Personal Selling

RAVISH ROSHAN

2. Difference between selling and
marketing
Selling Marketing
1. Emphasis on product Emphasis on consumer needsand
wants
2. Company manufactures the product
first and then decides to sell it
Company first determines customers
need and wants and then decide on
how to deliver a productto satisfy these
wants
3.Mgt. is Sales-volume oriented Mgt. is profit oriented
4. Planning is short term oriented
In terms of today ‘s product and mkt
Planning is long term oriented in terms
of tomorrow's market and future
growth

3. 5. Stresses needs of a seller Stresses needs and wants of buyers
6. Views business as a goods producing
process
Views business as a consumer satisfying
process
7. Emphasis on staying with existing
technology and reducing cost
Emphasis on innovation in every sphere
on better value to the customer by
adopting a superior technology
8. Cost determinesprice Consumersdetermine price , price
determines cost

4. The basic function and role of selling
S.Mgt is more strategic and of long term as it involves
Planning
Organising
Directing
Controlling of all the selling activities of organization
Generate sales Earn revenue

5. Selling approach highlights:-
Maintaining good customer relationship
Managing the profitability of a firm
Managing customer complaints
Building brand value in the eyes of the customer

6. Mgt. of sales force demands attention towards the
emerging roles and functions of the sales person in the
context of an evolving environment
The job of a sales manager is not only to organize sales
but also to carry out management functions such as
guiding and leading a set of people to achieve sales
targets.
As the level of hierarchy increases more and more
management functions get added on to the primary
job of selling.
Sales managers at higher levels are responsible for
strategic decisions .

7. Strategic decisions such as
Organizing the sales force
Determining the sales force compensation structure
Forecasting long term sales
Over all controlling of sales organization

8. The role of sales manager in an organization has
become strategic. He is looked at as combination of
An accountant
Planner
Personal Manager
Marketer

9. Duties and responsibilities of Sales Manager
Determining sales force objectives and goals
Finalizing sales force organization, size, territory, and
quota
Forecasting and budgeting sales
Selecting, recruiting and training the sales force
Motivating and leading the sales force
Designing compensation plan and control systems
Designing career growth plans and building
relationship strategies with key customers.

10. Thejobofasalesmanagerisnotonlytoorganizesalesbutalso
tocarryoutmanagementfunction.ThefunctionofSMcanbe
classifiedinto2parts
SMfunctions
Personal Selling
•Personal communication
•Satisfying the buyer’s current
and latent needs.
•Establish and build a
profitable & symbiotic
relationship with customer
Sales Mgt.
•More strategic & long term
consequence
•Involves planning, organizing,
directing & controlling all
selling activities

11. Personal Selling
PersonalSellingcanbedefinedastheprocessofperson
topersoncommunicationbetweenasalespersonanda
prospectivecustomerinwhichtheformerlearnsabout
thelatter’sneedsandseekstosatisfythoseneedsby
offeringtheprospectivecustomertheopportunityto
buysomethingofvalue,suchasgoodsoraservice.

12. Characteristics of Personal Selling
1.It is flexible
2.It builds relationships
3.It allows more efficient communication
4.It can be expensive
5.It is a form of dyadic communication

13. Dyadic communication means direct or one on one
communication between two people. This offers the
salesperson an advantage over other form of marketing
comm.
It allows for tailoring of the message
Lack of distraction

14. Personal selling Some important aspects
1. It enhances customer’s confidence in the seller.
2. It promotes long-term business relations through
personal intimacy.
3. It provides a human touch to business transactions.
4. It helps facilitate the seller to understand each
customer’s need and preferences more clearly.
5. It helps satisfy a customer by modifying the product as
per the customer’s choice and preference.

15. 6. Helps build long term relations between the business
and the customer.
7. It helps keep up with the competition in the market,
based on product customization as per customer’s
preferences.
8. It is a powerful and effective tool in convincing the
customer about the product
9. Time lag between introducing a product through the
media and actual selling is reduced.
10. It provides prospective customer with a better
understanding of the product and an interactive
opportunity to liaise with the sales personnel.

16. Setting Personal Selling Objectives
S.Mgt. determines personal selling role in the
promotional program. The marketing planning group
sets personal selling objectives determines
Sales related Marketing Polices
Formulates personal selling strategies
Finalize the sales budget
The combined impact of these decisions constitutes the framework within
which the sales force is managed

17. Types of personal selling objectives
Depending upon company objectives and the promotion
mix, personal selling may be assigned such qualitative
objectives such as:-
1.To do the entire selling job
2.To “Service” existing accounts
3.To search out and obtain new customers
4.To secure and maintain customer’s cooperation in
stocking and promoting the product line.
5.To keep customers informed on changes in the
product line and other aspects of mkting strategy.

18. 6. To assist customers in selling the product line.
7. To provide technical advice and assistance to
customers.
8. To assist with the training of middlemen’s sales
personnel .
9. To provide advice and assistance to middlemen on
management problems.
10. To collect and report market information of interest
and use to company mgt.