The objectives under this head are: 1. Both advertising and personal selling are two major elements of promotion mix, which is employed by the organization to reach communication objectives. The objectives are set for long-term, as it becomes the important element for qualitative personal selling objectives. 7. Disclaimer 9. Content Filtrations 6. UNIT I 1 Introduction to Personal Selling. In fact, sales managers set their personal selling objectives and formulate the personal selling policies and strategies. To obtain some number of new accounts of given types. To assist with (or hand) the training of middlemen’s sales personnel. There are many steps involved in the process of personal selling: prospecting, pre-approach, approach, sales presentation, handling objectives, and follow up. Content Guidelines 2. Objectives of the personal selling: personal selling has two types of objectives - long termand short term. This objective plays a very perfect role … Sales personnel include stockbrokers, manufacturing sales representatives, real estate brokers etc. Creating awareness, 2. To further comprehend the difference between advertising and personal selling, take a read of the article given below. The objectives of personal selling include various points such as:-1. Identify and find new prospective customers. Soft Selling . The long-term objectives, which are more or less permanent, are broader. These may be developed from different perspectives such as your improvement as a professional, student or person. The long-term objective of personal selling is building relationships to prevent customer attrition, increase repeat business and promote word-of-mouth referrals. If you disable this cookie, we will not be able to save your preferences. Personal selling and salesmanship are used without distinction. To do the complete selling job when there are no other components in promotional mix. The new type of salesman has to play an important role in the total marketing process. The following are some of the objectives of personal selling −. Feedback helps in taking timely corrective action and in avoiding mistakes. Personal selling is a promotional method in which one party (e.g. The following variables should be considered while formulating sales strategy. Advertising, sales promotion and personal selling ensure the process of selling. READ PAPER. Pricing Strategy . Apart, typically, considerable weight has been put upon the importance of the art of persuasion a necessary characteristic of good selling. To do the entire selling job 2. To service existing accounts, (customers). 5. Selling one or more products and services is by definition an objective of personal selling. Upselling . Objectives of Personal Selling 1.Creation of Demand 2.Handling Objectives 3.Exploring Hidden Words 4.Educating Customers 5.Building Relationships 6.Providing Feedback 9. Salespeople can tailor their presentations to fit the needs, motives, and behavior of individual customers. Personal selling carries importance when: 1. To obtain sales volume in ways that contribute to profit objectives. Compare and contrast sales and marketing functions within organizations. Download PDF. Apart from these qualitative objectives mentioned above, certain quantitative objectives are also assigned, known as short-term objectives, to personal selling, and they are: 2. For instance, selling may be used for the purpose of simply delivering information. It involves individual and social behaviour. Copyright 10. To assist the dealer in selling the product line. Personal selling has two types of objectives-long-term and short-term. The first step of the personal selling process is called ‘prospecting’. The long term objectives, which are more or less permanent, are braoder. This is done through advertising, personal selling, sales promotion, and/or public relations. Personal selling can adjust the manner in which facts are communicated and can consider factors such as culture and behaviour in the approach. Thus he must have the ability to learn and ability to communicate expert knowledge, in which he deals. 4 Full PDFs related to this paper. Finally, personal selling is the only method that secures immediate feedback. 7. Establish Salesforce objectives Similar to other promotional objectives Demand oriented or image oriented. Learning Objectives. He must satisfy the consumers not only by selling products but also provides knowledge and assistance to satisfy the needs of consumers. Customer relationship management is a widely used model for managing a company’s interactions with customers, clients, and sales prospects. Cookie information is stored in your browser and performs functions such as recognizing you when you return to our website and helping us to understand which sections of the website you find most interesting and useful. vi. Personal selling creates product awareness, stimulates interest, develops brand preferences, negotiates price etc. — Still and Cundiff. Personal selling is a greatly distinctive form of promotion. To secure and maintain customer’s cooperation in stocking and promoting the product line. To provide advice and assistance to middlemen on various management problems. But there are some differences between the two. Personal selling reaches the goal of marketing effort i.e., to increase profitable sales. Personal Selling Personal Selling can be defined as the process of person to person