Transcript advertising a service

ROLE OF
ADVERTISING &
PERSONAL SELLING
IN SERVICES
PRESENTED BY:
FARAH.S.CHOUDHARY (10)
SAKSHI KOUL (30)
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CONTENTS:
Service
 Advertising
 Advertising a service
 Steps in advertising a service
 Personal Selling: definition, principles & steps
 Difficulty in selling a service
 AIDA Approach
 Strategies to make selling of services effective

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SERVICE:
A service is any activity or benefit that one party can offer to
another that is essentially intangible and does not result in
the ownership of anything. Its production may or may not be
tied to a physical product.
Services include all economic activities whose output is not a
physical product or construction, is generally consumed at the
time it is produced and provides added value in forms of
convenience, amusement, timeliness, comfort, etc. that are
essentially intangible concerns of its first purchaser.
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CHARACTERISTICS OF
SERVICE:
 Intangible
 Heterogeneous
 Simultaneous production & consumption
 Perishable
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COMMUNICATIONS & THE
SERVICES MARKETING TRIANGLE
Company
Internal Marketing
Vertical Communications
Horizontal
Communications
Employees
External Marketing
Communication
Advertising
Sales Promotion
Public Relations
Direct Marketing
Interactive Marketing
Customers
Personal Selling
Customer Service Center
Service Encounters
Servicescapes
Source: Parts of model adapted from work by Christian Gronroos and Phillip Kotler
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ADVERTISING
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ADVERTISING

According to AMA, “It is any paid form of non-personal
presentation of ideas, goods or services by an identified
sponsor”.

Advertising consists of those activities by which visual or
oral messages are addressed to select publics for the purpose
of informing and influencing them to buy products &
services, or to act or to be inclined to act favorably toward
ideas, persons trade marks or institutions feature”
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ADVERTISING A SERVICE
Advertising any small business
can be difficult, but a service
business can be the most
challenging of all to advertise. A
service business is more personal
by nature, because rather than
selling products, what you are
really selling is your own skills
and talents, or those of your
employees.
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STEPS IN ADVERTISING A
SERVICE
1.
Find what makes your business unique. What are
you good at? Specialization can help a small service
business break away from the crowd of competitors.
2.
Focus on benefits. Rather than talking about your
credentials and experience, shift the focus to the
benefits that your potential client will receive. This
is what your customers are interested in hearing
about.
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STEPS IN ADVERTISING A
SERVICE
3.
Target your efforts. Who most needs what you have
to offer? You can't market to everyone.
4.
Match the message to the market. Assess how your
target market can best be reached. What do they
read, view and listen to?
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STEPS IN ADVERTSING A
SERVICE
5.
6.
7.
Consider your budget.
Determine cost per ad. Multiple smaller ads are
generally more effective than one big ad that eats
your entire budget.
Be consistent. When you find what works, stick
with it. Even if your chosen method doesn't work as
well as you'd hoped, it often pays to stay with it for
a few more months.
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ADVERTISING INSURANCE
SERVICE
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Services Advertising Strategies
Matched with Properties of Intangibility
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PERSONAL
SELLING
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PERSONAL SELLING:

Personal selling is a promotional method in which one party (e.g.,
salesperson) uses skills and techniques for building personal
relationships with another party (e.g., those involved in a purchase
decision) that results in both parties obtaining value.

It initially focuses on developing a relation with the potential buyer
but ends with an attempt to close the sale.

According to AMA, “It is the process of inducing and assisting a
prospective buyer to buy a commodity or service or to act favorably
upon an idea that has commercial significance to the seller.”
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PRINCIPLES OF PERSONAL
SELLING:
The SPIN METHOD:
Situation Questions
 Problem Questions
 Implication Questions
 Need-payoff Questions

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THE STEPS IN EFFECTIVE
PERSONAL SELLING
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
Before going in the field, the salesman should consider
following aspects of selling:
 Identifying the customer types.
 Customer’s problem & solution.
 Relative
strength & weakness of the product as compare to
the competitor’s product.
 Know about himself , his company, his product & needs and
desire of the customers.

He should prepare himself about competing brand,
competing product, competitor’s marketing strategy &
his selling strategy.
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

A prospect means a probable buyer that is one who
being prospects in the firm.
Prospects may be located through:






Identifying the potential of more purchasing in the existing customers.
Attracting competitor’s customers.
References from friends, neighbours & business association.
Going from door-to-door, direct mail & telephone method.
Searching from local newspaper, public records, etc.
Examining the past record of sales.
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

It involves developing an
understanding about those
prospective buyers who have
been identified.
Salesman must possess the
detailed information relating to
prospect in terms of their:




Education status
Occupation & Income
His preferences & Personal traits
The objective of collecting these
information is to design his
better sales presentation to win
the prospects.
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

This is the stage when salesman comes face to face
with the prospect.
It includes 4 approaches for initial interaction:




Introduction Approach- The sales-man greets the customer & introduces himself
and tells him the reason to come.
Referral Approach- Salesman greets the customer by telling him that Mr. X has
sent me. Since the customer knows Mr. X (referee) & therefore he will entertain
him.
Product Approach- Salesman hands over his product to the prospect with little or
no introduction and starts to tell about the product.
Customer-benefit Approach- This approach is found to be more effective as a
customer is interested in product only after knowing that it will satisfy their
important need.
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
The presentation describes the
products major features &
relate them to the customer’s
wants.

