Chapter 17

Personal Selling

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Determining the Role of Personal Selling

What specific information must be exchanged between the firm and potential customers? What are the alternative ways to carry out these communication objectives, other promotional mix? How effective is each alternative in carrying out the needed exchange? How cost effective is each alternative?
Slide 17-1

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Stages of Personal Selling Evolution

Provider
(Accepting order from customers)

Persuader
(Convincing customers to buy)

Prospector
(Seeking selecting customers)

Problem-solver
(Translate the problems into needs)

Procreator
(Define the customer needs and create products and services)
Slide 17-2

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Personal Selling Responsibilities

Locating prospective customers (identifying customers ) Determining customers needs and wants Recommending a way to satisfy the customers needs and wants Demonstrating the capabilities of the firm and its products Closing the sale Following up and servicing the account
Slide 17-3

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Advantages of Personal Selling

Allows for two way interaction
Tailors the message Lack of distractions (Noisy) Involvement in the decision process
Slide 17-4

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Disadvantages of Personal Selling

Inconsistent messages
Sales force/management conflict High cost Poor reach Potential ethical problems
Slide 17-5

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Criteria for Evaluating Personal Selling

Provision of marketing intelligence( ability of salesperson in feeding back about competitors ,customer reactions) Follow-up activities ( use and dissemination of promotional brochures with new and existing customers) Program implementations ( Number of program implemented ,displays) Attainment of communications objectives ( Number of account to whom presentation were made)
Slide 17-6

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998