Chapter 1 Personal Selling and the Marketing Concept learning objectives



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Chapter 1

LEARNING OBJECTIVES

  • Describe economic contributions of selling
  • Define personal selling
  • Describe the evolution of selling
  • Define strategic selling
  • Name four broad selling model strategies
  • Define and discuss partnering
  • Describe personal benefits of selling skills

DEFINITION OF PERSONAL SELLING

  • Personal Selling is a process of developing customer relationships, discovering customer needs, matching appropriate products with these needs, and communicating benefits through informing, reminding, and/or persuading.

PHILOSOPHIES OF SELLING

  • Focus on satisfying customer needs
  • Evolved from marketing concept
  • Emphasis on customer service/long-term relationships
  • Practices ethical/win-win
  • Becoming the standard
  • Focus on pushing products
  • Evolved from production concept
  • Emphasis on closing a sale/finding new customers
  • Produces caveat emptor
  • Still practiced by some
  • PARTNERING VERSUS PEDDLING

FIGURE 1.1: SELLING MODEL

  • Strategic/Consultative Selling Model
  • Strategic step
  • Prescription
  • DEVELOP A PERSONAL
  • SELLING PHILOSOPHY

TABLE 1.1: Evolution of Personal Selling

  • Marketing Era Begins mid “50s 1957-McKetterick Salespeople collect
  • Focus on customer vs. product Info age begins customer information
  • Consultative Selling Era late “60s ”Counselor Selling” Identify buyer needs
  • Focus on target vs. mass markets early “70s 1973-”Consultative Information & negotiation Selling” replace manipulation
  • Strategic Selling Era early “80’s 1985-”Strategic Selling”Strategy & tactics
  • More focus on market niches
  • Partnering Era ‘90s “Lifetime customer” Customer drives the sale
  • Focus on individual customers “Partnering: Total quality relationships The Heart of Selling Today”
  • Evolution of Personal Selling (1950 to Present)
  • SALES & TIME IMPORTANT SELLING
  • MARKETING EMPHASIS PERIOD EVENTS EMPHASIS

FIGURE 1.2: MARKETING MIX

  • Product
  • Promotion
  • Place
  • Price

FIGURE 1.3: PRESENTATION GUIDE

  • Need
  • discovery
  • Selection
  • of
  • product
  • Need
  • satisfaction
  • presentation
  • Servicing
  • the sale

FIGURE 1.4: SELLING MODEL EXTENDED

  • Strategic/Consultative Selling Model
  • Prescription
  • DEVELOP A PERSONAL
  • SELLING STRATEGY
  • DEVELOP A
  • RELATIONSHIP STRATEGY
  • DEVELOP A
  • PRODUCT STRATEGY
  • DEVELOP A
  • CUSTOMER STRATEGY
  • DEVELOP A
  • PRESENTATION STRATEGY
  • ADOPT MARKETING CONCEPT
  • VALUE PERSONAL SELLING
  • BECOME A PROBLEM SOLVER/PARTNER
  • ADOPT DOUBLE WIN PHILOSOPHY
  • PROJECT PROFESSIONAL IMAGE
  • MAINTAIN HIGH ETHICAL STANDARDS
  • BECOME A PRODUCT EXPERT
  • ADOPT FEATURE/BENEFIT PROCESS
  • POSITION PRODUCT
  • UNDERSTAND BUYER BEHAVIOR
  • DISCOVER CUSTOMER NEEDS
  • DEVELOP PROSPECT BASE
  • PREPARE OBJECTIVES
  • DEVELOP PRESENTATION PLAN
  • PROVIDE OUTSTANDING SERVICE
  • Place
  • Promotion
  • Product
  • Place

FIGURE 1.5: CUSTOMER STRATEGY LOOP

  • Sales staff at
  • Baxter Healthcare
  • Medical personnel
  • and buyers
  • Information
  • Information

FIGURE 1.6: BASIC STRATEGIES

  • BUILDING
  • QUALITY
  • PARTNERSHIPS
  • RELATIONSHIP
  • STRATEGY
  • PRODUCT
  • STRATEGY
  • CUSTOMER
  • STRATEGY
  • PRESENTATION
  • STRATEGY

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