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Chapter 11 – Personal SellingPersonal Selling and Integrated Marketing CommunicationsPersonal Selling:face-to-face communication involving the presentation of features and benefits of a product or service to a buyer; the objective is to make a saleIt is an integral component of marketing communications because it is the activity that in many cases clinches the dealPersonal selling creates desire and actionPersonal selling can be divided into three main areas:oRetail selling: involves single or repeat transactions at point-of-purchase. Key ingredientsare knowledgeable staff and efficient courteous serviceoBusiness-to-business: involved highly trained salespeople calling on manufacturers, wholesales and institutions. It is important to establish and build relationships with customersoDirect selling: involves contacting customers directly by telephone or other electronic means. Effective database management systems encourage direct sellingRetail SellingTransactions occur on the sales floor of a department store, in a bank, at an insurance agent’s office and atthe service desk of an automobile maintenance shopThe nature of the sale is defined as a single transaction or a repeat transactionHow a retail salesperson interacts with the customer has a significant impact on how the customerperceives the retailer and helps determine if that individual will make a purchaseThe nature of information offered and the level of service provided will also influence whether or not a person will return to the retail storeWhen the purchase decision is made, the seller should look for opportunities for add-on sales or suggest service warranties to protect the customer’s long-term interestsA low-key approach involving positive customer contact in a pleasant and courteous manner is the main ingredient for retail selling successBusiness-to-Business SellingB2B salespeople either sell products for use in the production and sale of other products, or sell finished products to channel members who in turn resell themB2B organizations usually have different types of sales personnelField Sales Force:an organization’s external sales representatives who regularly call on customers to pursue ordersInside Sales Force:an internal group of sellers, who accept orders from customers by telephone and online sources
Direct SellingDirect selling to customers either by telephone or the internet can be accommodated in the retail selling and B2B selling situations just describedTelemarketing:the use of telecommunications to promote the products and services of a business; involves outbound calls (company to customer) and inbound calls (customer to company)Improves productivity by reducing direct-selling costs, specifically the costs associated with keeping sales representatives on the roadQualifying (a customer):assessing if a prospect needs a product, has the authority to buy it, and has the ability to pay for itOnline Selling: