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4MD3 Business to Business Marketing
Steve Howse
February 23, 2009
2
Steve’s Tips
• Mimicking vs mocking
3
PREVIEW OF PERSONAL SELLING
• intro to PS• BM/CM differences - PS• PS as an “interface function”• the PS process• more PS concepts• tight and loose sales leads
4
PERSONAL SELLING
• 75% of promotional budget • face-to-face communication with
individual customers • the most expensive element • 4.3 calls required per sale• so use PS only when absolutely
necessary • even then maximize its effectiveness
5
WHY PS DOMINATES BUSINESS PROMOTION
• products more technical and complex• products more often custom designed • negotiation more often needed• customers more often demand PS
• customers fewer, closer, bigger • unit product costs higher
6
OTHER BM/CM DIFFERENCES - PS
• salespeople must be more proactive • must act more like consultants • must act as relationship managers • must be better at product support • must interact more with senior people
(cont’d)
7
OTHER BM/CM DIFFERENCES – PS (CONT’D)
• salespeople require more sales assistance • must cope with longer purchase process • must deal with infrequent orders• are less often on commission• enjoy higher status and rewards • sales force can resist corporate change
more strongly
8
PERSONAL SELLING AS AN INTERFACE FUNCTION
• salesperson serves two masters • often bearer of bad news to both • feels like an outsider to both • role ambiguity is high• result can be stress and frustration • on the plus side…
• on balance, great job for many!
9
THE PERSONAL SELLING PROCESS
• prospect organizations • prospect individuals within them• qualify the prospects • research past purchase behaviour• set up sales visit present and demonstrate
• handle objections• close the sale • follow up
10
MORE PS CONCEPTS
• team selling• missionary selling• resident salespeople • male salespeople vs. female• the importance of asking questions
(cont’d)
11
MORE PS CONCEPTS (CONT’D)
• house accounts• key accounts• industrial showrooms or stores• continuity selling (repeat sales)• cross selling• mirroring the customer’s purchasing
structure
12
TIGHT AND LOOSE SALES LEADS
• meaning?• tightness is created during lead generation• how create tight leads?
o ask the prospect to accept an obligationo or to do some work
• how create loose leads?o use an incentive
• a mix of tight and loose leads is needed