ADM2320X summer 2008-ch 18

ADM2320X summer 2008-ch 18 - Personal selling and sales...

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1 Personal selling and sales management Chapter 18
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2 Personal selling Is the 2-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.
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3 Sales management Involves planning the selling program and implementing and controlling the personal selling effort of the firm. Tasks include: Setting objectives Organizing the salesforce Recruiting Selecting Training Compensating salespeople Evaluating performance of salespeople
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4 Personal selling in marketing 3 major roles personal selling has: Salespeople match company interests with customer needs; providing a critical link between the firm and its customers Salespeople are the seller’s representative Is a key element of a push marketing strategy
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5 Relationship selling The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time. Customer value is created by building mutual respect and trust among buyers and sellers Focus is on building long-term customers
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6 Partnership selling The practice whereby buyers and sellers combine their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive and company information for their mutual benefit, and ultimately, the customer, sometimes called enterprise selling.
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7 Management of Personal Selling Personal selling is used when: few large customers geographically concentrated market product needs to be demonstrated product is customized for buyer product is in Introductory stage insufficient budget for adequate ad campaign
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8 Merits of Personal Selling Individual, personal, flexible Sales can be customized Responsive to client needs Can be narrowly targeted Costly but wasted effort is minimized Difficult to find & keep qualified sales persons
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9 Two Kinds of Personal Selling Inside Sales (e.g. retail store sales) sales are to end customers customers come to salespersons Outside Sales sales persons go to the customers by mail, telephone, email, field selling, on site visits manufacturer’s reps visit intermediaries (distributors and retailers); average visit costs approximately $350
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10 New forms of outside sales Direct sales to consumers using: telephone (telemarketing) email fax Telemarketing (client profile databases) more consumers purchase simple, standardized services over the telephone easy & convenient
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11 Professional sales person Services customers in his/her sales territory Builds goodwill Sells products Trains customer’s sales persons Gathers market information Builds long-term marketing relationships
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12 Classification of Sales Jobs Order Takers Sales-Support Personnel Order Getter
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13 Order Takers
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ADM2320X summer 2008-ch 18 - Personal selling and sales...

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