Marketing Communications

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Marketing Communications

• Week 9
• Personal Selling and Sales Management

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Personal Selling and Sales Management
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Personal Selling

• A two way process
• Part of an integrated campaign
• Not to be confused with the selling concept
• The aim of marketing is to make selling
  superfluous Peter Drucker, 1973
• Selling is a function which is concerned with
  identifying the specific needs, desires and
  problems of individual customers and providing
  satisfaction of these through benefit or solution
  in order to facilitate profitable business
  transactions Cooper, 1997

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The main stages in the Sales Process
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The mental stages involved in a purchase
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The buying formula
Source From Still et al. (1988)
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The complete buying formula
Source From Still et al. (1988)
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Marketers view of Personal Selling
Customers, Consumers, Publics
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Replacing Salesforce Functions
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The Salesforce view

• Needs determining current and future needs,
  defining the problem
• Acceptance confirmation with the customer
• Solution proposing an offer of product or
  service
• Acceptance accepting the proposed solution

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Salesforces view of the relationship
Salesforce activities locating Prospects,
determining needs, Showing solutions,
negotiating terms
Marketing Department supplies Information,
material for silent sellers, generates leads
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The customers ideal
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Management of the Selling Process

• People think marketing is selling
• Salespeople think Marketing exists as a support
  function
• Salespeople (should) relate to the customer
  (perhaps more than the company???)
• Motivation is a key issue commission,
  relationships, loyalty

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Structuring the Sales Force

• Analyse organizational needs (tasks, strategy,
  customer base, call frequency)
• Structure the sales force from the bottom up
• Review the management structure
• Integrate sales units and support staff into the
  structure
• Develop control systems
• Allocate staff
• Shapiro (1979)

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Training the Salesforce
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The pay package
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Costs of a Sales force

• Salary depending on expertise, experience
• Commission is it appropriate?
• Expenses
• Car
• Accommodation
• Subsistence
• Communication
• Training
• Number of Sales Representatives
• Management

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A geographically based sales force
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A market based sales force
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Sales force Management the process
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Methods for evaluating the performance of
personal selling activities
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Assignment Revision

• Assessment
• There is a word limit of 3000 words for this
  assignment scripts in excess of this will have
  10 marks deducted.
• Budget Cost of methods chosen, bearing in mind
  that budgets are limited. Not a detailed costing
  but an appreciation that some methods are more
  expensive, but have their place and
  value-for-money (cost-effectiveness) is very
  important in a limited budget
• It will be important to be able to measure the
  effectiveness of each method of marketing
  communication used

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Assignment Revision

• Message details, and form of delivery,
• Identify USPs (in comparison with competitors)
  and devise a method to communicate these to the
  target market
• Marketing Communications used by similar
  (especially rival) establishments.
• Who is the competition? How do they do it?

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Seminar
Assignment review digital library Marketing a
Theme Park