Beruflich Dokumente
Kultur Dokumente
Group Members:
Digesh Shah
Kartik Patel
Paresh Sidhdhapura
To Start with…
Kiosk
Benefits of Direct Marketing
For Buyers:
Convenient
Easy to use
Private
Access to a wealth of information
Immediate
Interactive
Benefits of Direct Marketing
For Sellers
Powerful tool for building relationships
Allows for targeting of small groups or individuals with
customized offers in a personalized fashion
Can be timed to reach prospects at the right time
Offers access to buyers that couldn’t be reached via other
channels
Low-cost, effective alternative for reaching specific
markets
Direct Marketing Channels:
Direct mail
Catalog
Telemarketing
Web sites
Email marketing
Mobile devices
Interactive TV
Direct mail :
Establish objectives
Test elements
Execute
Measure success
Objectives
Telesales
Telecoverage
Teleprospecting
Customer service and technical support
Other Media for Direct Response
Television
Direct Response Advertising
At home shopping channels
Videotext
Kiosks
E Marketing
Permission Marketing
Levels of Permission Marketing
▪ No permission level
▪ Low permission level
▪ Medium permission level
▪ High permission level
▪ Transaction level
E Marketing Guidelines
Give the customer a reason to respond
Personalize the content of your e-mails
Offer something the customer could not get via direct mail
Make it easy for the customer to “unsubscribe”
Interactive Marketing
Designing an Attractive Web Site
Context
Content
Community
Customization
Communication
Connection
Commerce
Door-to-Door Leaflet Selling:
of Sales
Types of
Types Structure
Force Structure
Sales Force
Territorial
Territorial
Exclusive
ExclusiveTerritory
Territoryto
to
Sell
Sellthe
theCompany’s
Full
Company’s Product
Product
FullProduct
ProductLine
Line Sales
SalesForce
ForceSells
SellsAlong
Along
Product
ProductLines
Lines Customer
Customer
Sales
SalesForce
ForceSells
SellsAlong
Along
Customer/
Customer/Industry
IndustryLines
Lines
ofAbove
Combinationof
Combination Typesof
AboveTypes SalesForce
ofSales Structures
ForceStructures
Complex
Complex
Designing
Designing Sales
Sales Force
Force Strategy
Strategy
and
and Structure
Structure
Vs.
Sales Force
Sales Size
Force Size
Other Sales
Other Force Strategy
Sales Force and Structure
Strategy and Issues
Structure Issues
Who
WhoWill
WillBe
BeInvolved
Involvedininthe
the How
HowWill
WillSales
Salesand
andSales
SalesSupport
Support
Selling
SellingEffort?
Effort? People
PeopleWork
WorkTogether?
Together?
Outside
OutsideSales
SalesForce
Force Team
TeamSelling
Selling
Inside Sales Force
Inside Sales Force
Recruiting
Recruiting and
and
Selecting
Selecting
Salespeople
Salespeople
•Enthusiasm
•Enthusiasmand
andSelf-Confidence
Salespeople
ofSalespeople
of Self-Confidence
Characteristics
SomeCharacteristics
Some •Persistence
•Persistence
•Initiative
•Initiative
•Job
•JobCommitment
Commitment
•Current
•CurrentSalespeople
Procedures
RecruitingProcedures Salespeople
Recruiting •Employment
•EmploymentAgencies
Agencies
•Classified
•ClassifiedAds
Ads
•College Campuses
•College Campuses
Process •Sales
•SalesAptitude
Process Aptitude
•Analytical
•Analytical&&Organizational
OrganizationalSkills
Skills
Selection
SalespersonSelection
Salesperson
•Personality Traits
•Personality Traits
•Other
•OtherCharacteristics
Characteristics
Understand
UnderstandField
FieldProcedures
Procedures
and
andResponsibilities
Responsibilities
Learn
LearnHow
How to
toMake
Make
Effective
EffectivePresentations
Presentations
Learn
LearnAbout
AboutCompetitors’
Competitors’
and
andCustomers’
Customers’Characteristics
Characteristics
Learn
LearnHow
Howthe
theProducts
ProductsWork
Work
Help
HelpSalespeople
SalespeopleKnow
Know&&Identify
Identify
With
Withthe
theCompany
Company
Following Goals:
The Average Sales Training Program lasts for Four Months and Has the
Salespeople
Training Salespeople
Training
Compensating Salespeople
Sales Force Compensation Plans Can Both Motivate Salespeople and Direct
Their Activities.
Salary
E CK
YCH
PA
Benefits Components
of
Compensation
Bonus
Commission
Supervising Salespeople
Ceremonies
Vacations
Merchandise
Pay raises
Cash bonuses
Stock options
Tuition assistance
Product discounts
How Salespeople Spend Their
Time
Administrative
Service Calls Tasks
12% 17%
Companies
Telephone Look For Ways
Selling to Increase the
21%
Face-to-Face Amount of
Selling Time
30%
Waiting/
Salespeople
Traveling Spend Selling.
20%
Sources
Sources
of
of
Call
Call Information
Information Work
Work
Reports
Reports Plan
Plan
Annual
Annual
Territory
Territory
Marketing
Marketing Plan
Plan
Character of Top Sales Performers
Strong, healthy self esteem
Can bounce back from rejection
Sense of urgency and competitiveness
Persuasive
Self-confident
Sociable
Willing to take risks
Understand complex concepts
Creative in developing solutions
Possess empathy
Women in Car Sales
For its Florida and Texas dealerships, Asbury
Automotive Group is actively recruiting
saleswomen– at shopping malls.
Product
Product has
has a high value. Product
Product has
has aa low
low value.
value.
There
There are few customers. There
There are many customers.
customers.
Product is Product is
technically complex. simple
simple to
to understand.
understand.
Customers
Customers are
are Customers are
concentrated.
concentrated. geographically
geographically dispersed.
dispersed.
Personal Selling Advantages
Ma kin g th e
P r o s p e c tin g P r e -a p p r o a c h Ap p r o a c h
P r e s e n ta tio n
Prospectingand
Step1.1. Prospecting
Step Qualifying
andQualifying
Developing Lists
of Potential
Customers
Preapproach
Step 2.2. Preapproach
Step
Finding and
Analyzing
Information
About Prospects
Approach
Step3.3. Approach
Step THIS DEALS WITH
HOW WE MAKE THE
INITIAL CONTACT WITH A
POTENTIAL CUSTOMER
Step4.4.Presentation/
Step Demonstration
Presentation/Demonstration
Step 6.
Step Closing
6. Closing
21-43
Relationship Selling
Relationship
Relationship
A sales practice that involves
(Consultative)
(Consultative) building, maintaining, and
Selling
Selling enhancing interactions with
customers in order to develop
long-term satisfaction through
mutually beneficial
partnerships.
Traditional Selling and Relationship Selling
Traditional
Relationship Selling
Personal Selling
Sell products Sell advice, assistance, counsel