Personal selling (MC, unit 2)

an interpersonal comms tool which involve face-to-face activities undertaken by individuals to inform, persuade or remind someone to take appropriate action

Disadvantages:

• resource & time intensive
• contributes little to economies of scale
• high contact & customer maintenance costs

Advantages:

• one of the most effective methods of influencing decision-makers to adoption

Objectives: to increase overall revenue & profitability (e.g. inc. sales turnover by 20% in 12 months, reduce no. clients with minimum viable order levels in 12 months, reduce cost of sales by 10% in 6 months)

Sales force tasks:

1. Order collectors - telemarketing role (gather orders)
2. Order getters - visit to try to gain future business
   
3. Order takers - take orders at place of supply
4. Order supporters - back-office personnel underpin process providing info & customer support

Marketers support sales team with: customer & competitor intelligence, potential leads (marketing scanning), client history, financial reports, promo materials, sales aids, promo plans, promo incentives

How it works in practice:

1. Prospecting for customers (gather info to gain sales leads)
   
2. Qualifying prospects
3. Develop relationship
4. Present sales message
5. Handle queries
6. Close sale
7. Provide service
8. Maintain relationship