Managing Personal Communications: Direct and

Interactive Marketing, Word of Mouth, and Personal

Selling
Philippe Yzrael Soriano
 Direct Interactive
Marketing Marketing

MANAGING PERSONAL
COMMUNICATIONS

Word of Personal
Mouth Selling
 Irritation Unfairness
PUBLIC AND ETHICAL ISSUES IN DIRECT
MARKETING

Telemarketing
Deception Invasion of
Direct and Fraud Privacy
Marketing

Catalog Marketing

MANAGING PERSONAL
COMMUNICATIONS
 SEARCH ADS

E-Mails

Interactive
Marketing

MANAGING PERSONAL
COMMUNICATIONS Mobile Marketing
 MANAGING PERSONAL
COMMUNICATIONS

Word of
Mouth
MANAGING PERSONAL
COMMUNICATIONS
PRINCIPLES OF PERSONAL SELLING
•Need-Payoff Questions
• Implication N – Asks about the value or
Personal Questions usefulness of a
Selling
–Asks about the proposed solution.
consequences or
I
effects of a buyer’s
problem, difficulties
or dissatisfaction..
P • Problem Questions
– Deals with Problems,
•Situation Questions difficulties and
– Asks about facts or explore dissatisfaction the
the buyer’s present condition buyer is experiencing.
 Irritation Unfairness

PUBLIC AND ETHICAL ISSUES IN DIRECT MARKETING

SEARCH ADS
Deception Invasion of
Telemarketing
and Fraud Privacy
Direct E-Mails
Marketing

Interactive
Marketing
Catalog Marketing
MANAGING
Mobile Marketing
PERSONAL
COMMUNICATIONS
PRINCIPLES OF PERSONAL SELLING
• Need-Payoff Questions
Word of
Mouth
• Implication Questions
– Asks about the consequences
or effects of a buyer’s problem,
difficulties or dissatisfaction..
N – Asks about the
value or
usefulness of a

Personal
proposed

Selling
I solution.

• Situation Questions
P • Problem Questions
– Deals with
Problems,
– Asks about facts or difficulties and
explore the buyer’s dissatisfaction
present condition the buyer is
experiencing.
DESIGNING A SALES FORCE

Sales Force
Structure
Sales Force
Objectives

Sales Force
Sales Force
Compensation
Strategy
Sales Force
Size
MANAGING THE SALES FORCE
 MAJOR STEPS IN EFFECTIVE SELLING
PRESENTATION
PROSPECTING
PREAPPROACH AND
AND QUALIFYING
DEMONSTRATION

FOLLOW-UP AND OVERCOMING

CLOSING
MAINTENANCE OBJECTIONS