Manning Selling 3ce Ch01

Copyright © 2004 Pearson

Education Canada Inc.1-1

1

Personal Selling Today

Introduction and Overview

CHAPTER

Copyright ©2004 Pearson

Education Canada Inc. 1-2

1CHAPTER Personal Selling Today

Learning Objectives: Describe the contributions of personal selling to today’s

information economy Define “personal selling” and discuss the topic as an extension of

the Marketing concept Describe the evolution of consultative selling from the Marketing

era to present Define strategic selling and name the four broad areas in the

Strategic/Consultative Selling Model Define relationship selling and name the three things that

enhance it Describe how value-added selling strategies enhance the customer

experience



1CHAPTER Personal Selling in the Information Age

INCREASES IN RELATIONSHIP SELLING AND RELATIONSHIP MARKETING

Industrial Economy 1860-1960•Major advances in manufacturing and transportation•Strategic Resource is capital and natural resources•Business is defined by its products and factories

Information Economy 1960-2020•Major advances in information technology•Strategic resource is information•Business is defined by customer relationships•Sales success depends on creating value for customers



1CHAPTER

Value-Added Selling“Improving the sales process to

create value for the customer. Salespeople add value when they offer better advice and product solutions, carefully manage customer relationships, and provide better service after the sale.”



1CHAPTER

Personal Selling Defined Personal Selling involves person-to-person

communication with a prospect. It is a process of developing relationships, discovering needs, matching appropriate products to these needs, and communicating benefits through informing, persuading, and reminding.



1CHAPTER

Personal Selling Philosophy involves Appreciating the value of Personal Selling Adopting the Marketing Concept Becoming a problem solver and partner with

your customers to help them make better buying decisions



1CHAPTER Strategic/Consultative Selling Model

Strategic Step Prescription

Develop a Personal Selling Philosophy

Value Personal Selling Adopt Marketing Concept Become a Problem

Solver/Partner



1CHAPTER

Evolution of Personal Selling (1950 to Present)

Sales and Marketing Eras

Selling Emphasis

Marketing Era (Middle 1950’s-1960”s)

Determine needs and wants of target markets and adapt to delivering desired satisfaction. Customer orientation replaces product orientation.



1CHAPTER

Evolution of Personal Selling (1950 to Present) Sales and Marketing Eras

Selling Emphasis



Consultative Selling Era (Late 1960’s-1970’s)

Salespeople becoming diagnosticians of customer’s needs as well as consultants. Mass markets change to target markets.



1CHAPTER

Evolution of Personal Selling (1950 to Present) Sales and Marketing Eras

Selling Emphasis





Strategic Selling Era (1980’s)

Evolution to a more complex selling environment with greater emphasis on niches. More emphasis on planning.



1CHAPTER Evolution of Personal Selling (1950 to Present)

Sales and Marketing Eras

Selling Emphasis





Strategic Selling Era (1980’s)

Evolution to a more complex selling environment with greater emphasis on niches. More emphasis on planning.

Relationship Selling Era (1990’s-Present)

Salespeople are encouraged to consider long term, high quality partnerships with customers. Automation and information important.



1CHAPTER

Strategic Market Plan - Definition A Strategic Market Plan outlines the

methods and resources required to achieve an organization’s goals within a specific target market, taking into consideration all the major functional areas of the business that must be coordinated, such as production, marketing, finance, and human resource management.



1CHAPTER

Tactics versus Strategies

Tactics are techniques, practices, or methods salespeople use during face-to-face interactions with customers, while strategies are what salespeople employ as a result of pre-call planning to ensure that they call on the right people, at the right time, and with the right tactics to achieve positive results.



1CHAPTER

Focus on Relationship Selling

Salespeople who have adopted Relationship Selling work hard to build and nourish long term partnerships. They rely on a personal, customized approach to each customer.



1CHAPTER

Duration of Relationships Insert Figure 1.4 here Duration of Relationships



1CHAPTER

Integrated Marketing Communications

Insert Figure 1.5 here. Integrated Marketing

Communications






Value Personal Selling Adopt Marketing Concept Become a Problem Solver/Partner

Marketing Concept•coordinate all activities•to create satisfied customers•and achieve company goals.







Develop a Relationship Strategy

Project positive, professional image Practise communication-style flexing Behave ethically









Develop a Product Strategy Become a product expert Sell benefits Configure value-added solutions










Develop a Customer Strategy Understand customer behaviour Discover customer needs Develop prospect base










Develop a Customer Strategy

Understand customer behaviour Discover customer needs Develop prospect base

Develop a Presentation Strategy

Prepare objectives Develop presentation plan Provide outstanding service

*Strategic/consultative selling evolved in response to increased competition, more complex products, increased emphasis on customer needs, and growing importance of long term relationships.



1CHAPTER

Create Customer Value

Insert Figure 1.8 here. Create Customer Value

Manning Selling 3ce Ch01

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