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Marketing strategy chapter 1
Marketing strategy chapter 1
Strategies of personal selling
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Marketing enables both, individuals and organizations to sell products and services to other people to help them satisfy their needs and wants. At some point in the selling process, personal selling usually becomes involved. It is the personal selling process that allows marketers the greatest freedom to adjust a message to satisfy customers' information needs. Personal selling allows the marketer to communicate directly with the prospect or customer and listen to his or her concerns, answer specific questions, provide additional information, inform, persuade, and possibly even recommend other products or services. Personal selling is the most expensive form of advertising and to be an effective one.
The first step is prospecting(Anderson, Dubinsky, Mehta pg.103). The sales process is adaptive, which means that each situation may be different and salespeople have to be able to adapt and understand what is important to each customer and where each is in the buying process. With this step in the process, sales representatives look for new customers that they can potentially sell their products to. This can be done by cold calling or by going out into the market and talking to people. This part of the process is a numbers game, and the sales representative has to contact many people. An important initial step in personal selling is the selection, training and motivation of salespeople. Salespeople must be fully familiar with the product, the firm, the market, and the selling techniques. They should be well-informed about the competitor's products and the degree of competition. The salesperson should also be acquainted with the motives and behavior of prospective buyers. Approximately twenty percent of a firm's customer base ca...
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...d trust. Modern customers want to depend on the product as well as the seller supplying it. Selling will continue to change and evolve over time much like people do, but as long as both sides finds a balance of respect, trust, and commitment the selling process will continue (Nightingale).
Works Cited
Anderson, Dubinsky, Mehta. Personal Selling. New York: 2007.
Tracy, Brian. "The New Model of Selling." 13 Apr 2012. Speech.
Nazar, Jason. "The 5-step Sales Process ." Docstoc. 28 Jun 2011. Speech.
Nightingale, Earl. "Listen..This Will Change Your Life - The Strangest Secret ." 1956. Speech.
"Relationship Selling: Anatomy of a Sale." Relationshipselling.org. 26 Apr 2010. Address.
"Sales Presentation." n. page. Web. 24 Feb. 2014. .
As the salespeople’s immediate supervisor, it is the primary responsibility of the manager to provide proper training to enhance the salespersons’ effectiveness and improve their skills. Given the importance of having a productive and enthusiastic sales team, the manager needs to develop and manage effective reward and compensation packages to ensure a highly motivated and satisfied sales force. Sales managers also ensure that the company 's standards of professionalism, image, and branding are consistent with the sales team’s interaction with company customers. The manager 's presence also makes customers feel valued as well as provide credibility on behalf of the company (Pilling, Donthu, & Henson,
Finally, personal selling should be considered for its campaign because John Lewis sells electrical goods, such as TV, iPad and camera. When a customer tends to buy a digital product such as digital camera, a personal seller would enable to show how to use it and give more pro-advices to them. Therefore, John Lewis could consider combining advertising and personal selling to maximum the effect of the campaign in next time.
...bjections. Once the customer is reassured and agrees to the sale, initiate the sale process immediately and shift the attention to paying and completing the sale. Keep away at all costs from cell phones, TV, and god forbid at his phony wife calling him into the other room (red flag). That should be the bones of the operation and the basis of our model. The guys will learn how to adapt to objections and learn effective sale patterns and routines with practice. The successful salesmen get promoted and manage their team in ways they know to be effective and growth will become exponentially with us at the top of the pyramid.
The first step a sales manager must perform is to develop the strategic sales program or sales plan. This step involves setting objectives for the company, organizing the salesforce and selling function, forecasting sales, and developing account management policies and relationships.
People make purchases on the basis of emotion rather than logic. I believe out of my experience that people decide to buy something not because it serves them a purpose but because it feels right to them. After this first stage of buying I know for sure that people start to think of logic to justify their decision to themselves. So it becomes extremely important for a salesperson to make an emotional connection between their prospects and themselves. I make sure that every time I have a prospect I will make a personal connection with that particular prospect. The whole idea behind it is used to generate an interest that touches them internally. This way I made sure that my time is not wasted and I am able to sell more over a selling spree. Therefore, it becomes extremely important for you as a salesperson to close deals on the basis of the emotions rather than selling with logic.
Personal Selling Personal selling is where businesses use people to sell the product after meeting face to face with the customer. The sellers promote the product through their attitude, appearance, and specialist product knowledge. They inform and encourage the customer to buy or at least trial the product. A good example of personal sales is found in department stores on the perfume and cosmetic counters.
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
2. To maintain their relationships with customers, marketers have to be alert to changes and adjust their activities accordingly.
Personal selling will be measured in both qualitative and quantitative terms. Salespersons will have to fill reports regarding the interlocutors behaviour and product knowledge.
Selling begins by locating potential customers. A potential customer or “prospect” is first identified as sales lead, which simply means the salesperson has obtained information to suggest that someone exhibits key characteristics that lend them to being a prospect.
Another definition of marketing is the "selling of products or services: the business activity of presenting products or services in such a way as to make them desirable" (MSN Encarta). However, according to (Kotler & Keller, 2006) the formal definition of "marketing is an organizational function and a set of processes for creating, communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders"(Kotler & Keller, p.4). According to these definitions, marketing needs to cover customers' necessities and at the same time sell products to increase future revenues. However, marketing is more extensive than just selling a product. Moreover, marketing activities are all activities associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution.
Marketing and selling are synonymous but there exists a difference between the two concepts. It is very necessary for the marketing team to clearly understand the difference between marketing and selling. Selling is the transferring of goods and services to customers. On the other hand includes all the activities associated with product planning, pricing, promoting, and distributing a product or a service. The following are more differences between selling and marketing;
According to Kotler (2012), Marketing is about identifying and meeting human social needs, thus it is not only about advertising and promotion it is more than this. It includes setting competitive price, communicating effectively with potential and existing customers and also introduction of new products.
It is not secret that marketing plays one of the key roles of a successful business. As Phillip Kotler said: “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential”. Simply stated, marketing is everything you do to place your product or service in the hands of a potential customer.
As Peter Duckers has put it, "The ultimate aim of all business organisation is - to create a customer". These days, for most products and services, the market belongs to the buyer. The customers e...