College aantekeningen

Chapter 16 Marketing year 1 BE course

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Marketing

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Vrije Universiteit Brussel (VUB)

Chapter 16 of Marketing course of year 1 of Bachelor of Business Economics. Comprehensive notes completed with information from class and the slides provided by the teacher, and all the graphs and schemes seen in the course. Hope they can help you study for the exam :)

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chapter 16: Personal Selling and Sales
Promotion
Type Lecture

Reviewed

PERSONAL SELLING
The Nature of Personal Selling

personal selling = personal presentations by the sales force to engage customers, make sales, and build
customer-relationships

interpersonal part of the promotion mix

personal interactions between salespeople and customers

personal selling is interpersonal communication and can be done via:

face-to-face

phone or text

e-mail or social media

video or online conferencing

sales presentations

trade shows

Sales forces are used by:

B2C companies → Toyota sales person in garage, Footlocker in-store employees and behind-the-scenes:
working with retailers and wholesalers

B2B companies → advertising agency’s account manager

non-profits → museums use fundraisers

governments → US postal uses a salesperson to present mailing solutions to corporate customers

sales force = the people who do the selling

covers a wide range of positions

salespeople, sales representatives, agents, district managers, account executives, account managers,
sales engineers

The Role of the Sales Force

role varies from company to company:

no salespeople (online, catalogue, agents, brokers)

major role when working directly with customers

behind-the-scenes role (connect with wholesalers, retailers)

critical in linking the company with its customers:

chapter 16: Personal Selling and Sales Promotion 1

, representing the company to customers → finding clients, communicate information about the company’s
products

representing customers to the company → working closely with marketing to give feedback about
customer needs

coordinating marketing and sales

sales force and marketing functions should work closely together

THE PERSONAL SELLING PROCESS
Steps in the selling process

personal selling short term goal → transaction-oriented to close a specific sale with a specific customer

personal selling long term goal → to develop a mutually profitable relationships

Steps in Personal Selling Process:

1. Prospecting and Qualifying

prospecting identifies qualified potential customers

who are the right potential customers

who are the most likely to appreciate and respond to the company’s value proposition

sources of ‘leads’ can be:

referrals from customers, suppliers, dealers, non-competing salespeople, online or social media
contacts

searching in directories or online

cold-calling = dropping in unannounced via in-person visits, e-mails, calls

2. Pre-approach

a successful sale begins before the initial contact, with research and preparation

pre-approach = the process of learning as much as possible about a prospect, including needs, who
is involved in the buying, and the characteristics and styles of the buyers

objectives:

qualify the prospect = qualifying the leads = identifying interesting prospects, screening out poor
prospects ⇒

looking at financial ability, business volume, special needs, location, possibilities for growth

data analytics and AI can be used in the assessment

gather informations

make an immediate sale

approaches → personal visit, phone call, letter/email

chapter 16: Personal Selling and Sales Promotion 2

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