1. Personal selling Marketing Presentation by Group A10

2. Really??

3. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Personal Selling’s Role Introduction The Marketing Mix: Product Price Place Promotion The Promotion Mix: Advertising Public Relations Sales Promotion Personal Selling

4. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Introduction Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A What is the gap? Bridging the Gap What the customer perceives is… What the firm perceives is…

5. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Bridging the Gaps Bridging The Gap Knowledge Gap Standard Gap Delivery Gap Communication Gap Service Gap We don’t guarantee your job RSM will help me find a job

6. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A What is Personal Selling Personal Selling Personal selling is personally communicating information in order to drive an individual or group to buy something—a good, service, or idea—that satisfies that individual or group’s needs or wants.

7. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Are you “selling” what customers are“buying”? Personal Selling Products “also” include: Information Services Ideas Issues What’s the product of your product’s product? Product: cosmetics Product of product: beauty Product of product’s product: romance

8. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A PUSH SALES Short term thinking Making the sale has priority over most other considerations considerations Salesperson is self-interest oriented Interaction between buyer and seller is competitive

9. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Push Selling: Tiger Beer in Singapore - Push Selling Push and peddle products

10. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A “ Sir/madam, don’t you want to try some Tiger Beer? “ She comes to Tom with a smile. How can he refuse? Pushy Tiger Beer Girl - Push Selling

11. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Mind the GAP! Q: What makes the gap bigger? A: When you press wrong persons at the wrong time and at wrong places Q: What makes the gap smaller? A: When you know that the press will not perceived as press but rather as an interesting interruption. Time needed

12. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Ingram Micro distributor Liaison person Takes personal care of the customer -Liaison Liaison Selling : Ingram Micro Case The IT Marketplace

13. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Mind the GAP! Q: What makes the gap bigger? A: When hidden cost like maintenance or multiple license fees are not explained clearly Q: What makes the gap smaller? A: When the sales know what the customer want in their IT system -Liaison

14. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Consultative Selling Customer is served, not sold Two-way Communication Inform and negotiate, don’t manipulate Provide service after the sale

15. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A CONSULTITIVE SELLING-MAC WAY

16. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A CONSULTITIVE SELLING-MAC WAY Exclusive MAC stores Salesperson: Make-Up Artists Professional, artistic treatment -Consultative Selling

17. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Mind the GAP! Q: What makes the gap bigger? A: When you use low skilled consultants Q: What makes the gap smaller? A: When you know that personal consulting is what the customer expects and ends in a relationship. Complex products, Complex people, Lack of Information Salesperson moto You can achieve most of the things in life that you want if you help other people achieve what they want. Salesperson moto You can achieve most of the things in life that you want if you help other people achieve what they want.

18. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Introduction Bridging Gaps Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Strategic Selling: Apparel Company - Strategic Selling Clothing Shop near Euwha Women’s University Apparel company for young women

19. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Strategic Selling Concept -Strategic Selling “20% customers make 80% revenues” Key Account Customers Univ. Student set the Fashion Shinwon treated Shops near the Univ. as Strategic “Key Accounts”

20. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Introduction Bridging Gaps Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Partnering: Korea Postbank in 1998 - Partnering Government Owned IT In-housing Low Service Level IT Budget Increase 3 rd largest SI in Korea Expertise in Banking IT Highly Competitive market Unstable Revenue IT Outsourcing

21. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Partnership Selling Concept - Partnering Understand Customer Needs Build Long-term Relationship Continuously Add Value to Customer Strategic Alliances “Your problem is my problem” Strategic Alliances “Your problem is my problem”

22. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Personal selling dimension(1): Customer perception Sales representative Assistant business manager Key account manager Head of business development Bloody Sales ! Lowcustomer perception high Tom Wang’s career path Push sales Liaison Consultative Strategic partnering

23. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Personal selling dimension(2): Product & Service Complexity Push sales Liaison Consultative Strategic partnering Complexity of Product & Service HighLow

24. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Personal selling dimension(3): Level of Information Low Level of Information High partnering Strategic Consultative Liaison Push sales

25. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Personal selling dimension(4): Culture WesternCultureEastern Push sales Liaison Consultative Strategic partnering ‘Suppliers partnering

26. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Bridging the Knowledge Gap Conclusion Consumer Perceptions & Expectations Company Perceptions & Expectations (POSITION of products & services) GAP

27. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Customer Evaluates you …. The secret of good selling is simple: 1. Listen to your customer. 2. Little things are what it’s all about. 3. The perception of the customer is as important as the reality. Based Upon Their Perceptions & Expectations Conclusion CustomerCompany Sales

28. Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion Q&A Personal Selling Q&A Introduction Bridging The Gap Personal Selling -Push Selling -Liaison -Consultative Selling -Strategic Selling -Partnering Conclusion