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Direct Marketing &
Personal Selling
LUMEN PETER.P RAMESH.R
TAMILINIAN SIVAMANI ESAKKI. G
BY
Direct Marketing
Definition : Direct marketing is a method of distribution in which
transactions are completed between buyer and seller without the intervention of the sales person or retail outlet.
-STAN RAPP
Any advertising which creates and exploits a direct
relationship between you and your prospect or customer as an individual.
-DRAYTON BIRD
Direct Marketing
Meaning: An interactive system of marketing
which uses one or more advertising media to
effect a measurable response at any location,
forming a basis for creating and further
developing an on going relationship between an
organisation and its customers.
Objectives of direct marketing
• Direct ordering.
• Generating repeat purchase.
• Introduction of new product
• Providing information.
• Establishing loyalty.
• Trial generation.
The 4 features of Direct Marketing
• Targeting
• Interaction
• Control
• Continuity
Growth in Direct Marketing
Benefits of Direct Marketing
• For Buyers:
– Convenient
– Easy to use
– Private
– Access to a wealth of information
– Immediate
– Interactive
Benefits of Direct Marketing• For Sellers:
– Powerful tool for building relationships
– Allows for targeting of small groups or individuals with
customized offers in a personalized fashion
– Can be timed to reach prospects at the right time
– Offers access to buyers that couldn’t be reached via other
channels
– Low-cost, effective alternative for reaching specific markets.
Integrated Direct MarketingPublic Policy and Ethical Issues
– Irritation
– Unfairness
– Deception
– Fraud
– Invasion of Privacy
Channels of Direct Marketing
Personal Selling
The Nature of Personal Selling: Personal presentation by the firm’s
sales force for the purpose of making sales and building customer relationships.
Objective and Strategy
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information gathering
• Allocating
Salespeople Have Many Names
• Sales Consultants
• Sales Representatives
• Account Executives
• Sales Engineers
• District Managers
• Marketing Representatives
• Account Development Representatives
The Role of the Sales Force
The critical link between a company and its
customers.
Salespeople:
– represent the company to the customers.
– represent the customers to the company.
– strive to achieve customer satisfaction and company
profit simultaneously.
Managing Sales Force
Recruiting and Selecting Salespeople
– Careful recruiting can:
• Increase overall sales force performance
• Reduce turnover
• Reduce recruiting and training costs
Managing Sales Force
Training Salespeople
– Training period can be anywhere from a few
weeks to a year or more
– Training is expensive, but yields strong returns
– Training programs have many
Managing Sales Force
Supervising Salespeople
– Effective supervisors provide direction to the sales
force
• Annual call plans and time-and-duty analysis can help
provide direction
• Sales force automation systems assist in creating more
efficient sales force operations
• The Internet is the fastest-growing sales technology tool
Managing Sales Force
Supervising Salespeople– Effective supervisors also motivate the sales force
• Organizational climate
• Sales quotas
• Positive incentives
– Sales meetings, sales contests, honors, etc.
Managing Sales Force
Evaluating Salespeople
– Several tools can be used
• Sales reports
• Call reports
• Expense reports
Major Steps in the Selling Process
The Personal Selling Process• Prospecting:– Identifying qualified potential customers (prospecting)
• Pre-approach:– Learning as much as possible about a prospect before
making the sales call
• Approach:– Meeting the customer for the first time
• Presentation: – Telling the “product story” to the buyer
The Personal Selling Process• Handling Objections:– Eliciting, clarifying and overcoming customer objections to
buying
• Closing:– Asking the customer for an order
• Follow-up:– Following up after the sale to ensure customer satisfaction
& repeat business
References
• Marketing management
QUESTION : 1
• Describe the various factors that determine how Eureka Forbes built the Aqua guard brand in India ?
Answer
• Unlike developed countries, in India, pollutants are three – fold.
• Purified drinking water is one of the fastest moving consumer product categories.
• Doctors also advised to take purified and boiled water during times of illness.
• Need for water free from all kinds of dirt, germs and chemicals becoming the order of day.
QUESTION : 2
• What are the reasons for increase in the sale of Aqua guard ?
Answers • Doorstep demonstration and educating the
customer.• It is the only brand with an international Water
Quality Association(WQA) endorsed carbon block that removes pesticides.
• Involved innovative games and video based AD to reach more then 200000 students in over 500 schools.
• Special advertising in cookery magazines to encourage cooking and washing of vegetables in aqua guard water.
THANK YOU
