09 - USC Marketing 307 #10 Personal Selling 2006 Ira S....

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Unformatted text preview: USC Marketing 307 #10 Personal Selling 2006 Ira S. Kalb. All rights reserved. 1 1. De nition . Selling is in uencing a prospect to make a buying decision in their and your favor. It is done face-to-face and one-on-one (or a few). 2. Market targets . There are three categories of market targets . 2-1. Customers. Those who have bought something from you. 2-2. Prospects. Those you have met, but they have not yet bought. 2-3. Suspects. You have not met them, but they t your target pro le. 3. Sales Prerequisites . Before you can sell you need knowledge + systems. 3-1. Knowledge Areas. (1) Product, (2) Customer, (3) Competition, (4) Marketplace, (5) Self, (6) Selling skills (Sales Cycle). 3-2. Sales Systems. (1) FAB Tables (see product lecture Fig 13-1) (2) Lead cards or screens (3) Contact Management system (4) Hot List (5) Sales Notebook (6) Promotion Effectiveness reports. 3-3. Sales Equipment. (1) Mobile phone (2) Lap top or palm computer (3) Pen, quote forms Sales Notebook Sections Product information and prices. Objections and answers. Competition information. Credibility triangle Testimonials References. Proof articles and examples from credible sources. Computer Word processing Contact Management. Automatic letters. Internet Access + e-mail Marketing Managers need to make sure that sales people have the knowledge, training, and the systems they need. Plus Types of Targets: B to C B to B (consider org chart level - higher less detail) B to G USC Marketing 307 #10 Personal Selling 2006 Ira S. Kalb. All rights reserved. 2 4. Lead Cards or Screens . The information you need includes the following: 4-1. Prospect ID Information. Date of lead, Title, Name, Position, Company, Address, Phone numbers, E-mail, Web URL, Secretary Name. 4-2. Product Interest. Most popular products should be pre-printed with check boxes to save time, and their should be other lines to write in other products in which they are interested. 4-3. Degree of Interest. You can have H, W, C with instructions to circle their degree of interest. The H leads will later appear on a Hot List. 4-4. Lead source. This is the promotion strategy that generated the lead. Your typical promotion strategies (ad, trade show, seminar, WOM, Web site, speech) should be pre-printed with check boxes to save time, and their should be other lines to write in other promotion strategies. This information will later appear on a Promotion Effectiveness Report (part of you MIS) that will be used to assess the ROI of your promotional strategies to repeat winners and drop losers. If you get their business card you can just add what is not on that on the Lead Card....
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09 - USC Marketing 307 #10 Personal Selling 2006 Ira S....

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