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Title:
DIRECT MARKETING and e-COMMERCE
Description:
... Promo Materials, Salaries & Benefits, Incentive Programs ... JOB DESCRIPTIONS AND QUALIFICATIONS. RECRUITING. Sources of Applications. Attracting Applicants ... – PowerPoint PPT presentation
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Transcript and Presenter's Notes
Title: DIRECT MARKETING and e-COMMERCE
1
Chapter 14 PERSONAL SELLING and SALES
MANAGEMENT 14.1
2
Personal Selling
PERSONAL SELLING WILL DOMINATE THE PROMOTIONAL
MIX WHEN A BRAND IS
Higher Priced
Requires Demonstration
Tailored to Users Needs
Involves a Trade-In
Primarily Judged at Point-of-Purchase
14.2
3
Personal Selling (cont)
ROLE OF PERSONAL SELLING
Market Analysis
Sales Forecast
New Product Ideas
Buyer Behavior Analysis
Communications
Sales Coordination
Customer Service
Customer Relations Management
14.3
4
Personal Selling (cont)
TYPES OF PERSONAL SELLING
Order Taking
Accepting Orders
Scheduling Services
Creative Selling
Team Selling
Seminar Selling
System Selling
14.4
5
Personal Selling (cont)
TYPES OF PERSONAL SELLING (cont)
Supportive Communications
Missionary Salesperson
Detail Salesperson
14.5
6
Personal Selling (cont)
SETTING OBJECTIVES FOR PERSONAL SELLING
Create Profitable Differential Competitive
Advantage
Accord Uniqueness to Each Potential Buyer
Manage a Set of Buying-Selling Relationships
for Mutual Benefit
Control the Communication
14.6
7
Personal Selling (cont)
PERSONAL SELLING PROCESS
Preparation
Prospecting
Initial Contact Begins the Process
14.7
8
Personal Selling (cont)
PERSONAL SELLING PROCESS (cont)
Presentation Options
Canned Presentation
Attention-Interest-Desire-Action (AIDA)
Needs Satisfaction
Need Development
Need Awareness
Need Fulfillment
Consultive Selling
Telemarketing
14.8
9
Personal Selling (cont)
PERSONAL SELLING PROCESS (cont)
Handling Objections
Closing the Sale
Trial Close
Presumptive Close
Straightforward Close the Professional close
Follow-Up
Shipping
Installation
Financing
14.9
10
Personal Selling (cont)
NEW ENVIRONMENT FOR PERSONAL SELLING
Sophistication of Marketing Planning
Sales Force Automation (SFA)
Sales People Dealing with More Demanding Buyers
14.10
11
Sales Management
SITUATION ANALYSIS
External Situation
Internal Situation
SET SALES OBJECTIVES
Broadest Level Total Dollar Sales
Next Level Estimate Sales by Territory or
Product Line
Most Specific Level Objectives Set by
Salesperson
14.11
12
Sales Management (cont)
ESTABLISH A BUDGET
Factors to Include Recruiting, Training,
Travel, Promo Materials, Salaries Benefits,
Incentive Programs
Methods
of Sales Approach
Competitive-Parity Approach
Objective Task
Management Assesses Objectives
Budget Based on Objectives, Tasks for Sales Force
are Specified, Compensated For and Given
Incentive
All Costs Associated with Tasks Determined and
Budgeted For
This Method Relates Activities to Cost
14.12
13
Sales Management (cont)
SALES FORCE STRUCTURE
Product Line Structure
Type of Customer
Geographic Territory Structure
14.13
14
Sales Management (cont)
JOB DESCRIPTIONS AND QUALIFICATIONS
RECRUITING
Sources of Applications
Attracting Applicants
Screening and Evaluating Applicants
14.14
15
Sales Management (cont)
TRAINING
Content of Program
Duration of Time
Training Personnel
Location of Training
14.15
16
Sales Management (cont)
COMPENSATION AND MOTIVATION
Straight Salary
Commission Based
Combination Plans
MOTIVATION
Task Clarity
Recognition of Goal Attainment
Job Enrichment
Perquisites
14.16
17
Sales Management (cont)
EVALUATION
Draws on Objectives for Personal Selling
Several Criteria on Which Sales Staff May Be
Judged
Quantitative
Qualitative
14.17
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