DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing CommunicationsDavidt123
 
Sales Promotion in Marketing
Sales Promotion in MarketingSales Promotion in Marketing
Sales Promotion in MarketingAnubha Rastogi
 
MARKETING CONTROL SYSTEMS
MARKETING CONTROL SYSTEMSMARKETING CONTROL SYSTEMS
MARKETING CONTROL SYSTEMSDr.Aravind TS
 
Sales Promotions
Sales PromotionsSales Promotions
Sales Promotionsprahladk
 

Mais procurados (20)

Brand equity and Keller’s Brand Equity Model
Brand equity and Keller’s Brand Equity ModelBrand equity and Keller’s Brand Equity Model
Brand equity and Keller’s Brand Equity Model
 
Chapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing CommunicationsChapter 17 - Designing and Managing Integrated Marketing Communications
Chapter 17 - Designing and Managing Integrated Marketing Communications
 
Marketing communication strategy
Marketing communication strategyMarketing communication strategy
Marketing communication strategy
 
Kotler Creating Brand Equity
Kotler Creating Brand EquityKotler Creating Brand Equity
Kotler Creating Brand Equity
 
The Role of Integrated Marketing Communications
The Role of Integrated Marketing CommunicationsThe Role of Integrated Marketing Communications
The Role of Integrated Marketing Communications
 
Dagmar
DagmarDagmar
Dagmar
 
Chap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer BehaviorChap04 Perspectives On Consumer Behavior
Chap04 Perspectives On Consumer Behavior
 
Personality in consumer behavior
Personality in consumer behaviorPersonality in consumer behavior
Personality in consumer behavior
 
3. organizing for advertising and promotion the role of ad agencies and other...
3. organizing for advertising and promotion the role of ad agencies and other...3. organizing for advertising and promotion the role of ad agencies and other...
3. organizing for advertising and promotion the role of ad agencies and other...
 
Chap10 Media Planning And Strategy
Chap10 Media Planning And StrategyChap10 Media Planning And Strategy
Chap10 Media Planning And Strategy
 
Brand loyalty
Brand loyaltyBrand loyalty
Brand loyalty
 
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
 DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
 
Integrated Marketing Communications
Integrated Marketing CommunicationsIntegrated Marketing Communications
Integrated Marketing Communications
 
Sales Promotion in Marketing
Sales Promotion in MarketingSales Promotion in Marketing
Sales Promotion in Marketing
 
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
 
Positioning errors
Positioning errorsPositioning errors
Positioning errors
 
MARKETING CONTROL SYSTEMS
MARKETING CONTROL SYSTEMSMARKETING CONTROL SYSTEMS
MARKETING CONTROL SYSTEMS
 
Consumer Learning
Consumer LearningConsumer Learning
Consumer Learning
 
Sales Promotions
Sales PromotionsSales Promotions
Sales Promotions
 
Advertising strategy and planning
Advertising strategy and planningAdvertising strategy and planning
Advertising strategy and planning
 

Destaque (17)

Personal selling and sales management
Personal selling and sales managementPersonal selling and sales management
Personal selling and sales management
 
Approaches to personal selling
Approaches to personal sellingApproaches to personal selling
Approaches to personal selling
 
Sales organization structure
Sales organization structureSales organization structure
Sales organization structure
 
Average rate 0f return
Average rate 0f returnAverage rate 0f return
Average rate 0f return
 
Techniques of sales promotion
Techniques of sales promotionTechniques of sales promotion
Techniques of sales promotion
 
Chapter 2The personal selling process
Chapter 2The personal selling processChapter 2The personal selling process
Chapter 2The personal selling process
 
sales forecasting[1]
sales forecasting[1]sales forecasting[1]
sales forecasting[1]
 
Process of personal selling
Process of personal sellingProcess of personal selling
Process of personal selling
 
PPT on Personal selling
PPT on Personal sellingPPT on Personal selling
PPT on Personal selling
 
