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Premium member Presentation Transcript Personal Selling in the Ad Industry : Personal Selling in the Ad Industry Jason Richards Kristina Gonzales Christopher Edwin WHAT’S COVERED : WHAT’S COVERED What is Personal Selling: 3 areas of personal selling Changes in Personal Selling: 3 distinct stages The future How it fits in Advertising: The AIDA Formula Examples in the Industry: Avon Apple Rogers (wireless) Conclusion AGENDA: WHAT IS PERSONAL SELLING? : WHAT IS PERSONAL SELLING? Personalized form of communication (face to face) Presents features and benefits of product/service Divided into three main areas: Retail Selling, B2B and Direct Selling Integral part of Marketing Communications Because it’s the activity that “clinches the deal” Marketing - Promotion - Personal Selling. (n.d.). tutor2u, http://www.tutor2u.net/business/marketing/promotion WHAT ARE ITS ADVANTAGES? : WHAT ARE ITS ADVANTAGES? It is a face-to-face activity The sales message can be customized to meet the customer’s needs Two-way nature sales process Useful and convenient Provides an opportunity to build good long term-relationships Marketing - Promotion - Personal Selling. (n.d.). tutor2u, http://www.tutor2u.net/business/marketing/promotion 3 MAIN AREAS : 3 MAIN AREAS RETAIL: Single or repeat transactions at point-of-purchase Knowledgeable staff, and efficient, courteous service Single transaction: Salesperson spends time with customer Close sale on the spot Order taking: Floor clerk provides product information, shows goods Customer goes to checkout counter to purchase Repeat transaction: Relationship between buyer and seller Customer returns to same store for similar product/service Tuckwell, K. J. (2008). INTEGRATED MARKETING COMMUNICATIONS. Scarborough, Ontario: Prentice Hall Of Canada Ltd 3 MAIN AREAS : 3 MAIN AREAS B2B: Highly trained salespeople calling on institutions Establish and build relationships with customers Field sales force: Organization’s external sales reps Call on customers to pursue orders Inside Sales force: Internal group of sellers (referred to as “order takers”) Accept orders from customers by phone or other means Tuckwell, K. J. (2008). INTEGRATED MARKETING COMMUNICATIONS. Scarborough, Ontario: Prentice Hall Of Canada Ltd 3 MAIN AREAS : 3 MAIN AREAS DIRECT SELLING: Contacting customers directly by telephone or other electronic means Effective database management systems encourage direct selling Telemarketing: Telecommunications to promote products/services of a business Outbound and inbound calls Online Sales: Using the internet to conduct sales transactions Tuckwell, K. J. (2008). INTEGRATED MARKETING COMMUNICATIONS. Scarborough, Ontario: Prentice Hall Of Canada Ltd CHANGES IN SELLING : CHANGES IN SELLING CHANGES IN PERSONAL SELLING: Since the 70’s: Selling has gone through three stages; consultative, strategic, and relationship Consultative: Open two-way communication between buyer and seller Discover set of needs by asking questions and listening Became harder: Marketplace changes Expectations of the customer Tuckwell, K. J. (2008). INTEGRATED MARKETING COMMUNICATIONS. Scarborough, Ontario: Prentice Hall Of Canada Ltd CHANGES IN SELLING : CHANGES IN SELLING CHANGES IN PERSONAL SELLING: Strategic: Form of consultative selling Involves dealing with customer as individual Integrates technology Remain flexible while providing solutions unique to each customer Involves: Forming a good relationship Match and position products Portray usefulness of product Tuckwell, K. J. (2008). INTEGRATED MARKETING COMMUNICATIONS. Scarborough, Ontario: Prentice Hall Of Canada Ltd CHANGES IN SELLING : CHANGES IN SELLING CHANGES IN PERSONAL SELLING: Relationship: Goal of developing a plan of actions Establishes, builds, and maintains long-term relationship with customers Involves: Establishing rapport Building trust Ongoing contact and customer care programs Tuckwell, K. J. (2008). INTEGRATED MARKETING COMMUNICATIONS. Scarborough, Ontario: Prentice Hall Of Canada Ltd TODAY IN SELLING : TODAY IN SELLING CHANGES IN PERSONAL SELLING: The Internet: Customers are extremely well informed Almost anything available online Expectations: Customers expect large amount of service after the sale Warranties, customer appreciation Sellers must keep customer informed and treated properly Tuckwell, K. J. (2008). INTEGRATED MARKETING COMMUNICATIONS. Scarborough, Ontario: Prentice Hall Of Canada Ltd ROLE IN THE MARKETING MIX : ROLE IN THE MARKETING MIX Personal selling is part of the Promotional Mix Personal selling contributes to time, place and possession utility “We’ve learned how to be productive in the manufacturing sector, now we need more trained salespeople to sell the goods we are capable of producing” – Bill Easdale, former VP of Toyota Canada supplemental text . (n.d.). Conestoga College Home Page, from http://www.conestogac.on.ca/~sfinlay/selling/Section1/s1suptext.htm THE AIDA FORMULA : THE AIDA FORMULA HOW IT TIES IN: The AIDA formula: A: AwarenessI: InterestD: DesireA: Action Advertising/Promotions create awareness/interest for product Personal Selling creates desire and action In creating desire and action, buyer and seller interaction is crucial Advertising/Personal selling use each other to sell products more effectively Tuckwell, K. J. (2008). INTEGRATED MARKETING COMMUNICATIONS. Scarborough, Ontario: Prentice Hall Of Canada Ltd AVON : AVON EXAMPLES; AVON: Founded in 1886 Began as a door-to-door sales business Maintain large staff of personal sellers (3 million worldwide) Online integration with personal selling Advertising involvement with personal selling Ad states where to call for available sales representative Avon Products (n.d.)., from http://www.answers.com/topic/avon-products-in AVON WEBSITE : AVON WEBSITE EXAMPLES; AVON: avon.ca APPLE AND THE APPLE STORE : APPLE AND THE APPLE STORE EXAMPLES; APPLE: Uses “The Apple Store” to bring customers in Knowledgeable sales staff In-store comparative selling to other brands Strong advertising and online integration Email databases for invoices and strong product positioning User-friendly positioning APPLE WEBSITE : APPLE WEBSITE EXAMPLES; APPLE: apple.ca ROGERS : ROGERS EXAMPLES; ROGERS: Advertising influence visits to local Rogers locations Ads feature new products in store Sales staff are knowledgeable and personable Phone, online, and in-store tech support Email and phone databases Online surveys Follow-up via phone for up-selling etc. rogers.ca ROGERS WEBSITE : ROGERS WEBSITE EXAMPLES; ROGERS: rogers.ca WHAT WE WENT THROUGH : WHAT WE WENT THROUGH What is Personal Selling? Changes in Personal Selling: How it fits in Advertising: The AIDA Formula As seen with numerous companies more products are sold when partnering their advertising with strong personal selling techniques CONCLUSION: Slide 21: “It is said that selling makes the world go around. For it is somebody who sold something to someone else who in turn, sold it to us”. A SHORT QUOTE: Thank you for listening! Personal Selling. (n.d.). CiteSales Sales & Marketing Management, from http://www.citesales.com/76-personal-selling.htm You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.