Marketing 301 1st Edition Lecture 15 Outline of Last Lecture 1. Advertising and Sales PromotionOutline of Current Lecture 2. Personal SaleCurrent Lecture- A personal sale is a one-to-one interaction. This is like a job interview but can happen allover the place. For example doesn’t just have to be at a job interview it could be in the office, on the golf course, or really anywhere you can think of- The personal selling process is a set of activities that salesperson follow to acquire a newcustomer- The step by step process of the personal selling process is:o Identify the Prospect. Most importanto Pre-approacho Approacho Sales Presentationo Overcome objectiveso Close the saleo Follow-up- The sales management infrastructure is a very intricate system. At the top is the sales manager, then directly below them are the regional sales managers who then have numerous other sales persons to attack different regions. A massive amount of planning must be done to coordinate this sales management infrastructure - Once this is found, then you also have to set the sales objectives. This is again a very complicated process because of the various levels of the sales management infrastructure. You must set goals for each different level- When you identify the objectives, then you must get the sales force. It is important for the sales force to be:o Recruitedo Compensatedo Trainedo MotivatedThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Direct Marketing is any communication addressed to a consumer that is designed to generate a response. Very targeted, and also very measureable. Response rate is usually very low
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