Introduction to Marketing Communications Tutorial 7

marketing Communications

…personal selling tutorial

7

…introduction to…

…introduction to

we’re going to look at personal selling and consider some

strengths and weaknesses….

…as well as identifying their main characteristics, reasons

for use and audiences

Personal selling was covered in last weeks lecture…

personal selling…

what is the role of personal selling..?

what are its strengths and weaknesses?

how can personal selling be integrated with the rest of

the communications mix?

what tasks are sales people expected to accomplish?

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

…persuasion

sell me this pen…

sell the features…

sell the benefits…

sell the value…

consider AIDA

personal selling can be great at bring about changes in behaviour

You can overcome objections

Attention, Interest, Desire, Action…

provide information quickly

respond to changing needs immediately

sell me this pen…

…work in small groups to develop your sales pitch, then deliver it, to

me, considering persuasion, the selling process and the audience…

next week it’s Easter… so no allocated talks

short talk...

…random topics will be assigned to those who have not

presented the week we’re back… so please turn up!