MKT 3401 Chapter : Ch 17
Ch 17
Personal Selling and Sales Management
Personal Selling
Personal Selling: is a purchase situation involving a personal, paid-for communication
between 2 people in an attempt to influence each other.
Advantages:
1. Provides a detailed explanation or demonstration of the product
2. The sales message can be varied according to the motivations and interests of
each prospective customer
3. It can be directed only to qualified prospects
4. Its costs can be controlled by adjusting the size of sales force (and expenses
too) in one-person increments
5. The most important: it’s considerably more effective than other forms of
promotion in obtaining a sale and gaining a satisfied customer
Relationship Selling
Personal selling focused almost entirely on a planned presentation to prospectors for
the sole purpose of marketing the sale
- Relationship Selling: or consultative selling, is a multistage process that
emphasizes personalization and empathy as key ingredients in identifying prospects
and developing them as long-term, satisfied customers.
→ The objective is to build long-term branded relationships with
consumers and buyers, so the focus is on building mutual trust between the buyer and
the seller through the delivery of anticipated, long-term, value-added benefits to the
buyer.
PERSONAL SELLING
RELATIONSHIP SELLING
Sell products
Sells advice, assistance, and counsel
Focuses on closing sales
Focuses on improving the customer’s
bottom line
Limited sales planning
Considers sales planning as top priority
Spends more time telling customers
about the product
Spends more time trying to build a
problem-solving relationship with the
customer
Customer Relationship Management and Personal Selling
Focuses on understanding customers as individuals instead of as part of a group
To do so, marketers are making their communications more customer specific using
the CRM cycle and by developing relationships with their customers through touch
points and data mining
• Identify Customer Relationships
o Customer-centric: is an internal management philosophy similar to the
marketing concept. Under this philosophy, the company customizes its
product and service offering based on data generated through interactions
between the customer and the company.
▪ Learning in CRM involves collecting customer info through
comments and feedback on product and service performance.
▪ Knowledge management: is a process by which customer info in
centralized and shared in order to enhance the relationship between
customers and the organization
▪ An Interaction: occurs when a customer and a company
representative exchange info and develop learning relationships.
The customer - not the company - defines the terms of the
interaction.
• Understand Interactions of the Current Customer Base
o Touch Points: all the areas of a business where customers have contact with
the company and data might be gathered.
▪ Point-of-sale Interactions: software programs in stores or at info
kiosks. They enable customers to easily provide info about
themselves without feeling violated,
• Capture Customer Data
o Vast amounts of data can be gathered from the interactions between an
organization and its customers.
o The traditional approach is through channel interactions between the
company and the customer
• Leverage Customer Info
o Campaign Management: all areas of the company participate in the
development of programs targeted to customers. It involves monitoring
and leveraging customer interactions to sell a company’s products and to
increase customer service
o Retaining Loyal Customers: if a co. has ID’d it’s best customers, then by all
means RETAIN THEM.
o Cross-Selling Other Products and Services: Marketers use customer’s data
to match them with products
o Designing Targeted Marketing Communications: A database allows
marketers to track customer’s relationships to the company’s products and
services and modify the marketing message accordingly
Document Summary
Personal selling: is a purchase situation involving a personal, paid-for communication between 2 people in an attempt to influence each other. Relationship selling: or consultative selling, is a multistage process that. The objective is to build long-term branded relationships with. Spends more time trying to build a problem-solving relationship with the customer. Spends more time telling customers about the product. Focuses on understanding customers as individuals instead of as part of a group. To do so, marketers are making their communications more customer specific using the crm cycle and by developing relationships with their customers through touch points and data mining. Identify customer relationships: customer-centric: is an internal management philosophy similar to the marketing concept. Preapproach: preapproach: learning about the prospect before meeting them, the salesperson"s goal during the approach is to conduct a needs assessment to fund out as much as possible about the prospect"s situation.
