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Flashcards in week 10 Deck (28)
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1
Q

importance of personal selling

A

o Personal interaction, means that the communication can be much more effective or much more damaging than other forms of communication
o Critical in ensuring that trade-oriented promotions work in the manner they are intended and that sufficient products are available to support promotions aimed at consumers
o Personal selling builds relationships
o Personal selling helps people understand more about the product/service

2
Q

advantages of personal selling

A

o Creates a relatively high level of consumer attention
o Enabling the salesperson to customize the message to the customer’s specific interests and needs
o Yielding immediate feedback
o Enabling a salesperson to communicate technical and complex information
o A greater ability to demonstrate a product’s functioning and performance characteristics
o Developing long-term relationships

3
Q

disadvantages of personal selling

A

o Relatively time and cost intensive (one client at a time)
o While more effective, is typically less efficient (e.g.cost & time / sale)
o Greater variability and risk of low consistency in the message
o Potential for dishonesty (agency problem – pushing things unaligned goals)

4
Q

objectives of personal selling

A

o Generate and deliver sales
o Develop relationships with customers
o Provide additional / complex information
o Focus on brand benefits and increase brand equity

5
Q

define relationship marketing

A

Establish, maintain and enhance relationship with customers

6
Q

define personal selling

A

form of person to person communication in which a salesperson works with prospective buyers and attempts to influence their purchase needs in the direction of his or her company’s products or services

7
Q

explain ‘performing the sale role’ the personal selling process

A
  1. lead generation - gaining potential customer details
  2. qualifying - identifying / filtering lists to focus attention
  3. pre approach - activities before getting infront of customers
  4. approach - early stages of getting infant of the customer via salesperson - interested in product
  5. presentation - identifying needs and presenting a solution
  6. demonstration - showing product in use
  7. negotiation - overcoming buyer resistance and addressing concerns
  8. close - take order
  9. servicing the sale - developing longterm relationships and providing additional value
8
Q

step 1 “general sales leads” include:

A
o	Direct marketing campaigns
o	Seminars and conferences
o	Directories
o	Trade shows
o	Cold calling
o	Referrals
o	Networking
9
Q

step 2 “qualifying the best prospects” includes:

A

o Is the person financially able to purchase?
o Does the person have purchase authority?
o Does the person currently have a need for your product?

10
Q

step 3 pre approach includes

A

Objective of sales calls?
o Give or get information, build relationship, sell

Background research:
o Analyses the customer’s environments to tailor the message
o Match product benefits with needs

Presentation plan:
o to achieve meeting objectives

11
Q

step 4 approach includes

A

o Telephone or face to face
o Build rapport by finding common ground
o First impressions are key
o Appearance, compliments, common ground, confidence/authority

12
Q

things to avoid in the “approach phase” step 4

A

Approach – things to avoid:
o Treating the receptionist and the secretary with little respect
o Not doing your homewoek on the company and its needs and problems
o Arriving at a sales call ill-prepared
o Being poorly groomed
o Having negative attitudes
o Talking too much, which implies that you are no doing enough listening
o Giving recommendations without asking about your prospect’s needs

13
Q

step 5 presentation includes

A

o Don’t talk instead:
o Actively listen to understand needs
o Match needs to products benefits
o Take consultative selling approach

14
Q

step 6 demonstrate includes

A

o Reduce perceived risk by demonstrating / showing products

15
Q

step 7 negotiation includes:

A

Know the value of your offering – The temptation is always to sell cheap, but if the offering (which includes service) is goods value, then point this out to the customer

Validate the problem – Often price may be stated issue, but this may be masking a concern about other issues, something small (e.g. colour) or something more abstract (the level of performance / quality). Ensure that you are addressing the real concern

Create alternative solutions – A win-win can only be achieved if alternative are provided. Sticking to the same message is not adapting to customer needs, try to find ways around the problem

Finding points of agreement – Confirm that all parties agree on certain points and that they need not to be considered a problem, so that the real issues can be addressed

