Marketing Management
26/10/07
CBS PGPMI - Class 11
Sivapriya Krishnan
Direct marketing, Personal selling and Personal communication
• Direct marketing is the use of consumer – direct channels to reach and deliver goods
• These channels include direct mail, catalogs, kiosks, interactive channel, websites and mobile devices
How has direct marketing grown?
• Increasing number of market niches
• Shortage of retail sales help, traffic congestion, parking issues etc have helped the growth of direct marketing
• Slow moving items are directly marketed by chain stores
How has direct marketing grown?
• Growth of the internet and, email, mobile phones and fax has made product search and sampling easy
What are benefits of direct marketing?
• Shopping can be hassle free
• Sellers benefit, without much add on costs
• Personalised and continuous relationship can be built with customers
• Permits testing of alternative media and messages in search of the most cost effective approach
What are benefits of direct marketing?
• Helps reach target audience in a focussed manner
• Measuring consumer response is easier
• Avoids the use of many middlemen
Each of the elements of direct marketing:
• Direct Mail
• Catalog Marketing
• Telemarketing
• Other forms like kiosks, TV
• Interactive marketing
• Online promos, ads
Each of the elements of direct marketing:
Direct Mail
• Involves sending an offer, announcement, reminder, or any other item to a person
Each of the elements of direct marketing:Direct Mail• Passes a number of stages
– Carpet bombing– Database marketing– Interactive marketing– Personalised marketing– Lifetime value marketing
• Read pgs 507 &8 of ch 19
Catalog Marketing
• Catalogs are sent in the form of booklets, videos, cds etc
• Success of catalog business depends on the company’s ability to manage its customer lists carefully
• Catalogs can be put online so that there is a global reach
Telemarketing
• Is the use of telephone and call centres to attract prospects, sell to existing customers and provide service by taking orders and answering questions
Other sources
TV – Tele shopping, Infomercials,
Kiosks – for booking tickets, buying cosmetics, information etc
Sales
• Buyer Seller - two people interaction
• Linked by communication
• The main object is a product or service that is being sold for a value or price
Personal Selling
• Sales management, personal selling and salesmanship are related
• Sales management directs the personal selling effort which in turn is implemented through salesmanship
Personal Selling
• Personal selling is broader than salesmanship
• Salesmanship is one aspect of personal selling ; one of the skills of selling
Personal Selling
• Personal selling is the art of persuading the customer to buy products or services by understanding the requirements of the customers and offering the right benefit proposition
• Emphasis is on consultative selling, creating long term beneficial sales relationships.
Personal Selling
• Objectives of personal selling– Building Product Awareness – Creating Interest – Providing Information – Stimulating Demand – to make a
purchase– Reinforcing the Brand – Most personal
selling is intended to build long-term relationships with customers
Changing role of sales representatives
• Sales man has shaped from being a fast talker to a consultant
Setting personal selling objectives
• Educate customers on product lines
• Provide technical advice and assistance to buyers
• Assist middleman sales personnel
• Advice and assist middle men on possible problems
• Collect and report market information to company management
Process of personal selling
• Prospecting
• Pre approach
• Approach
• Making the presentation
• Meeting resistance
• Closing sales
• Follow up
Process of personal selling
• Prospecting– Formulating definitions– Search out potential accounts– Qualifying prospects and determining
probable requirements– Relating company products to each
prospect
Process of personal selling• Pre Approach
– gather info about the prospect– understand the prospect's current needs, – current use of brands and feelings about all
available brands, – as well as identify key decision makers, review
account histories (if any), assess product needs, – plan/create a sales presentation to address the
identified and likely concerns of the prospect, and set call objectives.
Process of personal selling• Approach
– This is the point of the selling process where the sales professional meets and greets the prospect,
– provides an introduction, establishes rapport that sets the foundation of the relationship,
– and asks open-ended questions to learn more about the prospect and his or her needs.
Process of personal selling• Presentation
– the sales professional tells that product "story" in a way that speaks directly to the identified needs and wants of the prospect.
– Audio visual presentation– Present brochures / booklets– Demonstrations
• Strive to understand the prospect’s needs and present the facts of the case
Process of personal selling• Presentation
• salespeople must understand the concepts of features, potential benefits, and confirmed benefits
• translate feature into confirmed benefit
Process of personal selling• Presentation• A feature is a factual statement about a
characteristic of the product• A potential benefit describes how the
product or service may meet a customer need that is assumed to be important by the salesperson.
• When a customer acknowledges the importance of a benefit to his or her buying situation, it is a confirmed benefit.
Process of personal selling• Meeting sales resistance
– Obstacles to sales– Sales objections– Seek out objections and address them.
Anticipate and counter them before the prospect can raise them.Try to avoid bringing up objections that the prospect would not have raised.Price objection is the most commonNeed to provide customers with reasons for the $s, build up the value before price is mentionedMust be convinced of price in own mind before you can sell to customer.Get budget info. on buyer before you try to sell, and must know what they want, must sell service on top of product augmented product--to create value!!Must know value of product, provide warranties etc.!!
Process of personal selling
Closing sales• Attempts to get the order without
actually asking for it• Checks out preferences • Actually finalise the order
Process of personal selling
Follow up• salesperson to follow up with the prospect to make sure
the product was received in the proper condition, at the right time,
• installed properly, proper training delivered, and that the entire process was acceptable to the customer
• this is a critical step in creating customer satisfaction and building long-term relationships with customers.
• diligent follow up can also lead to uncovering new needs, additional purchases, and also referrals and testimonials which can be used as sales tools.
Sales Management
Negotiation : what is it?
Sales Management
Negotiation :– Process of resolving conflict to
arrive at a mutually acceptable level
Sales Management
Selling and Negotiating : the Difference
Selling is the proposition
Negotiating is the post proposition
Sales Management
Negotiation : Key words
Preparation – pre negotiation stage
Signals – Qualifications on a statement to convey a message
Offer- Proposition to open the moves of negotiation
Bargaining – Process of exchange