1. Selling Today CHAPTER 1 PERSONAL SELLING AND THE MARKETING CONCEPT
9TH EDITION
Selling Today
Manning and Reece
CHAPTER 1
PERSONAL SELLING AND THE MARKETING CONCEPT
PART I

2. LEARNING OBJECTIVES
Describe contributions of personal selling to information economy
Define personal selling—discuss as extension of marketing concept
Describe evolution of consulting selling
Define strategic selling and name four strategic areas of selling model
Describe evolution of partnering—discuss how it relates to quality improvement
Explain how value-added strategies enhance personal selling

3. CHANGES IN SELLING WORLDWIDE
Scope of competitive selling environment
Necessary skills to sell intangibles
Adjustment to information age

4. PERSONAL SELLING IN INFORMATION AGE
Evolution from industrial to information economy
INDUSTRIAL--1950s
INFORMATION--PRESENT
See Table 1-1.

5. EVOLUTION OF PERSONAL SELLING
MARKETING ERA
1950s
CONSULTATIVE SELLING ERA
1960s-1970s
STRATEGIC SELLING ERA
1980s
PARTNERING ERA
1990s-Present

6. SHIFT TO INFORMATION ECONOMY
INDUSTRIAL INFORMATION
Advances in transport and manufacturing
Strategic resources are capital and natural resources
Products and factories define the business
Sales success means meeting quotas
Advances in information technology
Strategic resource is information
Business defined by customer relations
Sales success depends on adding value

7. SELLING MODEL –STEP 1
Figure 1.2
Figure 1.2

8. PERSONAL SELLING: DEFINITION
PERSON-TO-PERSON COMMUNICATION WITH PROSPECT
DEVELOPING RELATIONSHIPS
DISCOVERING NEEDS
MATCHING PRODUCTS WITH NEEDS
COMMUNICATION OF BENEFITS
A PROCESS THAT ADDS VALUE

9. BROAD CONCEPT OF PRODUCT
INCLUDES:
ISSUES
INFORMATION
IDEAS
SERVICES
AS WELL AS “HARD GOODS”
EVEN TV NETWORKS REFER TO THEIR SHOWS AS “PRODUCT”

10. DEVELOP PERSONAL SELLING PHILOSOPHY
ADOPT MARKETING CONCEPT
VALUE PERSONAL SELLING
BE PROBLEM SOLVER/PARTNER
See Slide 15 for context.

11. PERSONAL SELLING EXTENSION OF MARKETING CONCEPT
MOVING FROM
PRODUCT TO
CUSTOMER
ORIENTATION

12. MARKETING’S FOUR P’s-MIX
PRODUCT
PLACE
MARKETING’S FOUR P’s-MIX
PRICE
PROMOTION
Animated.

13. MARKETING AND CONSULTATIVE ERAS
Sales team as source of strategic information on…product--market--service
CONSULTATIVE
Emphasis on need identification
Transactional selling
Information sharing & negotiation replace manipulation
See Table 1-1

14. STRATEGIC AND PARTNERING ERAS
Emphasis on strategic market plan
Tactics to achieve strategic plan
Product positioning vital
PARTNERING
Customer, not product, as driving force
Emphasis on strategies that create customer value
See Table 1-1

15. A STRATEGIC MARKET PLAN
Outlines necessary methods and resources
Considers areas to be coordinated
Influences the sale of products
Serves as guide for strategic selling plan
Production Marketing Finance Personnel

16. STRATEGY AND TACTICS STRATEGY: TACTICS:
Carefully conceived plan required to meet sales objectives
TACTICS:
Specific techniques, practices, and methods used in customer interaction

17. APPLICATION WHICH IS THE STRATEGY? WHICH IS THE TACTIC?
Use a fact sheet comparing wondercell with all other batteries
Analyze features of all leading alkaline batteries
TACTIC
Animated
STRATEGY

18. SELLING MODEL
STRATEGIC/CONSULTATIVE SELLING MODEL Figure 1.5
Figure 1.5

19. STEP 1 : DEVELOP PERSONAL SELLING PHILOSOPHY
ADOPT MARKETING CONCEPT
VALUE PERSONAL SELLING
BE PROBLEM SOLVER/PARTNER

20. STEP 2: DEVELOP RELATIONSHIP STRATEGY
ADOPT WIN-WIN APPROACH
PROJECT PROFESSIONAL IMAGE
MAINTAIN HIGH ETHICAL STANDARDS

21. STEP 3: DEVELOP PRODUCT STRATEGY
BECOME PRODUCT EXPERT
SELL BENEFITS, NOT FEATURES
CONFIGURE VALUE-ADDED SOLUTIONS

22. STEP 4: DEVELOP CUSTOMER STRATEGY
UNDERSTAND BUYER BEHAVIOR
DISCOVER CUSTOMER NEEDS
DEVELOP PROSPECT BASE

23. STEP 5: DEVELOP PRESENTATION STRATEGY
PREPARE OBJECTIVES
DEVELOP PRESENTATION PLAN
PROVIDE OUTSTANDING SERVICE

24. INTERRELATIONSHIP OF BASIC STRATEGIES
Figure 1.7
Figure 1.7

25. E-COMMERCE AND COMPLEX SALE
Complex sales involve several forms of information technology support
Tools include:
electronic product catalogs
contact management systems
Internet applications
presentation packages like this one
See Chapters 5, 11, 15 for info tech applications.

26. EVOLUTION OF PARTNERING
Buzzword of 1990s, business reality in 2000s
“Strategically developed long-term relationship that solves customer’s problems”
Relationship selling relies on customized approach to each client
Enhanced with high ethical standards and sales automation

27. CUSHMANN WAKEFIELD

28. STRATEGIC ALLIANCES
Goal: to gain advantage by teaming with other company
Can you cite some current examples of strategic alliances?
Need to build key win-win situation

29. VALUE CREATION
Value = creative improvements enhancing customer experience
Consumer economy rewards sales people who add value at each step
When customer not aware of value added by salespeople, focus may shift to price
Last slide Chapter 1.
Last slide Chapter 1.