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Personal Selling Today

Introduction and Overview

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Learning Objectives: Describe the contributions of personal selling to todays information economy Define personal selling and discuss the topic as an extension of the Marketing concept Describe the evolution of consultative selling from the Marketing era to present Define strategic selling and name the four broad areas in the Strategic/Consultative Selling Model Define relationship selling and name the three things that enhance it Describe how value-added selling strategies enhance the customer experience
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Personal Selling Today

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Personal Selling in the Information Age

INCREASES IN RELATIONSHIP SELLING AND RELATIONSHIP MARKETING

Industrial Economy 1860-1960 Major advances in manufacturing and transportation Strategic Resource is capital and natural resources Business is defined by its products and factories

Information Economy 1960-2020 Major advances in information technology Strategic resource is information Business is defined by customer relationships Sales success depends on creating value for customers
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Value-Added Selling
Improving the sales process to create value for the customer. Salespeople add value when they offer better advice and product solutions, carefully manage customer relationships, and provide better service after the sale.
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Personal Selling Defined

Personal Selling involves person-to-person communication with a prospect. It is a process of developing relationships, discovering needs, matching appropriate products to these needs, and communicating benefits through informing, persuading, and reminding.

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Personal Selling Philosophy involves

Appreciating the value of Personal Selling Adopting the Marketing Concept Becoming a problem solver and partner with your customers to help them make better buying decisions

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Strategic/Consultative Selling Model

Strategic Step
Develop a Personal Selling Philosophy

Prescription
Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner

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Evolution of Personal Selling (1950 to Present)

Sales and Marketing Eras
Marketing Era
(Middle 1950s-1960s)

Selling Emphasis
Determine needs and wants of target markets and adapt to delivering desired satisfaction. Customer orientation replaces product orientation.

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Evolution of Personal Selling (1950 to Present) Sales and Selling Emphasis

Marketing Eras
Marketing Era
(Middle 1950s-1960s)

Consultative Selling Era

(Late 1960s-1970s)

Determine needs and wants of target markets and adapt to delivering desired satisfaction. Customer orientation replaces product orientation. Salespeople becoming diagnosticians of customers needs as well as consultants. Mass markets change to target markets.

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Evolution of Personal Selling (1950 to Present)

Sales and Marketing Eras
Marketing Era
(Middle 1950s-1960s)

Selling Emphasis
Determine needs and wants of target markets and adapt to delivering desired satisfaction. Customer orientation replaces product orientation. Salespeople becoming diagnosticians of customers needs as well as consultants. Mass markets change to target markets. Evolution to a more complex selling environment with greater emphasis on niches. More emphasis on planning.

Consultative Selling Era

(Late 1960s-1970s)

Strategic Selling Era

(1980s)

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1 Evolution of Personal
Selling Emphasis

Selling (1950 to Present)

Determine needs and wants of target markets and adapt to delivering desired satisfaction. Customer orientation replaces product orientation. Salespeople becoming diagnosticians of customers needs as well as consultants. Mass markets change to target markets. Evolution to a more complex selling environment with greater emphasis on niches. More emphasis on planning. Salespeople are encouraged to consider long term, high quality partnerships with customers. Automation and information important.
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Sales and Marketing Eras

Marketing Era
(Middle 1950s-1960s)

Consultative Selling Era

(Late 1960s-1970s)

Strategic Selling Era

(1980s)

Relationship Selling Era

(1990s-Present)

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Strategic Market Plan - Definition

A Strategic Market Plan outlines the methods and resources required to achieve an organizations goals within a specific target market, taking into consideration all the major functional areas of the business that must be coordinated, such as production, marketing, finance, and human resource management.
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Tactics versus Strategies

Tactics are techniques, practices, or methods salespeople use during face-to-face interactions with customers, while strategies are what salespeople employ as a result of pre-call planning to ensure that they call on the right people, at the right time, and with the right tactics to achieve positive results.
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1
Salespeople who have adopted Relationship Selling work hard to build and nourish long term partnerships. They rely on a personal, customized approach to each customer.

Focus on Relationship Selling

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Duration of Relationships

Insert Figure 1.4 here Duration of Relationships

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Integrated Marketing Communications Insert Figure 1.5 here. Integrated Marketing Communications

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Strategic/Consultative Selling Model

Prescription Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner

Strategic Step Develop a Personal Selling Philosophy

Marketing Concept coordinate all activities to create satisfied customers and achieve company goals.

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Strategic/Consultative Selling Model

Prescription Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner Project positive, professional image Practise communication-style flexing Behave ethically

Strategic Step Develop a Personal Selling Philosophy Develop a Relationship Strategy

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Strategic/Consultative Selling Model

Prescription Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner Project positive, professional image Practise communication-style flexing Behave ethically Become a product expert Sell benefits Configure value-added solutions

Strategic Step Develop a Personal Selling Philosophy Develop a Relationship Strategy Develop a Product Strategy

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Strategic/Consultative Selling Model

Prescription Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner Project positive, professional image Practise communication-style flexing Behave ethically Become a product expert Sell benefits Configure value-added solutions Understand customer behaviour Discover customer needs Develop prospect base

Strategic Step Develop a Personal Selling Philosophy Develop a Relationship Strategy Develop a Product Strategy

Develop a Customer Strategy

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Strategic/Consultative Selling Model

Prescription Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner Project positive, professional image Practise communication-style flexing Behave ethically Become a product expert Sell benefits Configure value-added solutions Understand customer behaviour Discover customer needs Develop prospect base Prepare objectives Develop presentation plan Provide outstanding service

Strategic Step Develop a Personal Selling Philosophy Develop a Relationship Strategy Develop a Product Strategy

Develop a Customer Strategy Develop a Presentation Strategy

*Strategic/consultative selling evolved in response to increased competition, more complex products, increased emphasis on customer needs, and growing importance of long term relationships.
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Create Customer Value

Insert Figure 1.8 here. Create Customer Value

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