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.
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:
Disciplined work style
Ability to close a sale
Ability to build relationships with customers Compensating Salespeople : Compensating Salespeople Fixed amount:
Commissions or bonuses
Repays for job-related expenditures
Vacations, sick leave, pension, etc. Supervising Salespeople : Supervising Salespeople Motivating Salespeople
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