Marketing: An Introduction Integrated Marketing Communications: Personal Selling and Direct...

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nIntegrated Marketing Communications: Personal Selling and Direct Marketing

•Chapter Fourteen•Lecture Slides

–Express Version

•Course•Professor•Date

©Copyright 2004, Pearson Education Canada Inc.14-2

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nLooking Ahead

• After studying this chapter you should be able to:

• Discuss the role of a company’s salespeople in creating value for customers and building customer relationships

• Identify and explain the six major sales force management steps

• Discuss the personal selling experience, distinguishing between transaction oriented marketing and relationship marketing

• Define direct marketing and discuss its benefits for customers and companies

• Identify and discuss the major forms of direct marketing


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nThe Nature of Personal Selling

• Interpersonal part of the promotion mix• Purpose is to communicate• Characterized by:

– Direct contact with buyer– Two way communication– Flexible message content– Immediate feedback

• Position may go by different names• Stereotype of a sales person


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nThe Role of the Sales Force

• Functions performed will vary:– Order taker versus order getter (creative selling)– Represent the company to customers

• Find and develop customers• Communicate what the company has to offer• Problem solving as a way to create value

– Represent customers to the company• Managing the buyer-seller relationship• Acting on the customer’s behalf

– Produce sales, customer satisfaction, and company profit


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nSales Management Decisions

Recruiting and selecting

salespeople

Designing sales force strategy and structure

Training sales people

Evaluating salespeople

Supervising salespeople

Compensating salespeople

Figure 14-1


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nSales Force Structure

• Territorial sales force structure• Product sales force structure• Customer sales force structure• Complex sales force structures• Outside and inside sales forces• Team selling


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nGreat Sales People Skills

• Intrinsic motivation• Disciplined work style• Ability to close a sale• Ability to solve problems• Ability to build relationships


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Ideal Salesperson

Sales Focus

CompensationRole

An independent self-starter

Deal makingSustained high effortTo capture accountsTo reward high performance

Competitive problem-solver

Consultative selling

To reward new and existing account sales

A team playerA relationship managerAccount penetration

Manage the product Team sellingReward account management

Rapidly GainMarket share

MarketLeadership

Maximize Profitability

Strategic Goal

Source: Adapted from Sam T. Johnson

Marketing Strategy & Compensation

Table 14-1


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InitialTraining

InitialTraining

Major Steps in Effective Selling

ProspectingQualifying

ProspectingQualifying

Pre-approachPreparation

Pre-approachPreparation ApproachApproach

Follow-upFollow-up Closingthe Sale

Closingthe Sale

HandlingObjections

HandlingObjections

PresentationDemonstration

PresentationDemonstration

Figure 14-3


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nDirect Marketing

• Direct Marketing– Direct connections with carefully targeted

individual consumers – Want an immediate response – Cultivate lasting customer relationships– Immediate and interactive– Database marketing allows precise targeting of

small groups– Can be used as a supplement to existing

channels or stand-alone– Fastest growing form of marketing– Low-cost and efficient


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nMajor Forms of Direct Marketing

• Telephone marketing• Personal selling• Direct-mail marketing• Catalogue marketing• Direct-response television marketing• Kiosk marketing• Online marketing


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nLooking Back

• Role of the sales person

• Sales management decisions

• The personal selling process

• Direct marketing benefits

• Direct marketing forms

Marketing: An Introduction Integrated Marketing Communications: Personal Selling and Direct...

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