Do not lose your temper – It can be very easy to become angry with difficult customers. However, successful negotiations cannot be conducted with an unfocused and angry mind

16
Q

step 8 servicing the sale includes

A

o Future success is based upon the relationship building
o Follow-up to identify unmet needs
o Send additional information on complementary products
o Reciprocity (e.g. Christmas card / gifts)

17
Q

explain sales in the digital age

A

People utilise the internet to inform themselves about product attributes and reviews

Changes the nature of the salesperson to providing and connecting them with information or benefits not apparent

•Sales can take place via ‘live chat’ and while this may increase efficiency, it suffers from the drawback of making strong personal connections.

18
Q

define social selling

A

The use of social media to develop connections and share content in order to aid personal branding (e.g. linkedin)

19
Q

predicting success of sales person

A

Aptitude: Interests, intelligence, emotional-intelligence, empathetic, ambitious
Skill: Knowledge surrounding how to make a sale and how to engage with individuals
Motivation: Time and energy one puts in to the activities associated with the job
(Ego, competition, achievement/status, service/relationship-oriented)
Role Perceptions: Understanding and appreciating your role (job-satisfaction)
Personal Characteristics: appearance, age, size, race, gender, androgyny
Adaptability: ability to adapt to situational circumstance

20
Q

explain public relations v marketing public relations

A

Public relations – Develop positive relationships between the company and other publics (consumers, politicians, suppliers, distributors, shareholders, media, etc, and focused on the company as a whole
o Dependent on other departments and activates (e.g. employee treatment, sustainability / environment etc.)

Marketing public relations – An active form of public relations activities designed to maximize those opportunities that will improve an organisations marketing communications objectives and outcomes
o Should ultimately come across as credible reports from journalists

21
Q

advantages of marketing public relations

A

o Little cost (free)
o Increasing cynicism of consumers towards paid advertising, MPR can reach consumers while being credible (particularly if reported on by journalists)
o Increase product/brand equity
o Good stories can be spread online for no cost
o Airtime and print space is provided free of charge if reported on
o Combats negative publicity
o Researches new segments
o Supports launch of new products

22
Q

disadvantages of marketing pR

A

o Difficult to control
o Difficult to measure
o Mixed evidence on whether consumers attitudes (with regards to non-product specific benefits – e.g. sustainable) leads to actual behavior
o Becoming increasingly cluttered

23
Q

types of marketing Public Relations

A

proactive

Reactive

24
Q

explain proactive marketing public relations

A

Proactive MPR: A tool for communicating a brand’s attributes in a
positive way; typically used in conjunction with advertising, promotions,
and personal selling.

Examples:
o Press releases - products, newsworthy programs or events such as the
appointment of a new CEO, a move to a new headquarters, a new-generation
product, or a philanthropic or community service activity
o Product release - Announce new products, with relevant information about
product features and benefits, and inform interested listeners or readers how
additional information can be obtained.
o Executive-statements: CEO quotes about industry developments and trends,
forecasts, etc

25
Q

explain reactive marketing public relations

A

Reactive MPR: A response to changing events that can have negative
consequences for a company in terms of one or more of the publics
mentioned above

26
Q

Positive MPR, Brand Equity, & CRM Can Offset Negative MPR

A

Consumers who like a brand are:
o Less likely to attribute blame to the company
o More likely to see the fault as representing a ‘one-off” event, rather than reflecting a permanent, stable issue
o More likely to see the response as sincere and sufficient.

27
Q

define sponsorship

A

An investment in an activity, person or event for access to the commercial potential associated with the activity, person or event

28
Q

how to respond to negative MPR

A

Take responsibility (even when not directly at fault)
• Respond quickly
• Don’t try to deflect or mitigate the behaviour/blame
• Be cautious with explanations (they can be perceived as deflecting blame)
• Show empathy for the those affected
• Make necessary changes (recalls, fix product, etc.)
• Compensate affected parties
• Address rumours (even when untrue)
• Be sincere and honest (e.g. don’t greenwash)