Transcript Personal Selling, Database Marketing, and Customer Relationship

Personal Selling, Database Marketing, and
Customer Relationship Management
Chapter 12 with Duane Weaver
Personal Selling - Retail
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The retail sales connection to the IMC
plan is vitally important to marketing
success…the salesperson “is” the
company…the last 3 feet of the
marketing effort
4 Categories of Retail
1.
Shops and stores
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2.
Personal selling and services
1.
2.
3.
Sales rep sells service and may lead to repeat
selling relationship
Sell and then also provide the service
Telemarketing
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4.
Single transaction (one to one
assistance/negotiation) to order taker
Inbound
Outbound
Other retail sales activities
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Add-on sales/service initiatives to enhance
sales profit or customer value
Business to Business Selling
Field Sales
 Order Getters
 Continuum of Buyer Seller Relationship
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Strategic Partnership
EDI relationship
Trust Relationships
Contractual Agreements
Repeat Transactions
Occasional Transactions
Single Transactions
Managing Business to Business Sales
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Identify (fill the pipeline)
Qualify (filter/ripen the pipeline)
Knowledge Acquisition (Needs Analysis –
understanding the buyer)
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Intrinsic (commodity price focused – place order)
$
Extrinsic (product as solution -consultation) $$$
Strategic (vendors willing to be partners to
satisfy customer needs) $$$$$$$$$
FOLLOW UP: intrinsic to building long term
relationships and maintaining brand loyalty
Sales Approaches
Stimulus-response (canned)
 Need-satisfaction (skilled open-ended
questioning)
 Problem-solution (similar to above, yet
identifies & communicates pains
related to solutions)
 Mission-sharing (borderline joint
venture sale – e.g.: business
development)
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Sales Cycle
The Basic Sales Cycle
1.
Needs Analysis
2.
Recommendation
3.
Preparing the Close
4.
Closing
5.
Repeat/Referral
Business
Needs
Analysis
Recommend
Prepare
the Close
Repeat/Referral
Business
Close
Presented by D. Weaver,
Copyright 2006 2Birds1Stone Media
Learning and Practicing Skills –
Identifying Needs
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Closed-Ended Questions (example?)
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Open-Ended Questions (example?)
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Advantage / Disadvantage?
Advantage / Disadvantage?
Exercise –
in 2 minutes write down two openended questions you could use when you first speak
to a customer. Turn to your neighbor and ask him
the question. Note his response.
Presented by D. Weaver,
2Birds1Stone Media
Database Marketing
Determine Objectives
 Collect Data
 Build Data Warehouse
 Data Mining
 Develop Marketing Programs
 Evaluate Programs/Evaluate Data
Warehouse
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Direct Marketing
Mail
 Catalogues
 Mass Media
 Alternative Media
 Internet
 E-mail
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Permission based Marketing
1.
2.
3.
4.
5.
Obtain customer permission
Offer curriculum to consumer over
time
Reinforce the incentive to continue
relationship (provide value)
Increase level of permission (gain
trust and maintain integrity)
Leverage permission to the benefit of
both parties
Frequency Programs
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Incentive program designed to create
repeat purchases
CRM
(Customer Relationship Management)
Designed to build long-term loyalty
and bonds with customers through the
use of personal touch facilitated by
technology (ACT…etc)
 METRICS OF CRM:

Lifetime Value of Customer
 Share of the Customer (% of potential
customer lifetime value accessed)
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Discussion Questions
Question 3 on page 392
 Question 4 on page 392
 Question 8 on page 393
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Thanks
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Be prepared for a quiz at anytime