Presentation Transcript
Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling :Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Course Instructor: Kanwal Gurleen
Lecturer, LSB
Direct Marketing Channels :Direct Marketing Channels Direct mail Catalogs Telemarketing Other direct response
Components of the Mailing :Components of the Mailing Outside envelope
Sales letter
Circular
Reply form
Reply envelope
Public Issues in Direct Marketing :Public Issues in Direct Marketing Irritation Unfairness Deception/fraud Invasion of privacy
Online Promotional Opportunities :Online Promotional Opportunities Websites
Microsites
Search ads
Display ads
Interstitials
Internet-specific ads and videos Sponsorships
Alliances and affiliate programs
Online communities
Email
Mobile marketing
How to Start Buzz :How to Start Buzz Identify influential individuals and companies and devote extra effort to them
Supply key people with product samples
Work through community influentials
Develop word-of-mouth referral channels to build business
Provide compelling information that customers want to pass along
Designing a Sales Force :Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation
Sales Tasks :Sales Tasks Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
Allocating
Managing the Sales Force :Managing the Sales Force Recruiting, selecting Training Supervising Motivating Evaluating
Workload Approach to Determining Sales Force Size :Workload Approach to Determining Sales Force Size Customers are grouped into size classes
Desirable call frequencies are established
Number of accounts in each size class multiplied by call frequency
Average number of calls possible per year established
Number of reps equal to total annual calls required divided by number possible
Components of Sales Force Compensation :Components of Sales Force Compensation Fixed amount Variable amount Expense allowances Benefits
Steps in Effective Selling :Steps in Effective Selling Prospecting/Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up