Creation of customers is the index of effectiveness of any salesperson. Remember to ask plenty of questions. The costs of personal selling can be high and carry risks, but the returns may be just as high. Trade sellers include manufacturing sales reps and wholesale reps who sell to businesses that purchase goods for resale. If she hesitates, ask what's holding her back from the sale.
Converts Latest Demand: Personal selling helps in converting latest demand into effective demand. However, commission-only salespeople may become risk-averse and only call on clients who have the highest potential return. Inquire as to who the key decision-makers in her company are and see if she has a timeline for making a final decision on the product. The program vehicles used for are usually the most inexpensive available, so the marketer can afford to purchase repeat times. However, commission-only salespeople may become risk averse and only call on clients who have the highest potential return.
Consequently, it is difficult to find a unified company or product message within a sales force, or between the sales force and the rest of the marketing communication mix. Less emphasis will be placed on simply making a sale. They visit retail outlets and encourage them to order products from distributors and wholesalers. A business enterprise can develop effective salesman to promote its sales. Companies selling to consumers may find it uneconomical to deal with individual customers, unless they are selling face-to-face in a mall, marketing high-value products such as cars or selling products that require demonstration, such as smartphones or computers. Therefore, it will take longer to build awareness of your brand and products, especially if you use personal selling exclusively. A food producer needs sales reps to meet with wholesale or retail buyers to convince them to carry his goods.
This section focuses on personal selling as one possible tool in the promotional mix. For example, a customer may be satisfied with his current industrial adhesive tape supplier. He can mix with a customer who is extrovert and remain reserved with a customer who is introvert. The salesperson is able to meet buyer's objection and answer all questions raised by the buyer on the product, its attributes, uses and terms and condition of the sale. They aim to inform and encourage the customer to buy, or at least trial the product. In our discussion of media strategy objectives in Chapter 10, we said the ability of magazines to create mood contributes to the overall effectiveness of the ads they carry.
Often salespeople will leave without ever successfully closing a deal. The salesperson can select and concentrate on the prospective customers. These two staffing issues have caused high turnover in many sales forces. Personal selling includes direct communication with any consumer or business prospect in an effort to make a sale. Designing the Sales Force Based on analyses of current and potential customers, the selling environment, competition, and the firm 's resources and capabilities, decisions must be made regarding the numbers, characteristics, and assignments of sales personnel. If a product cannot fully satisfy the needs of the customers, the information is transmitted to the manufacturer who will take appropriate steps. The difference between a friendly lunch and commercial bribery is sometimes blurred.
Personal selling focuses on personal problems of customers. A good list allows for minimal waste, as only those consumers with the highest potential are targeted. Most companies use laptop presentations, demonstrations and highly detailed product information when selling items such as computers, medical equipment and industrial products. The employer can also motivate him by providing financial and non-financial incentives. Follow-up and maintenance: Immediately after closing the sale, the salesperson should take some follow up measures. If he has already decided to purchase your product or service, it's important to check in and make sure he is satisfied with it.
First, experienced salespeople sometimes realize that the only way their income can outpace their cost-of-living increase is to change jobs. What are the main roles of the sales force? The role of personal selling in the promotional mix 4. Salespeople may vary in their willingness to make the desired number of sales calls each day; to make service calls that do not lead directly to sales; or to take full advantage of the technologies available to them. Conclusion There are hundreds of advertisements, that we go through almost every day, that are used for commercial or social purposes. The salesperson should be properly dressed which coincides with the temperament of the buyer. The one-on-one interaction of personal selling means that a salesperson can effectively respond to and overcome objections—e.
. The main advantages and disadvantages of personal selling can be summarised as follows: Point-of-sale merchandising can be said to be a specialist form of personal selling. High cost is the primary disadvantage of personal selling. On the other hand, personal selling is the verbal communication of the message, to one or more customers, so as to create sales. Kotler describes six main activities of a sales force: 1 Prospecting — trying to find new customers 2 Communicating — with existing and potential customers about the product range 3 Selling — contact with the customer, answering questions and trying to close the sale 4 Servicing — providing support and service to the customer in the period up to delivery and also post-sale 5 Information gathering — obtaining information about the market to feedback into the marketing planning process 6 Allocating — in times of product shortage, the sales force may have the power to decide how available stocks are allocated What are the advantages of using personal selling as a means of promotion? What feedback the advertiser receives arrives late well after an advertisement has aired.
This will further promote the sales. Article shared by : In this article we will discuss about:- 1. Companies can also reduce sales costs by using complementary techniques, such as telemarketing, direct mail, toll-free numbers for interested customers, and online communication with qualified prospects. Systematic collection of information requires a decision about applicability, usefulness and how to organize the information for easy access and effective use. In order to qualify your prospects, one needs to: Plan a sales approach focused upon the needs of the customer. Frenz has a bachelor's degree in business marketing from the University of Phoenix.
Sales reps have to cover one territory or market at a time. It involves the use of a sales force to support a push strategy encouraging intermediaries to buy the product or a pull strategy where the role of the sales force may be limited to supporting retailers and providing after-sales service. This type of marketing communication is highly effective at changing consumer response at the time of purchase. This feedback helps in bringing necessary changes in the sales presentation. Presentation and demonstration: The sales presentation should be based on. Advertising aims at creating such an image in the minds of the audience, that they are instigated to purchase that product.