Personal selling

1
Personal selling
Marketing Presentation by Group A10
2
Really??
Marketing Presentation by Group A10
3
Personal Sellings Role

• Bridging The Gap
• Personal Selling
• Push Selling
• Liaison
• Consultative Selling
• Strategic Selling
• Partnering
• Conclusion
• QA

Introduction

• The Marketing Mix
• Product
• Price
• Place
• Promotion
• The Promotion Mix
• Advertising
• Public Relations
• Sales Promotion
• Personal Selling

4
What is the gap?

• Introduction
• Personal Selling
• Push Selling
• Liaison
• Consultative Selling
• Strategic Selling
• Partnering
• Conclusion
• QA

Bridging the Gap
What the customer perceives is
What the firm perceives is
5
Bridging the Gaps
Knowledge Gap Standard Gap Delivery
Gap Communication Gap Service Gap

• Introduction
• Bridging The Gap
• Personal Selling
• Push Selling
• Liaison
• Consultative Selling
• Strategic Selling
• Partnering
• Conclusion
• QA

Bridging The Gap
RSM will help me find a job
We dont guarantee your job
6
What is Personal Selling
Personal Selling
Personal selling is personally communicating
information in order to drive an individual or
group to buy somethinga good, service, or
ideathat satisfies that individual or groups
needs or wants.
7
Are you selling what customers arebuying?

• Products also include
• Information
• Services
• Ideas
• Issues
• Whats the product of
• your products product?
• Product cosmetics
• Product of product beauty
• Product of products product romance

Personal Selling
8
PUSH SALES
9
Push Selling Tiger Beer in Singapore
Push and peddle products

• Introduction
• Bridging The Gap
• Personal Selling
• Push Selling
• Liaison
• Consultative Selling
• Strategic Selling
• Partnering
• Conclusion
• QA

• Push Selling

10
Pushy Tiger Beer Girl

• Sir/madam, dont you want to try some Tiger
  Beer? She comes to Tom with a smile.

• Push Selling

• How can he refuse?
  

11
Mind the GAP!

• Q What makes the gap bigger?
• A When you press wrong persons
• at the wrong time and at wrong
• places
• Q What makes the gap smaller?
• A When you know that the press will not
  perceived as press but rather as an interesting
  interruption. Time needed

12
Liaison Selling Ingram Micro Case
The IT Marketplace

• Ingram Micro distributor
• Liaison person
• Takes personal care of the customer

• Liaison

13
Mind the GAP!

• Q What makes the gap bigger?
• A When hidden cost like maintenance or multiple
  license fees are not explained clearly
• Q What makes the gap smaller?
• A When the sales know what the customer want in
  their IT system

• Liaison

14
Consultative Selling
Provide service after the sale
15
CONSULTITIVE SELLING-MAC WAY
16
CONSULTITIVE SELLING-MAC WAY

• Exclusive MAC stores
• Salesperson Make-Up Artists
• Professional, artistic treatment

• Consultative Selling

17
Mind the GAP!

• Q What makes the gap bigger?
• A When you use low skilled consultants
• Q What makes the gap smaller?
• A When you know that personal consulting is what
  the customer expects and ends in a relationship.
  Complex products, Complex people, Lack of
  Information

Salesperson moto You can achieve most of the
things in life that you want if you help other
people achieve what they want.
18
Strategic Selling Apparel Company

• Introduction
• Bridging Gaps
• Personal Selling
• Push Selling
• Liaison
• Consultative Selling
• Strategic Selling
• Partnering
• Conclusion
• QA

Apparel company for young women
- Strategic Selling
Clothing Shop near Euwha Womens University
19
Strategic Selling Concept
20 customers make 80 revenues
Key Account Customers
Univ. Student set the Fashion
-Strategic Selling
Shinwon treated Shops near the Univ. as Strategic
Key Accounts
20
Partnering Korea Postbank in 1998

• Introduction
• Bridging Gaps
• Personal Selling
• Push Selling
• Liaison
• Consultative Selling
• Strategic Selling
• Partnering
• Conclusion
• QA

- Partnering
IT Outsourcing
21
Partnership Selling Concept
- Partnering
22
Personal selling dimension(1) Customer perception
Tom Wangs career path
Bloody Sales !
partnering
Head of business development
Strategic
Key account manager
Consultative
Assistant business manager
Liaison
Sales representative
Push sales
Low customer perception high
23
Personal selling dimension(2) Product Service
Complexity
partnering
Strategic
Consultative
Liaison
Push sales
Complexity of Product Service
High
Low
24
Personal selling dimension(3) Level of
Information
partnering
Strategic
Consultative
Liaison
Push sales
Level of Information
Low
High
25
Personal selling dimension(4) Culture
partnering
partnering
Suppliers
Strategic
Suppliers
Consultative
Liaison
Push sales
Western
Culture
Eastern
26
Bridging the Knowledge Gap

• Introduction
• Bridging The Gap
• Personal Selling
• Push Selling
• Liaison
• Consultative Selling
• Strategic Selling
• Partnering
• Conclusion
• QA

Consumer Perceptions Expectations
GAP
Company Perceptions Expectations (POSITION of
products services)
Conclusion
27
Based Upon TheirPerceptions Expectations
Customer Evaluates you .
The secret of good selling is simple 1. Listen
to your customer. 2. Little things are what its
all about. 3. The perception of the customer is
as important as the reality.
Conclusion
Customer
Company
Sales
28
Personal Selling

• Introduction
• Bridging The Gap
• Personal Selling
• Push Selling
• Liaison
• Consultative Selling
• Strategic Selling
• Partnering
• Conclusion

QA