1. Personal Selling (Part-I)

2.  How does personal selling work and what are its objectives?  What is the personal selling process? (Preliminary Steps In The Selling Process) Lecture Outline

3.  If you can sell you have a job for life.  Everyone lives by selling something.  Some sale people are born but most are develop.  Work smart not hard.  Sales man do not work for the company he works for the customers. Lecture Perspective

4. Opening Case: Avon

5. An IMC program featuring: The introduction of a new youth brand, mark Joint sales training program with University of Phoenix New magazine/catalog: meet mark An IMC program featuring: The introduction of a new youth brand, mark Joint sales training program with University of Phoenix New magazine/catalog: meet mark An IMC program featuring: The introduction of a new youth brand, mark Joint sales training program with University of Phoenix New magazine/catalog: meet mark An IMC program featuring: The introduction of a new youth brand, mark Joint sales training program with University of Phoenix New magazine/catalog: meet mark Recruit a new generation of Avon salespeople To early to tell, but the target audience, young women 16-24, is a huge potential market, spending approximately $24 billion on beauty-related products Opening Case: Avon Challenge: Answer: Results: Recruit a new generation of Avon salespeople

6. How Does Personal Selling Work? Personal selling: Person-to-person interactive communication used to ultimately persuade a current/ prospective customer to buy something The Oldest Marketing Communication Function

7. Prospecting Following up on Sales Leads Toughest Challenge: Cold Calling Following up on Sales Leads Prospecting Acquiring New Customers Problem: 15-20% customer turnover rate each year Ways to Respond

8. Build Trust By: Being Customer- oriented, Demonstrating Dependability, Being Honest Treating Current Customer Like New Ones Build Trust By: Being Customer- oriented, Demonstrating Dependability, Being Honest Retaining Current Customers Problem: often overlooked in favor of attracting new customers Ways to Respond

9. Make X Cold Calls Increase Current Customers’ Business by Z Percent Identify Y Qualified Sales Leads Make X Cold Calls Identify Y Qualified Sales Leads Personal Selling Objectives Typical Measurable Examples

10. Solution (enterprise) Selling Helping customers solve problems or take advantage of opportunities Solution (enterprise) Selling Helping customers solve problems or take advantage of opportunities Personal Selling Strategies Partnering Working with prospects and customers as business partners

11. Prospecting 1. Present Customers 2. Former Customers 3. End Less Chain 4. Center Of Influence 5. Cold Calling 6. Spotters 7. Directories 8. Mailing Lists 9. Prospecting Services 10. Advertising 11. Personal Contacts 12. Trade Shows and Exhibitions 13. Internet/Social Media Identifying Prospects

12. Qualifying Prospects Money Need Authority Money Authority MAN APPROACH MAN APPROACH

13. Preparation WW ho is the customer? WW ho will be the actual decision maker? WW ho will influence the decision? WW ho will be the actual user? WW ith Whom will develop favorable relationship? WW hat are the customer’s needs? II dentify the prospects need TT ry to understand his liking or disliking WW hat other information is required? FF amily back ground HH obbies / Interest / Memberships etc. PRE APPROACH

14. Preparation… WW here does one obtain information? CC ompany’s internal records AA nnual reports CC atalogs TT rade publications AA dvertisements YY ellow pages CC ompany’s official website PRE APPROACH…

15.  Specify the objectives  Why am I going?  What am I trying to happen?  What am I going to recommend?  Develop a strategy  Course of action  Various alternatives  Make an appointment  Sales call are costly CALL PLANNING

16. Bibliography  Principles of Advertising & IMC by Tom Duncan 2 nd Edition, Published by McGraw-Hill Irwin.  Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.  Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.  Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.

17. The End: “Enjoy life. This is not a dress rehearsal.”