N5 Sales Management 1. Personal sales and the marketing mix
Products and services (such as insurance) do not sell without a co-ordinated marketing effort. This is achieved by marketers utilising what is commonly known as the marketing mix, which must be integrated, co-ordinated and organised to attain the businesses marketing aims.
The marketing mix consists of the so-called four Ps: Product, Price, Place, Promotion.
Promotion itself consists of advertising, publicity, sales promotion and personal selling. Personal selling forms an integral and important part of promotion and therefore also of the marketing mix. For many businesses, personal selling and the sales team constitute the most important ingredient in their total marketing strategy and promotion mix.
DEFINITION
Personal selling is the oral and physical offering (demonstration) of a product by a salesperson, to one or more prospective buyers (a family or buying team: See Module 13) with the purpose of identifying a problem or problems (such as a lack of space and cash flow problems), which the product or service can solve, to close the sales transaction at a profit, for the businesses he represents and to give after-sales service to the customer’s satisfaction.
The individual salesperson forms an indispensable link between the business (for example Nissan) and its customers. To many clients, the salesperson is the business. To the business the salesperson is not only the most effective source of sales but also the best and quickest source of information and feedback about the needs, expectations and problems of the fast-changing market place.
E-link
Personal selling and sales management:
www.youtube.com/watch?v=Ukk2UnkvD4E
There are seven steps in the selling process: • Step 1: • Step 2: • Step 3: • Step 4: • Step 5: • Step 6: • Step 7:
Prospecting (Module 6)
Pre-approach to sales presentation (Module 7) The approach to the sales presentation (Module 8) The sales presentation (Module 9) Handling objections (Module 10) Closing the sale (Module 11) After-sales service (Module 12)
2. The importance of personal selling in marketing
The modern salesperson plays an increasingly important role in the integrated marketing management team. Salespeople are becoming more and more involved in the determination of marketing needs and problems, and the setting and development of production and marketing solutions for them.
It is therefore essential that the salesperson provides feedback to marketing management as part of his primary task, by liasing with prospects and clients and by consulting with them about the organisation’s marketing functions.
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