tanner-ppt-ch13

tanner-ppt-ch13 - PrinciplesofMarketing...

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by Jeff Tanner and Mary Anne Raymond by Jeff Tanner and Mary Anne Raymond Principles of Marketing
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Chapter 13 Chapter 13 Professional Selling Professional Selling   ©2010 Flat World Knowledge, Inc.
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©2010 Flat World Knowledge, Inc. 3 Learning Objectives 1.Recognize the role professional selling plays in  society and in firms’ marketing strategies. 2.Identify the different types of sales positions. The Role Professional Salespeople Play The Role Professional Salespeople Play
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©2010 Flat World Knowledge, Inc. 4 What Salespeople Do What Salespeople Do
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©2010 Flat World Knowledge, Inc. 5 Fiduciary—selling the company’s products Ethical—fair to the buyer Can lead to conflicting roles for the salesperson! Salesperson’s Responsibilities Salesperson’s Responsibilities
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©2010 Flat World Knowledge, Inc. 6 Limited sales time leads to focusing  on customers with the most potential. Getting the order is critical for success. Being liked is necessary but not sufficient for continued success in selling. Salesperson’s Responsibilities Salesperson’s Responsibilities
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©2010 Flat World Knowledge, Inc. 7 Salespeople are boundary spanners and are the first  to learn about what competitors are doing. Through interaction with customers, they can learn  of customer’s needs. Entering this information into databases  allows  marketing personnel access. The sales force can be the eyes and ears for market planners.  Salesperson’s Responsibilities Salesperson’s Responsibilities
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Types of Selling Positions Types of Selling Positions ©2010 Flat World Knowledge, Inc. 8
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Account Managers Account Managers ©2010 Flat World Knowledge, Inc. 9
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Key Takeaways Key Takeaways There are four types of salespeople 1. Prospectors 2. Trade sales 3. Missionary 4. Account manager Salespeople 1. Create value 2. Manage relationships 3. Gather information ©2010 Flat World Knowledge, Inc. 10
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Customer Relationships and Selling Strategies Customer Relationships and Selling Strategies Learning Objectives 1. Understand the types of selling relationships firms  seek. 2. Be able to select the selling strategy needed to  achieve the desired customer relationship. ©2010 Flat World Knowledge, Inc. 11
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©2010 Flat World Knowledge, Inc. 12 Customer Relationships Customer Relationships
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Transactional   Relationships— each sale is a separate exchange,  and the two parties have little or no interest in maintaining an  ongoing relationship.  Functional   Relationships— develop when a buyer continues to  purchase a product from a seller out of habit. Strategic
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tanner-ppt-ch13 - PrinciplesofMarketing...

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