CHAPTER 1 Personal Selling Today Introduction and Overview

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CHAPTER 1 Personal Selling Today Introduction and Overview Copyright © 2004 Pearson Education Canada

CHAPTER 1 Personal Selling Today Introduction and Overview Copyright © 2004 Pearson Education Canada Inc. 1 -1

CHAPTER 1 Personal Selling Today Learning Objectives: n Describe the contributions of personal selling

CHAPTER 1 Personal Selling Today Learning Objectives: n Describe the contributions of personal selling to today’s information economy n Define “personal selling” and discuss the topic as an extension of the Marketing concept n Describe the evolution of consultative selling from the Marketing era to present n Define strategic selling and name the four broad areas in the Strategic/Consultative Selling Model n Define relationship selling and name three things that enhance it n Describe how value-added selling strategies enhance the customer experience Copyright © 2004 Pearson Education Canada Inc. 2

CHAPTER 1 Personal Selling in the Information Age INCREASES IN RELATIONSHIP SELLING AND RELATIONSHIP

CHAPTER 1 Personal Selling in the Information Age INCREASES IN RELATIONSHIP SELLING AND RELATIONSHIP MARKETING Industrial Economy 1860 -1960 • Major advances in manufacturing and transportation • Strategic Resource is capital and natural resources • Business is defined by its products and factories Information Economy 1960 -2020 • Major advances in information technology • Strategic resource is information • Business is defined by customer relationships • Sales success depends on creating value for customers Copyright © 2004 Pearson Education Canada Inc. 3

CHAPTER 1 Value-Added Selling “Improving the sales process to create value for the customer.

CHAPTER 1 Value-Added Selling “Improving the sales process to create value for the customer. Salespeople add value when they offer better advice and product solutions, carefully manage customer relationships, and provide better service after the sale. ” Copyright © 2004 Pearson Education Canada Inc. 4

CHAPTER 1 Personal Selling Defined Personal Selling involves person-to-person communication with a prospect. It

CHAPTER 1 Personal Selling Defined Personal Selling involves person-to-person communication with a prospect. It is a process of developing relationships, discovering needs, matching appropriate products to these needs, and communicating benefits through informing, persuading, and reminding. Copyright © 2004 Pearson Education Canada Inc. 5

CHAPTER 1 Personal Selling Philosophy involves n n n Appreciating the value of Personal

CHAPTER 1 Personal Selling Philosophy involves n n n Appreciating the value of Personal Selling Adopting the Marketing Concept Becoming a problem solver and partner with your customers to help them make better buying decisions Copyright © 2004 Pearson Education Canada Inc. 6

CHAPTER 1 Strategic/Consultat ive Selling Model Copyright © 2004 Pearson Education Canada Inc. 7

CHAPTER 1 Strategic/Consultat ive Selling Model Copyright © 2004 Pearson Education Canada Inc. 7

CHAPTER 1 Evolution of Personal Selling (1950 to Present) Copyright © 2004 Pearson Education

CHAPTER 1 Evolution of Personal Selling (1950 to Present) Copyright © 2004 Pearson Education Canada Inc. 8

CHAPTER 1 Evolution of Personal Selling (1950 to Present) Copyright © 2004 Pearson Education

CHAPTER 1 Evolution of Personal Selling (1950 to Present) Copyright © 2004 Pearson Education Canada Inc. 9

CHAPTER 1 Evolution of Personal Selling (1950 to Present) Copyright © 2004 Pearson Education

CHAPTER 1 Evolution of Personal Selling (1950 to Present) Copyright © 2004 Pearson Education Canada Inc. 10

CHAPTER 1 Evolution of Personal Selling (1950 to Present) Copyright © 2004 Pearson Education

CHAPTER 1 Evolution of Personal Selling (1950 to Present) Copyright © 2004 Pearson Education Canada Inc. 11

CHAPTER 1 Strategic Market Plan - Definition n A Strategic Market Plan outlines the

CHAPTER 1 Strategic Market Plan - Definition n A Strategic Market Plan outlines the methods and resources required to achieve an organization’s goals within a specific target market, taking into consideration all the major functional areas of the business that must be coordinated, such as production, marketing, finance, and human resource management. Copyright © 2004 Pearson Education Canada Inc. 12

CHAPTER 1 Tactics versus Strategies n Tactics are techniques, practices, or methods salespeople use

CHAPTER 1 Tactics versus Strategies n Tactics are techniques, practices, or methods salespeople use during face-to-face interactions with customers, while strategies are what salespeople employ as a result of pre-call planning to ensure that they call on the right people, at the right time, and with the right tactics to achieve positive results. Copyright © 2004 Pearson Education Canada Inc. 13

CHAPTER 1 Focus on Relationship Selling Salespeople who have adopted Relationship Selling work hard

CHAPTER 1 Focus on Relationship Selling Salespeople who have adopted Relationship Selling work hard to build and nourish long term partnerships. They rely on a personal, customized approach to each customer. Copyright © 2004 Pearson Education Canada Inc. 14

CHAPTER 1 Duration of Relationships n Insert Figure 1. 4 here n Duration of

CHAPTER 1 Duration of Relationships n Insert Figure 1. 4 here n Duration of Relationships Copyright © 2004 Pearson Education Canada Inc. 15

CHAPTER 1 Integrated Marketing Communications n Insert Figure 1. 5 here. n Integrated Marketing

CHAPTER 1 Integrated Marketing Communications n Insert Figure 1. 5 here. n Integrated Marketing Communications Copyright © 2004 Pearson Education Canada Inc. 16

CHAPTER 1 Marketing Concept • coordinate all activities • to create satisfied customers •

CHAPTER 1 Marketing Concept • coordinate all activities • to create satisfied customers • and achieve company goals. Strategic/Consultative Selling Model Copyright © 2004 Pearson Education Canada Inc. 17

CHAPTER 1 Strategic/Consultative Selling Model Copyright © 2004 Pearson Education Canada Inc. 18

CHAPTER 1 Strategic/Consultative Selling Model Copyright © 2004 Pearson Education Canada Inc. 18

CHAPTER 1 Strategic/Consultative Selling Model Copyright © 2004 Pearson Education Canada Inc. 19

CHAPTER 1 Strategic/Consultative Selling Model Copyright © 2004 Pearson Education Canada Inc. 19

CHAPTER 1 Strategic/Consultative Selling Model Copyright © 2004 Pearson Education Canada Inc. 20

CHAPTER 1 Strategic/Consultative Selling Model Copyright © 2004 Pearson Education Canada Inc. 20

CHAPTER 1 Strategic/Consultative Selling Model Copyright © 2004 Pearson Education Canada Inc. 21

CHAPTER 1 Strategic/Consultative Selling Model Copyright © 2004 Pearson Education Canada Inc. 21

CHAPTER 1 Create Customer Value Insert Figure 1. 8 here. n Create Customer Value

CHAPTER 1 Create Customer Value Insert Figure 1. 8 here. n Create Customer Value n Copyright © 2004 Pearson Education Canada Inc. 22