Direct Marketing

Marketing Communications

• Direct marketing
• Interactive marketing
• Personal selling
 Direct Marketing

Direct marketing is the

use of consumer-direct channels
to reach and deliver
goods and services to customers
without marketing middlemen
 Direct Marketing Channels

• Face-to-face • Telemarketing
• Online • Catalog marketing
• Kiosk • Direct mail
• Interactive • Email marketing
Personal Selling
 Personal Selling

“When you’re out there selling, face-to-face

with your customer, there is no place to hide.
It’s the acid test.”

James Koch
 Sales Activities & Tasks

• Prospecting • Training
• Selling • Entertaining
• Handling orders
• Travelling
• Product servicing
• Information handling
• Assisting distributors
• Account servicing • Conferences and
meetings

Development / Missionary / Maintenance / Support

 Designing a Sales Force

• Sales force objectives

• Sales force strategy
• Sales force structure
• Sales force size
• Sales force compensation
 Designing the Sales Force

• Objectives
Steps in Process • Sales volume and
profitability
• Objectives • Customer
• Structure satisfaction
• Sales force size • Type of sales force
• Compensation • Direct (company)
or contractual
 Designing the Sales Force

• Types of sales force

Steps in Process structures:
• Territorial
• Objectives and
strategy • Product
• Structure • Market
• Sales force size • Complex
• Compensation
 Designing the Sales Force

Steps in Process Workload approach:

• Group customers by
• Objectives and annual sales volume
• Establish call frequencies
strategy
• Calculate total yearly
• Structure sales call workload
• Sales force size • Calculate average
• Compensation number of calls/year
• Calculate number of
sales representatives
 Designing the Sales Force

• Four components of
Steps in Process compensation:
• Fixed amount
• Objectives and
• Variable amount
strategy
• Expense allowances
• Structure • Benefits
• Sales force size • Compensation plans
• Compensation • Straight salary
• Straight commission
• Combination
 Major Steps in Effective Selling

• Prospecting and qualifying

• Pre approach
• Approach
• Presentation and demonstration
• Overcoming objections
• Closing
• Follow-up and maintenance