Chapter 1
Chapter 1Chapter 1
Chapter 1
 
Sales Forecasting
Sales ForecastingSales Forecasting
Sales Forecasting
 
Advertising Ppt
Advertising PptAdvertising Ppt
Advertising Ppt
 
Advertisement
AdvertisementAdvertisement
Advertisement
 
Sales Promotion
Sales Promotion Sales Promotion
Sales Promotion
 
Sales, Sales Management, Sales Strategy
Sales, Sales Management, Sales StrategySales, Sales Management, Sales Strategy
Sales, Sales Management, Sales Strategy
 
Ppt on types of advertising
Ppt on types of advertisingPpt on types of advertising
Ppt on types of advertising
 
Advertising ppt
Advertising pptAdvertising ppt
Advertising ppt
 

Semelhante a Personal selling

Chap. 1 personal selling
Chap. 1 personal sellingChap. 1 personal selling
Chap. 1 personal sellingMagiel Amora
 
Lecture 11-personal selling
Lecture 11-personal sellingLecture 11-personal selling
Lecture 11-personal sellingVMCC
 
Behvioural Formula Theory Editttt
Behvioural Formula Theory EdittttBehvioural Formula Theory Editttt
Behvioural Formula Theory Edittttukabuka
 
Introduction To Sales Management
 Introduction To Sales Management Introduction To Sales Management
Introduction To Sales ManagementIndankal suresh
 
Tata , CMC Ltd Chenni B2B Startegic Sales Training.
Tata , CMC Ltd Chenni B2B Startegic Sales Training.Tata , CMC Ltd Chenni B2B Startegic Sales Training.
Tata , CMC Ltd Chenni B2B Startegic Sales Training.Debashish Brahma
 
Sales 2.0 Management Guide
Sales 2.0 Management GuideSales 2.0 Management Guide
Sales 2.0 Management GuideBryan Ferguson
 
Skills for Selling with Agility
Skills for Selling with AgilitySkills for Selling with Agility
Skills for Selling with AgilityRichardson
 
SaaS Direct Sales Model
SaaS Direct Sales ModelSaaS Direct Sales Model
SaaS Direct Sales ModelJack Halpern
 
One last presentation
One last presentationOne last presentation
One last presentationSameer mathur
 
Sales for retail veterinary shops and businessespdf
Sales for retail veterinary shops and businessespdfSales for retail veterinary shops and businessespdf
Sales for retail veterinary shops and businessespdfTatendaMageja
 
Selling & Distribution
Selling & DistributionSelling & Distribution
Selling & Distributionharshalsk
 

Semelhante a Personal selling (20)

Chap. 1 personal selling
Chap. 1 personal sellingChap. 1 personal selling
Chap. 1 personal selling
 
Lecture 11-personal selling
Lecture 11-personal sellingLecture 11-personal selling
Lecture 11-personal selling
 
Behvioural Formula Theory Editttt
Behvioural Formula Theory EdittttBehvioural Formula Theory Editttt
Behvioural Formula Theory Editttt
 
Module 1
Module 1Module 1
Module 1
 
Introduction To Sales Management
 Introduction To Sales Management Introduction To Sales Management
Introduction To Sales Management
 
Tata , CMC Ltd Chenni B2B Startegic Sales Training.
Tata , CMC Ltd Chenni B2B Startegic Sales Training.Tata , CMC Ltd Chenni B2B Startegic Sales Training.
Tata , CMC Ltd Chenni B2B Startegic Sales Training.
 
