1. Personal Selling and The Marketing Concept
Chapter 1

2. Selling- What does it take to succeed?

3. Success
Service to Others

4. sUccess
Use the Golden Rule

5. suCcess
Communication Ability

6. sucCess
Characteristics for the Job

7. succEss
Excel at strategic thinking

8. succeSs
Sales Knowledge

9. succesS
Stamina for the challenge

10. Relationship selling leads to success
Relationship selling- professionally providing information for customers allowing them to make intelligent purchases to achieve their long and short-term objectives.

11. ABC’S of relationship selling
A Analyze the customer’s needs
B present product Benefits
C gain Commitment for the purchase
S provide excellent Service to maintain and grow the relationship

12. Personal Selling Person-to-person communication with a prospect
Viewed as a process that adds value

13. Personal Selling It is a process of: Developing relationships
Discovering needs
Matching the appropriate products with these needs
Communicating benefits through informing, reminding or persuading

14. Product
Encompasses information, services, ideas and issues.

15. Personal Selling Philosophy
Adopt a marketing concept
Value personal selling
Become a problem solver and partner.

16. Personal Selling in the Age of Information
Industrial Economy
Major advances occur in manufacturing and transportation
Strategic resources are capital and natural resources
Business is defined by its products and factories
Sales success depends on meeting sales quotas

17. Personal Selling in the Age of Information
Information Economy
Major advances occur in information technology
Strategic resource is information
Business is defined by customer relationships
Sales success depends on adding value

18. Personal Selling in the Age of Information
There have been four major developments that have shaped the information economy
Major advances in information technology
Strategic resource is information
Business is defined by customer relationships
Sales success depends on adding value

19. Major Advances in Information Technology
There has been an increased use of personal computers, , instant messaging, mobile phones and other forms of technology to obtain and process information

20. Major Advances in Information Technology
Computer use has changed for data crunching to connecting people
The connections include:
People to people
Machine to machine
Product to service
Organization to organization
All of these in combination

21. Strategic Resource is Information
Advances in information technology have increased the speed at which we acquire, process and disseminate information

22. Strategic Resource is Information
As a salesperson, you are are expected to the consumer with assistance in deciding which information has value and which information should be ignored.
People have less time to adjust to new products and circumstances value this assistance.

23. Business is Defined by Customer Relationships
Customers today are better informed and this has caused a power shift
Customers have taken more control of their purchase decisions
As a salesperson you are the “human element”

24. Business is Defined by Customer Relationships
You have the ability to think, feel and generate ideas
Relationship selling and marketing emphasizes long-term, mutually satisfying buyer-seller relationships and it has gain much support from the beginning of the Information Age.

25. Business is Defined by Customer Relationships
Personal selling provides a counterbalancing human response to the impersonal nature of technology.

26. Sales Success Depends on Adding Value
Value-added selling:
A series of creative improvements within the sales process that enhance the customer experience.

27. Sales Success Depends on Adding Value
How can a salesperson add value?
Developing quality relationships
Carefully identifying the customer’s needs
Configuring and presenting the best possible product solution

28. Marketing Concept
The belief that a company should dedicate all of its policies, planning and operations to the satisfaction of the customer.
Determine what the customer wants and then develop the appropriate product or service

29. Marketing Concept Yields Marketing Mix
Once the marketing concept becomes a part of a firm’s philosophy, its management seeks to develop a network of marketing activities that maximize customer satisfaction and ensure profitability. This combination of elements make up the marketing mix.

30. The Marketing Mix
Marketing Mix: A set of controllable, tactical marketing tools that consists of everything the firm can do to influence the demand for its product

31. The Marketing Mix
The marketing mix can be organized into a group of four variables:
Product
Price
Place
Promotion
Advertising, public relations, sales promotion and personal selling

32. Important Role of Personal Selling
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.

33. Important Role of Personal Selling
Large investments are being placed 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
Demand for quality, value and service by customers has risen

34. Important Role of Personal Selling
Personal selling has evolved through three distinct developmental periods:
Consultative selling era
Strategic selling era
Partnering era

35. Consultative Selling Era
Late 1960s to early 1970s
This approach emphasizes need identification, which is achieved through effective communication between the sales person and the customer
Buyers needs are identified through two-way communication
Information giving and negotiation tactics replace manipulation

36. Consultative Selling Era
It is important to understand the role of transactional selling
Transactional selling is a sales process that most effectively matches the needs of the value-conscious buyer who is primarily interested in price and convenience.

37. Many transactional buyers are well aware of their needs and may already know a great deal about the products or services they intend to purchase. Their primary focus is low price.