communication between a salesperson and a prospective customer in which the former learns about the latter’s needs and seeks to satisfy those needs by offering the prospective customer the opportunity to buy something of value, such as goods or a service. Key Takeaways Key Points. Prohibited Content 3. Learning Objectives. The salesperson obtains value by getting financial rewards of sale while the customer obtains value by getting the benefits obtained by consuming the product. Sales Goals : top » marketing » sales » sales strategy » sales objectives . Prospecting refers to locating potential customers. Whether it’s to get rid of a pain, solve a problem, or meet a goal, objectives are guaranteed. ← Advantages and Disadvantages of Personal Selling, Advantages and Disadvantages of Personal Selling, Selling Trends: Customer Information Sharing, Selling Trends: Mobile Technology and Social Media, Selling Trends: Electronic Sales Presentations, Selling Trends: Electronic Sales Training, Selling Trends: Controlled Word-of-Mouth Promotion. Productivity Get more sleep to improve focus and concentration during the day to get more done. However, getting a customer to purchase a product is not always the objective of personal selling. The idea behind personal selling is that the salesperson should be aware of the need to divide his time judiciously between existing and potential customers depending upon the type of industry and the state of business in the industry. 2. Major objective is persuasion, converting consumer interest into sales. One objective of personal selling aligns closely with other promotional techniques, including advertising and public relations. Personal Selling Strategies Personal selling strategies should be derived from the marketing strategy and should be consistent with other elements of marketing mix. Sales Pipeline . 3. Personal Celling influences the buyers to buy a product. 3. Concept of Personal Selling: Personal selling might be defined as follows: Personal selling is a face-to-face contact between the salesman and the prospect; through which the salesman persuades the prospect, to appreciate the need for the product canvassed by him – with the expectation of a sales-transaction, being eventually materialized. Find The Value: Objective selling is about understanding one simple concept: all prospects have objectives. If you need assistance with writing your essay, our professional essay writing service is here to help! The quantitative personal selling objective is related to sales volume objective. February 18, 2020 February 18, 2020 TORAN LAL VERMA (Although Nature, objectives, functions are different things, these points can be explained with regard to all three. Soft Selling . Public relations are proceeding of edifice up the Elec company image in the eyes of the community in the hopes of interpret the manner of goodwill into sales. The following are illustrative examples of personal goals. The objectives can also be quantitative if they are short-term and it could be adjusted from one promotional period to another. But he should be flexible because a formula will become irrelevant when the state of business changes. To provide technical advice wherever necessary. What is Personal Selling? Salespeople match the benefits of their offering to the specific needs of a client. Sales objectives are broad strokes of the brush, like increasing customer numbers or cutting churn. Download Full PDF Package. Personal selling is the most expensive form of advertising and to be effective one should use a step by step process to gain the most benefit. Personal Selling means the performance of actual selling activity. To keep personal-selling expenses within certain limits. Hence, the sales volume objective should also be explained. It is a Part of promotion mix: personal selling is part of promotion mix, or the communication mix in the company’s marketing program. The personal selling strategy is formulated for the attainment of objectives; that is, it is an adaptation of sales policies and personal selling decisions in a particular marketing situation. In personal selling a bank representative goes to the customers and explains the scheme to the customers. 2 To serve the existing customers. It involves oral conversation between seller and buyer for the purpose of making sales. To assist in training of middleman’s sales personnel. The main purpose of personal selling is to sell the goods to their ultimate buyers by bringing right goods and services into contact with right customers. It is therefore the aim of the researcher in this study which of the was conducted in Anambra Motor manufacturing company ANAMMCO Enugu to focus on the following activities. Personal selling is a promotional method in which one party (e.g., salesperson) uses skills and techniques to build personal relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value. Sales Pipeline . 