Transcript Scolile de management

Personal selling – part of
communication marketing mix
Bibliography:
Lector univ. dr. Nicoleta Racolta-Paina
E-mail: [email protected]
Kotler, P., Armstrong, G., Wong V., Saunders, J. (2008), Principles of Marketing,
5th European Edition, Pearson Education Limited, p. 6, 780 – 786.
Zoltners, A. A., Sinha, P., Lorimer, S. E. (2009) Building a Winning Sales Force:
Powerful Strategies for Driving High Performance, AMACOM a Division of
American Management Association, p. 1-
Course V, Marketing Communication
Personal selling = “personal presentation by the
firms’ sales force for the purpose of making sales
and building customer relationships” (Kotler et. al,
2009:6).
Personal selling =“two-way personal communication
between salespeople and individual customers –
whether face to face, by telephone, through Video
or Web conferences or by other means” (Kotler et.
al, 2009:780).
Sales force
 works
directly with customers (the case of
business products and services)
 work with wholesalers and retailers to gain their
support and to help them to be more effective in
selling the company’s products (the case of
consumer product companies)
The sales force serves as the crucial link
between a company and its customers.
Sales people
Serve both the sellers and the buyer!

They represent the company to customers
They find and develop new customers
 They communicate information about the company’s
products and services
 They sell products by approaching customers
 They provide customer service and carry out market
research and intelligence work


They represent customers to the company


They relay customer concerns about company’s
products and actions back inside to those who can
handle them
They learn about customers needs and work with
people from company to develop greater customer
value
Customer value
Customer delivered value = “the difference between
total customer value and total customer cost”
(Kotler et. al, 2009:373).
total customer value > total customer cost
Old view: sales force
Current view: sales force
sales
profit
sales + customer value
profit
Market orientation – a “must” of contemporary
companies
Sale forces – more market focused and customer
oriented!
The 5 categories of sales effectiveness drivers and
their impacts (Zoltners et. A 2009:9)
Definer
Drivers:
Shaper
Drivers:
Enlightener
Drivers:
Exciter
drivers
Sales force size
Sales force
structure and
role
Territory design
Recruiting
Learning and
development
Culture
Sales
management
team
Coaching
Leadership
Compensation
and incentives
Leveraging
information
Customer
research and
targeting
Data and tools
CRM
Compensation
and incentives
Motivation
programs
Meaningful
work
Culture
leadership
Define sales
force structure
and role
Shape skills,
capabilities
and values of
sales people
Provide
customer
knowledge and
know-how for
success
Motivate and
inspire sales
people to
succeed
Controller Drivers
Performance
management
Goal setting and
forescating
Culture
Sales mg team
Compensation and
incetives
Coordination and
communication
Direct and control
sales force effort
Sales Force Automation
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Marketing communication
Company
Internal Marketing
External
Communications
Personnel (staff)
Consumers
Interactive
Marketing
People – part of service marketing mix
Front-line positions (front-line people)
Mainly operational tasks
It requires:
 speed, efficiency
 politeness, good manners, “to be helpful” in
relation with customers
They mostly work in teams
 A source of service excellence and competitive
advantages
 There are differences between “high-contact”
services and “low-contact” services



Attending staff

They are part of the evaluation process of services

A good way to differentiate a company to the others

Can develop a competitive advantage

They have important role in retaining the loyalty of the
customers.
Front-line people:
 They can be identified with the company
 They can be identified with the company’s brand