Chap 10,evaluation of personal selling
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Transcript of Chap 10,evaluation of personal selling
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Integrated Marketing Communication(IMC) Prepared by
PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)
(Prof. of Marketing, Digital Marketing, Strategic Management, Advertisement & Branding)
IMT-CDL(DIMS)IP UNIVERSITY
(Ex. HOD-MARKETING,BSD)Sr. Manager (Digital Marketing-SEO, SMO, Advt, E-Mail Mrkt, Mobile Mrkt)
www.jrinfotech.comE:[email protected]
P:9810275444www.marketingandbrandingguru.com
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Personal Selling
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Personal Selling
Personal selling:It is a form of person to person communication
in which seller attempts to assist or persuade prospective byres to purchase the company’s product or services or idea.
It is good tools for immediate approval or disaproval
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Personal Selling
It involves selling through person to person communication process
Role of Personal selling:The first question a manager need to ask at the
time of preparing promotional programme is what is the role & responsibility of personal selling.
We need to discuss the following question for it
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You are part of the total product
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Determining the Role of Personal Selling
• What information must be exchanged between firm and potential customer?
• What are the alternative ways to carry out these communications objectives?
• How effective is each alternative in carrying out the needed exchange?
• How cost effective is each alternative?
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Personal Selling
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Stages of Personal Selling
Provider:Selling activity limited to order-taking and deliveryPersuader:Attempting to persuade customer to buyProspectorSeeking out selected buyersProblem-solverBuyers identify problems which can translate into needsProcreatorSeller identify buyer’s need and fulfills them
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Customer convincing
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The Personal Selling ProcessPROSPECTING: IDENTIFYING POTENTIAL
CUSTOMERS
APPROACHING THE PROSPECT
FOLLOWING UP
CLOSING THE SALE
HANDLING OBJECTIONS
MAKING THE SALES PRESENTATION
Pre approach: QUALIFYING PROSPECTS
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Personal Selling Responsibilities
• Locating prospective customer • Determining customer’s needs and wants• Recommending a way to satisfy them• Demonstrating product capabilities• Closing the sale• Following up and servicing the account
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Sales People Have Many Duties
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Advantage of Personal selling
Advantage:• Two-way interaction with prospect• Message can be tailored to recipient• Prospect isn't likely to be distracted• Source of research information
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Disadvantage
Disadvantage• Messages may be inconsistent• Possible management-sales force conflict• Cost is often extremely high