Introduction to

Marketing Communications

personal selling

6

learning content…personal selling

when it can be used

what it can achieve

what it is

what is personal selling..?

the traditional image is one of the ‘hard sell’…

…unrelenting, brash, persistent

is this still the case?

what is personal selling..?

well, there needs to be two people present…

feedback and evaluation of the message can be received almost

instantaneously

therefore we can tailor and adapt the message…

…making this one of the most personal forms of

marketing communications

if we consider AIDA

personal selling can be great at bring about changes in behaviour

we can overcome objections

Attention, Interest, Desire, Action…

provide information quickly

respond to changing needs immediately

why use personal selling?

messages can be adapted on the spot to meet the requirements of both parties

this flexibility allows objections to be overcome, information to

be provided and demonstration to be brought to the buyer

messages can be much more personal than any of the other methods of communication

easier to induce a change in behaviour

prospecting – finding new customers

monitor competitor action – informing about competing products

maintaining relationships – critical relationships will have a single sales person

project management - coordinating within the organisation, representing the customers interests

tasks of personal selling

persuading – that the product offered is the best solution to their problem

installing and demonstrating –e.g. get equipment installed

identifying and reporting issues/problems

informing – giving customers adequate, detailed and relevant information

tasks of personal selling

strengths

very high cost per contact

reach and frequency low

lack of control

possible inconsistency of message

2 way interaction

greater attention –

less noise

more participation in decision

process – can solve customer

problems

coordinate with direct marketing

weaknesses

when should personal selling be used?

complexity – product or environment

demonstration and explanation useful

buyer significance

risk, benefits, relative costs and timing

customisation required

when should personal selling be used?

communication effectiveness

interaction and negotiation required or to

build relationships and trust

channel networkpush factors important

advertising relatively important when…

personal selling relatively important when…

number of customers large small

buyer’s information needs low high

size and importance of purchase

small large

post-purchase service required

little a lot

product complexity low high

distribution strategy pull push

pricing policy set negotiable

web-enabled exchanges high low

resources available for promotion

many few

when personal selling is an important

part of the comms mix…

adapted from Fill, 2011

maintaining trust and commitment

developing the relationship

providing service and support

closing the sale

handling queries and objections

presenting the sales message

developing the relationship

qualifying prospects

prospecting for customers

Fill, 2006

the main stages in the sales process

working through the stages…

sales force structure

geographic based

e.g. M62 corridor, counties, ‘North-East’…

market based

customer type or need type

product based

expert knowledge, organisations with large product lines

many organisations use a combination

integration and supporting the sales force

direct marketing helps improve customer satisfaction

catalogues, brochures, product specs, samples,

internet can all support

targeted, personalised comms can be supportive

allow the field team more time… leading to a more key account

structure and focus

high low

highkey account managementfield-force sales

field-force salestelesaleswebemail

low

directed field-force salestelesaleswebemail

direct mailtelesalesemail

strength of relationship

adapted from Fill, 2011

when to use…

account potential

multichannel selling

field sales

outlets

telesales

e-commerce

m-commerce

consider cost per contact and interaction

low-involvement decision-making requires peripheral cues to stimulate buyers into action

point of purchase decisions which require buyers to build awareness through recognition

look-alike packaging seeks to reassure customers that the supermarket brand is of comparable quality… is it ethical?

packaging… silent sales person

communication dimensions of packaging

shape can indicate functional aspects…

shape can reflect brand personality

shape can be used as a differentiator…

other elements...

package size can be used to target different segments – family-

sized, snack-sized, travel-sized…

all packaging has to provide info on ingredients e.g. allergy advice, fat, calories, salt…

packages carry tangible and intangible messages about the brand

consumers make snap decisions based on whether a product “looks right” – they often don’t know why