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23 Cards in this Set
- Front
- Back
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Personal Selling Advantages:
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1. More intimate
2. Most flexible 3. Salespeople are the firm’s eyes and ears in the marketplace 4. Many of the jobs can be found here, particularly for new business graduates |
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The main disadvantage of personal selling
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is the cost per contact!
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***NOTE: These younger baby-boomers
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held an average of 9.6 jobs ages 18-36.
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Factors Limiting Emphasis on Personal Selling
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• If the dollar amount of individual orders will be small
• If there are many small customers • If the image of the salesperson is poor |
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“Personal” selling
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is about the direct interaction between humans
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The main role of personal selling in the New Era of Marketing
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is to manage customer relationships
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Missionary Sales Person
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a salesperson who promoted the firm and tries to stimulate demand for a product but does not actually complete a sale
(i.e. pharmaceutical reps) |
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The 8 Competencies of Relationship Selling are:
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1. Prepare to sell: build an sustain sales readiness
2. Target the right prospects: identify who, how and when to make contact 3. Connect with the person: establish truthful communication, build trust 4. Assess the needs: understand the needs of the person and their situation 5. Solve the main problem: cause the person to experience the value you bring 6. Commit to the sale: confirm that a purchase has been made 7. Assure satisfaction: see that the customer remains satisfied with their decision 8. Manage your sales potential: lead, motivate and grow yourself ***NOTE: Assertiveness is NOT one of these! |
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Steps in the Creative Selling Process
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Prospecting and qualifying --> Preapproach --> Approach --> Sales presentation --> Handling Objections --> Close --> Follow-up
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Sales Presentation
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the part of the selling proccess in which the salesperson directly communicates the value proposition to the customer, inviting two-way communication.
Here is what the AIDA Model applies! |
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AIDA Model
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Attention --> Interest --> Desire --> Action
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Closing technique
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***NOTE: “Staying here until you Buy” approach is NOT a closing technique!
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Sales Management
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the process of planning, implementing, and controlling the personal selling function of an organization.
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The Sales Force Management Process
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Setting sales force objectives --> Creating a sales force strategy --> Recruiting, training, and rewarding the sales force --> Evaluating the sales force
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Performance objectives
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readily measurable outcomes, such as sales totals or total profit per salesperson
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Behavioral objectives
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specify actions salespersons must accomplish, such as the number of prospects to ID, the number of sales calls, or the number of follow-ups after the sale
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What makes a Successful Seller?
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• ***NOTE: Aggressiveness is NOT one of these!
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Most respondents (60%) believe top performers are being rewarded and that their plans are encouraging the right behaviors.
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A strong majority 89%) believe their plans are well understood by the sales force.
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Future Trends of Meeting Customer Expectations
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1. The core competitive battle will be Sales and CRM.
2. Databases will drive success and sales. 3. Sales will become more professional 4. Personal sales relationships will increase in importance 5. The key myths about sales people will hamper the competitive loser |
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Direct Marketing
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Any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to the store or other place of business for purchase of a product.
1 in 5 people respond |
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Common Mail Order Mistakes
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• No plan
• Mailing to an unqualified list • No letter • A weak lead • No offer • “What’s in it for me?” • No call to action • One-dimensional presentation • Unprepared to respond • Other important behind-the-scenes factors • No testing |
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Surveys indicate that 1 in 6 Americans
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find it difficult to resist a telemarketing pitch.
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M-commerce
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promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as PDA’s
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