課程 : 高等直銷管理 指導教授﹕陳得發 教授 學生 : 王昭雄 學號﹕ 中華民國九十一年四月十日 The Role of Personal Selling in Direct Sales Organizations by Thomas N. Ingram

The Role of Personal Selling in Direct Sales Organizations Summary This article review several developments in the operating environment of direct sales organizations which affect the strategic roles of the personal selling function. To fully realize the multiple benefits of personal selling, direct sales organization must be firmly committed to the trust-based relationship selling paradigm. Such a sales approach requires salespeople to move past a short- term transaction orientation to fulfill roles such as counselors, ombudsmen, and ambassadors. The purpose of this article is to define the role of personal selling in direct sales organizations.

Framework for Defining the role of personal selling in Direct Sales Organization Marketing Developments Fragmentation Globalization Multiple Channels Timing and Speed Relationship Selling Strategic Roles of Personal Selling Universal Roles Information Service Revenue Strategic Roles Growth Differentiation Niche Personal Selling Tactical Implications Trust-Based Selling Candid Dependable Competent Customer-Oriented Likable Trust-Based Roles Counselor/teacher Ombudsman Ambassador

Marketing Developments Fragmentation Mary Kay Cosmetics, have practiced expeditionary marketing in the implementation of direct ordering alternatives for consumers. Globalization Translation problems are lessened, cultural differences are dissipated, set time is minimal, and sunk channel cost are low. Multiple Channels Mary Kay Cosmetics has realized substantial benefits from tying its direct mail and telephone ordering system to the sales force. Timing and Speed as Competitive Variable Timing and speed will determine success in the marketplace. Trust-Based Relationship Selling Direct selling organizations can benefit from the consumer- preference-driven trend toward selling via trust-based relationships.

Strategic Role of Personal Selling Adding Value Information Salespeople add utility to the products and services they sell by passing on worthwhile information to the customer. They also add value to the sales organization’s research and consumer feedback efforts. Customer Service Activities The sales process has necessarily become service-oriented-not simply after the sale, but also before and during sales presentations. Revenue Generation With a lot of support from other functional areas, personal selling in the primary generator of revenue. Change Process The personal selling function is virtually indispensable in facilitating change in the marketplace ， and can be especially influential when the total sales force number in the hundreds of thousands as it does with many leading direct sellers.

Strategic Role for Personal Selling Corporate Growth Orientation and Personal Selling 1. Intensive growth 2. Diversification growth 3. Acquisition Generic Strategy and Personal Selling 1. Low-cost supplier 2. Differentiation 3. Niche Strategies

Personal Selling Tactical Implications Trust-Based Selling: Candor: (Words) 1. Presentations are balanced and fair 2. What is said agrees with what the buyer knows to be true. 3. Support evidence and demonstrations are credible. 4. Subsequent events prove statement to be true. Dependability: (Actions) 1. Actions fulfill prior verbal promises. 2. Action fits a pattern of prior dependable actions. 3. Promises can realistically be met. Competence: (ability) 1. Technical command of products and applications. 2. Statepeople have the skill, knowledge, time and resource to do what the buyer wants. 3. Words and actions are consistent with a professional “image”.

Personal Selling Tactical Implications Customer-Orientation: (intent) 1. Buyer’s needs are clarified and treated with respect. 2. Clear statement of benefits. 3. Advise rather than “sell” (Don’t push a product the buyer doesn’t need). Likability: (personality) 1. Make efficient use of the buyer’s time. 2. Be courteous and polite.

Personal Selling Tactical Implications Trust-based Sales Roles Three tactical roles 1. Counselor/teacher C ounselor/teacher role requires that Salespeople must be experts in terms of understanding customer needs and how their products can meet those needs. 2. Ombudsman The ombudsman role requires the salesperson to be a customer-oriented problem solver who can take decisive action when customer satisfaction is threatened. 3. Ambassador The Ambassador role allows salespeople to contribute to the overall image of the organization in a meaningful way.

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