Personal Selling
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Transcript of Personal Selling
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