IMC Chapter 16 A

8/10/2019 IMC Chapter 16 A

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Personal Selling(Preliminary Steps In The Selling Process)

CHAPTER 16 A


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Chapter Questions

How does personal selling work and what areits objectives?

What is the personal selling process?(Preliminary Steps In The Selling Process)


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Chapter Perspective

If you can sell you have a job for life.

Everyone lives by selling something.

Some sale people are born but most are develop.

Work smart not hard.

Sales man do not work for the company he worksfor the customers.


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I dont care how many

degrees you have on the

wall, if you dont knowhow to sell, youre

probably going to starve.

Heavyweight boxer George Formans advice to his children

L.A. Times, pg. C2, Tuesday, March 25, 1997

Chapter Perspective


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Opening Case: Avon


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How Does Personal Selling Work?

Personal selling:Person-to-person interactivecommunication used to ultimately persuade acurrent/ prospective customer to buy something.

The Oldest

MarketingCommunicationFunction


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Prospecting

Following up on Sales Leads

Toughest Challenge:Cold Calling

Following up on Sales Leads

Prospecting

Acquiring New Customers

Problem: 15-20% customer turnover rate each year

Ways to

Respond


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Build Trust By: Being Customer-oriented, DemonstratingDependability, Being Honest

Treating CurrentCustomer Like New Ones

Build Trust By: Being Customer-oriented, DemonstratingDependability, Being Honest

Retaining Current Customers

Problem: often overlooked in favor ofattracting new customers

Ways to

Respond


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Make X ColdCalls

Increase

CurrentCustomers

Business by ZPercent

Identify YQualified Sales

Leads

Make X ColdCalls

Identify YQualified Sales

Leads

Personal Selling Objectives

Typical

Measurable

Examples


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Solution (enterprise)Selling

Helping

customers solve

problems or take

advantage ofopportunities

Solution (enterprise)Selling

Helping

customers solve

problems or take

advantage ofopportunities

Personal Selling Strategies

Partnering

Working with

prospects and

customers as

business partners


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Prospecting

1. PresentCustomers

2. Former Customers3. End Less Chain

4. Center Of

Influence5. Cold Calling

6. Spotters

7. Directories

8. Mailing Lists

9. Prospecting Services10.Advertising

11.Personal Contacts

12.Trade Shows AndExhibitions

13.Internet/Social

Media

Identifying Prospects


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Money NeedAuthorityMoney Authority

Qualifying Prospects

MAN

APPROACH


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PREPARATION

Who is the customer?

Who will be the actual decision maker?

Who will influence the decision?

Who will be the actual user? With Whom will develop favorable relationship?

What are the customers needs?

Identify the prospects need

Try to understand his liking or disliking

What other information is required?

Family back ground

Hobbies / Interest / Memberships etc.

PRE APPROACH


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PREPARATION.

Where does one obtain information?

Companys internal records

Annual reports

Catalogs

Trade publications

Advertisements

Yellow pages Companys official website

PRE APPROACH


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PREPARATION....

Specify the objectives

Why am I going?

What am I trying to happen?

What am I going to recommend? Develop a strategy

Course of action

Various alternatives

Make an appointment

Sales call are costly

CALL PLANNING


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Marketing Management

A South Asian Perspectiveby Philip Kotler, Kevin Lane Keller, Abraham Koshy &Mithileshwar Jha, 13th Edition, Published by PearsonEducation, Inc.

Sales Management Concepts, Practices, and Cases byEugene M. Johnson, David L. Kurtz & Eberhard E.Scheuing Published by McGraw-Hill Irwin.

Principles of Advertising & IMC by Tom Duncan 2nd

Edition, Published by McGraw-Hill Irwin.

Principles of Marketing by Philip Kotler & Gary ArmstrongThirteenth Edition, Published by Prentice Hall

Bibliography


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The End:

Enjoy life. This is not a dressrehearsal.

Author Unknown

Documents

IMC Chapter 16 A