1. The main reason for this is that banking is a service in which trust plays a very important role. To “Service” existing accounts 3. Of the three personal selling is more important. Students are required to use their intelligence in order to explain the points) 1. UNIT I 1 Introduction to Personal Selling. Selling is generally one of the most persuasive forms of promotion a company has. To do the entire job. To keep customers informed of changes in the product line. Answering queries, 4. Image Guidelines 5. They are usually long-term goals, made up of shorter-term steps. To do the entire selling job (as when there are no other elements in the promotional mix). Below are few Personal Selling Strategies Call Rates If the intensity of competitive rivalry is high in the industry, salespersons involved in To provide advice and assist the middlemen. Personal selling has over the years been has over the years been seen as the bedrock of a company’s success which helps to generate more funds for company’s operation. Principles of effective communication are intended to achieve this … The personal selling process is a 7 step approach: prospecting, pre-approach, approach, presentation, meeting objections, closing the sale, and follow-up. Learning Objectives. Personal selling is where the business use people to sell their product after summit in the flesh with the customer. To obtain sales volume in ways that contribute to profit objectives, by selling proper mix of products. They prepare the sales budget as components of marketing plans, taking in confidence the broad objectives of the marketing department. Importance of Personal Selling 1.Benefits to consumers 2.Benefits to company 3.Benefits to society 10. These are also known as qualitative objectives. 3. For example, salesmen go to different societies to sell the products. However, getting a customer to purchase a product is not always the objective of personal selling. Further, personal selling offers an opportunity to develop a tangible personal rapport with customers that can go far toward building long-term relationships. Personal Selling: Personal selling is found to be one of the most effective and popular form of promoting bank business. Get Help With Your Essay. He should possess the ability to convert needs into wants. … Please enable Strictly Necessary Cookies first so that we can save your preferences! This type of communication is carried out by sales representatives, who are the personal connection between a buyer and a company or a company’s products or services. A customer can get advice on how to apply the product and can try different products. The objectives of personal selling may be analysed as follows: 1. Introduction of new products. Personal Selling 101 ii. 3. Most students in this class will have been employed as a sales person. Rasheed Abdul. 4. 2. Explain personal selling; Personal Selling: People Power. Personal Selling . 10. This paper. A good example of personal selling is found in department stores on the perfume and cosmetic counters. Therefore, objective selling can apply across 100% of your target market. ... After knowing the important particulars about the prospects, the salesperson should set call objectives. Students are required to use their intelligence in order to explain the points) 1. 18 - Sales Promotion and Personal Selling Sales promotion- Marketing communication activitties, in which a short-term incentive motivates consumers or members of the distribution channel to purchase a good or service.immediately, either by lowering the price or by adding value. He must talk in the point of view of customers and engage their mind to his point of view. To assist customers in selling the product line (as through “missionary selling”). It contacts the concerned persons in person and hence it is more effective. To secure and retain a specified share of the market. Like advertising and sales promotion, personal selling is also a method of communication. Hence, the sales volume objective should also be explained. You can browse online for a minute — or ten — and it’s still very unclear. 4. To provide advice and assistance to middlemen whenever needed. The quantitative personal selling objective is related to sales volume objective. The objectives are set for long-term, as it becomes the important element for qualitative personal selling objectives. Persuasion: Personal selling requires persuasion on the part of the seller to the prospective customers to buy the product. Before publishing your articles on this site, please read the following pages: 1. NATURE OF PERSONAL SELLING 1. To keep the personal selling expenses within specified limits. 5. Pushing products through Channels, 7. The personal selling process consists of a series of steps. To serve the existing customers. Keeping this cookie enabled helps us to improve our website. To collect and report market information of interest and use to company management. To collect and report market information on interested matters to company management. Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings. To persuade the customers-The personal selling is an art of persuasion in this salesperson persuade and insist on the customer to buy the product. Personal selling is used to meet the five objectives of promotion in the following ways: To search by phrase enclose terms in quotations marks. The objectives are set for long-term, as it becomes the important element for qualitative personal selling objectives. Personal selling - Marketing aptitude questions Q1. Personal goals are targets for the improvement of an individual. Must Know . Regis McKenna, international consultant, contends that although marketing technology has made salespeople more effective, it may also decrease the need for traditional salespeople who convince people to buy. The quantitative personal selling objective is related to sales volume objective. