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CHAPTER
PersonalsellingInterpersonalinfluenceprocessinvolvingasellers
promotionalpresentationconductedonapersontopersonbasiswiththe
buyer.
SixteenmillionpeopleintheU.S.areemployedinsales.
Personalsellingisthesinglelargestmarketingexpenseinmanyfirms.
SALES TASKS
Ensuringthatbuyerspurchasesareinhisorherbestinterestaidsthe
developmentoflongtermrelationships.
Sellinginvolvesthreebasictasks:
OrderprocessingSelling,mostlyatthewholesaleandretaillevels,that
involvesidentifyingcustomerneeds,pointingthemouttocustomers,and
completingorders.
CreativesellingPersonalsellingthatinvolvessituationsinwhicha
considerabledegreeofanalyticaldecisionmakingonthebuyerspartresults
intheneedforskillfulproposalsofsolutionsforthecustomersneeds.
MissionarysellingIndirecttypeofsellinginwhichspecialized
salespeoplepromotethefirmsgoodwillamongindirectcustomers,oftenby
helpingcustomersuseproducts.
CREATIVESELLING
CreativesellingPersonalsellingthatinvolvessituationsin
whichaconsiderabledegreeofanalyticaldecisionmakingon
thebuyerspartresultsintheneedforskillfulproposalsof
solutionsforthecustomersneeds.
Generallyusedtodevelopnewbusinesswitheithernew
customersofnewproductsforexistingcustomers.
MISSIONARYSELLING
MissionarysellingIndirecttypeofsellinginwhich
specializedsalespeoplepromotethefirmsgoodwillamong
indirectcustomers,oftenbyhelpingcustomersuseproducts.
Example:Pharmaceuticalcompaniesthatusefreesamples,
educationalseminarstocourtdoctors.
Mayinvolvebothfieldsellingandtelemarketing.
PROSPECTINGANDQUALIFYING
Prospectingidentifyingpotentialcustomers.
Qualifyingdeterminingthattheprospectreallyisapotentialcustomer.
APPROACH
Initialcontactwithprospectivecustomer.
Useprecallplanningresearchtoidentifyhowyourproductsmight
bestmeetcustomersneeds.
PRESENTATION
Conveyingmarketingmessagetothecustomer.
Featuresbenefitsframeworkfocusesonthegoodorserviceintermsthat
aremeaningfultothebuyer.
DEMONSTRATION
Buyerhasachancetotryaproductorseehowitworks.
HANDLINGOBJECTIONS
Expressionsofresistance,suchasstallingorindecision,bytheprospect
areanopportunitytoreassurethebuyeroroffersuitablealternatives.
CLOSING
Pointatwhichsalespersonaskstheprospectforanorder.
Letbuyerknowyouarereadytobeofserviceinthefuture.
FOLLOWUP
Successfulsalespeopleturntodayscustomersintotomorrowsby
reinforcingthepurchasedecision.
Ensurethatcustomerserviceneedsaremet.
RECRUITMENTANDSELECTION
Importantbecauseofcompanyinvestmentinthehiringprocessandthe
potentialdamagetocustomerrelationshipsandoverallperformance.
TRAINING
Primarymethodsareonthejobtraining,individualinstruction,howto
classes,andexternalseminars;oftenongoingforexperiencedsalespeople.
ORGANIZATION
Nationalaccountsorganizationassigningseniorsalespersonnelorsales
teamstomajoraccountsineachmarket.
SUPERVISION
Spanofcontrolnumberofsalesrepresentativeswhoreporttofirstlevel
salesmanagers.
MOTIVATION
Toolsincludeinformationsharing,recognition,bonuses,andbenefits.
Expectancytheorymotivationdependsontheexpectationsanindividual
hasofhisorherabilitytoperformthejobandonhowperformancerelates
toattainingrewardsthattheindividualvalues.
COMPENSATION
Commissioncompensationtieddirectlytothesalesorprofitsthe
salespersonachieves.
Salaryfixedpaymentmadeperiodicallytoanemployee.
Manyfirmscombinethefeaturesofbothcommissionandsalaryintheir
compensationprograms.
EVALUATIONANDCONTROL
Managersmustsetstandardsandchoosethebestmethodsformeasuring
salesperformance.
Salesquotasspecifiedsalesorprofittargetsthatthefirmexpects
salespeopletoachieve.
Othermeasuresincludecustomersatisfaction,profitcontribution,shareof
productcategorysales,andcustomerretention.
Evaluationsshouldmotivateimprovedperformance.
SALES PROMOTION
SalespromotionMarketingactivitiesotherthanpersonalselling,
advertising,andpublicitythatenhanceconsumerpurchasinganddealer
effectiveness.
Goalisspeedingthesalesprocessandincreasingsalesvolume.
Producebestresultswhencombinedwithotherothermarketingactivities,
suchasadvertising.
Cannotovercomepoorbrandimages,productdeficiencies,orpoor
trainingforsalespeople.
CONSUMERORIENTEDSALESPROMOTIONS
Goals:Encouragerepurchasesbyrewardingcurrentusers,boostsalesof
complementaryproducts,andincreaseimpulsepurchases.
Couponsmostwidelyusedformofsalespromotion.
Refundsorrebateshelppackagedgoodscompaniesincreasepurchase
rates,promotemultiplepurchases,andrewardproductusers.
Samples,bonuspacks,andpremiumsatryit,youlllikeitapproach.
Contestsrequireentrantstocompleteatasksuchassolvingapuzzleor
answeringquestionsinatriviaquiz.
Sweepstakeschoosewinnersbychance;noproductpurchaseis
necessary.
SpecialtyAdvertisingsalespromotiontechniquethatplacesthe
advertisersname,address,andadvertisingmessageonusefularticlesthat
arethendistributedtotargetconsumers.
TRADEORIENTEDPROMOTIONS
Salespromotionthatappealstomarketingintermediariesratherthanto
finalconsumers.
Accountsforhalfoftypicalfirmspromotionbudget.
Tradeallowancesspecialfinancialincentivesofferedtowholesalersand
retailersthatpurchaseorpromotespecificproducts.
Pointofpurchaseadvertisingdisplayorotherpromotionlocatednear
thesiteoftheactualbuyingdecision.
Tradeshowsvendorswhoservetheindustriesdisplayanddemonstrate
theirproductsformembers.
Dealerincentives,contests,andtrainingprograms.