THE MARKETING MIX (THE 4 Ps) PRODUCTPRICEPROMOTIONPLACE Advertising Direct mail Personal Selling Publicity Sales promotion Telemarketing Public Relations Merchandising Internet Sponsorship Exhibitions Lecture 1 – Slide 1

Definitions •Personal Selling is the personal contact with one or more purchasers for the purpose of making a sale •Salesmanship is seller-initiated effort that provides prospective buyers with information and other benefits, motivating or persuading them to make buying decisions in favour of the seller's product or service •Sales Management is the process of directing strategy and tactics to achieve sales, marketing and corporate objectives by means of influencing subordinates (incl. recruitment, innovation and leadership) to be more efficient and effective. Lecture 1 – Slide 2

Ways to improve performance •Increase sales volume •Achieve a more profitable mix of product and/or customers •Reduce costs •Increasing the number of calls •Improving the quality of calls by: a) message content b) communication effectiveness c) interpersonal relationships •Changing the allocation of effort between customers and products This Can be Done in Terms of Sales Inputs By Lecture 1 – Slide 3

The Costs of one salesperson (2006) •Salary, bonus, and benefits28675 •Company car 6530 •Accommodation and meals 3478 •Mobile phone 1311 •Total •Management and office overheads add about 38% making the cost per person £55320 per annum. Source: CIM/Comer Rewards 2007 Lecture 1 – Slide 4

Daily Time Allocation Hours per day% of time Pre-call preparation Driving and parking Face to face selling Non-selling e.g. Waiting/ handling complaints Admin. Reports Lunch and breaks Telephone, meetings, etc Lecture 1 – Slide 5

Most important reasons for differences between the most successful salesperson and the average salesperson (according to sales managers) •Product knowledge •Exploring and understanding the needs of the customer •Getting decisions •Knowledge of the market •Contacts within the industry •Making a presentation •Good call preparation Lecture 1 – Slide 6