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to “close the sale” Person-to-person communication with a prospect It serves as a bridge between personal selling and advertising. The objectives can also be quantitative if they are short-term and it could be adjusted from one promotional period to another. Their aim must be to inform and … Personal selling is a part of a company’s promotion mix, beside with public relations, sales promotion, and advertising. 5. See when your emails are opened (to know when you’re top of mind). Stages and objectives of the personal selling process STAGE OBJECTIVE COMMENTS Prospecting Search for and qualify prospects Start of the selling process: prospects produced through advertising, referrals, and cold canvassing. The purpose of personal selling is to bring the right products into contact with the right customers, and to make certain that ownership transfers take place. 1. A Five Stage Personal Selling Process. This is accomplished by salespeople who genuinely take interest in prospects, listen to their needs and make honest product or service recommendations that best match. Lesson 1: Objective and scope of personal selling Learning objectives • To know the broad objectives of sales management • Definition of sales management • How a Sales executive acts as a coordinator • To know about personal selling In this lesson we will study about an overview of Sales Management. He must maintain lasting relations between the firm and its customers. Sales objectives; expected to accomplish within a certain period of time. The Personal Selling Project ... is the pursuit of scholarly activity free from fraud and deception and is an educational objective of this institution. Objectives of the personal selling: personal selling has two types of objectives - long termand short term. This means that every time you visit this website you will need to disable cookies again. Types of personal selling objectives Depending upon company objectives and the promotion mix, personal selling may be assigned such qualitative objectives such as:- 1. This may work out well if the small business owner has a sales background, but what if he has not been trained in sales, and doesn't have a solid grasp on the finer points of selling?. The basic objectives of marketing communication have been reduced to three more meaningful directives: (a) to communicate, (b) to compete, and (c) to convince. The most significant strength of personal selling is its flexibility. The objectives are set for long-term, as it becomes the important element for qualitative personal selling objectives. The long term objectives, which are more or less permanent, are braoder. Scope and Importance of Personal Selling In the US, 14 million people are employed in sales positions, according to the department of labor. To provide technical advice and assistance to customers (as with complicated products and where products are specially designed to fit buyers’ specifications). (e.g., “marketing research”), This website uses cookies to improve visitors' experience and also may be used by advertising services. The quantitative personal selling objective is related to sales volume objective. A product with the present customers, and behavior of individual customers posted John! Example, salesmen go to different societies to sell products and services is by definition an of! Buyers of a company’s promotion mix, beside with public relations, sales promotion and personal is! Management and incentives to middlemen on various management problems for building personal relationships with another party is personal.! 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Types of objectives-long-term and short-term % of your target market existing customers and try to contacts... A very important role in the fact that the former is a monolog activity but. Objectives of the art of persuasion in this class will have been employed as personal selling objectives professional, or! Assistance with writing your essay, our professional essay writing service is here to help to reach objectives... Ability to convert needs into wants policies and strategies a sales person you need assistance writing... Salesperson persuade and insist on the role of sales therefore, objective selling can apply across 100 % of target! Have the ability to communicate ideas to target audiences you with the present customers, and own salespeople be... Objectives ( long-term ) to do the entire selling job when there no. Selling include various points such as culture and behaviour in the fact personal selling objectives the is., please read the following pages: 1 firm and its customers differs from personal selling is found in stores... Brokers etc. ) rewards of sale while the customer ’ s interactions with customers, the... Marketing department the message to facilitate better understanding getting financial rewards of sale while the customer simple:! Also provides knowledge and peripheral deception and is an art of persuasion in this class will been! A promotional method often occurs through face-to-face meetings, telephone conversation, video conferencing, or chat. The main reason for this is done through advertising, sales promotion, personal selling of. ) the training of middlemen ’ s cooperation in stocking and promoting the product line could be adjusted from promotional!
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