Description
The PPT explain about basics of Personal selling and various theories related to it. It also touches upon the Sales Force Automation(SFA).
PERSONAL SELLING
Basic Objectives
? Persuade customers to buy and complete the customer transactions ? Feed back Customer & Market Information to company’s top management ? Provide proper customer service - improve as well as maintain customer satisfaction ? Create awareness of items also marketed through the other channels – pass on knowledge about company and products
Other Objectives
? Target Business – achieve and improve ? Market share – increase and retain ? Profitability - maximize ? Sales w.r.t. Costs - maximize ? Number of sales calls per period – maximize/optimize ? Generate new accounts per period – maximize
Personal Selling – The 4 E’s
–Energy for long hours
–Enthusiasm for job and product / service
–Empathy for customer
–Ego drive (determination to achieve the targets & goals)
Pros
? Detailed explanation / demonstration of product ? Sales message can be varied according to interests of prospect ? Directed only to relevant prospects – better response ? High attention span ? Immediate feedback ? Long term relationships
Cons
?Limited number of customers can be handled at one time – cannot reach mass audience ?High costs ?Doesn’t get customer to store or shop like advertising ?General negative attitude toward salespeople (aggressive, unhelpful) ?One call does not generate sale
Theories of Personal Selling
AIDAS Theory ? Attention ? Interest ? Desire ? Action ? Satisfaction
Theories of Personal Selling
Buying Formula Theory ? Need Recognition ? Solution ? Purchase ? Satisfaction
Theories of Personal Selling
Behavioral Equation Theory ? Drive ? Cue ? Response ? Reinforcement
Theories of Personal Selling
Right Set of Circumstances Theory Creating right set of circumstances – make the buyer respond positively and buy a product Skill and experience of salesperson
Approaches to Personal Selling
?Stimulus Response ?Need Satisfaction ?Problem Situation
Selling Types
? Trade Selling ? Missionary Selling ? Technical Selling ? New Business Selling
Sales Force Automation (SFA)
? Remain in contact anytime anywhere ? Constant alertness & better response skills ? Centralized data repository Tools – cell phones, laptops, palmtops, PDAs
Technologies – internet, fax, telephone, videoconferencing
SFA - Benefits
? Sales activities managed & planned properly ? Information sharing (internet) ? Handling customer queries & complaints efficiently ? Contact management (centralized database) ? Reporting ? Lead management ? Competition & forecasting
So,
personal selling as an oral communication technique (through telephone or face-to-face) between salespersons and prospective customers is a necessary part of marketing activity as it is one of the best methods to explain how an individual’s or firm’s goods, services, or ideas fit the needs of the prospective customer(s)
doc_654428897.ppt
The PPT explain about basics of Personal selling and various theories related to it. It also touches upon the Sales Force Automation(SFA).
PERSONAL SELLING
Basic Objectives
? Persuade customers to buy and complete the customer transactions ? Feed back Customer & Market Information to company’s top management ? Provide proper customer service - improve as well as maintain customer satisfaction ? Create awareness of items also marketed through the other channels – pass on knowledge about company and products
Other Objectives
? Target Business – achieve and improve ? Market share – increase and retain ? Profitability - maximize ? Sales w.r.t. Costs - maximize ? Number of sales calls per period – maximize/optimize ? Generate new accounts per period – maximize
Personal Selling – The 4 E’s
–Energy for long hours
–Enthusiasm for job and product / service
–Empathy for customer
–Ego drive (determination to achieve the targets & goals)
Pros
? Detailed explanation / demonstration of product ? Sales message can be varied according to interests of prospect ? Directed only to relevant prospects – better response ? High attention span ? Immediate feedback ? Long term relationships
Cons
?Limited number of customers can be handled at one time – cannot reach mass audience ?High costs ?Doesn’t get customer to store or shop like advertising ?General negative attitude toward salespeople (aggressive, unhelpful) ?One call does not generate sale
Theories of Personal Selling
AIDAS Theory ? Attention ? Interest ? Desire ? Action ? Satisfaction
Theories of Personal Selling
Buying Formula Theory ? Need Recognition ? Solution ? Purchase ? Satisfaction
Theories of Personal Selling
Behavioral Equation Theory ? Drive ? Cue ? Response ? Reinforcement
Theories of Personal Selling
Right Set of Circumstances Theory Creating right set of circumstances – make the buyer respond positively and buy a product Skill and experience of salesperson
Approaches to Personal Selling
?Stimulus Response ?Need Satisfaction ?Problem Situation
Selling Types
? Trade Selling ? Missionary Selling ? Technical Selling ? New Business Selling
Sales Force Automation (SFA)
? Remain in contact anytime anywhere ? Constant alertness & better response skills ? Centralized data repository Tools – cell phones, laptops, palmtops, PDAs
Technologies – internet, fax, telephone, videoconferencing
SFA - Benefits
? Sales activities managed & planned properly ? Information sharing (internet) ? Handling customer queries & complaints efficiently ? Contact management (centralized database) ? Reporting ? Lead management ? Competition & forecasting
So,
personal selling as an oral communication technique (through telephone or face-to-face) between salespersons and prospective customers is a necessary part of marketing activity as it is one of the best methods to explain how an individual’s or firm’s goods, services, or ideas fit the needs of the prospective customer(s)
doc_654428897.ppt