Professional Documents
Culture Documents
Personal Selling & Direct Marketing
Personal Selling & Direct Marketing
Personal Selling & Direct Marketing
Direct Marketing
Personal Selling
• Pre-approach
– Learning as much as possible about a prospect before
making the sales call
• Approach
– Meeting the customer for the first time
• Presentation
– Telling the “product story” to the buyer
The Personal Selling Process
• Handling Objections
– Eliciting, clarifying and overcoming customer objections to
buying
• Closing
– Asking the customer for an order
• Follow-up
– Following up after the sale to ensure customer satisfaction &
repeat business
An organized collection of
comprehensive data about individual
customers or prospects, including
geographic, demographic,
psychographic, and behavioral data.
Telemarketing
• List sources
– Companies develop their own databases (i.e. Williams Sonoma)
– Buy a list from a list broker
– Internet accounts and warranty or product registrations
• Higher cost per prospect reached, but yields higher quality prospects than
mass media
www.hsn.com
Copyright 2007, Prentice-Hall Inc. 13-19
Kiosk Marketing
• Ordering machines
generally found in
stores, airports, and
other locations
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