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Logistics Management

Logistics Management

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Published by: api-3801857 on Oct 17, 2008
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MBA-Marketing
Logistics Management
UNIT I
1 IntroductiontoPersonalSelling

Personal selling is a distinctive communication form because it is a two-way communication that involves social interaction with prospective buyers. It has been the oldest form of marketing that started when peddlers moved from door to door to sell their products. Personal selling declined during the first quarter of the twentieth century because of heavy demand by the public.

2 Objectives
This unit\u2019s objectives are to cover the following titles.

1. Introduction to personal selling
2. Types of selling
3. Alternative sales structure

4. Direct marketers

5. Mail order selling
6. The selling process
7. Selling strategies and styles
8. Formulating sales objectives

9. Sales forecasting
10. Estimating market sales potentials
These titles will enrich MBA-Marketing students to be well versed with the two
promotional mix tools personal-selling and direct marketing.
2.1
Definitions of personal selling
1. Philip Kotler defines personal selling as \u201ca face-to-face interaction with
prospective purchasers for the purpose of making sales\u201d.

2. Irving J.Shaprio defines personal selling as \u201can art of successfully
persuading prospects or customers to buy products or services from
which they can derive suitable benefits, thereby increasing their total
satisfaction\u201d.

3. \u201cPersonal selling is an oral presentation of goods to one or more
prospective customers to promote sales\u201d.
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MBA-Marketing
Logistics Management

It helps in the transfer of the title a face-to-face interaction between the sales person
and the buyers. The sales people become aware of the problems of the buyers and
suggest suitable products or services to satisfy their wants.

Significance of personal selling
The significance of personal selling are as follows.
a) Personal selling is an important ingredient in the promotion mix.
b) It has been observed that twenty percent of the sales are affected
through personal selling.
c) By personal selling the salesman reaches the prospective buyers
whom other promotional measures cannot reach.
d) Personal selling is flexible, as it can adjust to the immediate

reactions of the potential buyers.
e) Feed back of sales efforts is possible in personal selling.
f) Personal selling is the easy way to find the target consumer.

Limitationsof personal selling
The limitations of personal selling are as follows
a) Personal selling involves substantial costs of travel, literature

publication, samples, surveys, management and control.
b) It is less attractive for small companies.
c) Sales people do not take much interest in sales promotion, they

waste their time and shift to other
d) Personal selling cannot become effective without proper training and
adequate motivation of sales persons.
Personal selling tools
The common tools used in personal selling are

1. Sales presentations
2. Sales meetings
3. Incentive programs
4. Samples

5. Fairs and trade shows
Qualities of sales force for personal selling job
Personal selling is not a routine job. It requires special qualities and capabilities
those qualities are
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MBA-Marketing
Logistics Management
a) Hard work
b) Initiative
c) Sales techniques and
d) Knowledge
Personal selling process
a) Pre-Sale preparation

It involves all the preparations for getting ready for the selling process by the salesmen. The salesman has to be familiar with the product, the market, the techniques of selling and organization. He would be successful if he is aware of the unsatisfied needs and problems of the customers. He should prepare himself by knowing himself and his company, competition and market environment.

b) Prospectingand qualifying

The potential customer is known as a prospect and the method of finding he potential customer is known as prospecting. Prospecting involves a significant amount of time, effort and money. Although the company will give the leads, the salesmen have to develop their own leads. Leads can be developed in the following ways

1.
By analyzing telephone directory.
2.
Cold canvassing (Dropping Un Announced).
3.
Asking current customers for the names of prospects.
4.
Cultivating referral sources such as suppliers, dealers, bankers, non
competing sales representatives and trade association executives.
Pre-sale
Preparation
Prospecting
and Qualifying
Pre approach
Approach
Follow up and
Maintenance
Closing
Handling
Objections
Presentation
and
demonstration
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