This chapter discuss the role of a company’s salespeople in creating value for customers and building customer relationships, identify and explain the six major sales force management steps, discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing,...
Nội dung Text: Lecture Principles of Marketing - Chapter 13: Communicating customer value: Personal selling and direct marketing
Chapter Thirteen
Communicating Customer Value:
Personal Selling
and Direct Marketing
Roadmap: Previewing the Concepts
1. Discuss the role of a company’s
salespeople in creating value for customers
and building customer relationships.
2. Identify and explain the six major sales
force management steps.
3. Discuss the personal selling process,
distinguishing between transaction-oriented
marketing and relationship marketing.
4. Define direct marketing and discuss its
benefits to customers and companies.
5. Identify and discuss the major forms of
direct marketing.
Copyright 2007, Prentice Hall, Inc. 13-2
Case Study
CDW – Relationship Building Success
Background Personal Selling’s Role
Nation’s largest reseller “Clicks & people” strategy
of technology products combines personal selling
and services to small and with strong Web presence.
mid-size businesses. Salespeople build and
Since 2000, sales up manage relationships by
48% to $5.7 billion and being trusted advisors.
profits up 15% annually. Training is extensive as
Highly devoted to salespeople must be
customer with “Circle of knowledgeable and
Service” philosophy. customer focused.
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
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
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.
Sales Force Management
The analysis, planning,
implementation, and control of sales
force activities.
Includes:
– Designing sales force strategy & structure
– Recruiting and selecting salespeople
– Training salespeople
– Compensating salespeople
– Supervising salespeople
– Evaluating salespeople
Sale 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 organized by customer or industry.
Complex:
– Combination of several types of structures.
Outside & Inside Sales Forces
An outside sales force travels to call on
customers in the field.
An inside sales force conducts
business from their offices via
telephone or visits from perspective
buyers.
– Includes:
• Technical support people
• Sales assistants
• Telemarketers
Team Selling
Used to service large, complex accounts.
Can find problems, solutions, and sales
opportunities that no single person could.
Can include experts from different areas of
selling firm.
Pitfalls:
– Can confuse or overwhelm customers.
– Some people have trouble working in teams.
– Hard to evaluate individual contributions.
Successful Salespeople
Careful selection can greatly enhance
overall sales force performance while
minimizing costly turnover.
Key talents of successful salespeople:
– Intrinsic motivation.
– Disciplined work style.
– Ability to close a sale.
– Ability to build relationships with
customers.
Recruiting Salespeople
Recommendations Searching the
from current sales Web
force College
Employment placement
agencies services
Classified ads Recruit from
other companies
Sales Force Training Goals
Learn about different types of
customers and their needs, buying
motives, and buying habits.
Learn how to make effective sales
presentations.
Learn about and identify with the
company, its products and its
competitors.
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
Goal of supervision is to encourage
salespeople to “work smart.”
– Help them identify customers and set call
norms.
– Specify time to be spent prospecting:
• Annual call plan
• Time-and-duty analysis
• Sales force automation systems
Motivating Salespeople
Goal of motivating sales force is to
encourage salespeople to “work hard.”
– Organizational climate.
– Sales quotas.
– Positive incentives:
• Sales meetings
• Sales contests
• Recognition and honors
• Cash awards, trips, profit sharing
The Personal Selling Process
Prospecting:
– The salesperson identifies qualified potential
customers (called prospects).
Preapproach:
– The salesperson learns as much as possible
about a prospect before making a sales call.
Approach:
– The salesperson meets the customer for the first
time.
Presentation:
– The salesperson tells the “product story” to the
buyer, highlighting customer benefits.
The Personal Selling Process
Handling Objections:
– The salesperson seeks out, clarifies, and
overcomes customer objections to buying.
Closing:
– The salesperson asks the customer for an order.
Follow-up:
– The salesperson follows up after the sale to
ensure customer satisfaction and repeat
business.
The selling process is transaction oriented;
most firms go beyond this and attempt to
build mutually profitable relationships.
Direct Marketing
Direct marketing consists of direct
connections with carefully targeted
individual consumers to both obtain an
immediate response and cultivate
lasting customer relationships.
– One-on-one communication in which
offers are tailored to needs of narrowly
defined segments.
– Usually seeks a direct, immediate, and
measurable consumer response.
The New Direct-Marketing Model
Some firms use direct marketing as a
supplemental medium.
For many companies, direct marketing
constitutes a new and complete model
for doing business.
Some firms employ the direct model as
their only approach.
Some see this as the new marketing
model of thismillennium.
Thêm vào BST
Báo xấu
Download
Vui lòng tải xuống để xem tài liệu đầy đủ
