Selling As Key Element of Success For Businesses (Based on Practical Scenarios)

Prepared By: Najeb Islam - Team Leader (ID-2011421006) Raju Kumar Saha (ID-2012121012) Sheik Shami Ullah Chowdhury (ID-2012121015) HND Business Intake 1, 2012

Prepared For: Mr. Irfan Jahangir Faculty, Marketing, School of Business BAC Dhaka, Bangladesh

In order to meet the purpose of the study we have collected information by visiting three stores. They are as Follows:

Apan Jewellers Location: Ground Floor, Rifles Square (B.D.R Gate), Dhanmondi, Dhaka. Telephone: 02-8614849, 02-8622444. Products: All kinds of Golden Jewellery.

Rangs Electronics (Authorized Sony Dealer) Location: Ground Floor, Rifles Square (B.D.R Gate), Dhanmondi, Dhaka. Products: Television & Projector, LCD TV, Home Theatre System, Camcorder, Computer & Peripherals, Storage & Recording Media, Battery & Charger.

Jennys Location: Third Floor, Rifles Square (B.D.R Gate), Dhanmondi, Dhaka. Telephone: 9673543 Products: Gents and Ladies Shoes.

Task 1 Contribution of Personal Selling In Promotion Mix: Promotion Mix is the specific blend of promotion tools that a company uses to persuasively communicate customer value and build relationships. Five major promotion tools are as follows: Advertising. Example: Broadcast, Print, Internet, Outdoor. Sales Promotion. Example: Discounts, Coupons, Displays, Demonstrations. Personal Selling. Example: Presentations, Trade Shows, Incentive Programs. Public Relations. Example: Press Release, Sponsorships, Special Events. Direct Marketing. Example: Catalogues, Telephone Marketing, Mobile.

Personal Selling is personal presentations by the firms sales force for the purpose of marketing sales and building customer relationships. In Apan Jewellers, Rangs Electronics & Jennys; personal selling communications are developed by the sales management. These businesses integrates many communications channels to deliver a clear, consistent, and compelling message about their products and personal selling is most important part of it. According to the sales representatives of mentioned businesses; personal selling is the most effective tool at certain stages of the buying process, particularly in building up buyers preferences, convictions, and actions. It involves personal interactions between two or more people, so each person can observe the others needs and characteristics and makes quick adjustments. Personal selling also allows all kinds of customer relationships to spring up, ranging from matter-of-fact selling relationships to personal friendships.

An effective salesperson keeps the customers interests at heart in order to build long-term relationship by solving customer problems. They generally rely on Push Strategy in order to close a sale. In this technique the producer promotes the product to channel members who in turn promote it to final consumers. In case of Rangs Electronics; Sony makes available special prices and promotion for its products time to time which in turn boosts personal selling at retail outlets. The Diagram below shows the possible outcomes of buyer relationship:

Task 2 Buyer Behaviour & The Decision Making Process In Different Situations:

Consumer buyer behavior : understanding the ways of buying behavior is very difficult. Says one expert, The mind is whirling, swirling jumbled mass of neurons bouncing around. The buying behavior of final consumers- individuals and house holds that buy goods and services for personal consumption. Characteristics affecting consumer behavior Affect our buying behavior affect our buying behavior from brand cultural and social influences to motivations , beliefs and attitudes lying deep within us. For example, why we by the specific sell phone. Cultural : culture, subculture, social class. Social : reference group, family, roles and status Personal : age and life cycle stage, occupation. Psychological : motivation, learning, attitudes. Buyer : buyer. Business buyer behavior: business buying decision can range from routine to incredibly complex, involving only a few or nery many decision makers and buying influences. Major types of buying situations Straight rebuy : a business buying situation in which the buyer routinely reorders, something without any modification. Modified rebuy: a business buying situation in which the buyer wants to modify product specificons , prices, terms or suppliers. New task: a business buying situation in which the buyer purchases a product or service for the first time.

Systems selling: buying a packaged solution to a problem from a single seller , thus avoiding all the separate dicision involved in a complex buying situation. The buyer decision process : decision is just part of a much larger buying process starting with need recognition through how you fell after making the purchases marketers want to be involved throughout the buyer decision process. Need recognition Information search Evalution of alternate Purchase decision Post-purchase behaviour

Example: this car is very useful for us thats way we need reorganization for this car. .we can find information web site and any showroom, they have many alternate products like Toyota, Honda and so many. When we see this product and then we take it purchase decision for its very good features and there post purchase behaviour was so good cause then offer many facilities after buy their products.

Task 3 Role of Sales Teams within Marketing Strategy: Role of sales team:- A group of salespeople or sales representatives responsible for the sales of either a single product or the entire range of an organization's products. We can explain role of sales team from the following two points of view: 1. Role of a team leader: Instruction & training:- In Apan jewellers provide new and existing sales associates with tips and training. Apan jewellers manager always try to establish the difference between orders, requests, indications and follow business policies regarding proper behaviour with clients or coworkers. On the other hand Rangs and Jennys also follow the same methods. Motivate:- In Apan jewellers manager use positive methods of motivation rather than negative or neutral ones. Also in Rangs and apan jewellers Manager always try to motivate employees to reach individual sales goals and requirement. But jennys dont follow these kind of method. Praise And reward:- only in rangs manager praise a worker who does a stellar job and reward the worker like as a bonus or small prizes.

 Communication:- Apan jewellers, Rangs and jennys manager always concern about safety, inadequate compensation or a hostile work environment. 2.Role of sales force: Significant:- In apan jewellers and rangs sales force builds trust with customers. Current customer of apan jewelers and Rangs gain trust through consistent follow-up and communication with the sales people. They also work to re-engage previous customers through promotions, discount and communication. Benefits:- In apan jewellers, rangs and jennys use social media is another way to connect with potential customers, promote sales campaigns, and provide information. Overcome objection:- In apan jewellers and rangs sales people always try to take any kind of objection easily and try to solve them. Warning:- In apan jewellers ,Rangs and jennys always check references and use effective techniques.

References: 1. Philip Kotler & Gary Armstrong. Principles of Marketing. Pearson Publications. 2. Subhash C. Jain. Marketing Planning & Strategy. South-western Thomson learning. 3. Supervisor (Apan Jewellers): Mr. Brozo Kumar Vhoumik (Personal Communication, October 2012) 4. Supervisor (Rangs Electronics): Mr. Firoze Mohammad (Personal Communication, October 2012) 5. Supervisor (Jennys): Mr. Arafat Ahmed (Personal Communication, October 2012)