Advertising

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• Advertising Promotion
• MKT 329J2
• Personal Selling
• Weeks 6 7
• Paula Durkan
• Room 1B13
• Tel [phone]

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Marketing Concept

• The Marketing Management philosophy that holds
  that achieving organisational goals depends on
  determining the needs and wants of target markets
  and delivering the desired satisfactions more
  effectively and efficiently than competitors do.
• 
  Kotler
  Armstrong 2001

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Selling

• A function which is concerned with identifying
  the specific needs, desires and problems of
  individual customers and providing satisfaction
  of these through benefit or solution in order to
  facilitate profitable business transactions
• (P.Smith 2000)

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Sales People Are Born Not Made

• Core Qualities
• Interpersonal Skills
• Adaptability and Flexibility
• Honesty and trustworthiness
• Strength of character
• Self evaluation
• Speed of thought
• Self-motivation Simon Cooper P117
• SellingPrinciples Practice
• and Management. 1997

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Objective of Personal SellingRelationship
Management
To build goodwill that is reciprocated
by placing orders. It can be achieved by
providing exceptional customer service.

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The Changing Face of Personal Selling

• Increased costs e.g. salesperson, payment
  terms etc
• Increased buying power - buyers market
• Increased competition - global market
• Relationship situations -concentrated into less
  hands
  

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Considerations

• Account Management
• New Business Development
• Telesales
• Field Sales
• Retail Sales
• Product/Service Considerations
• Customer considerations

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Key Motivators

• Job satisfaction
• Performance against peers
• Achieving goals and targets
• Good support
• Status
• Fear of dismissal
• Merit based promotion
• Participation in setting targets
• Customer satisfaction
• Money/Remuneration
• Simon Cooper
• Selling 1997

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Remuneration

• Straight salary
• 2. Commission only
• 3. Sales and commission
• 4. Commission and bonus
• 5. Salary commission and bonus

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Remuneration Packages

• Mainly Salary
• High order values
• Long sales cycles
• Low staff turnover
• Sales staff are selected against narrow criteria
• New staff- new territories
• Unequal sales potential territories

• Mainly commission
• Low order values
• Short sales cycles
• High staff turnover
• Selection against broad criteria
• Aggressive selling required
• e.g. unsought goods
• Substantially equal territories

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Training
Workshops Seminars
Briefings Product Training Supplier
Presentation Product Brochures
Mentoring Lectures, Seminars and
Workshops Sales Meetings and Peer Group
Discussion Skills Training Observations
and Demonstrations Role Play
Video/audio Recording
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The Sales Cycle (Blythe 2003)
Appointment making
Preparation
Prospecting
Follow up
Ice-break
Processing the order
Need/problem identification
Closing the Sale
Presentation
Negotiating handling objectives
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Stages in the Sales Cycle

• Prospecting
• Sourcing information, yellow pages, trade
• directories, competitions, customers word of
  mouth.
• Appointment Making
• Involves identifying the decision maker (often
  they are not the the user)

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• Preparation
• Good preparation is essential. Ensure you know
  the location, agreed time,ascertain customers
  likely needs.
• Icebreaker
• Sales person meets the decision maker. Be
  professional - well dressed, meet and maintain
  eye contact, shake hands and be confident.

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• Need/Problem Identification
• Most important stage must be properly handled.
  All your preparation comes into play. Sales
  person gains vital information by letting
  prospect talk - use open question,
• Listening
• 80/20 rule
• Sales people must listen and digest what is
  being said - define buying criteria,
  prioritisation of criteria.

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• Presentation
• Matching the needs of the prospect to the
  features of the product/service the sales person
  is selling.
• Negotiation Selling
• Closing the sale can be difficult.
• Smoke screen - artificial objection for
  breathing space or to shield real reason for not
  going ahead.

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• Closing the Sale
• Ask for the business at the right time
• Processing the Sale
• Learn from the sale
• Process the order accurately and timely
• Follow - Up
• Satisfied customers repeat buy and tell others