Personal Selling2 Ok Details

8/9/2019 Personal Selling2 Ok Details

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Public RelationsPublic Relations

Public Relation may be defined asPublic Relation may be defined asthe means by which the variousthe means by which the varioussignificant publics (people) of ansignificant publics (people) of anorganisation are identified andorganisation are identified and

communicated with, to thecommunicated with, to theadvantage of the organisation,advantage of the organisation,through personal and nonthrough personal and non--personalpersonal

media.media.


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The Importance of Public RelationThe Importance of Public Relation((why would a company improve its relation with the prospects)why would a company improve its relation with the prospects)

Improves awarenessImproves awareness..-- company knows what buyers wantcompany knows what buyers wantand the other way round.and the other way round. Better projectionBetter projection..-- that tells the company how much tothat tells the company how much to

produce (estimates the real demand of the product in the market).produce (estimates the real demand of the product in the market).

Helps in combating competitionHelps in combating competition..-- salesman tells thesalesman tells thecompany about the competitors activities.company about the competitors activities.

Evaluating new markets and Creating direct salesEvaluating new markets and Creating direct salesleadsleads.. -- he also tells the company who could be the new buyers.he also tells the company who could be the new buyers.

Building brand loyalty.Building brand loyalty.-- salesman will make theirsalesman will make their

productproduct jaanajaana--pehchanapehchana to the customer discussto the customer discuss


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Personal SellingPersonal Selling No other tool of promotion is as strong asNo other tool of promotion is as strong as

personal selling :personal selling : A)A) Personal sellingPersonal selling-- it refers to oral presentation init refers to oral presentation in

conversation with one or more prospective customers forconversation with one or more prospective customers forthe purpose of making sales.the purpose of making sales.

convincing the prospect.convincing the prospect.

B)B) closing a saleclosing a salethe final moment when the buyer agreesthe final moment when the buyer agreesto exchange the goods / services against money.to exchange the goods / services against money.

C)C) transferring the product from seller to buyer.transferring the product from seller to buyer. the ultimate process of delivery of the product or service,the ultimate process of delivery of the product or service,accessories, different components with the use instructions to theaccessories, different components with the use instructions to the

buyerbuyer


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Importance of Personal SellingImportance of Personal Selling

How important do you think is personal sellingHow important do you think is personal selling inin

context to marketingdiscuss. Consider the case ofcontext to marketingdiscuss. Consider the case ofluxury hotel banquet halls.luxury hotel banquet halls.

Personal selling has flexibilityPersonal selling has flexibility. Sales talk and sales. Sales talk and salespresentation can be fitted to the individual needs andpresentation can be fitted to the individual needs and

motives of a prospect.motives of a prospect. Personal selling is the best means of twoPersonal selling is the best means of two--wayway

communicationcommunication continuously between the company andcontinuously between the company andits customers. Top management can be fully informedits customers. Top management can be fully informedabout many vital matters such as competition, customerabout many vital matters such as competition, customerreaction and comments, market trends, dealer demandreaction and comments, market trends, dealer demandetc.etc.


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Sales PromotionSales Promotion

Sales Promotion is referredSales Promotion is referred to as the activitiesto as the activitiesother than personal salesmanship, advertising,other than personal salesmanship, advertising,

and publicity, which stimulates consumerand publicity, which stimulates consumer

purchasing and dealer effectiveness.purchasing and dealer effectiveness.

E.g. .E.g. .displays, exhibitions, demonstrations, freedisplays, exhibitions, demonstrations, freesamples.samples.


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Importance of Sales PromotionsImportance of Sales PromotionsWhat do we achieve by sales promotion?What do we achieve by sales promotion?

An increased buying response by ultimate consumers.An increased buying response by ultimate consumers.

Calling attention to new products and productCalling attention to new products and productimprovements.improvements.

Informing buyers about new brands and new packages.Informing buyers about new brands and new packages. Improving market share.Improving market share.

Maintaining customer patronage and brand loyalty.Maintaining customer patronage and brand loyalty.

Increasing usage rate of the product / service by existingIncreasing usage rate of the product / service by existing

customers.customers.


