Chapter 17
Personal selling
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1-1
Learning objectives
1. To examine the role of personal selling in the
integrated marketing communication program.
2. To describe the advantages and
disadvantages of personal selling as part of
an IMC program.
3. To propose how personal selling might be
combined with other elements in an IMC
program.
4. To explain how to determine the effectiveness
of the personal selling effort.
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Evaluation
Advantages
Limitations
Role
Personal selling
Part of IMC
Advertising
Public
relations
Direct
marketing
Sales
promotion
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Internet
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Personal selling
Personal selling involves selling
through a person-to-person
communication process.
Direct
Personal
Real time
The communication process is known as dyadic
communications.
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Determining the role of
personal selling
What information must be exchanged between firm and
potential customer?
What are the alternative ways to carry out these
communications objectives?
How effective is each alternative in carrying out the
needed exchange?
How cost effective is each alternative?
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When the sales force is a major part
of IMC
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Evolution of the seven steps of
selling
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Evolved sales process
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New roles for sales people
Database knowledge
& management
Problem diagnosis
& problem-solving
Value creators,
value adders
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Nurturing &
maintaining
relationships
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Desired qualities for sales people
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Relationship marketing
Relationship marketing defined:
The organisation’s effort to develop a
long-term, cost-effective link with
individual customers for mutual benefit.
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Factors important in customer
retention
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Types of sales jobs
Creative
selling
Order
taking
Missionary
sales
Requires the most skill and preparation
Must assess situation, determine needs
This role is much more casual
Often involves straight rebuying
This is essentially a support role
May not actually take the order
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Company 360—a great way to
identify prospects
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Six steps of selling
1. Prospecting and qualifying leads
2. Determining customer’s needs and wants.
3. Recommending a way to satisfy customer needs
4. Demonstrating the capabilities of the company
and its products
5. Closing the sale
6. Following up the service account
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10 traits of effective salespeople
1. Ego strength: a healthy self-esteem that allows
one to bounce back from rejection.
2. Sense of urgency: wanting to get it done now.
3. Ego drive: a combination of competitiveness and
self-esteem.
4. Assertiveness: the ability to be firm, lead the
sales process, and get one’s point across
confidently.
5. Risk-taking: willing to innovate and take a
chance.
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10 traits of effective salespeople
(cont.)
6. Sociable: outgoing, friendly, talkative and
interested in others.
7. Abstract reasoning: ability to understand
concepts and ideas.
8. Scepticism: a slight lack of trust and suspicion
of others.
9. Creativity: the ability to think differently.
10. Empathy: the ability to place oneself in
someone else’s shoes.
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Traits buyers consider helpful
and unhelpful
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Personal selling advantages
and disadvantages
Advantages
Disadvantages
Two-way interaction
with prospect
Inconsistent messages
Tailoring the message
Potential for management/
sales force conflict
Prospect is not likely
to be distracted
High cost
Seller involved in purchase
decision
Poor reach
Source of research information
Potential ethical problems
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Evaluation
Advantages
Limitations
Role
Personal selling
Part of IMC
Advertising
Public
relations
Direct
marketing
Sales
promotion
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Personal selling combines with
other IMC tools
Advertising
Public relations
Personal
selling
Direct marketing
Sales promotion
The internet
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Personal selling and advertising
work together
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Combining personal selling and
advertising
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Combining personal selling and
public relations
Sales staff directly perform PR
functions
Provide incentives for sales staff to
join clubs and community groups
Strategies
Encourage sales staff to undertake
‘pro bono’ work
Encourage sales staff to support
NFP and philanthropic organisations
or causes
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The Body Shop
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Personal selling and direct
marketing
Screen leads and qualify prospects
Customer service & follow-up
Supporting sales staff
Telemarketing
PR dimension
Can be combined with direct mail,
email and other DM methods
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Growth of telemarketing
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Incentives targeted at the sales
force
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Combining personal selling and
the internet
Provide product information
Generate leads
Screen prospects
Build and market from
databases
Fulfil orders
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Personal selling and the internet
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Evaluating the personal selling
effort
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Evaluation
Advantages
Limitations
Role
Personal selling
Part of IMC
Advertising
Public
relations
Direct
marketing
Sales
promotion
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Internet
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Evaluating the sales force
Sales results
Sales efforts
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Quantitative measures of sales
force
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Characteristics affecting sales force
performance
The strength of the field manager
A clear link between company culture and value to sales
strategies
Rigorous management processes that drive performance
Consistent training that leads to consistent execution
The courage to change
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Criteria for evaluating personal
selling's contribution
Provide good marketing intelligence?
Are follow-up activities conducted well?
Are IMC programs being implemented?
Are communications objectives attained?
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Summary and conclusions
 The role of personal selling is evolving into a customer
relationship model.
 Within companies, the role of personal selling varies,
depending on the nature of the industry, competition and
market conditions.
 In large industrial environments personal selling may be the
dominant form of communications whereas in consumer
non-durables, it may play a minor role.
 Although personal selling can be expensive, the real-time
nature of communications has many advantages.
 One of personal selling’s limitations is the non-standardised
nature of the message.
 Evaluation of personal selling is the responsibility of the
sales department.
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