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1、Personal Selling&Direct Marketing,Personal Selling,Personal presentation by the firms sales force for the purpose of making sales and building customer relationships.,The Role of the Sales Force,The critical link between a company and its customers.Salespeople:represent the company to the customers.
2、represent the customers to the company.strive to achieve customer satisfaction and company profit simultaneously.,Sale Force Organization,TerritorialSales force organized by geographic areaProduct Salespeople assigned to sell only certain product linesCustomerSales force organized by customer or ind
3、ustryComplexCombination of several types of structures,Team Selling,Used to service large,complex corporate accountsMain advantages:Can find problems,solutions,and sales opportunities that no single salesperson couldCross-functional expertiseGoes beyond simple selling of productMore about finding cu
4、stomer solutions to complex issuesUsed primarily by“deep-pocket”companiesAlso called“Consultative Selling”,Major Steps in the Selling Process,The Personal Selling Process,ProspectingIdentifying qualified potential customers(prospecting)Pre-approach Learning as much as possible about a prospect befor
5、e making the sales callApproachMeeting the customer for the first timePresentation Telling the“product story”to the buyer,The Personal Selling Process,Handling ObjectionsEliciting,clarifying and overcoming customer objections to buyingClosing Asking the customer for an orderFollow-upFollowing up aft
6、er the sale to ensure customer satisfaction&repeat businessTransaction orientation vs.relationship orientation,Personal Selling-Movie,Direct Marketing,DefinitionOne-on-one communication in which offers are tailored to the needs of narrowly defined segments.Seeks a direct,immediate,and measurable con
7、sumer response.Can take many different forms.,Forms of Direct Marketing,Powerful tool for building customer long-term customer relationshipsEnables“true micromarketing”effortsCan reach prospects at just the right momentProvides access to buyers unreachable through other channelsMinimizes“wasted reac
8、h”Effectiveness is easily measured,Advantages of Direct Marketing,Customer Databases,An organized collection of comprehensive data about individual customers or prospects,including geographic,demographic,psychographic,and behavioral data.,Telemarketing,Used in both consumer and B2B marketsOutbound o
9、r InboundInbound consumer telemarketing and outbound business-to-business telemarketing remain strong despite DNC legislations,Telemarketing the end of an industry?,Do-Not-Call legislation forbids most telemarketers to contact phone numbers registered on its Web site$11,000+fine per DNC violationDNC
10、 legislation effectively prohibits cell phones telemarketing(cannot call cellphones using auto-dialers),Direct-Mail Marketing,Involves sending a marketing offer to a pre-qualified prospects addressAddresses obtained from customer listsList sourcesCompanies develop their own databases(i.e.Williams So
11、noma)Buy a list from a list brokerInternet accounts and warranty or product registrationsHigher cost per prospect reached,but yields higher quality prospects than mass mediaEasy to measure resultsThe“junk-mail”problem,Catalog Marketing,Originally a way to reach rural and“off-the-beaten-path”prospect
12、s.Nowadays most paper catalogs have gone digital(i.e.online)Expected catalog sales in 2008:$200 billion.Advantages and disadvantagesPaper vs.Online,Copyright 2007,Prentice-Hall Inc.,13-18,Direct-Response Advertising:TV spots that are 60 or 120 seconds long.Infomercials:A 30-minute or longer advertis
13、ing program for a single product.Home Shopping Channels:Entire cable channels dedicated to selling multiple brands,items,and services.,Direct Response TV Marketing,Copyright 2007,Prentice-Hall Inc.,13-19,Direct Response TV,HSN The Home Shopping Network is a direct response marketers dream.Products shown on the channel can be ordered via a 1-800 number or over the Internet from the HSN Web site.,Kiosk Marketing,Ordering machines generally found in stores,airports,and other locations,Question du Jour,Why havent kiosk marketing and vending machines taken off in the United States?,
