Personal Selling

By Shinta Rahmani, SE., M.Si

Personal Selling

■ Personal selling is a two-way

communication that uncovers and

satisfies the needs of prospects,

providing mutual, long-term

benefits for both parties.

■ Personal selling primary role is

retaining and growing customers

acquisition.

Type of Personal Selling

Intermediaries

Consumer

Professional

Industrial

Type of Personal Selling

Intermediaries : This involves selling offerings onward through a particular channel network to other reseller. They in turn will sell the offering to other members who are closer to the end user.

Industriy: Here the main type of selling consists of business-to-business marketing and requires the selling of components and parts to others for assembly or incorporation within larger offerings.

Professional : This type of selling process requires ideas and offerings to be advances to specifiersand influencers.

Konsumen : This form of personal selling requires contact with the retail trade and/or the end-user consumer

Task of Personal Selling

1. Prospecting 2. Communicating3. Selling4. Information gathering 5. Servicing6. Allocating7. Shaping

Strength

• Provide for fast, direct

feedback

• Greater level of

participation in the

decision process by

the vendor

• Accountability and

measureability

• Collect information and

build valuable

customer database

Weakness

• High cost

• Low reach and

frequency

• Inconsistency

message delivery

• Customers may

develop loyalty to

salespeople rather

than to product or

company

Salesforce Management

The performance of sales sales people is a measure of both their work, or task-related, behaviours and the result of their activities and input

Two main sales management approaches, Behaviour-based and Outcome-based control system

Sales Management responsibilities included :1. Selection and recruitment, 2. Training, 3. Size and deployment, 4. Motivation and supervision, 5. Evaluation, 6. Control and reward

Sales force Size and Structure

The ways in which an organisationcan structure the sales force1.Based on Geographic2.Based on Product3.Based on Market

Sales Structure Based on Geography

GM Sales Manager

Jawa Barat, Tengah & Sumatera

Bandung Semarang

Sales A

Sales B

Sales C

Medan

Jawa Timur, Kalimantan &

Sulawesi

Bali & Indonesia Timur

Sales Structure Based on Prodct

GM Sales Manager

Sales Mgr Cancer medicine

Jawa danSumatera

Sumatera Jawa

Sales A

Sales B

Sales C

SumateraKalimantan &

SulawesiBali & Indonesia

Timur

Sales Mgr Heart medicine

Sales Mgr Antibiotik

Sales Structure Based on Market

GM Sales Manager

Sales Mgr Hospital A class

Jawa danSumatera

Jawa

Sales A

Sales B

Sales C

Sumatera

Kalimantan & Sulawesi

Bali & Indonesia Timur

Sales Mgr Hospital B class

Sales Mgr Hospital C class

Final Note

Personal Selling is most effective when it supported by other marketing communication functions, such as advertising, public relation, and direct response.

Integrated marketing communication programs rely on personal selling because of its strength, which include the power of personalized, two-way communication, relationship building, accountability, flexibility, and the ability to collect useful information in the process of making a sale

Source :1.Fill, Chris, Marketing Communications :

engagement, strategies and practice, 4th

Edition, Pearson Educated Ltd, EdinburgGate, 2006

2.Duncan, T, Principles of Advertising & IMC, 2nd Edition, McGraw Hill, Inc, New York, 2005