Chapter 15 ersonal Selling and irect Marketing Strategies Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-1
Chapter Objectives 1. What are the advantages and disadvantages of personal selling? 2. What is the standard selling process used by virtually every company? 3. How do companies plan, implement, and control the personal selling function? 4. What are the steps in the sales management process? How does a company recruit, motivate, and evaluate the sales force? 5. What are the advantages and disadvantages of direct marketing? What are the most important forms that direct marketing takes? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-2
Objective 1 What are the advantages and disadvantages of personal selling? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-3
F N ersonal Selling is when a representative of a company interacts directly with a consumer to provide information to help the consumer make a buying decision about a product or service. Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-4
X N ersonal Selling Occurs in many places: n an office On the golf course n the home n a retail setting Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-5
ersonal Selling ersonal Relationship Consultative Selling Target Right Customers Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-6
ersonal Selling Best When Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-7
Objective 2 What is the standard selling process used by virtually every company? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-8
F N The ersonal Selling rocess is the practice used by salespeople to identify, research, and approach potential customers to sell products and services. Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-9
Millions ersonal Selling rocess X N Source: U.S. epartment of abor Statistics, 2007 Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-10
ersonal Selling rocess Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-11
Objective 3 How do companies plan, implement, and control the personal selling function? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-12
F N Sales Management is the process of planning, implementing, and controlling the personal selling function. Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-13
Sales Management X N Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-14
Sales Management nside Sales Outside Sales Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-15
Objective 4 What are the steps in the sales management process? How does a company recruit, motivate, and evaluate the sales force? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-16
F N The Sales Management rocess is a comprehensive approach that sales managers use to determine the size and type of sales force and how they will hire, recruit, manage, motivate, and evaluate the performance of the salesperson. Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-17
Sales Management rocess X N Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-18
Sales Management rocess Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-19
Setting Sales Force Objectives Organization Objective Region Objectives Salesperson Objectives Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-20
eveloping Sales Force Strategy Geographic roduct ines Key ccounts ndustry Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-21
Recruit - Compensate - Train Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-22
valuating the Sales Force Based on sales performance Based on customer feedback Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-23
Objective 5 What are the advantages and disadvantages of direct marketing? What are the most important forms that direct marketing takes? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-24
F N irect Marketing is any communication addressed to a consumer that is designed to generate a response. Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-25
irect Marketing X N hone Sales nfomercials irect Mail Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-26
irect Marketing Measurable Target specific Customers Test various messages Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-27
Use irect Marketing When T H N K B O U T T Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-28
irect Marketing Options Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-29
Visual Summary Copyright 2010 earson ducation, nc. ublishing as rentice Hall 15-30