Principles of marketing: Lecture 36

Principles of marketing: Lecture 36 provide students with knowledge about: contributions of personal selling to marketing; producing sales revenue; meeting buyer expectations; providing market information; managing the sales force;... Please refer to this lesson for details!

MGT301 Principles of Marketing Lecture­36 Summary of   Lecture­35 Personal Selling Personal selling is the personal  communication of information to persuade  somebody to buy something Basic Sales Tasks The two types of personal selling3   The customers come to the salespeople – Mostly involves retail­store selling – Most salespeople fall into this category The salespeople go to the customers – Usually represent producers or wholesaling  middlemen and sell to business users – Some outside selling is relying more on  telemarketing Contributions of Personal  Selling to Marketing Producing Producing Sales Sales Revenue Revenue Meeting Meeting Buyer Buyer Expectations Expectations Providing Providing Marketplace Marketplace Information Information Salesperson An individual acting for a company by performing one or more of  the following activities:  Prospecting,  Communicating,  Serving, and  Information gathering Sales Sales Force Force Size Size Other Other Sales Sales Force Force Strategy Strategy and and Structure Structure Issues Issues Who How WhoWill WillBe Be Involved Involvedin in the the HowWill WillSales Salesand andSales Sales Selling Support SellingEffort? Effort? SupportPeople PeopleWork WorkTogether? Together? Outside OutsideSales SalesForce Force Inside InsideSales SalesForce Force Team TeamSelling Selling Other Sales Force Strategy and  Structure Issues Outside Sales  Outside Sales  Force Force Travel to Call on  Travel to Call on  Customers Customers Sells to Major Sells to Major Accounts Accounts Finds Major Finds Major New  New  Prospects Prospects Inside Sales Inside Sales Force Force Conduct Business From Their  Conduct Business From Their  Offices Via Phone or Buyer Visits Offices Via Phone or Buyer Visits Tele­ Tele­ Technical Technical Marketing Sales Marketing Sales Support Support Assistants Or Or Assistants People People Internet Internet Recruiting and Selecting  Salespeople Some SomeCharacteristics Characteristics of ofSalespeople Salespeople Recruiting RecruitingProcedures Procedures Salesperson SalespersonSelection Selection Process Process ••Enthusiasm Enthusiasmand andSelfSelfConfidence Confidence ••Persistence Persistence ••Initiative Initiative ••Job JobCommitment Commitment ••Current CurrentSalespeople Salespeople ••Employment EmploymentAgencies Agencies ••Classified ClassifiedAds Ads ••College CollegeCampuses Campuses ••Sales SalesAptitude Aptitude ••Analytical Analytical&&Organizational Organizational Skills Skills ••Personality PersonalityTraits Traits ••Other OtherCharacteristics Characteristics Selecting Salespeople Sales Sales Aptitude Aptitude Other OtherCharacteristics Characteristics Selection Process Usually Evaluates a Person’s Analytical Analyticaland and Organizational OrganizationalSkills Skills Personality Personality Traits Traits Training Salespeople The Average Sales Training Program lasts for Four Months and Has the Following Goals: Help HelpSalespeople SalespeopleKnow Know&& Identify Identify With Withthe theCompany Company Learn LearnHow Howthe theProducts ProductsWork Work Learn LearnAbout AboutCompetitors’ Competitors’ and and Customers’ Customers’Characteristics Characteristics Learn LearnHow Howto to Make Make Effective EffectivePresentations Presentations Understand UnderstandField Field Procedures Procedures and andResponsibilities Responsibilities Compensating Salespeople Salary Y PA Benefits EC H C K Components of Compensation Bonus Commission Enough for today. .  Summary Steps in the Selling Process Sales Force Management Managing the Sales force Designing Designing Sales Sales force force Strategy Strategy and and Structure Structure Recruiting Recruiting and and Selecting Selecting Salespeople Salespeople Training Training Salespeople Salespeople Compensating Compensating Salespeople Salespeople Supervising Supervising Salespeople Salespeople Evaluating Evaluating Salespeople Salespeople Next… Sales force Management (cont ) Direct Marketing MGT301 Principles of Marketing Lecture­36 ...Summary of? ?  Lecture? ?35 Personal Selling Personal selling is the personal  communication? ?of? ?information to persuade  somebody to buy something Basic Sales Tasks The two types? ?of? ?personal selling3... Salespeople Salespeople Next… Sales force Management (cont ) Direct Marketing MGT301 Principles? ?of? ?Marketing Lecture? ?36 ... The Role? ?of? ?the Sales Force Personal Selling is effective because salespeople  can: – probe customers to learn more about their  problems, – adjust the marketing offer to fit the special needs  of? ?each customer,