selling as key element of success for businesses

7/30/2019 Selling as Key Element of Success for Businesses

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Selling As Key Element of Success For Businesses

(Based on Practical Scenarios)

Prepared By:

Najeb Islam - Team Leader

(ID-2011421006)

Raju Kumar Saha

(ID-2012121012)

Sheik Shami Ullah Chowdhury(ID-2012121015)

HND Business Intake 1, 2012

Prepared For:

Mr. Irfan Jahangir

Faculty, Marketing, School of Business

BAC

Dhaka, Bangladesh


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In order to meet the purpose of the study we have collected information by visiting three

stores. They are as Follows:

Apan Jewellers

Location: Ground Floor, Rifles Square (B.D.R Gate), Dhanmondi, Dhaka.

Telephone: 02-8614849, 02-8622444.

Products: All kinds of Golden Jewellery.

Rangs Electronics (Authorized Sony Dealer)

Location: Ground Floor, Rifles Square (B.D.R Gate), Dhanmondi, Dhaka.

Products: Television & Projector, LCD TV, Home Theatre System, Camcorder, Computer &

Peripherals, Storage & Recording Media, Battery & Charger.

Jennys

Location: Third Floor, Rifles Square (B.D.R Gate), Dhanmondi, Dhaka.

Telephone: 9673543

Products: Gents and Ladies Shoes.


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Task 1 Contribution of Personal Selling In Promotion Mix:

Promotion Mixis the specific blend of promotion tools that a company uses to persuasively

communicate customer value and build relationships.

Five major promotion tools are as follows:

- Advertising. Example: Broadcast, Print, Internet, Outdoor.- Sales Promotion. Example: Discounts, Coupons, Displays, Demonstrations.- Personal Selling. Example: Presentations, Trade Shows, Incentive Programs.- Public Relations. Example: Press Release, Sponsorships, Special Events.- Direct Marketing. Example: Catalogues, Telephone Marketing, Mobile.

Personal Selling is personal presentations by the firms sales force for the purpose ofmarketing sales and building customer relationships.

In Apan Jewellers, Rangs Electronics & Jennys; personal selling communications are

developed by the sales management.

These businesses integrates many communications channels to deliver a clear, consistent,

and compelling message about their products and personal selling is most important part of

it.

According to the sales representatives of mentioned businesses; personal selling is the mosteffective tool at certain stages of the buying process, particularly in building up buyers

preferences, convictions, and actions.

It involves personal interactions between two or more people, so each person can observe

the others needs and characteristics and makes quick adjustments.

Personal selling also allows all kinds of customer relationships to spring up, ranging from

matter-of-fact selling relationships to personal friendships.

An effective salesperson keeps the customers interests at heart in order to build long-term

relationship by solving customer problems. They generally rely on Push Strategy in order to

close a sale.

In this technique the producer promotes the product to channel members who in turn

promote it to final consumers.

In case of Rangs Electronics; Sony makes available special prices and promotion for its

products time to time which in turn boosts personal selling at retail outlets.

The Diagram below shows the possible outcomes of buyer relationship:


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Task 2 Buyer Behaviour & The Decision Making Process In Different Situations:

Consumer buyer behavior : understanding the ways of buying behavior is very difficult.Says one expert, The mind is whirling, swirling jumbled mass of neurons bouncing around.

The buying behavior of final consumers- individuals and house holds that buy goods and

services for personal consumption.

Characteristics affecting consumer behaviorAffect our buying behavior affect our buying behavior from brand cultural and socialinfluences to motivations , beliefs and attitudes lying deep within us. For example, why we

by the specific sell phone.

Cultural : culture, subculture, social class.

Social : reference group, family, roles and status

Personal : age and life cycle stage, occupation.

Psychological : motivation, learning, attitudes.

Buyer : buyer.

Business buyer behavior: business buying decision can range from routine to incrediblycomplex, involving only a few or nery many decision makers and buying influences.

Major types of buying situationsStraight rebuy : a business buying situation in which the buyer routinely reorders,

something without any modification.

Modified rebuy: a business buying situation in which the buyer wants to modify product

specificons , prices, terms or suppliers.

New task: a business buying situation in which the buyer purchases a product or service for

the first time.


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Systems selling: buying a packaged solution to a problem from a single seller , thus avoiding

all the separate dicision involved in a complex buying situation.

The buyer decision process : decision is just part of a much larger buying process startingwith need recognition through how you fell after making the purchases marketers want to

be involved throughout the buyer decision process.

Need recognition Information search Evalution of alternate Purchase decision Post-purchase behaviour

Example: this car is very useful for us thats way we need reorganization for this car.

.we can find information web site and any showroom, they have many alternate

products like Toyota, Honda and so many. When we see this product and then we

take it purchase decision for its very good features and there post purchase

behaviour was so good cause then offer many facilities after buy their products.

Task 3 Role of Sales Teams within Marketing Strategy:

Role of sales team:- A group of salespeople or sales representatives responsiblefor the sales of either a single product or the entire range of an organization's

products.

We can explain role of sales team from the following two points of view:

1. Role of a team leader:- Instruction & training:- In Apan jewellers provide new and existing sales

associates with tips and training. Apan jewellers manager always try to

establish the difference between orders, requests, indications andfollow business policies regarding proper behaviour with clients or co-

workers. On the other hand Rangs and Jennys also follow the same

methods.

Motivate:- In Apan jewellers manager use positive methods ofmotivation rather than negative or neutral ones. Also in Rangs and

apan jewellers Manager always try to motivate employees to reach

individual sales goals and requirement. But jennys dont follow these

kind of method.

Praise And reward:- only in rangs manager praise a worker who does astellar job and reward the worker like as a bonus or small prizes.


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Communication:- Apan jewellers, Rangs and jennys manager alwaysconcern about safety, inadequate compensation or a hostile work

environment.

2.Role of sales force:-

Significant:- In apan jewellers and rangs sales force builds trust withcustomers. Current customer of apan jewelers and Rangs gain trust

through consistent follow-up and communication with the sales people.

They also work to re-engage previous customers through promotions,

discount and communication.

Benefits:- In apan jewellers, rangs and jennys use social media is anotherway to connect with potential customers, promote sales campaigns, and

provide information.

Overcome objection:- In apan jewellers and rangs sales people always tryto take any kind of objection easily and try to solve them.

Warning:- In apan jewellers ,Rangs and jennys always check references anduse effective techniques.

References:

1. Philip Kotler & Gary Armstrong. Principles of Marketing. Pearson Publications.2. Subhash C. Jain. Marketing Planning & Strategy. South-western Thomson learning.3. Supervisor (Apan Jewellers): Mr. Brozo Kumar Vhoumik (Personal Communication,

October 2012)

4. Supervisor (Rangs Electronics): Mr. Firoze Mohammad (Personal Communication,October 2012)

5. Supervisor (Jennys): Mr. Arafat Ahmed (Personal Communication, October 2012)

selling as key element of success for businesses

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