2. Selling Pertemuan 23 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008

3. Bina Nusantara Learning Outcome Students can relate selling to experiential marketing

4. Bina Nusantara Material Outline: Personal selling and the marketing concept Creating value with a relationship strategy Creating product solutions

5. Bina Nusantara Personel Selling and The Marketing Concept UPS founder Jim Casey adopted the marketing concept when the company was first established. He described the firm’s customer focus this way: “Our real, primary objective is to serve – to render perfect service to our stores and their customers. If we keep that objective constantly in mind, our reward in money can be beyond our fondest dreams”. Marriott Hotels uses a blend of “high tech” and “high touch” to build customer goodwill and repeat business. Each of the 5,500 sales representatives can sell the services of 10 motel brands in Marriott’s portfolio.

6. Bina Nusantara Personel Selling and The Marketing Concept Personal selling is often the major promotional method used – whether measured by people employed, by total expenditures, or by expenses as a percentage of sales. Firms make large investments in personal selling in response to several major trends: –Products and services are becoming increasingly sophisticated and complex, –competition has greatly increased in most product areas and – demand for quality, value, and service by customers has risen sharply.

7. Bina Nusantara Creating Value with A Relationship Strategy Relationships add value: –The manner in which salespeople establish, build and manage relationships is not an incidental aspect of personal selling; in the information age it is the key to success. –In the information economy business is defined by customer relationships and sales success depends on adding value. –Value-added selling is a series of creative improvements in the sales process that enhance the customer experience. –Customers perceive that value is added when they feel comfortable with the relationship they have with a salesperson. –A good relationship causes customers to feel that, if a problem arises, they will receive a just and fair solution. –A good relationship creates a clearer channel of communication about issues that might surface during each step of the sales process –The salesperson who is hones, accountable and sincerely concerned about the customer’s welfare brings added value to the sale.

8. Bina Nusantara Creating Value with A Relationship Strategy Partnering-The highest-quality selling relationship: –The relationship is built on shared values. If your client believes that you both share the same ideas and values, it goes a long way toward creating a powerful relationship –Everyone needs to clearly understand the purpose of the partnership and be committed to the vision. Both the salesperson and the client must agree on what they are trying to do together –The role of the salesperson must move from selling to supporting. The salesperson in a partnership is actively concerned with the growth, health, and satisfaction of the company to which she is selling.

9. Bina Nusantara Creating Value with A Relationship Strategy Thought processes that enhance your relationship strategy: –Self image, is shaped by the ideas, attitudes, feelings, and other thought you have about yourself that influence the way you relate to others. –Two important aspects to understand the “why” of human behavior: Feelings and behavior are consistent with the self-image. The self-image can be changed. –Low self-esteem correlates with resistance to change and with clinging to the known and familiar. It is noted that low self- esteem is economically disadvantageous in an information economy where knowledge and new ideas count for almost everything.

10. Bina Nusantara Creating Value with A Relationship Strategy How to develop a more positive self-image? –Focus on the future and stop being overly concerned with past mistakes or failures. –Develop expertise in selected areas. –Learn to develop a positive mental attitude. Character is composed of personal standards, including honesty, integrity and moral strength. Integrity is the basic ingredient of character that is exhibited when you achieve congruence between what you know, what you say, and what you do.

11. Bina Nusantara Creating Value with A Relationship Strategy Nonverbal strategies that add value to your relationships: –The first contact between a salesperson and a prospect is very important. –During the first few minutes-or seconds- the prospect and the salesperson form impressions of each other that either facilitate or distract from the sales call. –Every salesperson projects an image to prospective customers, and this image influences how a customer feels about the sales representative.

12. Bina Nusantara Creating Value with A Relationship Strategy Conversational strategies that enhance relationships –Become genuinely interested in other people. –Be a good listener; encourage others to talk about themselves –Talk in terms of the other person’s interest.

13. Bina Nusantara Creating Product Solutions Developing a product solution that adds value: –Become a product expert: Product development and quality improvement process Performance data and specifications Maintenance and service contracts Price and delivery

14. Bina Nusantara Creating Product Solutions –Sell benefits: Distinguish between features and benefits. –Feature is anything that can be felt, seen or measured. –Benefit is anything provides the customer with personal advantage or gain. –Configure value-added solutions

15. Bina Nusantara Creating Product Solutions –Know your company: We should never underestimate information about the company itself as a strong appeal that can be used during the sales presentation. Life insurance can be purchased from a large number of fims at nearly identical rates –Know your competition: Salespeople who have knowledge of their competitor’s strengths and weakness are better able to emphasize the benefits they offer and add value. You must acquire facts about competing products before the sales presentation. Do not refer to the competition during the sales presentation. Never discuss the competition unless you have all you facts straight. Avoid criticizing the competition Be prepared to add value.

16. Bina Nusantara Conclusions: Personal selling is often the major promotional method used – whether measured by people employed, by total expenditures, or by expenses as a percentage of sales. Customers perceive that value is added when they feel comfortable with the relationship they have with a salesperson. Self image, is shaped by the ideas, attitudes, feelings, and other thought you have about yourself that influence the way you relate to others. Every salesperson projects an image to prospective customers, and this image influences how a customer feels about the sales representative.