Personal Selling and Direct Marketing.

MARKET MANAGMENT

1. PERSONAL SELLING AND
DIRECT MARKETING

2. Personal Selling
•“Everyone lives by selling something.” Robert Louis Stevenson
•The nature of personal selling
–Salesperson
•An individual acting for acompany by performing one or more of
the following activities: prospecting, communicating, servicing,
and information gathering
•Order taker, order getter, creative selling
•The role of the sales force
–Interpersonal arm of the promotion mix
–Involve two-way communication between salesperson
and customers
–Represent customers to the company

3. Managing the sales force
•Sales force management
–The analysis, planning,
implementation, and control of
sales force strategy and
recruiting, selecting, training,
supervising, compensating, and
evaluating the firm’s
salesperson
•Designing Sales Force
Strategy and Structure
–Sales force structure
•Territorial sales force structure
–A sales force organization
that assigns each
salesperson to an exclusive in
which that saleseperson sells
the company’s full line
•Product sales force structure
–A sales force organization
under which salespeople
specialize in selling only a
portion of the company’s
product or lines
•Customer sales force structure
–A sales force organization
under which salespeople
specialize in selling only to
certain customers or
industries
•Complex sales force structure
–When a company sells a wide
variety of products to many
types of customers over a
broad geographic area, it
often combines several types
of force structure.

4. Sales force structure
–Sales force size
–Other sales force strategy and structure issues
•Outside sales force
–Outside salespeople who trael to call on customer
•Inside sales force
–Inside salespeople who conduct business from their offices
via telephone or visits from prospective buyers
•Team selling
–Using teams of people from sales, marketing, engineering,
finance, technical support, and even upper management to
service large, complex acoounts

5. Managing the sales force
•Recruiting and Selecting Salespeople
–When recruiting, companies should analyze the sales job itself and the
characteristics of its most successful salespeople to identify the traits need by a
successful salesperson in their industry.
•Training salespeople
–Need to know and identify with the company
–Need to know the company’s productneed to understand field procedure and
responsibilities
•Compensating Salespeople
–To attract salespeople
•A fixed amount, a variable amount, expenses, and fringe benefits
–To motivate salespeople and direct their activities
•Supervising salespeople
–To direct and motivate the sales force to do a better job
•Evaluating salespeople

6. The personal selling process
•Selling process
–The steps that thye salesperson
follows when selling, which include
prospecting and qualifying,
preapproachi approach, presentation
and demonstration, handling
objections, closing, and follow-up
•Steps in the selling process
–Prospecting
•The step in the selling process in
which the salesperson identifies
qualified potential customers
–Preapproach
•The step in the selling process in
which the salesperson meets the
customers for the first time
–Approach
•The step in the selling process in
which the salesperson meets the
customer for the first time
–Presentation
•The step in the selling process in
which the salesperson tells the
“product story” to the buyer,
hgilighting customer benefits
–Handling objections
•The step in the selling process in
which the salesperson seeks out,
clarifies, and overcomes customer
objections to buying
–Closing
•The step in the selling process in
which the salesperson asks the
customer for an order
–Follow-up
•The last step in the selling process, in
which the sales-person follows up
after the sale to ensure customer
satisfaction and repeat business

7. Direct Marketing
•Direct marketing
–Direct communications with carefully targeted individual consumers to
obtain an immediate response
•Benefits and growth of direct marketing
–For buyers: convenient, easy to use, and private
–For sellers:
•Powerful tool for building customer relationships,
•Target small groups or individual consumers
•Reach prospects at just the right momenta low-cost efficient alternative for
reaching cutomers
•Customer Databases and Direct Marketing
–Customer database
•An organizaed collection of comprehensive data about individual customers
or prospects, including geopraphic, psychographic, and behavioral data,
•Include enough information about customers
•Identify small groups of customers to recieve fine-tuned marketing offers and
communications
•Help deepen the customer loyalty
•Genrate sales

8. Forms of direct marketing
•Telephone marketing
–Using the telephone to sell directly to customers
•Direct-mail marketing
–Direct marketing through single mailings that include letters, ads, samples,
foldouts, and other “salespeople with wings” sent to prospetcs on mailing
lists
–Catalog marketing
•Direct marketing through print, video, or electronic catalogs that are mailed to
select customers, made available in stores, or presented online
–Direct-response television marketing
•Direct marketing via television, including direct response television advertising
and home shopping channels
•Public policy and ethical ıssues in direct marketing
–Irritation, unfairness, deception, and fraud
–Invasion of privacy