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PROMOTIONPROMOTIONTHE ULTIMATE GOAL OF ALL PROMOTIONAL EFFORTS ISTHE ULTIMATE GOAL OF ALL PROMOTIONAL EFFORTS ISTO OBTAIN A LEVEL OF DEMAND WHICH IS FAVOURABLETO OBTAIN A LEVEL OF DEMAND WHICH IS FAVOURABLE

TO THE PROMOTERTO THE PROMOTER ------------ TO INCREASE ,DECREASE ORTO INCREASE ,DECREASE ORMAINTAIN DEMAND.MAINTAIN DEMAND.

Eg. Lets say, the case of washing machines in India,Eg. Lets say, the case of washing machines in India,

50 years back.50 years back.

If you tried to sell those at that time, would it sell?...If you tried to sell those at that time, would it sell?...

If you sell those today, would it sell?...If you sell those today, would it sell?...

Why do you think the answers would be different?Why do you think the answers would be different?


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COMMUNICATIONCOMMUNICATION

COMMUNICATION HAS BEEN DESCRIBED AS ESTABLISHING ACOMMUNICATION HAS BEEN DESCRIBED AS ESTABLISHING ACOMMONNESS OR ONENESS OF THOUGHT BETWEEN A SENDERCOMMONNESS OR ONENESS OF THOUGHT BETWEEN A SENDER

AND RECEIVER AND THE SHARING OF MEANING . IT IS AAND RECEIVER AND THE SHARING OF MEANING . IT IS A

PROCESS BY WHICH AN INDIVIDUAL TRANSMITS STIMULI TOPROCESS BY WHICH AN INDIVIDUAL TRANSMITS STIMULI TO

MODIFYTHE BEHAVIOUR OF OTHER INDIVIDUALS.MODIFYTHE BEHAVIOUR OF OTHER INDIVIDUALS.

The process which is vital to the activity of promotionThe process which is vital to the activity of promotion

In French:

comment

allez vous?

(how are yougoing)

But who is going??...But who is going??...

The French form for how are U?


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THE PROMOTION MIXTHE PROMOTION MIXNo one method of selling would work in stand alone modeNo one method of selling would work in stand alone mode

THE PROMOTION MIX IS THE SET OF COMMUNICATION TOOLSTHE PROMOTION MIX IS THE SET OF COMMUNICATION TOOLSWHICH AWHICH A

MARKETING MANAGER CAN USE TO INFLUENCE DEMAND.ITMARKETING MANAGER CAN USE TO INFLUENCE DEMAND.ITINCLUDESINCLUDES::

A) Advertising Before a product is launchedA) Advertising Before a product is launched --awarenessawareness

B) SELLINGB) SELLING -- the processthe process

Contd.Contd.


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SALES PROMOTIONSALES PROMOTION

c) DIRECT MAILc) DIRECT MAIL reach the customer directly through salesmanreach the customer directly through salesman

d) SPONSORSHIPd) SPONSORSHIP give samples to the customers to creategive samples to the customers to createawarenessawareness

e) MERCHANDISINGe) MERCHANDISING -- create stimulus within the customerscreate stimulus within the customersthrough the motivation of the 5 senses.through the motivation of the 5 senses.

f) PUBLIC RELATIONSf) PUBLIC RELATIONS communicate with the customers tocommunicate with the customers toseek feed backseek feed back

g) PUBLICITYg) PUBLICITY organize shows, workorganize shows, work--shops, exhibitions, roadshops, exhibitions, roadshows etc.shows etc.


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ADVERTISING AND SELLINGADVERTISING AND SELLING

ADVERTISING IS PAID COMMUNICATION BY ANADVERTISING IS PAID COMMUNICATION BY AN

IDENTIFIED SPONSOR. IT IS ALSO KNOWN ASIDENTIFIED SPONSOR. IT IS ALSO KNOWN AS ABOVEABOVETHE LINE PROMOTION.THE LINE PROMOTION.

