Personal Selling vs.

E-commerce
Elka Petrova Emilia Nanova Yulia Georgieva Gergana Tsvetanova

Personal Selling
What is personal selling? o Gather market and customer information o Listening, interpreting and understanding customer needs o Managing customer-supplier relationship interface

(Palmer, 2000, p.467)

The process of Personal Selling

Prospecting Preparation and planning

Sales presentation

Closing the sale

Follow up

The figure shows the flow of stages through a PS process.

(Brassington & Pettitt,2003, p.708-709)

Prospecting
Identifying qualified potential customers Locating Matching up the needs Entering a new market segment Getting customers warm before sales visit

(Kotler & Armstrong,2012; The evolution of the 7 steps (n.d))

Preparation & Planning

Preparing for first contact with a potential customer Find as much information as possible

Anticipate potential objections

Make appointments

(Brassington & Pettitt,2003, , p.710-711; Sales and PS,2011; Palmer, 2000,p.473-474)

Sales presentation
1. 2. 3. 4. Create impact Asking questions and listening Selling the benefits Buying signals

Closing the sale

Alternative close: The representative may offer the buyer a number of alternatives, each of which implies an agreement to purchase
o Assumptive close o Time pressure close

(Brassington & Pettitt,2006, p.781-790)

Follow up & account management

Meaning: The representative needs to ensure that the product is delivered on time and in good condition, that any installation and training promises are fulfilled and that the customer is absolutely satisfied with the purchase and is getting the best out of it

(Brassington & Pettitt,2003,p.718)

The job of the sales manager

o Understanding firms goals o Identifying a sales philosophy o Develop and update sales forecasts o Allocate selling resources o Select, train and supervise sales personnel o Synchronize selling tasks o Assess sales performance

Advantages
o Impact o Precision (target & message) o Develop long-term relationship with the customer

Disadvantages
o Efficient only with high priced & infrequently purchased good o Expensive o Selection & training of representatives

(Brassington & Pettitt,2003, p.715-717; Baines, Fill, & Page, 2008)

Electronic commerce
What is electronic commerce?
o E commerce is the general term for buying and selling process that is supported by electronic means. o Electronic markets are market spaces in which sellers offer their products and services electronically.

(Jobber,2001, p.459-464; Kotler &Armstrong,2001, p.637 )

The significance of ecommerce

Conducting e-commerce
Security

B2B
EMI

C2C
When customers sell to customers A dramatic growth in C2C has been fulfilled with the expansion of social networks The world known eBay The Chinese TinyDeal, DealExtreem, etc.

(Chaffey&Smith,2008.p.7)

C2B

Benefits (adv disadv?)

Convenience Information Multimedia Lower prices

Lowers costs Improved distribution Reduced PS costs Relationship Building Customized promotion Rapid market response New market opportunities
(Jobler, 2001, p.467)

Global

Ebay

REFERENCES
1. 2. 3. Baines,P., Fill,Ch. & Page,K. (2008).Marketing Communications. Marketing. (pp.487-488).Oxford University Press Brassington,F. & Pettit,S.(2003). PS and sales management. Principles of marketing (3rd ed.,pp.695-790). Prentice Hall. Brassington,F. & Pettitt,S. (2006). Personal Selling and Sales Management. Essentials of Marketing. (4thed.,pp.781-790). Essex:Prentice Hall Campus, L. The evolution of the 7 steps of selling.(n.d)Retrieved November 7, 2011 from http://www.ehow.com/info_7889785_seven-steps-personal-sellingprocess.html Chaffer, D., Mayer, J., Johnston, K. (2003) Internet Marketing (4th ed.), London: Prentice Hall Some More Paid Advertising Opportunities, Idea 75: Buying Banner Advertising. 117 Ways To Increase Web Site Traffic.(n.d) Retrieved November 8, 2011, from http:// traffic4me.com/tippbanner.php Dolak, D. (2011). Sales and PS. Retrieved November 7, 2011 from http://www.davedolak.com/promo.html Feig,B. (2002). Effective Banner Tactics. Streetwise Low-Cost Web Site Promotion (pp.285-291). Adams Media

4.

5.

6.
7. 8.

References
1. 2. 3. 4. 5. Frye,C. (2001). Types of online advertising. Privacy-enhanced business: adapting to the online environment (p.112). Greenwood Publishing Group. Promotional Strategies. (n.d) Retrieved November 8,2011 from http://pages.paloverde.edu/staff/lmartin/bus101/lesson15.htm Kotler, Ph. and Armstrong, G.(2012).Personal Selling and Sales Promotion.In S.Yagan(Ed.) Principles of Marketing. (14th ed,pp.488-496). Prentice Hall Kotler,P. , Jain.D & Maesincee,S.(2002). Designing the marketing activities. Marketing moves: a new approach to profits, growth, and renewal (pp.134-136). Harvard Business Press Learn NGO management techniques. Seminar in Geneva (2011). Retrieved November 7, 2011 from http://www.businessdictionary.com/definition/need-satisfactionapproach.html Stone,B. & Jacobs,R. (2007). E-communications. In J.Greco (Ed.), Successful Direct Marketing Methods (8th ed.,pp.365-372). McGraw-Hill Professional Sullivan, L., (2010). Media Post. The 'Subliminal' Effects of Banner Ads. Retrieved November 8, 2011, from http://mediapost.com/publications/article/130939/the-subliminal-effectsof-banner-ads.html The Advantages of Online Banner Ads, eHow - money. (n.d) Retrieved November 8, 2011, from http://ehow.com/list_6460913_advantages-onlinebanner-ads.html

6. 7.

8.