Transcript Advertising and Promotion

Chapter 17
Personal Selling
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Determining the Role of
Personal Selling
• What specific information must be
exchanged between the firm and
potential customers?
• What are the alternative ways to carry
out these communication objectives,
other promotional mix?
• How effective is each alternative in
carrying out the needed exchange?
• How cost effective is each alternative?
Slide 17-1
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Stages of Personal Selling
Evolution
Provider
(Accepting order from customers)
Persuader
(Convincing customers to buy)
Prospector
(Seeking selecting customers)
Problem-solver
(Translate the problems into needs)
Procreator
(Define the customer needs and create products and services)
Slide 17-2
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Personal Selling Responsibilities
• Locating prospective customers
(identifying customers )
• Determining customers’ needs and wants
• Recommending a way to satisfy the
customers’ needs and wants
• Demonstrating the capabilities of the firm
and its products
• Closing the sale
• Following up and servicing the account
Slide 17-3
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Advantages of Personal Selling
• Allows for two way interaction
• Tailors the message
• Lack of distractions (Noisy)
• Involvement in the decision
process
Slide 17-4
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Disadvantages of Personal Selling
• Inconsistent messages
• Sales force/management
conflict
• High cost
• Poor reach
• Potential ethical problems
Slide 17-5
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Criteria for Evaluating Personal
Selling
•
Provision of marketing intelligence( ability of salesperson in
feeding back about competitors ,customer reactions)
•
Follow-up activities ( use and dissemination of promotional
brochures with new and existing customers)
•
Program implementations ( Number of program implemented
,displays)
•
Attainment of communications objectives ( Number of account
to whom presentation were made)
Slide 17-6
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998