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Personal Selling (Part- I)

Personal Selling (Part-I). How does personal selling work and what are its objectives? What is the personal selling process? (Preliminary Steps In

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Personal Selling (Part-I)

How does personal selling work and what are its objectives?

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

Lecture Outline

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 works for the customers.

Lecture Perspective

Opening Case: Avon

An IMC program featuring:

• The introduction of a new youth brand, mark• Joint sales training program with University

of Phoenix• New magazine/catalog: meet mark

An IMC program featuring:

• The introduction of a new youth brand, mark• Joint sales training program with University

of Phoenix• New magazine/catalog: meet mark

An IMC program featuring:

• The introduction of a new youth brand, mark• Joint sales training program with University

of Phoenix• New magazine/catalog: meet mark

An IMC program featuring:

• The introduction of a new youth brand, mark• Joint sales training program with University

of Phoenix• New magazine/catalog: meet mark

Recruit a new generation of Avon salespeopleRecruit a new generation of Avon salespeople

• To early to tell, but the target audience, young women 16-24, is a huge potential market, spending approximately $24 billion on beauty-related products

• To early to tell, but the target audience, young women 16-24, is a huge potential market, spending approximately $24 billion on beauty-related products

Opening Case: Avon

Challenge:Challenge:

Answer:Answer:

Results:Results:

Recruit a new generation of Avon salespeopleRecruit a new generation of Avon salespeople

How Does Personal Selling Work?

Personal selling: Person-to-person interactive communication used to ultimately persuade a current/ prospective customer to buy something

The Oldest Marketing Communication Function

ProspectingProspecting

Following up on Sales LeadsFollowing up on Sales Leads

Toughest Challenge: Cold CallingToughest Challenge: Cold Calling

Following up on Sales LeadsFollowing up on Sales Leads

ProspectingProspecting

Acquiring New Customers

Problem: 15-20% customer turnover rate each yearProblem: 15-20% customer turnover rate each year

Ways toRespondWays toRespond

Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest

Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest

Treating Current Customer Like New OnesTreating Current Customer Like New Ones

Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest

Build Trust By: Being Customer-oriented, Demonstrating Dependability, Being Honest

Retaining Current Customers

Problem: often overlooked in favor of Problem: often overlooked in favor of attracting new customersattracting new customers

Ways toRespond

Ways toRespond

Make X Cold CallsMake X Cold Calls

Increase Current Customers’

Business by Z Percent

Increase Current Customers’

Business by Z Percent

Identify Y Qualified Sales

Leads

Identify Y Qualified Sales

LeadsMake X Cold CallsMake X Cold CallsIdentify Y

Qualified Sales Leads

Identify Y Qualified Sales

Leads

Personal Selling Objectives

TypicalMeasurableExamples

TypicalMeasurableExamples

Solution (enterprise) SellingSolution (enterprise) Selling

• Helping customers solve problems or take advantage of opportunities

• Helping customers solve problems or take advantage of opportunities

Solution (enterprise) SellingSolution (enterprise) Selling

• Helping customers solve problems or take advantage of opportunities

• Helping customers solve problems or take advantage of opportunities

Personal Selling Strategies

PartneringPartnering

• Working with prospects and customers as business partners

• Working with prospects and customers as business partners

Prospecting

1. Present Customers

2. Former Customers

3. End Less Chain

4. Center Of Influence

5. Cold Calling

6. Spotters

7. Directories

8. Mailing Lists

9. Prospecting Services

10.Advertising

11.Personal Contacts

12.Trade Shows and Exhibitions

13.Internet/Social Media

Identifying Prospects

Qualifying Prospects

MoneyMoney NeedNeedAuthorityAuthorityMoneyMoney AuthorityAuthority

MAN

APPROACH

MAN

APPROACH

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 customer’s 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

Preparation…

Where does one obtain information?

Company’s internal records

Annual reports

Catalogs

Trade publications

Advertisements

Yellow pages

Company’s official website

PRE APPROACH…

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

Bibliography

Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.

Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.

Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.

Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.

The End:

“Enjoy life. This is not a dress rehearsal.”