2. Copyright © 2004 Pearson Education Canada Inc.1-1 1 Personal Selling Today Introduction and Overview CHAPTER

3. 1 Copyright ©2004 Pearson Education Canada Inc.1-2 Personal Selling Today Learning Objectives: n Describe the contributions of personal selling to today’s information economy n Define “personal selling” and discuss the topic as an extension of the Marketing concept n Describe the evolution of consultative selling from the Marketing era to present n Define strategic selling and name the four broad areas in the Strategic/Consultative Selling Model n Define relationship selling and name the three things that enhance it n Describe how value-added selling strategies enhance the customer experience

4. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-3 Personal Selling in the Information Age INCREASES IN RELATIONSHIP SELLING AND RELATIONSHIP MARKETING Industrial Economy 1860-1960 Major advances in manufacturing and transportation Strategic Resource is capital and natural resources Business is defined by its products and factories Information Economy 1960-2020 Major advances in information technology Strategic resource is information Business is defined by customer relationships Sales success depends on creating value for customers

5. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-4 Value-Added Selling “Improving the sales process to create value for the customer. Salespeople add value when they offer better advice and product solutions, carefully manage customer relationships, and provide better service after the sale.”

6. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-5 Personal Selling Defined Personal Selling involves person-to-person communication with a prospect. It is a process of developing relationships, discovering needs, matching appropriate products to these needs, and communicating benefits through informing, persuading, and reminding.

7. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-6 Personal Selling Philosophy involves n Appreciating the value of Personal Selling n Adopting the Marketing Concept n Becoming a problem solver and partner with your customers to help them make better buying decisions

8. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-7 Strategic/Consultative Selling Model

9. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-8 Evolution of Personal Selling (1950 to Present)

10. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-9 Evolution of Personal Selling (1950 to Present)

11. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-10 Evolution of Personal Selling (1950 to Present)

12. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-11 Evolution of Personal Selling (1950 to Present)

13. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-12 Strategic Market Plan - Definition n A Strategic Market Plan outlines the methods and resources required to achieve an organization’s goals within a specific target market, taking into consideration all the major functional areas of the business that must be coordinated, such as production, marketing, finance, and human resource management.

14. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-13 Tactics versus Strategies n Tactics are techniques, practices, or methods salespeople use during face-to-face interactions with customers, while strategies are what salespeople employ as a result of pre-call planning to ensure that they call on the right people, at the right time, and with the right tactics to achieve positive results.

15. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-14 Focus on Relationship Selling Salespeople who have adopted Relationship Selling work hard to build and nourish long term partnerships. They rely on a personal, customized approach to each customer.

16. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-15 Duration of Relationships n Insert Figure 1.4 here n Duration of Relationships

17. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-16 Integrated Marketing Communications n Insert Figure 1.5 here. n Integrated Marketing Communications

18. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-17 Strategic/Consultative Selling Model Marketing Concept coordinate all activities to create satisfied customers and achieve company goals.

19. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-18 Strategic/Consultative Selling Model

20. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-19 Strategic/Consultative Selling Model

21. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-20 Strategic/Consultative Selling Model

22. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-21 Strategic/Consultative Selling Model

23. 1 CHAPTER Copyright ©2004 Pearson Education Canada Inc.1-22 Create Customer Value n Insert Figure 1.8 here. n Create Customer Value