5-1 9 TH EDITION CHAPTER 5 CREATING PRODUCT SOLUTIONS Manning and Reece PART III.
1-1 Personal Selling and the Marketing Concept Selling Today 10 th Edition CHAPTER Manning and Reece...
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Personal Selling and the Marketing Concept
Selling TodaySelling Today10th Edition
CH
AP
TE
R Manning and Reece
1
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Discussion QuestionsDiscussion Questions
• When you hear the term personal selling, what words, images, ideas, or other associations come to mind?
• Which of these associations are negative and which are positive?
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Definition of Personal SellingDefinition of Personal Selling
• Person-to-person communication with a prospect
• Personal selling is a process of
• Developing relationships
• Discovering needs
• Matching products with needs
• Communicating benefits
• Viewed as a process that adds value
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Broad Concept of ProductBroad Concept of Product
Includes:
• Information
• Services
• Ideas
• Issues
• “Hard goods”
What is the main product the following companies offer?
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Strategic/ConsultativeSelling Model
Strategic/ConsultativeSelling Model
FIGURE 1.1
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Personal Selling in the Information AgePersonal Selling in the Information Age
• An evolution from the ________ economy to the _____________ economy
• Began in the 1950s
• New emphasis is information exchange rather than producing goods
• Implications for ________ selling
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A Shift in EmphasisA Shift in Emphasis
Industrial economy
• Advances occur in transportation and manufacturing
• Strategic resources are capital and natural resources
• Products and factories define the business
• Sales success means meeting sales quotas
Information economy
• Advances occur in information technology
• Strategic resource is information
• Business is defined by customer relations
• Sales success depends on adding value
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Personal Selling as an Extension of the Marketing Concept
Personal Selling as an Extension of the Marketing Concept
Move from a product orientation (peddling)to a customer orientation (partnering)
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The Marketing MixThe Marketing Mix
FIGURE 1.3
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Important Role of Personal SellingImportant Role of Personal Selling
• Often the major promotional method
• Firms invest in personal selling
• Personal selling has evolved because:
• Products and services are more complex
• Competition has greatly increased
• Customer demand for quality, value, and service has risen sharply
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Evolution of Personal SellingEvolution of Personal Selling
• Marketing era begins (early 1950s)
• Salespeople as a source of strategic information on product/market/service
• Consultative selling era (late 1960s to early 1970s)
• Mass markets break into target markets
• Emphasis on need identification
• Information sharing and negotiation replace manipulation
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Evolution of Personal SellingEvolution of Personal Selling
• Strategic selling era (early 1980s)
• Market niches require more planning
• Equal emphasis on _____ and ________
• Product positioning vital
• Partnering era (1990 to present)
• Customer, not product, as driving force
• Emphasis on strategies that create customer value
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Evolution of Consultative SellingEvolution of Consultative Selling
Transactional selling• Process that serves the
______ primarily interestedin price and convenience
Consultative selling• Process that developed from
the ________ concept,emphasizing needidentification
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Evolution of Consultative SellingEvolution of Consultative SellingFeatures of consultative selling include:
• Customer is a person to be served, not a __________ to be sold
• Two-way communication identifies (diagnoses) __________ needs; no high-pressure sales presentation
• Emphasis on _______ giving, problem solving, and ___________ rather than manipulation
• Emphasis on ________ after the sale
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Evolution of Strategic SellingEvolution of Strategic Selling
• A Strategic Market Plan
• Outlines necessary methods and resources
• Considers areas to be coordinated
• Finance • Personnel
• Production • Marketing
• Influences the sale of products
• Serves as guide for strategic selling plan
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Strategy and TacticsStrategy and Tactics
• Tactics
• Specific techniques,practices, and methods used incustomer interaction
• Strategy
• Carefully conceived plan needed to accomplish ________ objectives
• A prerequisite to tactical success
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Strategy vs. Tactics ExerciseStrategy vs. Tactics Exercise
Use a fact sheet comparing your product to the competition
Analyze the features of your leading competitors
Use specific questions to diagnose needs
Analyze a territory to determine those with specific needs
Strategy Tactic
Identify the following:
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Selling ModelSelling Model
1-20FIGURE 1.5
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Develop a Personal Selling PhilosophyDevelop a Personal Selling Philosophy
Adopt the marketing concept
Value personal selling
Assume the role of a problem solver/partner
Step 1:
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Develop a Relationship Strategy
Develop a Relationship Strategy
Adopt a win-win philosophy
Project a professional image
Maintain high ethical standards
Step 2:
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Develop a Product Strategy
Develop a Product Strategy
Become a product expert
Sell benefits, not features
Configure value-added solutions
Step 3:
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Develop a Customer Strategy
Develop a Customer Strategy
Understand the buying process
Understand buyer behavior
Develop prospect base
Step 4:
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Develop a Presentation Strategy
Develop a Presentation Strategy
Prepare objectives
Develop a presentation plan
Provide outstanding service
Step 5:
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Interrelationship of Basic Strategies
Interrelationship of Basic Strategies
FIGURE 1.7
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Evolution of PartneringEvolution of Partnering• Buzzword of 1990s, became business
reality in 2000s
• “Strategically developed, long-term ____________ that solves the customer’s problems”
• Relationship selling relies on a _________ approach to each client
• Enhanced with high ethical standards and CRM
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Value CreationValue Creation
• Value-added selling = creative improvements that enhance customer experience
• The information economy rewards salespeople who add value at each step
• When customer is not aware of value added by salespeople, the focus may shift to __________
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Value-AddedSellingExample
Value-AddedSellingExample