The Role Of Personal Selling In Marketing Strategy Is Crucial For Effective Sales.

Understand the role of personal selling within the overall marketing strategy

Explain how personal selling supports the promotion mix

Compare buyer behaviour and the decision making process in different situations

Analyse the role of sales teams within marketing strategy

Be able to apply the principles of the selling process to a product/service

Prepare a sales presentation for a product or service.

Carry out sales presentation for a product or service.

Understand the role and objectives of sales management

Explain how sales strategies are developed in line with corporate objectives.

Explain the role of recruitments and selection procedure.

Evaluate the role of motivation, remuneration and training in sales management.

Explain how sales management organise sales activity and control of output.  

Explain the use of database in effective sales management.

Be able to plan a sales activity for a product or service.

Develop a sales plan for a product or a service.

Investigate opportunities for selling internationally

Investigate opportunities for using exhibitions or trade fairs

Understanding Personal Selling in Marketing Strategy

1.The personal selling of Johannes brother in order to promote promotional activities must follow the following marketing framework.

Personal Selling: Johannes Brother’s company can also opt for the personal selling provision other than advertising and public relations. It fits to be more convenient for the company to promote its product. Personal selling allows direct communication of the buyers with the sellers. (Erevelles and Fukawa 2013). This enhanced the capacity of the value of the buyer to the customer. The sales organization need to recruit the sales people who are having strategies and experience who could determine the sales opportunities available on a fewer number. It is important to note that retention of the customer is more important than the acquisition of the customer through advertisement and public relations.

In order to sustain the downturn of the company’s motive for frame out strategies, it should incorporate the wider line of product and cost savings for the buyers. However, it is true to be noted that the success of the sales organizations is justified when it is providing a proper solution to the buyers and a range of products at a lower price(Dixon and Tanner 2012). It depends upon the sales person of the  Johannes brother to develop a good relations with the buyers and it is upto the able sales person to keep a good link with the customers during the economic recession. The focus should be made on the creation of value and the solution to sell is another developed strategy to link up with the customers in terms of personal selling (Dixon and Tanner 2012). Johannes brother should offer the customers who are potential with the purpose to become a provider by providing the products at low costs. In this way the buyers will get attracted to the products of the company.

At the same time this would encourage advertisement and public relations. It would become possible to give advertisement to the customer about the cost of the product personally. The advertisement would be carried out on the individual’s basis accordingly (Shimp and Andrews 2012). At the same time the personal relations will develop the public relations by establishing a direct link with the customers who are looking forward to buy the products.

2.Comparing Consumer behavior with that of decision making behavior states that during the time of economic recession, where the consumer decides on the products that satisfy the needs of the customers, in regard to low price and value of the product. (Solomon 2014; Hosany and Martin 2012). The sales of the product of the Johannes brother has gone down which might be due to economic recession, and also the company failed to check the taste of the customers. The latter happened due to the failure of the sales team in the organization. In this way the consumer behavior depends upon the situation of the market and the income they got during the recession period.

Exploring Buyer Behavior and the Decision-Making Process

However  the decision making process tries to manipulate the behavior of the buyers in taking decisions when the buyers are open to every avenues in the market place. During the economic recession, the decision to not to buy cars of higher price might have triggered them and this has resulted to downturn their choice to buy cars from the Johannes Brother (Ford and Richardson 2013). In this case, the company might choose the targeted audience for their company and create a personal selling strategy to influence them to buy their products. Specially during the recession, by establishing personal selling promotional mix, the sellers can reduce the price of the products to satisfy the buyers.

3.It is important to notice that the Johannes brother’s sales have come down due to the recession period and there is a lack of sales person in their organization to carry out the functions properly to attract the customers. Johannes brother organization should give proper training to their sales person or recruit new sales person. In an organization a responsibility of the sales person are imposed with the duty of making a product commercialized.  

Sales person is considered to be a link between the buyers and sellers and an effective sales person has the potential  to give response to the challenges arising out of any economic problems (Jhonston and Marshall 2016). The ideal sales person must have a good knowledge about the customer, selling based on consultation, the person’s way of serving, offering and doing marketing and handling computer tasks properly (Jhonston and Marshall 2016). However, the inexperienced sales people in the Johannes Brother company do not have the capability to attract the customers and they cannot manage well to establish a personal selling relationship with the buyers. Most of them do not have much marketing ideas about the organization. Therefore, in this case, experienced sales man should be recruited, so that they can carry forward the plan of selling cars properly to the buyers during the recession.