Presentation should be clear,
concise & positive.

After securing attention, the
salesman can increase the
interest of the consumers by
interesting sales talk .
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
Demonstration
awaken
customer interest in the manner
that no amount of verbal
presentation can achieve.

The main advantage of the sales
presentation & demonstration is
that the prospect becomes
convinced about the benefits,
expected performance & service
of the product.
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
Typical objections possessed by customers are:
Psychological resistance: It includes resistance to interference, unpleasant
associations created by the sales rep, predetermined ideas, dislike of
making decisions.
 Logical resistance: There might be objections to the price, delivery
schedule, or product/company characteristics.


The salesman should answer the questions raised with much confidence
& should never try to misguide the customer.

The salesman should remain alert & must be in the position even to
understand that objections which are not expressed.
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
The trail close is important in the sense that it allows
the salesman to evaluate that how much he remain
successful to communicate with the prospect & how
tactfully he removed the objections raised by them.

This will help the salesman to improve his way of
presentation.
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
This is the stage when the salesperson asks the prospect to
conclude the purchase.

The salesman should remain alert to find that moment at
which he has to close the sale.

The salesman should have the ability to catch the buying
signals given by the prospect & apply the close & taking the
order.
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


The post purchase activities that determine whether a
buyer will become a repeat customer constitute the post
sale follow-up.
The salesman should try to remove the dissonance by
giving reassurance to the prospect that their decision to
purchase was right.
This will build confidence of the customer which further
will help to generate repeat sale orders & valuable wordof-mouth publicity.
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WHY SELLING A SERVICE IS
DIFFICULT??

THE ELEMENT OF TRUST: Its not possible to know exactly what
will be received until the service has been given.

THE SALES PERSON AS PART OF THE SERVICE: The product
sales person can never be part of his or her product. The product has its
own dimensions and specifications which are self contained and unique.
But a sales person selling a service is often part of the 'package' - especially
if it is you, selling your own service.

A SERVICE CAN'T BE STORED: You can't make it in advance and
stock it for selling later. And each time you deliver a service, it's going to
be slightly different.
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AIDA Approach
A - Attention
 I - Interest
 D - Desire
 A - Action
When we buy something we buy according to the
AIDA process. So when we sell something we must
sell go through the AIDA stages.

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Some AIDA Pointers:
ATTENTION




Getting the other person's attention sets the tone: first impressions count , so
smile - even on the phone .
Getting attention is more difficult than it used to be, because people are less
accessible, have less free time, and lots of competing distractions, so think
about when it's best to call.
If you are calling on the phone or meeting face-to-face you have about five
seconds to attract attention, by which time the other person has formed their
first impression of you.
Despite the time pressure, relax and enjoy it - expect mostly to be told 'no
thanks' - but remember that every 'no' takes you closer to the next 'okay'.
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Some AIDA Pointers:
INTEREST




You now have maybe 5-15 seconds in which to create some
interest.
The person you are approaching should have a potential need
for your service or proposition.
You must approach the other person at a suitable time
You must empathise with and understand the other person's
situation and issues, and be able to express yourself in their
terms
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Some AIDA Pointers:
DESIRE





The sales person needs to be able to identify and agree the prospect's situation,
needs, priorities and constraints on personal and organizational levels,
through empathic questioning and interpretation.
You must build rapport and trust, and a preparedness in the prospect's mind to
do business with you personally .
You must be able to present, explain and convey solutions with credibility and
enthusiasm.
In modern selling and business, trust and relationship are increasingly
significant.
The key is being able to demonstrate how you, your own organization and
your product will suitably, reliably and sustainably 'match' the prospect's
needs identified and agreed, within all constraints.
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Some AIDA Pointers:
ACTION

Simply the conversion of potential into actuality, to achieve
or move closer to whatever is the aim.

The better the preceding three stages have been conducted,
then the less emphasis is required for the action stage; in fact
on a few rare occasions in the history of the universe, a sale is
so well conducted that the prospect decides to take action
without any encouragement at all.
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STRATEGIES TO MAKE THE
PROCESS OF SELLING MORE
EFFECTIVE IN SERVICES
•
•
•
•
•
•
Use credentials and testimonials
Don't be vague about your service
Give free samples
Make your service different
Don't sell your time
Think of your service as a product
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CONCLUSION:
For effective selling & advertising of services, the
qualities of the salesperson holds a great importance.
Convincing a customer is the most important thing in
personal selling as:
 A customer is the most important asset a seller can
have.
 A customer is the hardest thing to get.
 A customer is the easiest thing to lose.
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