SELLING IS OF 2 MAJORTYPES. PERSONAL SELLING ISSELLING IS OF 2 MAJORTYPES. PERSONAL SELLING ISPAID FACEPAID FACE--TOTO--FACE PERSUASIVE COMMUNICATION BYFACE PERSUASIVE COMMUNICATION BY

AN IDENTIFIED SPONSOR. TELEPHONE SELLING, ISAN IDENTIFIED SPONSOR. TELEPHONE SELLING, ISACCURATELY CALLED TELEPHONE MARKETINGACCURATELY CALLED TELEPHONE MARKETING IT ISIT ISPAID PERSUASIVE COMMUNICATION BY ANPAID PERSUASIVE COMMUNICATION BY ANIDENTIFIED TELEPHONE CALLER.IDENTIFIED TELEPHONE CALLER.


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SALES PROMOTION AND DIRECTSALES PROMOTION AND DIRECT

MAILMAIL

SALES PROMOTION IS ANY BEHAVIOURTHATTRIGGERSSALES PROMOTION IS ANY BEHAVIOURTHATTRIGGERS

TEMPORARY INCENTIVE AIMED AT CONSUMERS, CHANNELTEMPORARY INCENTIVE AIMED AT CONSUMERS, CHANNEL

MEMBERS,OR SALES PERSONNEL.MEMBERS,OR SALES PERSONNEL.

DIRECT

MAIL IS POST

AL COMMUNICAT

ION BY AN IDENT

IFIEDDIRECT

MAIL IS POST

AL COMMUNICAT

ION BY AN IDENT

IFIEDSPONSOR. IT IS SOMETIMES KNOWN AS DIRECT RESPONSESPONSOR. IT IS SOMETIMES KNOWN AS DIRECT RESPONSE

PROMOTION. IT IS ONE OF THE SEVERAL FORMS OF DIRECTPROMOTION. IT IS ONE OF THE SEVERAL FORMS OF DIRECT

SELLING.SELLING.


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SPONSORSHIP AND MERCHANDISINGSPONSORSHIP AND MERCHANDISING

SPONSORSHIP IS THE MATERIAL OR FINANCIAL SUPPORTSPONSORSHIP IS THE MATERIAL OR FINANCIAL SUPPORTOF SOME ACTIVITY,USUALLY SPORTS ORTHE ART, WITHOF SOME ACTIVITY,USUALLY SPORTS ORTHE ART, WITH

WHICH THE SPONSOR IS NOT IN THE NORMAL COURSE OFWHICH THE SPONSOR IS NOT IN THE NORMAL COURSE OFTHE BUSINESS ASSOCIATED.THE BUSINESS ASSOCIATED.

MERCHANDISING IS ANY FORM OF BEHAVIOURTHATMERCHANDISING IS ANY FORM OF BEHAVIOURTHATTRIGGERS STIMULUS OR PATTERN OF STIMULI OTHERTRIGGERS STIMULUS OR PATTERN OF STIMULI OTHERTHAN PERSONAL SELLING AND WHICH TAKES PLACE ATTHAN PERSONAL SELLING AND WHICH TAKES PLACE ATRETAIL OR OTHER POINT OF SALE.RETAIL OR OTHER POINT OF SALE.


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PUBLIC RELATION AND PUBLICITYPUBLIC RELATION AND PUBLICITY

PUBLIC RELATION IS THE MEANS BY WHICH THE VARIOUSPUBLIC RELATION IS THE MEANS BY WHICH THE VARIOUSSIGNIFICANT PUBLICS OF AN ORGANISATION ARE IDENTIFIEDSIGNIFICANT PUBLICS OF AN ORGANISATION ARE IDENTIFIEDAND COMMUNICATED WITH,TO THE ADVANTAGE OF THEAND COMMUNICATED WITH,TO THE ADVANTAGE OF THEORGANISATION THROUGH PERSONAL AND NONORGANISATION THROUGH PERSONAL AND NON--PERSONALPERSONALMEDIA.MEDIA.

PUBLICITY IS AN UNPAID COMMUNICATION BY ANPUBLICITY IS AN UNPAID COMMUNICATION BY ANUNIDENTIFIED SPONSORTHROUGH PERSONAL AND NONUNIDENTIFIED SPONSORTHROUGH PERSONAL AND NON--PERSONAL MEDIA.IT IS A PREDOMINANT FORM OF PR ACTIVITYPERSONAL MEDIA.IT IS A PREDOMINANT FORM OF PR ACTIVITY

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Personal Selling2 Ok Details