1.The company must think about the objectivities of the statement about the goals and targets to reach a quantity. Accordingly the sales strategies have to be lined up with the goals and objectives of the company.

The sales strategy must include then strategies of enhancing the loyalty towards the client. The sales cycle should be shortened on the basis of the recommendations from the external sources. Proper sales strategy should be determined to promote the best solutions to beat the competitors in the market (Ingram et al 2012). The sales strategy to line with the objectives of the company, must maximize the competitive advantages and the differentiation in product must be placed to enhance the margin and shares of market. The sales people should be aware of the product that they are selling to the customers.  In this way strategies should be outlined by the sales person to increase the sale of the products in their company (Ingram et al 2012).

Analyzing the Role of Sales Teams in Marketing Strategy

2.Organization plays an important role while recruiting people in their sales department.

Screening the  Applicants: Jim Spencer, the sales manager  of the Plastic Products Limited, wanted to recruit candidates with good experience  selection of selling consumer goods. While screening the applicants, the candidates who have performed best in interview should be based upon the description of the job and its specifications. It becomes the responsibility of the person to shortlist the candidates without performing any unethical acts. The selection list should be sent to the HR and the employee development to retain the recruit for the six – seven months. The employers who have previously served the organization, was dismissed for the behavior should not be reappointed by the organization (Forge et al 2012).

The interview is basically done by the sales regional managers and also sales managers. It also depends upon the recruiter to decide whether the person should be recruited in the sales office or the regional office. The new sales person needs to have ideas about the products that the company has to sell (Forge et al 2012). Similarly in the company “Plastic Products Limited”, the new recruits need to have knowledge about the products made of plastics. They are such people who are known to the supply, production of the plastic are into talking the same language.   These are the important objectives should be taken into account while selecting the candidates in their organization

3.The role of Motivation, Remuneration and Training play an important role in the sales management

Motivation: For the managers and supervisors who are in sales department, motivation carries the importance for the people which encourage the sales person to become better in their working field. The motivation helps the sales manager to see more in them than discouraging themselves for the failure to sale a targeted amount of products in a day (Blocker et al 2012). The inspiration is necessary in order to improve the volumes in sales and achieving targeted goals.

Remuneration: The sales manager are needed to train their sales person in order to increase the sales to reach a desired objective. If the sales person achieved a target by selling maximum number of products in a day then that person will be rewarded for rendering services to the company. It can  happen through praise and recognition. (Blocker et al 2012). Increment in the salary and also by providing job security to these people, remuneration could be achieved.  

Applying Principles of Selling to a Product/Service

Training: It refers to the process of gaining knowledge as a result of undergoing training for a stipulated time period. Sales manager has the responsibility to carry out this training to their staffs in their professional world. It includes how to make differentiations between the services and similar products and  to put products in group to  have a solution in business. The training also includes the customer awareness and the process to handle the buyers who are educated (Blocker et al 2012). Relationship with the customers is needed to be built seriously. The training in turn increases the sales skills, built inner confidence, proper implementation of the training would give good job satisfaction and also ensures higher profits.

4.The sales management to organize activity of the sales and its output are the two processes are to be coordinated. These includes language and control of sales output

Sales Control output can be triggered in the documents of the sales. To determine this automatically, it maintains the condition of the record of the output. Print and the layout sells control the content which should be displayed (Osterle 2013).

Sales Output control by using the conditions and it is decided on the base of the sells including the type of billing type of delivery and also on the types of sales order (Osterle 2013).

Output controls includes the medium like print, fax and EDI. The time taken to send output either can be in a batch or it is immediate to the functions of the business partner (Osterle 2013).

5.The software application of the sales team ensures that it becomes easier for the sales manager to control the sales team who are under the manager. This helps the sales manger by the software which is lead by a number of representatives. The use of Quickbase provides help in order to track the leads of sales and to update the status of the sales in CRM (Paton 2012).  It also helps in managing the pipeline management. Quickbase also helps in enhancing the accountability of the sales team. It also helps in empowering the sales team with the information of the sales pipeline. Quickbase had made it easier to operate for the representatives of the sales as it does not need any encoding in respect to any IT jargon.

1.The product which is being planned to sell in a swimming pool for the kids having the age from 5-7 years. A sales plan has to be developed accordingly to sell the product in India, which is now considered to be an emerging economy. The portable swimming pool would be sold out for the children in India and China ranging from the age of five to seven. As the demography of the child population of that age is high, so the sales team would find an objective to sell the product there.