Sales 2.0 Management Guide
Sales 2.0 Management GuideSales 2.0 Management Guide
Sales 2.0 Management Guide
 
Breadth of a salesman
Breadth of a salesmanBreadth of a salesman
Breadth of a salesman
 
Making the consensus sale
Making the consensus saleMaking the consensus sale
Making the consensus sale
 
Chap18 Personal Selling
Chap18 Personal SellingChap18 Personal Selling
Chap18 Personal Selling
 
Ui rev- SIDDANNA M BALAPGOL
Ui rev- SIDDANNA M BALAPGOLUi rev- SIDDANNA M BALAPGOL
Ui rev- SIDDANNA M BALAPGOL
 
Skills for Selling with Agility
Skills for Selling with AgilitySkills for Selling with Agility
Skills for Selling with Agility
 
SaaS Direct Sales Model
SaaS Direct Sales ModelSaaS Direct Sales Model
SaaS Direct Sales Model
 
Personal selling
Personal sellingPersonal selling
Personal selling
 
Personal selling
Personal sellingPersonal selling
Personal selling
 
Personal selling
Personal sellingPersonal selling
Personal selling
 
Personal selling
Personal sellingPersonal selling
Personal selling
 
One last presentation
One last presentationOne last presentation
One last presentation
 
Sales for retail veterinary shops and businessespdf
Sales for retail veterinary shops and businessespdfSales for retail veterinary shops and businessespdf
Sales for retail veterinary shops and businessespdf
 
Selling & Distribution
Selling & DistributionSelling & Distribution
Selling & Distribution
 

Último

Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 

Último (20)

Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 

Personal selling

  • 2. Personal Selling: Scope • Personal Selling involves selling through a person-to-person communications process. • The emphasis placed on personal selling varies from firm to firm depending on a variety of factors, including the nature of the product or service being marketed, size of the organization, and type of the industry. • Personal selling often plays a dominant role in industrial firms, while in other firms its role is minimized. • In an IMC program, personal selling is a partner with, not a substitute for, the other promotional mix elements.
  • 3. Role of Personal Selling in the IMC Program • Personal selling differs from other forms of communication in that messages flow from a sender(s) to receiver (s) directly (usually face to face). • This direct and interpersonal communication lets the sender immediately receive and evaluate feedback from the receiver. • This communication process, known as dyadic communication, allows for more specific tailoring of the message and more personal communications than do many of the other media discussed.
  • 4. Determining the role of Personal Selling relative to other promotional program 1. Determining the information to be exchanged. 2. Examining promotional mix alternatives 3. Evaluating the relative effectiveness of alternatives 4. Determining cost-effectiveness
  • 5. The Nature of Personal Selling To integrate the PS effort into the overall promotional program, we must understand the nature of this tool. Wotruba has identified five distinct stages of personal selling evolution: 1. Provider Stage: Activities are limited to accepting orders for the suppliers available offering and conveying it to buyer. 2. Persuader Stage: Selling involves an attempt to persuade market members to buy the supplier’s offerings. 3. Prospector stage: Activities include seeking out selected buyers who are perceived to have a need for the offering as well as the resources and authority to buy it.
  • 6. The Nature of Personal Selling: Contd. 4. Problem-solver stage: Selling involves obtaining the participation of buyers to identify their problems, which can be translated into needs, and then presenting a selection from the supplier’s offerings that corresponds with those needs and can solve those problems. 5. Procreator stage: Selling defines the buyer’s problems or needs and their solutions through active buyer-seller collaboration and then creates a market offering uniquely tailored to the customer.
  • 7. The Stages in the Evolution of Selling Stages Customer Needs Type of Market Nature/Intensity Examples of Competition Provider Assumed to exist Sellers’ None Salespeople/drivers Persuader Created, awakened Buyers’ Undifferentiated; New car dealers, slight intensity Telemarketers Prospector Considered but Segmented Differentiated; Car insurance inferred growing salespeople calling new car buyers Problem Solver Diagnosed; with Participative Responsive & Architectural attention to counteractive with Services customer input increasing resources Procreator Mutually defined; Coactive Focused Salespeople who matched with design & sell a tailored offering system to fit a buyer’s manufacturing facility
  • 8. Personal Selling Process 1. Locating prospective customers 2. Determining customers’ needs and wants that are not being satisfied 3. Recommending a way to satisfy these needs and wants 4. Demonstrating the capabilities of the firm and its products for providing this satisfaction 5. Closing the sale and taking the order 6. Following up and servicing the account.
  • 9. Relationship Marketing • It is defined as “an organization’s effort to develop a long- term, cost-effective link with individual customers for mutual benefit.” • Rather than focusing on a short-term sale, the sales rep tries to establish a long-term bond. • Customer Relationship Management (CRM) tools should be used.
  • 10. Personal Selling Responsibilities Or Types of Sales Jobs • The responsibilities of a salesperson are categorized under different head by different authors. One classification divides this responsibilities into two groups- Service Selling & Developmental Selling. However, the most widely accepted is the one suggested by Anderson, which is as follows 1. Order Taking – Once the initial sale has taken place, the creative seller may be replaced (not physically!) by an order taker, whose role is much more casual. 2. Creative Selling/ Order Getting – Creative selling jobs may require the most skill and preparation. In addition to prospecting, the salesperson must assess the situation, determine the needs to be met, present the capabilities for satisfying these needs, and get an order.
  • 11. Personal Selling Responsibilities Or Types of Sales Jobs : Contd. 3. Order Supporting – They are not directly involved in selling products but acts as a support staff for the front-line sales personnel. They are of two types: • Missionary Salespeople • Technical Specialists – The missionary reps introduces new products, new promotions and/or new programs, with the actual order to be taken by the company’s order taker or by a distributor representing the company’s goods. e.g. Medical Sales Representatives – Technical Specialists assists the order-oriented salespeople in selling products by providing technical information about the product and technical assistance for installation, design of the product etc.
  • 12. Buyers’ Likes and Dislikes about Salespeople Likes Dislikes Knowledgeable Unprepared Empathy Uninformed Well-organised Aggressive Promptness Undependability Follow-through Poor follow-through Solutions Presumptuousness (Going beyond what is right or proper) Punctuality Walk-ins Hard-work Compulsive talkers Energetic Problem-avoiders Honesty Lack of personal respect
  • 13. Advantages & Disadvantages of Personal Selling • Advantages: 1. Allowing for two-way interaction 2. Tailoring of the message 3. Lack of distraction 4. Involvement in the decision-process 5. Source of research information • Disadvantages: 1. Inconsistent messages 2. Sales force/management conflict 3. High cost 4. Poor reach 5. Potential ethical problems
  • 14. Combining Personal Selling With other Promotional Tools • Combining Personal Selling & Advertising – With specific market situations & communications objectives, the advantages of advertising make it more effective in the early stages of the response hierarchy (e.g. in creating awareness and interest), whereas personal selling is more likely to be used in the later stages (e.g. stimulating trial and getting the order) • Combining Personal Selling & Public Relations – The personal selling agent is often the firm’s best source of public relations. Their personalities, servicing of the account, cooperation, and empathy not only influence sales potential but also reflect on the organizations they represent.
  • 15. Combining Personal Selling With other Promotional Tools: Contd. • Combining Personal Selling & Direct Marketing – Companies have found that integrating direct marketing, specifically telemarketing, into their field sales operations makes their sales efforts more effective. Many marketers have reduced the cost of sales call and cost of closing the sales by combining telemarketing and sales efforts. • Combining Personal Selling & Sales Promotion – The program elements of sales promotion and personal selling also supports each other. e.g. many of the sales promotions targeted to resellers are presented by the sales force, who will ultimately be responsible for removing or replacing them as well.
  • 16. Evaluating the Personal Selling Effort • According to Steve Deist and Rick Jhonson, factors to be considered in the Sales-Review process are: 1. Review of all target accounts 2. Review of all cross-functional selling activities or the lack of them 3. Review of specific territory objectives including sales to plan and gross profit to plan, and assigned account objectives. 4. Knowledge of products, customers, and customer organizations. 5. Ability to apply this market knowledge. 6. Development of favorable attitude as it pertains to that knowledge and those applied skills. 7. Required course corrections.