View
216
Download
0
Category
Tags:
Preview:
Citation preview
Personal Selling and the Marketing Concept
1-1
1
1-2
Definition of Definition of Personal Personal SellingSelling
Person-to-person communication with a prospect
Personal selling is a process of• Developing relationships• Discovering needs• Matching products with needs• Communicating benefits
Viewed as a process that adds value
1-3
Broad Concept of Broad Concept of ProductProduct
Includes:
Information
Services
Ideas
Issues
“Hard goods”
What is the main product the following companies offer?
1-4
Strategic/ConsultativeStrategic/ConsultativeSelling ModelSelling Model
FIGURE 1.1
1-5
Personal Selling in the Information Personal Selling in the Information
AgeAge
An evolution from the industrial economy to the information economy
Began in the 1950s
New emphasis is information exchange rather than producing goods
Implications for personal selling
1-6
A Shift in EmphasisA Shift in EmphasisIndustrial economy
Advances occur in transportation and manufacturing
Strategic resources are capital and natural resources
Products and factories define the business
Sales success means meeting sales quotas
Information economy
Advances occur in information technology
Strategic resource is information
Business is defined by customer relations
Sales success depends on adding value
1-7
Personal Selling as an Personal Selling as an Extension of the Marketing Extension of the Marketing
ConceptConceptMove from a product orientation (peddling)
to a customer orientation (partnering)
1-8
Important Role of Personal SellingImportant Role of Personal Selling
Often the major promotional method
Firms invest in personal selling
Personal selling has evolved because:• Products and services are more complex• Competition has greatly increased• Customer demand for quality, value, and service has
risen sharply
1-9
Evolution of Personal SellingEvolution of Personal Selling
Marketing era begins (early 1950s)• Salespeople as a source of strategic information
on product/market/service
Consultative selling era (late 1960s to early 1970s)• Mass markets break into target markets• Emphasis on need identification• Information sharing and negotiation replace
manipulation
1-10
Evolution of Personal SellingEvolution of Personal Selling
Strategic selling era (early 1980s)• Market niches require more planning• Equal emphasis on strategy and tactics • Product positioning vital
Partnering era (1990 to present)• Customer, not product, as driving force• Emphasis on strategies that create customer value
1-11
Evolution of Consultative Evolution of Consultative SellingSelling
Transactional selling• Process that serves the
buyer primarily interestedin price and convenience
Consultative selling• Process that developed from
the marketing concept,emphasizing needidentification
1-12
Evolution of Consultative Evolution of Consultative SellingSelling
Features of consultative selling include:
• Customer is a person to be served, not a prospect to be sold
• Two-way communication identifies (diagnoses) customer’s needs; no high-pressure sales presentation
• Emphasis on information giving, problem solving, and negotiation rather than manipulation
• Emphasis on service after the sale
1-13
Evolution of Strategic Evolution of Strategic SellingSelling
A Strategic Market Plan• Outlines necessary methods and resources• Considers areas to be coordinated
Finance • Personnel Production • Marketing
• Influences the sale of products• Serves as guide for strategic selling plan
1-14
Strategy and TacticsStrategy and Tactics
Tactics• Specific techniques,
practices, and methods used incustomer interaction
Strategy• Carefully conceived plan needed to accomplish
sales objectives • A prerequisite to tactical success
1-15
Strategy vs. Tactics Strategy vs. Tactics ExerciseExercise
Use a fact sheet comparing your product to the competition
Analyze the features of your leading competitors
Use specific questions to diagnose needs
Analyze a territory to determine those with specific needs
StrategyTactic
Identify the following:
1-16
Selling ModelSelling Model
1-20FIGURE 1.5
1-17
Develop a Personal Develop a Personal Selling PhilosophySelling Philosophy
Adopt the marketing concept
Value personal selling
Assume the role of a problem solver/partner
Step 1:
1-18
Develop a Develop a Relationship Relationship
StrategyStrategy Adopt a win-win philosophy
Project a professional image
Maintain high ethical standards
Step2:
1-19
Develop a Product Develop a Product StrategyStrategy
Become a product expert
Sell benefits, not features
Configure value-added solutions
Step3:
1-20
Develop a Develop a Customer StrategyCustomer Strategy
Understand the buying process
Understand buyer behavior
Develop prospect base
Step4:
1-21
Develop a Develop a Presentation Presentation
StrategyStrategy Prepare objectives
Develop a presentation plan
Provide outstanding service
Step5:
1-22
Interrelationship of Interrelationship of Basic StrategiesBasic Strategies
FIGURE 1.7
1-23
E-Commerce and the Complex E-Commerce and the Complex
SaleSale
Electronic business
Complex sales involve several forms of
information technology support, including:• Electronic product catalogs• Contact management systems• PowerPoint and Excel• Internet applications
Electronic commerce
1-24
Evolution of PartneringEvolution of Partnering
Buzzword of 1990s, became business reality in 2000s
“Strategically developed, long-term relationship that solves the customer’s problems”
Relationship selling relies on a customized approach to each client
Enhanced with high ethical standards and CRM
1-25
Example ofExample ofPartnering:Partnering:Cushman Cushman &&WakefieldWakefield
1-26
Strategic AlliancesStrategic Alliances Formed by companies that have similar
business interests and, thus, gain a mutual competitive advantage
The goal is to achieve a marketplace advantage by teaming up with another firm
Highest form of consultative selling required to build win-win alliances
Can you cite some current examples of strategic alliances?
1-27
Value CreationValue Creation
Value-added selling = creative improvements that enhance customer experience
The information economy rewards salespeople who add value at each step
When customer is not aware of value added by salespeople, the focus may shift to price
1-28
Value-Value-AddedAddedSellingSellingExamplExamplee
Recommended