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1.1 LEARNING OBJECTIVES
LO 14-1 Understand the role of personal selling in an integrated marketing communications
strategy
LO 14-2 Learn the process of relationship selling.
LO 14-3 Understand the major job responsibilities of sales management.
LO 14-4 Identify the role of direct marketing in integrated marketing communications (IMC).
1.2 Chapter Outline
I. TOWARD A MORE PERSONAL COMMUNICATION
WITH THE CUSTOMER
II. PERSONAL SELLING – THE MOST PERSONAL
FORM OF COMMUNICATION
Activities in Personal Selling
Communicate
Sell
Build Customer Relationships
Information Management
Key Success Factors
Sales in B2C versus B2B Markets
Classifying Sales Positions
Trade Servicer
Missionary Seller
Technical Seller
Solution Seller
The Personal Selling Process
Prospecting for Customers
Opening the Relationship
Qualifying the Prospect
Sales presentation - Communicating the Sales
Message
Setting Goals and Objectives
Characteristics of a Great Sales Presentation
Steps in a Sales Presentation
Handling Objections – Negotiating Win-Win
Solutions
Product Need
Company trust
More time
Price
Closing the Sale
Follow up after the sale
Organizing the Sales Force
Company sales force or Independent Agents
Geographic Orientation
Product Orientation
Customer Type or Market Organization
Sales Force Size
Managing the Sales Force
Salesperson Performance: Motivating the sales force
Role Perceptions
Sales Aptitude: Are good salespeople born or made?
Sales Skill Levels
Motivation
Organizational, Environmental and Personal Factors
Rewards
Satisfaction
Recruiting and Selecting Salespeople
Training
Compensation and Rewards
Evaluating Salesperson performance
III. DIRECT MARKETING
Creating a Direct Marketing Campaign
Specify Direct Marketing Channels
Identify qualified target customers
Develop and test the offer for the campaign
Analyze results of offer
Direct Sales Channels
Direct Mail
Telemarketing
Catalogs
IV. SUMMARY
