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 DEVELOP A PERSONAL SELLING PHILOSOPHY 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 FIGURE 1.3: PRESENTATION GUIDE Need satisfaction presentation FIGURE 1.4: SELLING MODEL EXTENDED Strategic/Consultative Selling Model 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 FIGURE 1.5: CUSTOMER STRATEGY LOOP Sales staff at Baxter Healthcare Medical personnel and buyers BUILDING QUALITY PARTNERSHIPS Do'stlaringiz bilan baham: