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Chap 8 Personal Selling

This document discusses personal selling as a marketing component. It begins by explaining personal selling involves personal communication of information to persuade someone to buy a good, service, or idea. It then discusses the roles of personal selling, including information provider, influencer, demonstrator, and problem solver. Finally, it explains how personal selling can be combined with other promotional tools like advertising, public relations, direct marketing, sales promotions, and the internet to more effectively promote products and services.

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Jus Kidd Ding
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0% found this document useful (0 votes)
297 views20 pages

Chap 8 Personal Selling

This document discusses personal selling as a marketing component. It begins by explaining personal selling involves personal communication of information to persuade someone to buy a good, service, or idea. It then discusses the roles of personal selling, including information provider, influencer, demonstrator, and problem solver. Finally, it explains how personal selling can be combined with other promotional tools like advertising, public relations, direct marketing, sales promotions, and the internet to more effectively promote products and services.

Uploaded by

Jus Kidd Ding
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 20

CHAPTER 8 : PERSONAL SELLING

Understand personal selling Explain the roles of personal selling Discuss how to combine personal selling with other promotional tools

How Do You View Salespeople?


Some people have a negative view of salespeople. What is your view of salespeople? How many of you have a viewpoint that is
Positive? Negative? No opinion?

How many of you are interested in a sales career?

1-2

What is Selling?
Selling is just one of many marketing components Personal selling includes
Personal communication
information Persuasion Helping others of

Goods Services Ideas

1-3

A New Definition of Personal Selling


Personal Selling
Refers to the personal communications of information To unselfishly persuade someone To buy something a good, service, idea, or something else that satisfies that individuals needs.

1-4

Personal Selling

Typically under control of Sales Manager

22-5

Determining the Role of Personal Selling

22-6

Stages of Personal Selling Evolution


Provider Selling activity limited to order-taking and delivery Attempting to persuade customer to buy Seeking out buyers perceived to have a need Buyers identify problems to be met by goods

Persuader

Prospector

Problem-solver

Procreator

Seller determines buyer needs and fulfills them


22-7

Roles Of Personal Selling


Information provider Influencer

Demonstrator Surveying Mapmaking

Guiding Fire Starting


22-8

Personal Selling Responsibilities


Locate prospective customers Determine customers needs and wants

Recommend a way to satisfy them


Demonstrate product capabilities Close the sale Follow up and service the account
22-9

Sales People Have Many Duties

22-10

Traits of Effective Salespeople


Good Communicator Relationshiporiented

Reliable

Customer-focused Responsive Problem Solver Thorough

Results- oriented

Knowledgeable

Professional

22-11

Pros and Cons of Personal Selling


Advantages
Two-way interaction with prospect Message can be tailored to recipient Prospect isn't likely to be distracted Seller involved in purchase decision

Disadvantages
Messages may be inconsistent Possible management-sales force conflict

Cost is often extremely high Reach may be very limited


Potential ethical problems
22-12

Source of research information

Personal Selling + Other Tools


Advertising Public Relations

Personal Selling

Direct Marketing Sales Promotion The Internet


22-13

Personal Selling + Advertising

22-14

Personal Selling + PR
Rep is often best source of PR Representative of the organization

Involved in community
Creates goodwill

22-15

Personal Selling and Public Relations

Sales Force Volunteers at Work


22-16

Testand by cooperating and empathizing with clients, Your Knowledge By servicing an account
salespersons are engaging in _____ activities on behalf of their firm. A) Sales promotion

B) Advertising
C) Public relations D) Direct marketing E) Telemarketing

22-17

Personal Selling + Direct Marketing

22-18

Personal Selling + Sales Promotion


Reseller

Sales Promotion Targets

Consumer Sales Force

22-19

Personal Selling + the Internet

22-20

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