What does personal selling involve?
Selling through a person-to-person communication process.
What is the communication process known as in personal selling?
Dyadic communications
What is the traditional 7 steps of selling?
- Prospecting
- Preapproach
- Approach
- Presentation
- Overcoming objectives
- Close
- Follow-up
What is the evolved 7 steps of selling?
- customer retention and deletion
- database and knowledge management
- nurturing the relationship
- marketing the product
- problem solving
- adding value/satisfying needs
- customer relationship maintenance
The whole evolved sales process revolves around the:
Customer. Der.
What are some of the new roles for sales people?
- Database knowledge and management
- Problem diagnosis and problem solving
- value creators, value adders.
- nurtuing and maintaining relationships
Define relationship marketing
The organisation’s effort to develop a long-term, cost-effective link with individual customers for mutual benefit.
What are some of the important factors in customer retention?
- perceived price to value proposition
- customer service
- product quality
- product uniqueness
- depth of product line
- loyalty / reward program
Types of sales jobs include:
- creative selling
- order taking
- missionary sales
What are the 6 steps of selling?
- prospecting and qualifying leads
- determining customer’s needs and wants
- recommending a way to satisfy customer needs
- demonstrating the capabilities of the company and its products
- closing the sale
- following up the service account.
What are the 10 traits of effective salespeople?
- ego strength
- sense of urgency
- ego drive
- assertiveness
- risk-taking
- sociable
- abstract reasoning
- scepticism
- creativity
- empathy
Advantages of personal selling
- two way interaction with prospect
- tailoring the message
- pros[ect is not likely to be distracted
- seller involved in purchase decision
- source of research information
Disadvantages of personal selling
- inconsistent messages
- potential for management/sales force conflict
- high cost
- poor reach
- potential ethical problems
What other IMC tools does personal selling combine with?
- advertising
- PR
- direct marketing
- sales promotion
- the internet
What are the strategies of combining personal selling and PR?
- sales staff directly perform PR functions
- provide incentives for sales staff to join clubs and community groups.
- encourage sales staff to undertake ‘pro bono’ work
- encourage sales staff to support Not For Profit and philanthropic organisation or causes.
What does telemarketing involve?
- screen leads and qualify prospects
- customer service and follow-up
- supporting sales staff
- PR dimension
- can be combined with direct mail, email and other direct mail methods.
What are the factors to consider when evaluating the personal selling process?
- review of all target accounts
- review of all cross-functional selling activities or the lack of them
- review of specific territory objectives including sales to plan and gross profit to plan, and assigned account objectives
- knowledge of products, customers and customer organisations.
- ability to apply this market knowledge.
- development of a favourable attitude as it pertains to that knowledge and those applied skills.
- required course corrections.
What are the 2 factors to consider when evaluating the sales force?
- sales results
- sales efforts
What are some of the characteristics which affect the sales force performance?
- the strength of the field manager
- a clear link between company culture and value to sales strategies
- rigorous management processes that drive performance.
- consistent training that leads to consistent execution
- the courage to change.
what is the criteria for evaluating personal selling’s contribution?
- provide good marketing intelligence?
- are follow-up activities conducted well?
- Are IMC programs being implemented?
- are communications objectives attained?
