The goals of this chapter are: To examine the role of personal selling in the integrated marketing communication program, to describe the advantages and disadvantages of personal selling as part of an IMC program, to propose how personal selling might be combined with other elements in an IMC program,...
Chapter 17 Personal selling Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-1 1-1 Learning objectives To examine the role of personal selling in the integrated marketing communication program To describe the advantages and disadvantages of personal selling as part of an IMC program To propose how personal selling might be combined with other elements in an IMC program To explain how to determine the effectiveness of the personal selling effort Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-2 Evaluation Advantages Limitations Role Personal selling Part of IMC Advertising Public relations Direct marketing Sales promotion Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Internet 17-3 Personal selling Personal Personal selling selling involves involves selling selling through through aa person-to-person person-to-person communication communication process process Direct Direct Personal Personal Real Real time time The The communication communication process process is is known known as as dyadic dyadic communications communications Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-4 Determining the role of personal selling What What information information must must be be exchanged exchanged between between firm firm and and potential potential customer? customer? What What are are the the alternative alternative ways ways to to carry carry out out these these communications communications objectives? objectives? How How effective effective is is each each alternative alternative in in carrying carrying out out the the needed needed exchange? exchange? How How cost cost effective effective is is each each alternative? alternative? Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-5 When the sales force is a major part of IMC Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-6 Evolution of the seven steps of selling Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-7 Evolved sales process Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-8 New roles for sales people Database Database knowledge knowledge && management management Problem Problem diagnosis diagnosis && problem-solving problem-solving Value Value creators, creators, value value adders adders Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Nurturing Nurturing && maintaining maintaining relationships relationships 17-9 Desired qualities for sales people Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-10 Combining personal selling and advertising Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-23 Combining personal selling and public relations Sales Sales staff staff directly directly perform perform PR PR functions functions Provide Provide incentives incentives for for sales sales staff staff to to join join clubs clubs and and community community groups groups Strategies Strategies Encourage Encourage sales sales staff staff to to undertake undertake ‘pro ‘pro bono’ bono’ work work Encourage Encourage sales sales staff staff to to support support NFP NFP and and philanthropic philanthropic organisations organisations or or causes causes Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-24 The Body Shop Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-25 Personal selling and direct marketing Screen Screen leads leads and and qualify qualify prospects prospects Customer Customer service service & & follow-up follow-up Supporting Supporting sales sales staff staff Telemarketing Telemarketing PR PR dimension dimension Can Can be be combined combined with with direct direct mail, mail, email email and and other other DM DM methods methods Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-26 Growth of telemarketing Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-27 Incentives targeted at the sales force Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-28 Combining personal selling and the internet Provide Provide product product information information Generate Generate leads leads Screen Screen prospects prospects Build Build and and market market from from databases databases Fulfil Fulfil orders orders Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-29 Personal selling and the internet Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-30 Evaluating the personal selling effort Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-31 Evaluation Advantages Limitations Role Personal selling Part of IMC Advertising Public relations Direct marketing Sales promotion Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell Internet 17-32 Evaluating the sales force Sales Sales results results Sales Sales efforts efforts Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-33 Quantitative measures of sales force Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-34 Characteristics affecting sales force performance The The strength strength of of the the field field manager manager AA clear clear link link between between company company culture culture and and value value to to sales sales strategies strategies Rigorous Rigorous management management processes processes that that drive drive performance performance Consistent Consistent training training that that leads leads to to consistent consistent execution execution The The courage courage to to change change Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-35 Criteria for evaluating personal selling's contribution Provide Provide good good marketing marketing intelligence? intelligence? Are Are follow-up follow-up activities activities conducted conducted well? well? Are Are IMC IMC programs programs being being implemented? implemented? Are Are communications communications objectives objectives attained? attained? Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-36 Summary and conclusions The role of personal selling is evolving into a customer relationship model Within companies, the role of personal selling varies, depending on the nature of the industry, competition and market conditions In large industrial environments personal selling may be the dominant form of communications whereas in consumer non-durables, it may play a minor role Although personal selling can be expensive, the real-time nature of communications has many advantages One of personal selling’s limitations is the non-standardised nature of the message Evaluation of personal selling is the responsibility of the sales department Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 17-37 ... Promotion 2e by Belch, Belch, Kerr & Powell Internet 17-3 Personal selling Personal Personal selling selling involves involves selling selling through through aa person-to-person person-to-person... role of personal selling in the integrated marketing communication program To describe the advantages and disadvantages of personal selling as part of an IMC program To propose how personal selling. .. Belch, Kerr & Powell Internet 17-20 Personal selling combines with other IMC tools Advertising Advertising Public Public relations relations Personal Personal selling selling Direct Direct marketing