Preparing and Carrying Out a Sales Presentation

Goals need to be set out in order to sell the portable swimming pool. It is important for the sales manager to sell the product on behalf of the company “Toys R Us” and make the selling of the pool prominent nationally and internationally and to reach a desirable amount of sales at the end of the day.

Investment Strategy: Investment strategy based on the momentum trading needs to be implemented properly in these emerging markets which would lead the growth of the marketing strategy significant in terms of the demands of the population by using PESTLE analysis of the country’s market where  company would invest (Bilginer and Erhun 2015)

Targeted Buyers: The children of the age of five to seven years old are the targeted buyers.   According to this , the parents of the children if they find the product interesting for their children, they should buy the product (Bilginer and Erhun 2015).

Geography: To top it, during the summer season, it is necessary for the children to take bath outside. Therefore, they could enjoy taking bath in the swimming pool. India is a tropical country. Therefore summer season could be more intense, therefore the children would find comfortable bathing in the swimming pool (Bilginer and Erhun 2015). 

Demography: The demography of both India and China are growing with time, the increasing demand of the population in the market would enable to buy the product as the Britain led supermarkets are becoming famous in these countries with the demand of the people (Bilginer and Erhun 2015). 

The Budget allocation: India and China both are  considered to be an emerging nation. However taking this thing into account, the price of the product in the beginning should be low. If the demand rises, the price of the product should rise accordingly (Bilginer and Erhun 2015)

2.The opportunities to sell products internationally is that the UK business name Toys R Us is quite attractive for the international markets because the

• The economic growth of both India and China is stronger
• It would become easier for the Toy Company to reach the international customers on the basis of e-commerce (Terpstra, Foley and Sarathy 2012).
• It is also important to investigate the support of the government’s wish to enhance overseas. (Terpstra, Foley and Sarathy 2012).
• It is also important to investigate the opportunity in terms of maturity and the situation f the market.
• The UK toy business can also utilize the opportunity to invest in the market with the help of exporting the product directly to the international buyers through the presence of the contact of any distributors or agencies (Terpstra, Foley and Sarathy  2012).

3.The opportunities to investigate about the trade exhibitions include about the introducing of the new product to the key players who are present in the trade shows.

The trade shows provide best connections in order to meet the buyers. It is important to search a website, which can improve the brand name of the company. While making a place in the trade fair exhibitions, the company increases its competitive advantages in the market position (Yoon et al 2012). In a trade, the media could get attracted and the business out of this can become famous out of the popularity gained out of this. If the business by applying these methods become successful, then it is possible for the company to increase its sells among the buyers.

References

Bilginer, Ö. and Erhun, F., 2015. Production and sales planning in capacitated new product introductions. Production and Operations Management, 24(1), pp.42-53.

Blocker, C.P., Cannon, J.P., Panagopoulos, N.G. and Sager, J.K., 2012. The role of the sales force in value creation and appropriation: New directions for research. Journal of Personal Selling & Sales Management, 32(1), pp.15-27.

Dixon, A.L. and Tanner Jr, J.J.F., 2012. Transforming selling: why it is time to think differently about sales research. Journal of Personal Selling & Sales Management, 32(1), pp.9-13.

Erevelles, S. and Fukawa, N., 2013. The role of affect in personal selling and sales management. Journal of Personal Selling & Sales Management, 33(1), pp.7-24.

Fogel, S., Hoffmeister, D., Rocco, R. and Strunk, D.P., 2012. Teaching sales. Harvard Business Review, 90(7/8), pp.94-99.

Ford, R.C. and Richardson, W.D., 2013. Ethical decision making: A review of the empirical literature. In Citation classics from the Journal of Business Ethics (pp. 19-44). Springer Netherlands.

Hosany, S. and Martin, D., 2012. Self-image congruence in consumer behavior. Journal of Business Research, 65(5), pp.685-691.

Ingram, T.N., LaForge, R.W., Avila, R.A., Schwepker Jr, C.H. and Williams, M.R., 2012. Sales management: Analysis and decision making. ME Sharpe.

Johnston, M.W. and Marshall, G.W., 2016. Sales force management: Leadership, innovation, technology. Routledge.

Österle, H., 2013. Business in the information age: heading for new processes. Springer Science & Business Media.

Paton, N.W. ed., 2012. Active rules in database systems. Springer Science & Business Media.

Shimp, T.A. and Andrews, J.C., 2012. Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.

Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall.

Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.

Yoon, K.K., Lim, S.S. and Park, M.N., 2012. Impact of pavilion quality on exhibitor performance at an international trade exhibition. Procedia-Social and Behavioral Sciences, 40, pp.681-688.