BUS 352 X Marketing

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BUS 352 X - Marketing

• Chapters 16
• Personal Selling and Sales Mgmt

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Personal Selling vs Advertising

• Advertising - one-way none personal communication
• Personal Selling - two-way personal communication

3
Managing the salesforce

• Designing strategy and structure
• Recruiting
• Training
• Compensating
• Supervising
• Evaluating

4
Sales Force Strategy and Structure

• Territorial sales force
• Product sales force
• Customer/industry sales force
• IBM, PG
• Complex structure
• Size often determined by workload

5
Outside vs inside sales forces

• Outside sales force works in the field inside
  sales force work from office
• Inside sales people might include technical
  support (if it can be done on phone), sales
  assistants, telemarketers etc

6
Sales ForceRecruiting and selecting

• Deciding on the traits which typically product
  success
• Recruiting procedures
• Selecting salespeople often done with help of
  tests of sales aptitude organizational skills,
  personality traits

7
Sales Force Training

• Learn all relevant aspects of the company
• Thorough knowledge of product line
• Develop sales skills
• Learn technology
• v. costly

8
Sales Force Compensation

• 4- basic types (straight salary to straight
  commission)
• Can be designed to achieve specific sales
  objectives
• Should reflect overall marketing ogjectives

9
Marrying marketing objs to sales effort

• Rapid market share growth capture new accounts,
  reward high performance
• Solidify leadership reward new existing
  account sales
• Maximize profitability manage the product mix,
  encourage team selling and reward account mgmt

10
Salesforce Time management

• Face to face selling 30
• Telephone selling 21
• Waiting/travelling 20
• Admin tasks 17
• Service calls 12

11
Sales force use of internet

• Gathering competitive info
• Monitoring customer web sites
• Researching industries
• Researching specific companies

12
Salesforce motivation

• Organizational climate
• Sales quotas
• Positive incentives (e.g. sales contests)

13
Salesforce evaluation

• Sources of info
• Formal evaluation
• Comparing
• Current and past performance
• Qualitative evaluation

14
Selling ProcessSteps

• Prospecting and qualifying
• Pre-approach
• Approach
• Presentation/demo
• Handling Objectives
• Closing
• Follow-up

15
Relationship Marketing

• Creating maintaining and enhancing strong value
  laden relationships with customers and other
  stakeholders message.

16
Business SellingKey differences (1)

• Often fewer, larger buyers
• Demand derives from final consumer demand
• Demand is more inelastic not as sensitive in S/T
  to price changes
• Customers more geographically concentrated

17
Business SellingKey differences (2)

• Decision process is more formalized
• Decision is often highly complex and involves
  variety of people playing difference roles in
  buyer group
• Buyers and sellers may work closely together and
  build long term relationships

18
Business SellingKey differences (3)

• Businesses often buy directly from producer
  avoid retailer
• Business buyer-seller relationships may involve
  some form of reciprocity
• May involve leasing instead of outright sale

19
Business Selling

• Personal selling much more important than
  advertising
• Probably accounts for over two thirds of selling
  costs in business to business sales
• After personal selling, sales promotion would be
  important and then advertising.

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