Documente Academic
Documente Profesional
Documente Cultură
Today
INTRODUCTION AND OVERVIEW
Learning Objectives
Describe the contributions of personal selling to the information economy Define personal selling and discuss personal selling as an extension of the marketing concept Describe the evolution of consultative selling from the marketing era to the present
Copyright2007 Pearson Education Canada Inc.
1-2
Define strategic selling and name the four broad areas in the Strategic/Consultative Selling Model Define relationship selling and name the three things that enhance it Describe how value-added selling strategies enhance personal selling
1-3
Definition
Personal
1-5
is a process of developing relationships, discovering needs, matching appropriate products to these needs, and communicating benefits through informing, persuading, and reminding
Copyright2007 Pearson Education Canada Inc.
1-6
1-7
and complexity of
products, Competition, local and global, and Customer demand for value.
Copyright2007 Pearson Education Canada Inc.
1-8
Marketing Concept
Three aspects of the marketing concept are:
1)
2)
3)
Co-ordination of marketing activities throughout the company, Focused to create customer satisfaction, While achieving the firms goals.
Copyright2007 Pearson Education Canada Inc.
1-9
Middle 1950s-1960s
Selling Emphasis:
More
organizations recognize that the salesperson is in a position to collect product, market, and service information regarding the buyers needs.
1-10
Selling Emphasis:
Buyer
1-11
Consultative Selling
Extension
1-12
1-13
the methods and resources required to achieve an organizations goals within a specific target market, taking into consideration all the major functional areas of the business that must be co-ordinated, such as production, marketing, finance, and human resource management
Copyright2007 Pearson Education Canada Inc.
1-14
1-15
are techniques, practices, or methods salespeople use during face-toface interactions with customers Strategies are what salespeople employ as a result of precall planning to ensure that they call on the right people, at the right time, and with the right tactics to achieve positive results
Copyright2007 Pearson Education Canada Inc.
1-16
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
Copyright2007 Pearson Education Canada Inc.
1-17
Transactional Selling
A
sales process that most effectively matches the needs of the valueconscious buyer, who is primarily interested in price and convenience
1-18
Duration of Relationships
Focus is on closer, longer-term relationships versus transactional selling High ethical standards required Sales automation helps
Copyright2007 Pearson Education Canada Inc.
1-19
1-20
Standards Sales Force Automation National Account Programs Customer Relationship Management
1-21
Value Creation
New
selling imperative
value does the sales person offer
What
Value-added
selling does not replace consultative selling, or strategic selling, or relationship selling it encompasses them all
Copyright2007 Pearson Education Canada Inc.
1-22
Figure 1.6
Develop a Personal Selling Philosophy Value Personal Selling Marketing Concept a Problem Solver/Partner
Become
*Strategic/consultative selling evolved in response to increased competition, more complex products, increased emphasis on customer needs, and growing importance of long-term relationships.
1-23
Relationship Strategy is a well-thought-out plan for establishing, building, and maintaining quality relationships
Figure 1.6
co-ordinate all activities to create satisfied customers and achieve company goals.
Practise Behave
*Strategic/consultative selling evolved in response to increased competition, more complex products, increased emphasis on customer needs, and growing importance of long-term relationships.
Copyright2007 Pearson Education Canada Inc.
1-24
Marketing Concept: co-ordinate all activities to create satisfied customers and achieve company goals.
specific benefits
Configure
*Strategic/consultative selling evolved in response to increased competition, more complex products, increased emphasis on customer needs, and growing importance of long-term relationships.
Copyright2007 Pearson Education Canada Inc.
1-25
Marketing Concept: co-ordinate all activities to create satisfied customers and achieve company goals.
customer behaviour
*Strategic/consultative selling evolved in response to increased competition, more complex products, increased emphasis on customer needs, and growing importance of long-term relationships.
Copyright2007 Pearson Education Canada Inc.
1-26
Marketing Concept: co-ordinate all activities to create satisfied customers and achieve company goals.
buying process
*Strategic/consultative selling evolved in response to increased competition, more complex products, increased emphasis on customer needs, and growing importance of long-term relationships.
Copyright2007 Pearson Education Canada Inc.
1-27