16 Personal Selling Direct Marketing

							Personal Selling & Direct
Marketing

By
Stefanus Manuntun Sitinjak MM




                http://www.thesmartmarketing.co.cc
Outline
 Personal Selling
   The nature of personal selling
   The role of the sales force
 Managing the Sales Force
 The Personal Selling Process
 Direct Marketing
   New features of direct marketing
   Forms of Direct Marketing

              http://www.thesmartmarketing.co.cc
Personal Selling
 Salesperson
   An individual acting for a company by
    doing : prospecting, communicating,
    servicing & information gathering
 The role of sales force:
   Two way & personal communication
   Represent the company to customers
   Represent customers to the company


              http://www.thesmartmarketing.co.cc
Managing the Sales Force
Designing SF          Recruiting &                    Training
 strategy &            selecting                    salespeople
  structure           salespeople




  Evaluating          Supervising                   Compensating
 salespeople          salespeople                    salespeople




               http://www.thesmartmarketing.co.cc
 The Personal Selling Process
Prospecting               Pre-
     &                                                     Approach
 Qualifying             Approach




 Follow                          Handling               Presentation &
   up         Closing           Objections              Demonstration




                   http://www.thesmartmarketing.co.cc
Direct Marketing
 Transformation of Internet direct
  marketing
 Benefits of Direct Marketing
   For Buyers: convenient, easy to use &
    private
   For Sellers: effective tool to build
    customer relationship
 Effective direct marketing begins with
  good customer database

              http://www.thesmartmarketing.co.cc
Forms of Direct Marketing
                             Face to
                              face
                             selling
         Online                                    Tele
        Marketing                                 marketin
                                                     g


                           Customer
                               &
                           Prospects
     Kiosk                                                   Direct-
    Marketing                                                 mail
                                                              Mkt


                 Direct-                    Catalog
                response                     Mkt
                 TV Mkt


                    http://www.thesmartmarketing.co.cc
Integrated Direct Marketing
 Use multiple vehicles & stages to improve
  response rate & profits

Paid ad with a
                                                        Outbound
  response           Direct Mail
                                                      telemarketing
   channel




                   Continuing                         Face to face
                 communication                         sales call

                 http://www.thesmartmarketing.co.cc