Post on 12-May-2015
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5
personal selling
if we consider AIDA
messages can be much more personal than any of the other methods of communication
project management - coordinating within the organisation, representing the customers interests
very high cost per contact
possible inconsistency of message
coordinate with direct marketing
buyer significance
communication effectiveness
advertising relatively
important when…
personal selling relatively
important when…
number of customers large small
buyer’s information needs low high
size and importance of
purchase
small large
post-purchase service
required
little a lot
product complexity low high
distribution strategy pull push
pricing policy set negotiable
web-enabled exchanges high low
resources available for
promotion
many few
maintaining trust and commitment
developing the relationship
providing service and support
closing the sale
handling queries and objections
presenting the sales message
developing the relationship
qualifying prospects
prospecting for customers
high
low
high • key account
management • field-force sales
• field-force sales • telesales • web • email
low
• directed field-force sales
• telesales • web • email
• direct mail • telesales • email
strength of relationship
account potential
all packaging has to provide info on ingredients e.g. allergy advice, fat, calories, salt…
consumers make snap decisions based on whether a product “looks right” – they often don’t know why