CHAPTER 4 DIRECT SELLING

DEVA RANI A/P CHANASSE 219358

NUR ASMIRA TOZI 219708

NORHIDAYAH SUKRI 219898

NOR MUNIRAH ABD MAJID 223275

DIRECT SALES (Chapter Outline)

• Selling Process

Identify Potential Customer

Identify and Solving Customer’s Problem

Presenting,Offering, and Pricing

Contract and Agreement

• Delivery and Service

Rating the customers satisfaction

INTRODUCTION

• Direct selling is marketing of products and services directly to consumers in a face to face manner, generally in their homes, workplace and other places away from permanent retail locations.

• The consumers can earn benefit from the direct selling because of the convenience and service it provides like personal demonstration and explanation of products, home delivery, and generous satisfaction guarantees.

• Direct selling enhances the retail distribution infrastructure of the economy, and serves consumers with a convenient source of quality products.

WHAT IS SELLING PROCESS ?

• The complete set of steps that must take place in order to execute a

sales transaction from start to finish. The selling process may include

such events as the initial contact, product demonstrations, trial periods,

bidding, price negotiations, signing of contracts, and delivery of the

product or service being sold.

SELLING PROCESS

1.Identify potential customers

2.Identify and solving customer’s problem

3.Presenting

4. Offering and pricing

5. Contract and agreement

IDENTIFY POTENTIAL CUSTOMERS

Should identify the potential customer’s in the market

Know who would buy what kind of products

Identify customer’s needs by using social media

1

IDENTIFY & SOLVING CUSTOMER’S PROBLEM

Come out with the products or services that will fulfil or solve the

problem faced by the potential customers.

Think from the customer’s perspective

Identify the problem by conducting some survey

2

PRESENTING

Make the product presentation and explain to the

customers about the product features

Let the customer know what kind of benefits they will get

from the products or services

3

OFFERING & PRICING

Both of the parties are involved

Price of the products or services will influence the

demand , sales the level of consumer loyalties

4

CONTRACT & AGREEMENT

Both of the parties are involved

Price of the products or services will influence the

demand , sales the level of consumer loyalties

5

CUSTOMER SATISFACTION

•Customers satisfaction is an abstract concept and it involve a few factors like quality of the product, the quality of service that provided, price of the product or service and location the product or service is purchased.

Rating customer’s satisfaction

Customers service rating regularly is a benchmark. Used by company to gauge how well their staff is trained.

- how customers satisfied and loyal to them- did their staff meeting their customers need and satisfaction in delivery their task.

Customer’s satisfaction survey

Question relate to the service delivery, overall satisfaction and customers experience.

The reason of this survey is to gauge how satisfied customers toward the service and product that deliver.

FEEDBACK

1. Comment Card.

2. Customer Questionnaire.

3. Focus Groups.

4. Toll Free Telephone No.

5. Customer Visits.

6. Customer complaints

Comment Card

- Comment card can be attached to the warranty card and included with the product at the same time of the purchase.

- The purpose of this card to get simple information such as name, age, address, occupation and what the reason customers buy that product.

- Comment cards also the easiest and not costly and effective activities.

1

Customers questionnaire

Effective way to measure customers perception in deliver their service is by distribute questionnaire.

It tell what customers expect from organization. These usually include factors like service speed, staff responsiveness and understanding of the customer’s problem.

2

FOCUS GROUP

Focus group can expose a wealth of detailed information and deep insight.

Focus group is a popular way to obtain feedback. Focus group is a research method that used to find out what customers expecting.

Focus group is people who selected have the same profile as the expected customers.

3

Sample of questions for the focus group

Engagement questions: 1. What is your favorite toothpaste? 2. What do you notice when you look at other people’s teeth? Exploration Questions: 3. Who in particular has influenced your dental habits? 4. What are the pros and cons of flossing your teeth? 5. When you floss, how do follow through? When you don’t, why not? 6. How do you feel when told about possible damage caused by not flossing? 7. How do you feel about yourself when you floss regularly? When you don’t? Exit question: 8. Is there anything else you would like to say about why you do or do not floss your teeth on a regular basis? Note: Flossers and non-flossers in separate groups.

Toll Free Phone Number

• Special telephone number starts with 1800 in Malaysia.

• Allow the caller to call the intended recipient for free. The charges for the duration of the phone call will be

charged to the called party account.

• Toll free numbers can be dialed directly to business or personal telephone line.

• Toll free numbers have proven successful for businesses, especially in the areas of customer service.

• Toll free service provides potential customers and others with a "free" and convenient way to contact

businesses and share their problems with them.

4

Customer Visit

• Customer visit is good and bring new ideas for the hospitality marketers.

• The well time spent with customers helps filter out the low quality of products or services.

• Make their products and services better compared to previous services.

• Customer visit is essential to understand the market in which they sell, and the people who are buying their

products or business services.

• Effective way to gather more information and also can identify the customer’s problem.

• The unexpected information about the product or services always comes out when talking to people in person.

5

Customer Complaint

• Customer complaint become very profitable when we can resolve the problem.

• The hospitality marketers should always be aware about customer’s complaint.

• Care about customer’s complaint will help the marketers to collect more information about

customer needs and wants.

• At the same time, the marketers also improve their bad services or product next time.

• In today’s digital world, there are thousands of forums, price comparison websites and social

networks for customers to show their comments.

• Therefore, the hospitality marketers always encourage their customer to complain to improve

their services or products as well.

6

CONCLUSION •  In short, we can say that direct selling plays an important role in

developing countries and also in the hospitality industry.

• The marketers also should determine the selling process to attract more customers to their industry especially for the hospitality industry.

• By identifying potential customer and fulfilled their needs and wants will lead to the success of the hospitality industry.

• Customer satisfaction is an important key element to for the hospitality marketers to improve their quality and service of their businesses.

• Thus, they should always ready to fulfil their customer needs and wants as well.