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    Development and Role of Selling in Marketing: By: Dr. Waseem Hassan

    Uploaded by

    Tayyaba Khalid
    This document discusses the development and role of selling in marketing. It covers several key points: 1. Selling fits into the marketing mix and is how companies connect with customers, but it often has a negative image due to high costs and variability in salesperson skills. 2. Modern selling focuses on customer retention, relationship management, and problem solving. 3. Successful selling requires strong communication, persistence, and time management skills. 4. Selling approaches differ between business-to-consumer and business-to-business markets. 5. Effective sales management involves planning goals, budgets, training, motivating, and evaluating the salesforce.

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    Development and Role of Selling in Marketing: By: Dr. Waseem Hassan

    Uploaded by

    Tayyaba Khalid
    28 views17 pages
    This document discusses the development and role of selling in marketing. It covers several key points: 1. Selling fits into the marketing mix and is how companies connect with customers, but it often has a negative image due to high costs and variability in salesperson skills. 2. Modern selling focuses on customer retention, relationship management, and problem solving. 3. Successful selling requires strong communication, persistence, and time management skills. 4. Selling approaches differ between business-to-consumer and business-to-business markets. 5. Effective sales management involves planning goals, budgets, training, motivating, and evaluating the salesforce.

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    This document discusses the development and role of selling in marketing. It covers several key points: 1. Selling fits into the marketing mix and is how companies connect with customers, but it often has a negative image due to high costs and variability in salesperson skills. 2. Modern selling focuses on customer retention, relationship management, and problem solving. 3. Successful selling requires strong communication, persistence, and time management skills. 4. Selling approaches differ between business-to-consumer and business-to-business markets. 5. Effective sales management involves planning goals, budgets, training, motivating, and evaluating the salesforce.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    28 views17 pages

    Development and Role of Selling in Marketing: By: Dr. Waseem Hassan

    Uploaded by

    Tayyaba Khalid
    This document discusses the development and role of selling in marketing. It covers several key points: 1. Selling fits into the marketing mix and is how companies connect with customers, but it often has a negative image due to high costs and variability in salesperson skills. 2. Modern selling focuses on customer retention, relationship management, and problem solving. 3. Successful selling requires strong communication, persistence, and time management skills. 4. Selling approaches differ between business-to-consumer and business-to-business markets. 5. Effective sales management involves planning goals, budgets, training, motivating, and evaluating the salesforce.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 17

    Development and Role of

    Selling in Marketing

    By: Dr. Waseem Hassan


    Objectives
    1. Understand the implications of production, sales and marketing
    orientation
    2. Appreciate why selling generally has a negative image
    3. Know where selling fits into the marketing mix
    4. Identify the responsibilities of sales management
    5. Recognize the role of selling as a career
    Nature and Role of Selling
    • To make a “Sale”
    • How it is done?
    • Large Selling Budgets
    Reasons are:
    • Only link to the customer
    • Failure because of Ineffective sales team
    • Sales person is the company
    • Different task in different situations
    Strengths and Weaknesses of Personal Selling
    + Interactive
    + Adaptive ( Can be changed for every customer)
    + Complex arguments can be developed
    + Relationships
    + Opportunity to close the sales

    - Sales calls are costly


    - Experience and Expertise varies
    - No standardization of inputs
    - Training Cost
    Characteristics of Modern Selling
    • Customer Retention and Deletion
    • Database and Knowledge Management
    • Customer Relationship Management
    • Marketing the Product
    • Problem Solving and System Selling
    • Satisfying needs and Adding Value
    Characteristics of Modern Selling
    Top 10 Success Factors in Selling
    1. Listening skills
    2. Follow-up skills
    3. Ability to adapt sales style from situation to situation
    4. Tenacity – Sticking to the task
    5. Organizational skills
    6. Verbal communication skills
    7. Proficiency in interacting with people at all levels within an organization
    8. Demonstrated ability to overcome objectives
    9. Closing skills
    10. Personal planning and time management skills
    Types of Selling
    Business to Consumer Markets
    • Fast Moving Consumer Goods (FMCG)
    Low financial outlays, frequently bought, non durable
    • Semi-durable Goods
    Financial outlays are higher, less frequency, durable
    • Durable Consumer Goods
    Considerable outlays, very less frequency, durable
    Business to Business Markets
    • Often large and powerful buyers
    • Derived demand
    • Geographically concentrated
    • Customer’s high negotiation power
    • Markets for supplies and consumables
    • Markets for capital equipment
    • Markets for business services
    Selling as a Career
    • Empathy and interest in people
    • Ability to communicate
    • Determination
    • Self discipline and resilience
    Image of Selling
    • Selling is not a worthwhile career
    • Good products sell themselves – No selling required
    • Immorality
    Demotivators in Sales Task
    • Perceived low status
    • Heightening Discomfort
    • Work alone
    The Nature and Role of Sales Management
    • Emphasis on word “Management”
    • Planning, organizing, leading and controlling
    • Determining sales force objectives and goals
    • Forecasting and budgeting
    • Salesforce organization, salesforce size, territory design and planning
    • Salesforce selection, recruiting and training
    • Motivating the salesforce
    • Salesforce evaluation and control
    The Marketing Concept
    • Production Orientation
    • Sales Orientation
    • Marketing Orientation
    Implementing the Marketing Concept
    Market Segmentation and Targeting
    • Identification of market opportunities
    • Gap identification
    • Product design
    • Focus on segments with high potential
    The Marketing Mix
    • Product
    • Promotion
    • Price
    • Placement
    Marketing Strategy and Management of Personal
    Selling
    Marketing Strategy and Sales Management

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