Title: Personal Selling and the Marketing Concept
1Personal Selling and the Marketing Concept
1
2Definition of Personal Selling
- 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
3Strategic/ConsultativeSelling Model
1.1
FIGURE
4Personal Selling in the Information Age
- 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
5A Shift in Emphasis
- Industrial 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
6Personal Selling as an Extension of the Marketing
Concept
- Move from a product orientation (peddling)
- to a customer orientation (partnering)
7The Marketing Mix
1.3
FIGURE
8Important 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
9Evolution of Consultative Selling
- Features of consultative selling include
- Customer is a person to be served, not a prospect
to be sold - Two-way communication identifies (diagnoses)
customers needs no high-pressure sales
presentation - Emphasis on information giving, problem solving,
and negotiation rather than manipulation - Emphasis on service after the sale
10Strategy 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
11Strategy vs. Tactics Exercise
Identify the following
Strategy
Tactic
?
- 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
?
?
?
12Selling Model
1.5
FIGURE
1-20
13Develop a Personal Selling Philosophy
1
Step
- ? Adopt the marketing concept
- ? Value personal selling
- ? Assume the role of a problem solver/partner
14Develop a Relationship Strategy
2
Step
- ? Adopt a win-win philosophy
- ? Project a professional image
- ? Maintain high ethical standards
15Develop a Product Strategy
3
Step
- ? Become a product expert
- ? Sell benefits, not features
- ? Configure value-added solutions
16Develop a Customer Strategy
4
Step
- ? Understand the buying process
- ? Understand buyer behavior
- ? Develop prospect base
17Develop a Presentation Strategy
5
Step
- ? Prepare objectives
- ? Develop a presentation plan
- ? Provide outstanding service
18E-Commerce and the Complex Sale
- 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
19Evolution of Partnering
- Buzzword of 1990s, became business reality in
2000s - Strategically developed, long-term relationship
that solves the customers problems - Relationship selling relies on a customized
approach to each client - Enhanced with high ethical standards and CRM
20Value 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