EEJG - Personal Selling vs Banners

8/2/2019 EEJG - Personal Selling vs Banners

1/24

Personal Sellingvs.

E-commerce

Elka Petrova

Emilia Nanova

Yulia Georgieva

Gergana Tsvetanova


2/24

Personal SellingWhat is personal selling?

o Gather market and customer information

o Listening, interpreting and understanding customerneeds

o Managing customer-supplier relationship interface

(Palmer, 2000, p.467)


3/24

The process of Personal Selling

The figure shows the flow ofstages through a PS process.

(Brassington & Pettitt,2003, p.708-709)

Prospecting

Preparation and planning

Sales presentation

Closing the sale

Follow up


4/24

Prospecting

Identifying qualified potential customers

Locating

Matching up the needs

Entering a new market segment

Getting customers warm before sales visit

(Kotler & Armstrong,2012; The evolution of the 7 steps (n.d))


5/24

Preparation & Planning

Preparing for first contact with a potential customer

Find as much information as possible

Anticipate potential objections

Make appointments

(Brassington & Pettitt,2003,, p.710-711; Sales and PS,2011; Palmer, 2000,p.473-474)


6/24

Sales presentation

1. Create impact

2. Asking questions and listening

3. Selling the benefits

4. Buying signals


7/24

Closing the sale

Alternative close: Therepresentative may offer thebuyer a number of alternatives,

each of which implies anagreement to purchaseo Assumptive close

o Time pressure close

(Brassington & Pettitt,2006,p.781-790)


8/24

Follow up & accountmanagement

Meaning:

The representative needs to ensure that

the product is delivered on time and in goodcondition, that any installation and trainingpromises are fulfilled and that the customer isabsolutely satisfied with the purchase and isgetting the best out of it

(Brassington & Pettitt,2003,p.718)


9/24

The job of the sales manager

oUnderstanding firms goals

o Identifying a sales philosophy

o Develop and update sales forecasts

o Allocate selling resources

o Select, train and supervise sales personnel

o Synchronize selling tasks

o Assess sales performance


10/24


11/24


12/24

Advantages Disadvantages

o Impact

o Precision (target &message)

o Develop long-termrelationship with thecustomer

o Efficient only withhigh priced &infrequently

purchased goodo Expensive

o Selection & trainingof representatives

(Brassington & Pettitt,2003, p.715-717; Baines, Fill, & Page, 2008)


13/24

Electronic commerce

What is electronic commerce?

o Ecommerce is the general term for buying andselling process that is supported by electronic

means.

o Electronic markets are market spaces in which sellersoffer their products and services electronically.

(Jobber,2001, p.459-464; Kotler &Armstrong,2001, p.637 )


14/24

The significance of e-commerce


15/24

Conducting e-commerce

Security

B2B


16/24

B2B

EMI


17/24

C2C

When customers sell to customers

A dramatic growth in C2C has been fulfilled withthe expansion of social networks

The world knowneBay

The ChineseTinyDeal, DealExtreem, etc.

(Chaffey&Smith,2008.p.7)


18/24

C2B


19/24

Benefits (adv disadv?) Convenience

Information

Multimedia

Lower prices

Lowers costs

Improved distribution

Reduced PS costs

Relationship Building Customized promotion

Rapid market response

New market opportunities

(Jobler, 2001, p.467)


20/24

Global

Eb


21/24

Ebay


22/24

REFERENCES1. Baines,P., Fill,Ch. & Page,K. (2008).Marketing Communications.

Marketing. (pp.487-488).Oxford University Press

2. Brassington,F. & Pettit,S.(2003). PS and sales management.Principles of marketing (3rd ed.,pp.695-790). Prentice Hall.

3. Brassington,F. & Pettitt,S. (2006). Personal Selling and SalesManagement. Essentials of Marketing. (4thed.,pp.781-790).Essex:Prentice Hall

4. Campus, L. The evolution of the 7 steps of selling.(n.d)RetrievedNovember 7, 2011 from

http://www.ehow.com/info_7889785_seven-steps-personal-selling-process.html

5. Chaffer, D., Mayer, J., Johnston, K. (2003) Internet Marketing (4thed.), London: Prentice Hall

6. Some More Paid Advertising Opportunities, Idea 75: Buying BannerAdvertising. 117 Ways To Increase Web Site Traffic.(n.d) RetrievedNovember 8, 2011, from http:// traffic4me.com/tippbanner.php

7. Dolak, D. (2011). Sales and PS. Retrieved November 7, 2011 fromhttp://www.davedolak.com/promo.html

8. Feig,B. (2002). Effective Banner Tactics. Streetwise Low-Cost WebSite Promotion (pp.285-291). Adams Media


23/24

References1. Frye,C. (2001). Types of online advertising. Privacy-enhanced business:

adapting to the online environment (p.112). Greenwood Publishing Group.2. Promotional Strategies. (n.d) Retrieved November 8,2011 from

http://pages.paloverde.edu/staff/lmartin/bus101/lesson15.htm3. Kotler, Ph. and Armstrong, G.(2012).Personal Selling and Sales Promotion.In

S.Yagan(Ed.) Principles of Marketing. (14th ed,pp.488-496). Prentice Hall4. Kotler,P. , Jain.D & Maesincee,S.(2002). Designing the marketing activities.

Marketing moves: a new approach to profits, growth, and renewal(pp.134-136). Harvard Business Press

5. Learn NGO management techniques. Seminar in Geneva (2011).Retrieved November 7, 2011 fromhttp://www.businessdictionary.com/definition/need-satisfaction-approach.html

6. Stone,B. & Jacobs,R. (2007). E-communications. In J.Greco (Ed.), SuccessfulDirect Marketing Methods (8th ed.,pp.365-372). McGraw-Hill Professional

7. Sullivan, L., (2010). Media Post. The 'Subliminal' Effects of Banner Ads.Retrieved November 8, 2011, from

http://mediapost.com/publications/article/130939/the-subliminal-effects-of-banner-ads.html8. The Advantages of Online Banner Ads, eHow - money. (n.d) Retrieved

November 8, 2011, from http://ehow.com/list_6460913_advantages-online-banner-ads.html


24/24

Documents

EEJG - Personal Selling vs Banners