38. Low-cost transaction selling strategies include telesales, direct mail and the Internet.
This approach to selling is usually used by marketers who do not see the need to spend vary much time on customer need assessment, problem solving, relationship, or sales follow-up

39. Consultative Selling Era
Major features of the Consultative Selling Era include:
The customer is seen as a person to be served, not a prospect to be sold
The consultative salesperson, unlike the peddler of and earlier era, does not try to overpower the customer with a high-pressure sales presentation

40. Consultative Selling Era
Consultative selling emphasizes information giving, problem solving and negotiation instead of manipulation
Consultative selling emphasizes service after the sale

41. Strategic Selling Era Early1980s
Strategy is given as much attention as selling tactics
Product positioning is given more attention
During this period, the selling environment became more complex

42. Strategic Selling Era
These trends, which include increased global competition, broader and more divers product lines, more decision makers involved in major purchases, and greater demand for specific, custom-made solutions, continue to influence personal selling and sales training in the age of information.

43. Strategic Selling Era Strategic planning:
The managerial process that matches the firm’s resources to its market opportunities. It takes into consideration the various functional areas of the business that must be coordinated such as financial assets, workforce, production capabilities, and marketing.
Almost every aspect of strategic planning directly or indirectly influences sales and marketing.

44. Strategic Selling Era
What is the difference between tactics and strategies?
Tactic: Techniques, practices, or methods you use when you are face-to-face with a customer
Strategy: A carefully conceived plan that is needed to accomplish a sales objective. It is a prerequisite to tactical success.

45. Strategic Selling Era
Strategic planning sets the stage for a value-added form of consultative selling that is more structured, more focused, and more efficient. The result is better time allocation, more precise problem solving, and a greater chance that there will be a good match between your product and the customer’s needs.

46. Strategic/Consultative Selling Model
The strategic/consultative selling model includes five steps:
Develop a personal selling philosophy
Develop a relationship strategy
Develop a product strategy
Develop a customer strategy
Develop a presentation strategy

47. Develop a Relationship Strategy
Relationship strategy: A well-thought-out plan for establishing, building and maintaining quality relationships.
Adopt Win-Win Philosophy: When the customer wins, I win
Project professional image
Maintain high ethical standards

48. Develop a Product Strategy
Product strategy: A plan that helps salespeople make correct decisions concerning the selection and positioning of products to meet identified customer needs.
Three prescriptions for the product strategy are become a product expert, sell benefits, and configure value-added solutions.

49. Develop a Customer Strategy
Customer strategy is a carefully conceived plan that results in maximum responsiveness to the customer’s needs.
The salesperson should develop an understanding of the customer’s buying process, understand buyer behavior, and develop a prospect base.

50. Develop a Presentation Strategy
Presentation strategy: A well-developed plan that includes preparing the sales presentation objectives, preparing a presentation plan that is needed to meet these objectives, and renewing one’s commitment to provide outstanding customer service.
As a salesperson, you want to prepare objectives, develop presentation plan, and provide outstanding service.

51. Electronic Commerce Electronic commerce: Specific form of
e-business that refers to buying and selling activities conducted on the Internet
Electronic business (e-business): Involves the use of intranets, extranets, and the Internet to conduct a company’s business.

52. Customer Relationship Management
Customer Relationship Management (CRM): Building and maintaining strong customer relationships by using a variety of technologies (software) to enhance customer responsiveness.

53. Complex Sale
A complex sale will almost always require the use of several forms of information technology to gather and distribute information to customers.

54. Partnering Era 1990 to present
Partnering is the result of several economic forces
When products of one company are nearly identical to the competition, the product strategy becomes less important than the relationship, customer, and presentation strategies.
The need for customized products or services

55. Partnering Era
Today’s customer wants a quality product and a quality relationship
A strong partnership serves as a barrier to competing salespeople who want to sell to your accounts
Salespeople who are able to build partnerships enjoy more repeat business and referrals
It cost four or five times more to get a new customer than to keep an existing one.

56. Partnering Era
Partnering: A strategically developed, long-term relationship that solves the customer’s problems.
A successful long-term partnership is achieved when the salesperson is able to skillfully apply four major strategies

57. Strategic Alliances– The Highest Form of Partnering
Strategic alliance: An alliances often formed by companies that have similar business interests and, thus, gain a mutual competitive advantage.
It is not uncommon for a company to form several alliances.
Example: Nike and iPod creating the Nike+ shoes

58. Strategic Alliances– The Highest Form of Partnering
Building an alliance
1. Learn as much as possible about the proposed partner
Alliances that are formed between companies that vary greatly in such areas as customer focus, financial stability, or ethical values will likely fail.
2. Meet with the proposed partner and explore mutual benefits of the alliance

59. Partnering– High Ethical Standards
Poor ethical decisions can weaken or destroy partnerships
The best way to ensure repeat business is to deal honestly and fairly with every customer