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CHAPTER

Selling Today

10th Edition

Manning and Reece

Personal Selling and the Marketing Concept

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Discussion Questions
When you hear the term personal selling, what words, images, ideas, or other associations come to mind? Which of these associations are negative and which are positive?
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Definition of Personal Selling


Person-to-person communication with a prospect Personal selling is a process of Developing relationships Discovering needs Matching products with needs Communicating benefits Viewed as a process that adds value

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Broad Concept of Product


Includes: Information Services Ideas Issues Hard goods
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What is the main product the following companies offer?

Strategic/Consultative Selling Model

FIGURE

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Personal Selling in the Information Age


An evolution from the ________ economy to the _____________ economy Began in the 1950s New emphasis is information exchange rather than producing goods

Implications for ________ selling

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A Shift in Emphasis
Industrial economy
Advances occur in transportation and manufacturing Strategic resources are capital and natural resources Products and factories define the business Sales success means meeting sales quotas
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Information economy
Advances occur in information technology Strategic resource is information

Business is defined by customer relations


Sales success depends on adding value

Personal Selling as an Extension of the Marketing Concept


Move from a product orientation (peddling) to a customer orientation (partnering)

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The Marketing Mix

FIGURE

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Important Role of Personal Selling


Often the major promotional method Firms invest in personal selling Personal selling has evolved because:
Products and services are more complex Competition has greatly increased Customer demand for quality, value, and service has risen sharply
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Evolution of Personal Selling


Marketing era begins (early 1950s)
Salespeople as a source of strategic information on product/market/service

Consultative selling era (late 1960s to early 1970s)


Mass markets break into target markets

Emphasis on need identification


Information sharing and negotiation replace manipulation
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Evolution of Personal Selling


Strategic selling era (early 1980s) Market niches require more planning Equal emphasis on _____ and ________

Product positioning vital


Partnering era (1990 to present)

Customer, not product, as driving force


Emphasis on strategies that create customer value
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Evolution of Consultative Selling


Transactional selling
Process that serves the ______ primarily interested in price and convenience

Consultative selling
Process that developed from the ________ concept, emphasizing need identification
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Evolution of Consultative Selling


Features of consultative selling include:
Customer is a person to be served, not a __________ to be sold

Two-way communication identifies (diagnoses) __________ needs; no highpressure sales presentation Emphasis on _______ giving, problem solving, and ___________ rather than manipulation Emphasis on ________ after the sale
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Evolution of Strategic Selling


A Strategic Market Plan
Outlines necessary methods and resources Considers areas to be coordinated
Finance Production Personnel Marketing

Influences the sale of products Serves as guide for strategic selling plan
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Strategy and Tactics


Tactics
Specific techniques, practices, and methods used in customer interaction

Strategy
Carefully conceived plan needed to accomplish ________ objectives A prerequisite to tactical success
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Strategy vs. Tactics Exercise


Strategy Tactic

Identify the following: Use a fact sheet comparing your product to the competition

Analyze the features of your leading competitors


Use specific questions to diagnose needs Analyze a territory to determine those with specific needs
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Selling Model

FIGURE

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Step

Develop a Personal Selling Philosophy

Adopt the marketing concept Value personal selling


Assume the role of a problem
solver/partner
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Step

Develop a Relationship : Strategy

Adopt a win-win philosophy Project a professional image


Maintain high ethical standards
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Step

Develop a Product Strategy

Become a product expert Sell benefits, not features


Configure value-added solutions
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Step

Develop a Customer Strategy

Understand the buying process Understand buyer behavior


Develop prospect base
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Step

Develop a Presentation : Strategy

Prepare objectives Develop a presentation plan


Provide outstanding service
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Interrelationship of Basic Strategies

FIGURE

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Evolution of Partnering
Buzzword of 1990s, became business reality in 2000s Strategically developed, long-term ____________ that solves the customers problems Relationship selling relies on a _________ approach to each client Enhanced with high ethical standards and CRM
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Value Creation
Value-added selling = creative improvements that enhance customer experience

The information economy rewards salespeople who add value at each step
When customer is not aware of value added by salespeople, the focus may shift to __________
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ValueAdded Selling Example

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