Personal Selling

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Slide 1: 

Integrated Marketing Communication: Personal Selling and Direct Marketing 13

The Nature of Personal Selling : 

The Nature of Personal Selling Most salespeople are well-educated, well-trained professionals who work to build and maintain long-term customer relationships. The term salesperson covers a wide range of positions: Order taker: Department store clerk Order getter: Creative selling in different environments

The Role of the Sales Force : 

The Role of the Sales Force Personal selling is a paid, personal form of promotion. Involves two-way personal communication between salespeople and individual customers. Salespeople: Probe customers to learn about problems Adjust marketing offers to fit special needs Negotiate terms of sales Build long-term personal relationships

The Role of the Sales Force : 

The Role of the Sales Force Sales Force serves as critical link between company and its customers They represent the company to the customers They represent the customers to the company Goal = Customer Satisfaction and Company Profit

Major Steps in Sales Force Management : 

Major Steps in Sales Force Management

Sales Force Structure : 

Sales Force Structure Territorial: Salesperson assigned to exclusive area and sells full line of products Product: Sales force sells only certain product lines Customer: Sales force organizes along customer or industry lines Complex: Combination of several types of structures

Recruiting and Selecting Salespeople : 

Recruiting and Selecting Salespeople Key talents of salespeople: Intrinsic motivation Disciplined work style Ability to close a sale Ability to build relationships with customers

Compensating Salespeople : 

Compensating Salespeople Fixed amount: Salary Variable amount: Commissions or bonuses Expenses: Repays for job-related expenditures Fringe benefits: Vacations, sick leave, pension, etc.

Supervising Salespeople : 

Supervising Salespeople Motivating Salespeople Organizational climate Sales quotas Positive incentives: Sales meetings Sales contests Recognition and honors Cash awards, trips, profit sharing

Major Steps in Effective Selling : 

Major Steps in Effective Selling

Direct Marketing : 

Direct Marketing Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Forms of Direct Marketing : 

Forms of Direct Marketing

Direct-Response TV Marketing : 

Direct-Response TV Marketing Direct-Response Advertising Infomercials Home Shopping Channels

Public Policy and Ethical Issues in Direct Marketing : 

Public Policy and Ethical Issues in Direct Marketing Irritation to Consumers Taking unfair advantage of impulsive or less sophisticated buyers Targeting TV-addicted shoppers Deception, Fraud Invasion of Privacy