Lesson 13: Personal Selling, Direct and Online MarketingChapter 16 – Personal Selling and Sales Promotion (pg. 530 – 549)Chapter 17 – Direct and Online Marketing: Building Direct Customer Relationships1discuss the nature of personal selling and the role of a sales force in creating value for customers. (textbook, pp. 530–534)Personal selling is one of the oldest professions in the world.The term salesperson covers a wide range of positions: order taker, order getter, creativeselling, relationship building.Personal selling is the interpersonal arm of the promotion mix. Advertising consists largely of nonpersonal communication with large groups of consumers. By contrast, personal selling involves interpersonal interactions between salespeople and individual customers – whether face to face, by telephone, via email, through video or web conferences, or by other means.In many cases, salespeople serve two masters: the seller and the buyer. 1) They represent the company to customers2) They represent customers to the company, acting inside the firm as “champions” of customers’ interests and managing the buyer-seller relationship.Disconnects between marketing and sales can damage customer relationships and company performance. A company can take several actions to help bring its marketing and sales functions closer together. At the most basic level, it can increase communications between the twogroups by arranging joint meetings and spelling out communication(s) channels.A company can also create joint objectives and reward systems for sales and marketing teams or appoint marketing-sales liaisons.Finally, it can appoint a high-level marketing executive to oversee both marketing and sales.2explain how firms design their sales force structure and strategy. (textbook, pp. 534–539)Sales force management= analyzing, planning, implementing, and controlling sales force activities.
It includes designing sales force strategy and structure, recruiting, selecting, training, compensating, supervising, and evaluating the firm’s sales people.Territorial sales force structure– each sales person is assigned to an exclusive geographic area and sells the company’s full line of products or services to all customers in that territory.Product sales force structure– sales force sells along product linesCustomer (or marketing) sales force structure– organize the sales force along customer or industry lines.Salespeople can be specialized by customer and territory; product and territory; product and customer; or territory, product and customer.Salespeople constitute one of the company’s most productive – and most expensive – assets. Therefore, increasing their numbers will increase both sales and costs.Workload approach– a company first groups accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account.