Christian Bagas Saputra

F0216111
Personal Selling
• Person-to-person communication between a
company representative and potential buyers
• Focus is to inform and persuade prospect
• Short-term goal: make a sale
• Long-term goal: build relationship
• Buyer and seller may come from different cultural
backgrounds
The risks inherent in establishing a personal selling structure
overseas remain today.
• Political risks. Unstable or corrupt governments can
completely change the rules for the sales team.
• Regulatory hurdles. Governments sometimes set up quota
systems or impose tariffs that affect entering foreign sales
forces.
• Currency fluctuations. There have been many instances
where a company’s sales effort has been derailed by
fluctuating currency values.
• Market unknowns. When a company enters a new region of
the world, its selling strategy may unravel because of a lack
of knowledge of market conditions, the accepted way of
doing business, or the positioning of its in-country
competitors.
The Strategic/Consultative Selling
Model
Strategic Step
• Develop a Personal Selling Philosophy
• Develop a Relationship Strategy
• Develop a Product Strategy
• Develop a Customer Strategy
• Develop a Presentation Strategy
Strategic/consultative selling evolved in response to
increased competition, more complex products increased
emphasis on customer needs, and growing importance of
long-term.
Sales Force Nationality
• Expatriates
• Host country
• Third country
Expatriates
Advantages Disadvantages
• Superior product
knowledge • Higher cost
• Demonstrated •
commitment to • Higher turnover
service standards •
• Train for promotion • Cost for language and
• Greater HQ control cross-cultural training
•
•
Host country
Advantages Disadvantages
• Economical
• Needs product
• Superior market training
knowledge
•
• Language skills • May be held in low
• Superior cultural esteem
knowledge •
• Implementation quicker • Language skills may
not be important
•
• Difficult to ensure
Third Country
Advantages Disadvantages
• Cultural sensitivity
• Language skills • May face identity
problems
• Economical
• May be blocked for
• Allows regional sales promotions
coverage •
• Needs product
and/or company
training
•