Managing

Personal
Communication
Non- Personal Channel

Non Personal Communication channels are

communication directed to more than one person
(normally a big group of persons) and includes:
• Mass Media
• Sales Promotion
• Events and experiences
• Public Relations and Publicity

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Personal Channel

Personal Communication channels involve two

or more persons communicating:
• Person to audience
• Over the telephone or cellphone
• Through email
• One-on-one social media interaction
• Directly face-to-face (sales presentation, sales
meeting, samples, fairs and trade shows etc.)

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Photo courtesy of Entrepreneur.com
Cellphone company
 Personal Selling
• Personal Selling involves normally a face to face
interaction with the customer wherein there quick
response and personal confrontation
• Salesperson
becomes the representative of the
company (promotional scheme)
• Communication message = customized
• Offers long term familiarity and relationship
 One on one
communication with
company representative

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 Sales Process
Step 1. Prospecting and qualifying
• Identify and qualify prospects
• Companies find leads
• Qualify the leads by contacting them
• Assess their level of interest
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 Sales Process

Step 2. Pre Approach

• Salesperson
needs to learn about the
company and its buyers
• Thoroughly understand the purchasing
process
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 Sales Process
Step 3. Presentation and demonstration
• Salesperson tells the product ‘story’ to
the buyer (pitch)
• Use the offerings’ features, benefits and
value
• Relevant and engaging pitch to a
prospective client
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 Sales Process
Step 4. Overcoming Objections
• Customer typically pose objections
• Salesperson should maintain a
positive approach
• Ask the buyer to clarify objection

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 Sales Process

Step 5. Closing
• Thisincludes statements, comments or
questions
• Reps can ask for the order
• Recap the points of the agreement
• Get the buyer to make minor choices
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 Sales Process
Step 6. Follow Up and Maintenance
• Ensure customer satisfaction (relationship
marketing)
• Salesperson should cement any necessary
details
• Example: delivery time, purchase terms, and
so on
• Schedule a follow up call
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Other Photos courtesy of careinternational
Developing Effective Communication
Identifying
Determining
Company X target
objectives
audience

Designing Selecting Establishing the

communication Channels budget

Managing the
Deciding in the Measuring
Integrated
media mix results
Marketing Mix
 Challenge: Sales and marketing are
becoming more fragmented and
cluttered, customers are becoming
more complex, more informed and
complicated.

Idea: Businesses should be able to balance the

complex communication mix, product life cycle
dynamics, sales processes and marketing objectives
to convey the right message. Selecting efficient
channel becomes very critical to achieve optimum
customer satisfaction.
YOU