Managing Personal Communications: Managing Personal Communications: Direct and Direct and

Interactive Marketing, Interactive Marketing, Word of Mouth, and Personal SellingWord of Mouth, and Personal Selling

Course Instructor::

Kanwal GurleenLecturer, LSB

Direct Marketing ChannelsDirect Marketing Channels

Direct mail

Catalogs

Telemarketing

Other direct response

Components of the MailingComponents of the Mailing

Outside envelopeOutside envelope Sales letterSales letter CircularCircular Reply formReply form Reply envelopeReply envelope

Public Issues in Direct MarketingPublic Issues in Direct Marketing

IrritationIrritation

UnfairnessUnfairness

Deception/fraudDeception/fraud

Invasion of privacyInvasion of privacy

Online Promotional Online Promotional OpportunitiesOpportunities

WebsitesWebsites MicrositesMicrosites Search adsSearch ads Display adsDisplay ads InterstitialsInterstitials Internet-specific Internet-specific

ads and videosads and videos

SponsorshipsSponsorships Alliances and Alliances and

affiliate programsaffiliate programs Online Online

communitiescommunities EmailEmail Mobile marketingMobile marketing

How to Start BuzzHow to Start Buzz Identify influential individuals and Identify influential individuals and

companies and devote extra effort to companies and devote extra effort to themthem

Supply key people with product Supply key people with product samplessamples

Work through community influentialsWork through community influentials Develop word-of-mouth referral Develop word-of-mouth referral

channels to build businesschannels to build business Provide compelling information that Provide compelling information that

customers want to pass alongcustomers want to pass along

Designing Designing a Sales Forcea Sales Force

Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Compensation

Sales TasksSales Tasks ProspectingProspecting TargetingTargeting CommunicatingCommunicating SellingSelling ServicingServicing Information Information

gatheringgathering AllocatingAllocating

Managing the Managing the Sales ForceSales Force

Recruiting, selecting

Training

Supervising

Motivating

Evaluating

Workload Approach to Determining Workload Approach to Determining Sales Force SizeSales Force Size

Customers are grouped into size classesCustomers are grouped into size classes Desirable call frequencies are establishedDesirable call frequencies are established Number of accounts in each size class Number of accounts in each size class

multiplied by call frequencymultiplied by call frequency Average number of calls possible per year Average number of calls possible per year

establishedestablished Number of reps equal to total annual calls Number of reps equal to total annual calls

required divided by number possiblerequired divided by number possible

Components of Sales Force Components of Sales Force CompensationCompensation

Fixed amount

Variable amount

Expense allowances

Benefits

Steps in Effective SellingSteps in Effective Selling

Prospecting/Qualifying

Preapproach

Approach

Presentation

Overcoming objections

Closing

Follow-up