Personal Selling

1
Chapter 17

• Personal Selling

Irwin/McGraw-Hill

• The McGraw-Hill Companies, Inc., 1998

2
Determining the Role of Personal Selling

• What specific information must be exchanged
  between the firm and potential customers?
• What are the alternative ways to carry out these
  communication objectives, other promotional mix?
• How effective is each alternative in carrying out
  the needed exchange?
• How cost effective is each alternative?

Slide 17-1

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
3
Stages of Personal Selling Evolution

• Provider
• (Accepting order from customers)
• Persuader
• (Convincing customers to buy)
• Prospector
• (Seeking selecting customers)
• Problem-solver
• (Translate the problems into needs)
• Procreator
• (Define the customer needs and create products
  and services)

Slide 17-2

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
4
Personal Selling Responsibilities

• Locating prospective customers (identifying
  customers )
• Determining customers needs and wants
• Recommending a way to satisfy the customers
  needs and wants
• Demonstrating the capabilities of the firm and
  its products
• Closing the sale
• Following up and servicing the account

Slide 17-3

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
5
Advantages of Personal Selling

• Allows for two way interaction
• Tailors the message
• Lack of distractions (Noisy)
• Involvement in the decision process

Slide 17-4

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
6
Disadvantages of Personal Selling

• Inconsistent messages
• Sales force/management conflict
• High cost
• Poor reach
• Potential ethical problems

Slide 17-5

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill
7
Criteria for Evaluating Personal Selling

• Provision of marketing intelligence( ability of
  salesperson in feeding back about competitors
  ,customer reactions)
• Follow-up activities ( use and dissemination of
  promotional brochures with new and existing
  customers)
• Program implementations ( Number of program
  implemented ,displays)
• Attainment of communications objectives ( Number
  of account to whom presentation were made)

Slide 17-6

• The McGraw-Hill Companies, Inc., 1998

Irwin/McGraw-Hill