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Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Course Instructor: Kanwal Gurleen Lecturer,

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Presentation on theme: "Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Course Instructor: Kanwal Gurleen Lecturer,"— Presentation transcript:

1 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Course Instructor: Kanwal Gurleen Lecturer, LSB

2 Direct Marketing Channels
Direct mail Catalogs Telemarketing Other direct response

3 Components of the Mailing
Outside envelope Sales letter Circular Reply form Reply envelope

4 Public Issues in Direct Marketing
Irritation Unfairness Deception/fraud Invasion of privacy

5 Online Promotional Opportunities
Websites Microsites Search ads Display ads Interstitials Internet-specific ads and videos Sponsorships Alliances and affiliate programs Online communities Mobile marketing

6 How to Start Buzz Identify influential individuals and companies and devote extra effort to them Supply key people with product samples Work through community influentials Develop word-of-mouth referral channels to build business Provide compelling information that customers want to pass along

7 Designing a Sales Force
Sales force objectives Sales force strategy Sales force structure Sales force size Compensation

8 Sales Tasks Prospecting Targeting Communicating Selling Servicing
Information gathering Allocating

9 Managing the Sales Force
Recruiting, selecting Training Supervising Motivating Evaluating

10 Workload Approach to Determining Sales Force Size
Customers are grouped into size classes Desirable call frequencies are established Number of accounts in each size class multiplied by call frequency Average number of calls possible per year established Number of reps equal to total annual calls required divided by number possible

11 Components of Sales Force Compensation
Fixed amount Variable amount Expense allowances Benefits

12 Steps in Effective Selling
Prospecting/Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up

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