Personal Selling

1
Personal Selling

• Effective in all aspects of hierarchy of effects,
  but costly
• Major advantage interactive
• Major disadvantage (other than cost) lack of
  control
• Match selling approach to customers preferred
  mode, decision process, and AIDA (or alternative
  model)

2
IMC Process and Personal Selling
Marketing Objectives,Target Segments Given
Monitor, Evaluate, Adjust
Analyze customers, competitors
Determine Commobjectives positioning
DetermineMessage Theme Broad Comm.Types
PersonalSelling Needed?
Plan / developappeal execution Selling
process mapped
3
Retail selling

• Slim margins dont support a lot of personal
  selling
• Be mindful of how customers shop
• Turnover is high what can you do to reduce it?
• Remember selling is part of marketing, not
  separate

4
Business-to-business selling

• Margins often allow more selling effort
• Buyers decision process often requires more
  selling effort
• Professional selling
• Remember -- its part of marketing, not separate

5
Types of Selling Relationships

• Single transaction very limited relationship
• Occasional transactions
• Repeat transactions
• Contractual agreement
• Trust relationship
• EDI relationship
• Strategic Partnership intense relationship

6
Sales Process

• Identifying prospects
• Qualifying prospects
• Information acquisition
• Approach
• Presentation (with interaction)
• Closing (with interaction)
• Follow-up

7
To do this right

• Select for critical behaviors
• Craft message carefully
• Emphasize training
• Motivate
• Marketing orientation

8
Database, Direct, CRM

• A Database helps refine targeting
• A special message is delivered, depending on
  other information in DB
• e.g. location, income, prior purchases, answers
  to preference questions, etc.
• Advantage refined targeting
• Disadvantage cost, refinement may still not be
  very good

9
Direct Marketing

• Other channels
• E.g. mail,
• e-mail,
• catalogs,
• telemarketing,
• direct response mass media (Get a CD with all
  the near-hit songs of the 70s) infomercials
• Internet

10
Advantages and disadvantages of Direct Marketing

• Advantages
• Targeted
• Some forms are well tested
• Tracking can be straightforward
• Disadvantages
• Not perfectly targeted gt negative reactions
• Junk-mail clutter

11
Permission Marketing

• Direct marketing based on customer opting in to
  be marketed to
• Share of customer, not market share is the goal
• Advantage already at Interest or Desire on AIDA
  model
• Disadvantages
• poor execution creates clutter
• questionable opt-in breeds ill-will
• only works for high-need products or services
• Customers get tired of this

12
CRM Customer Relationship Management

• Database identifies high profit customers
• These customers are well taken care of
• Cross selling
• Amazon is a good example
• Advantages lots of info, highly targeted
• Disadvantages cost, time to implement, not
  every type of product is good for this

13
What works in AIDA?

• Getting Attention
• Getting Interest
• Getting Desire
• Getting Action

• Personal selling (but costly)
• Direct marketing (annoying?)
• All potentially effective, if well executed
• All potentially effective, but negative affect
  can develop from overuse and poor targeting
• All, but direct marketing is less effective (why?)