17-05-2012, 05:16 PM
Personal Selling and Sales Promotion
personalsellingppt1-100406044827-phpapp02.ppt (Size: 315.5 KB / Downloads: 326)
THE EVOLUTION OF PERSONAL SELLING
Salespeople are problem solvers who focus on meeting customers’ needs before, during, and after the sale.
• Must be able to do the following:
• Focus on customers’ needs and problems, and offer solutions.
• Follow through with phone calls and other communications.
• Develop expertise about their industry and product.
• Go the extra mile to fulfill customers’ needs beyond their expectations.
• Bureau of Labor Statistics predicts that jobs in sales will grow by 10 percent over the next decade.
THE FOUR SALES CHANNELS
Channels all include both business-to-business and direct-to-customer selling.
• Over-the-counter selling Personal selling conducted in retail and some wholesale locations in which customers come to the seller’s place of business.
• Field selling Sales presentations made at prospective customers’ locations on a face-to-face basis.
• Telemarketing Promotional presentation involving the use of the telephone on an outbound basis by salespeople or on an inbound basis by customers who initiate calls to obtain information and place orders.
• Inside selling Selling by phone, mail, and electronic commerce.
• Firms generally blend sales channels in their sales organization.
SALES TASKS
Ensuring that buyer’s purchases are in his or her best interest aids the development of long-term relationships.
• Selling involves three basic tasks:
• Order processing Selling, mostly at the wholesale and retail levels, that involves identifying customer needs, pointing them out to customers, and completing orders.
• Creative selling Personal selling that involves situations in which a considerable degree of analytical decision making on the buyer’s part results in the need for skillful proposals of solutions for the customer’s needs.
• Missionary selling Indirect type of selling in which specialized salespeople promote the firm’s goodwill among indirect customers, often by helping customers use products.