Good Integrated Marketing Communication Personal Selling And888

8/3/2019 Good Integrated Marketing Communication Personal Selling And888

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Integrated Marketing

Communication:

Personal Selling and

Direct Marketing

Chapter 13


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13 - 2

Road Map: Previewing the

Concepts

Discuss the role of a companyssalespeople in creating value for

customers and building customerrelationships. Identify and explain the six major sales

force management steps.

Discuss the personal selling process,distinguishing between transaction-oriented marketing and relationship

marketing.


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Define direct marketing and discuss itsbenefits to customers and companies.

Identify and discuss the major forms ofdirect marketing.

Road Map: Previewing the

Concepts


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The Nature of Personal

Selling Most salespeople are well-educated,

well-trained professionals who work to

build and maintain long-term customerrelationships.

The term salesperson covers a widerange of positions:

Order taker: Department store clerk Order getter: Creative selling in different

environments


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The Role of the Sales Force Personal selling is a paid, personal form of

promotion.

Involves two-way personal communication

between salespeople and individualcustomers.

Salespeople: Probe customers to learn about problems

Adjust marketing offers to fit special needs Negotiate terms of sales Build long-term personal relationships


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The Role of the Sales Force

Sales Force serves as critical linkbetween company and its

customers. They represent the company to the

customers They represent the customers to the

company Goal = customer satisfaction and

company profit


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Sale Force Structure

Territorial: Salesperson assigned toexclusive area and sells full line of

products. Product: Sales force sells only certainproduct lines.

Customer: Sales force organizes alongcustomer or industry lines.

Complex: Combination of severaltypes of structures.


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Inside Sales Force

Conduct business from theiroffices via telephone or visits from

perspective buyers. Includes: Technical support people

Sales assistants

Telemarketers


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Selling Team

Used to service large, complexaccounts.

Can include experts from differentareas of selling firm.

Pitfalls: Can confuse or overwhelm customers Some people have trouble working in

teams Hard to evaluate individual contributions


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Recruiting and Selecting

Salespeople Key talents of salespeople:

Intrinsic motivation

Disciplined work style

Ability to close a sale

Ability to build relationships withcustomers


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Recruiting Salespeople

Recommendationsfrom current sales

force Employment

agencies

Classified ads

Web searches

College students

Recruit fromother companies


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Sales Force Training Goals

Learn about and identify with thecompany.

Learn about the companysproducts.

Learn customers andcompetitors characteristics.

Learn how to make effectivepresentations. Learn field procedures and

responsibilities.


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Compensating Salespeople

Fixed amount: Salary

Variable amount: Commissions or bonuses

Expenses: Repays for job-related expenditures

Fringe benefits: Vacations, sick leave, pension, etc.


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Supervising Salespeople

Directing Salespeople

Help them identify customers andset call norms.

Specify time to be spent prospecting

Annual call plan

Time-and-duty analysis

Sales force automation systems


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Supervising Salespeople

Motivating Salespeople Organizational climate

Sales quotas Positive incentives: Sales meetings

Sales contests Recognition and honors Cash awards, trips, profit sharing


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The Personal Selling Process

Prospecting: The salesperson identifiesqualified potential customers.

Preapproach: The salesperson learns asmuch as possible about a prospectivecustomer before making a sales call.

Approach: The salesperson meets thecustomer for the first time.

Presentation: The salesperson tells theproduct story to the buyer,highlighting customer benefits.


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The Personal Selling Process

Handling Objections: The salespersonseeks out, clarifies, and overcomescustomer objections to buying.

Closing: The salesperson asks thecustomer for an order.

Follow-up: The salesperson follows upafter the sale to ensure customersatisfaction and repeat business.


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Direct Marketing

Direct marketing consists of directconnections with carefullytargeted individual consumers toboth obtain an immediateresponse and cultivate lastingcustomer relationships.


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The New Direct-Marketing

Model Some firms use direct marketing as a

supplemental medium.

For many companies, direct marketingconstitutes a new and complete model fordoing business.

Some firms employ the direct model astheironlyapproach.

Some see this as the new marketing modelof the next millennium.


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Benefits of Direct

Marketing Benefits to Buyers: Convenient

Easy to use

Private

Ready access to products and

information Immediate and interactive


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Benefits of Direct Marketing

Benefits to Sellers: Powerful tool for building customer

relationships

Can target small groups or individuals Can tailor offers to individual needs Can be timed to reach prospects at just

the right moment

Gives access to buyers they could notreach through other channels Offers a low-cost, efficient way to reach

markets


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Customer Databases

An organized collection ofcomprehensive data aboutindividual customers or prospects,including geographic,demographic, psychographic, andbehavioral data.


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Telemarketing

Accounts for more than 36% ofall direct-marketing sales.

Used in both consumer and B2Bmarkets.

Can be outbound orinbound calls.


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Direct-Mail Marketing Involves sending an offer,

announcement, reminder, or otheritem to a person at a particular

address. Accounts for more than 31% of

direct-marketing sales.

Permits high target-market selectivity. Personal and flexible.

Easy to measure results.


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Catalog Marketing

With the Internet, more and morecatalogs going electronic.

Print catalogs still the primarymedium.

Expected sales in 2008 = $176

billion. Harder to attract new customers with

Internet catalogs.


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Direct Response TV

Marketing Direct-response advertising

Infomercials

Home shopping channels


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Kiosk Marketing

Information and ordering

machines generally found instores, airports, and otherlocations.


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Public Policy and Ethical

Issues in Direct Marketing Irritation to Consumers Taking unfair advantage of

impulsive or less sophisticatedbuyers

Targeting TV-addicted shoppers Deception, Fraud Invasion of Privacy


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Rest Stop: Reviewing the Concepts

1. Discuss the role of a companyssalespeople in creating value forcustomers and building customer

relationships.2. Identify and explain the six major

sales force management steps.

3. Discuss the personal selling process,distinguishing between transaction-oriented marketing and relationshipmarketing.


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Rest Stop: Reviewing the Concepts

4. Define direct marketing and

discuss its benefits to customersand companies.

5. Identify and discuss the major

forms of direct marketing.

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Good Integrated Marketing Communication Personal Selling And888