Principles of
Marketing
Lecture-35
Summary
of
Lecture-34
Media Scheduling
Step 1. Decide on Reach, Frequency,
and Impact
Step 2. Choosing Among Major Media Types
Step 3. Selecting Specific Media Vehicles
Step 4. Deciding on Media Timing
Evaluating Advertising
Effectiveness
Advertising Program Evaluation
Communication Effects
Sales Effects
Is the Ad Communicating Well?
Is the Ad Increasing Sales?
Sales Promotion
Major Consumer Sales
Promotion Tools
Major Trade Sales
Promotion Tools
Developing the
Sales Promotion
Program
Decide on the Size of the Incentive
Set Conditions for Participation
Determine How to Promote and
Distribute the Promotion Program
Determine the Length of the Program
Evaluate the Program
Today’s Topics
Personal Selling
Personal selling
The direct presentation of a
product to a prospective
customer by a
representative of the
selling organization.
Personal selling is the
personal communication
of information to persuade
somebody to buy
something.
Personal Selling occurs when a
company representative comes in
direct contact with a customer in
order to inform a client about a
good or service to get a sale.
Especially important for businessto-business marketers since
products and services are complex
and expensive.
In many companies,
personal selling is
the largest single
operating expense.
Personal selling is
likely to be
emphasized in a
promotional mix
when:
The market is
concentrated.
The product has a high
unit value, is technical in
nature, and requires a
demonstration.
The product can be
tailored to an individual
customer’s need.
The product is in the
introductory stage of the
product life cycle.
How?
Person-to-person dialogue
Between prospective buyer
and the seller
Direct human contact
Matching products to needs
Involves… developing
relationships
discovering and
communicating customer
needs
communicating benefits
The characteristics of
personal selling
Flexibility
Identify specific sales
prospects
Adaptation to specific
situations
Answer questions
Overcome objections
Builds Relationships
Managing the account
relationship and assuring the
buyers receive appropriate
services
Salesperson understands and
solves buyer’s problems
Basic Sales Tasks
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Order-Getting
Order-Taking
Supporting
Order Getting
Creative selling
More time consuming
Sell to new prospects (pioneers)
Sell to continuing customers
(account managers)
Some use of telemarketing,
particularly to small accounts
Order
getting
 Seek
out
customers
 Analyze
their
problems
 Discover
solutions
 Sell
solutions
to customers
Order Taking
Do very little creative selling
Write up orders
Check invoices for accuracy
Assure timely order processing
May use suggestive selling
The advantages of
personal selling over
the other promotion
tools…
It can be adapted for individual
customers.
It can be focused on prospective
customers.
It results in the actual sale, while
most other forms of promotion
are used in moving the customer
closer to the sale.
The
disadvantages
of personal
selling
Expensive per contact
Many sales calls may be
needed to generate a
single sale
Labor intensive
It is costly to develop and
operate a sales force.
It may be difficult to attract
high-caliber people.
The two types of
personal selling
 The
customers come to the
salespeople.
– Mostly involves retail-store selling.
– Most salespeople fall into this category.
 The
salespeople go to the
customers.
– Usually represent producers or
wholesaling middlemen and sell to
business users.
– Some outside selling is relying more on
telemarketing.
Customers come to
The sales people
Inside selling:
across-the-counter;
phone-in orders
Primarily
retail store selling
Sales force goes to
The customers
In-person
sales calls
Inside sales people
contact by mail
or telemarketing
Primarily producers and wholesaling middlemen selling
to business users, but also some:
Producers
Household consumers
Retailers
Household consumers
Business-to-Business
Sales Support
New Business
Existing
Business
Direct-to-Consumers
Retail Sales
Direct Selling
Representatives
Professional
Services
Characteristics of
Professional Selling
Sales reps engage in a total
selling job.
Reps work closely with
customers.
Sales reps organize much of
their own time and effort.
They often experience role
ambiguity and role conflict.
Contributions of
Personal
Selling to Marketing
Producing
Sales
Revenue
Meeting
Buyer
Expectations
Providing
Marketplace
Information
Changing
patterns in
personal selling
Traditionally, personal selling has
been a face-to-face, one-on-one
situation.
Five new patterns are emerging:
– Selling Centers — Team Selling
– Systems Selling
– Global Sales Teams
– Relationship Selling
– Telemarketing
Salesperson
Attributes
CustomerOriented
Likable
Competent
Honest
Dependable
Salesperson
An individual acting for a company
by performing one or more of the
following activities:
Prospecting,
Communicating,
Serving, and
Information gathering.

Salespeople
 Sales representatives
 Account executives
 Sales consultants
 Sales engineers
 Agents
 District managers
 Marketing representatives
 Account development reps
 Etc.
Enough for
today. . .
Summary
Personal Selling
Personal selling is the
personal communication
of information to persuade
somebody to buy
something.
Basic Sales Tasks
??????
??????
??????
??????
??????
Order-Getting
Order-Taking
Supporting
The two types of
personal selling
 The
customers come to the
salespeople.
– Mostly involves retail-store selling.
– Most salespeople fall into this category.
 The
salespeople go to the
customers.
– Usually represent producers or
wholesaling middlemen and sell to
business users.
– Some outside selling is relying more on
telemarketing.
Next….
Sales Force
Management
Principles of
Marketing
Lecture-35