CHAPTER - 2 PERSONAL SELLING.

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Presentation transcript:

CHAPTER - 2 PERSONAL SELLING

THE SALES PROFESSIONAL Most valued Reliability, credibility Professionalism, integrity Product knowledge Innovativeness in problem solving Presentation, preparation Least valued Supplies market data Appropriate frequency of calls Knowledge of competitor’s products Knowledge of buyer’s business and negotiation skills

PERSONAL SELLING Personal selling is face to face interaction with potential buyers. Flexible means of promotion Most expensive Two-way seller-buyer communication with immediate feedback Best means of tailoring the firm’s offerings

VARIETY OF SALES JOBS Response selling Inside/outside order taker Trade selling Order taker (field service) Missionary selling Influence the decider Technical selling Technically trained salespeople Creative selling Create demand - Sales maintenance - Sales development

VARIETY OF SALES JOBS Response selling Inside/outside order taker Trade selling Order taker (field service) Missionary selling Influence the decider Technical selling Technically trained salespeople Creative selling Create demand - Sales maintenance - Sales development

EXPANDING MARKETING RESPONSIBILITIES IN SELLING The expanding responsibilities require performance of a diversity of interactive roles – Market analysts and planners Sales forecasters Opportunity managers Students of buyer behavior Intelligence gatherers Team coordinators Allocators of scarce products Marketing cost analysts

EXPANDING MARKETING RESPONSIBILITIES IN SELLING 1. Performing nonselling tasks To counsel or regain the goodwill of unhappy customers To gather and analyze marketing information about competition To anticipate changing customer needs To anticipate problem areas for new product development opportunities To accurately communicate to headquarters

EXPANDING MARKETING RESPONSIBILITIES IN SELLING 2. Establishing long-run partnerships 3. Coordinating buyer-seller teams 4. Avoiding job myopia

EXPANDING MARKETING RESPONSIBILITIES IN SELLING 5. Increasing sales productivity and profits Volume versus profit orientations Reassignment of routine duties Advanced sales aids Transportation and communication