Direct marketing and personal selling are discussed. Direct marketing is defined as transactions between buyer and seller without an intermediary. It uses advertising to create direct relationships and measurable responses. Personal selling involves personal presentations to make sales and build relationships. The key features, benefits, and channels of direct marketing are outlined. Personal selling discusses the roles and processes of salespeople, including prospecting, presenting, handling objections, and follow up. Factors like recruiting, training, supervising, and evaluating salespeople are also covered.

1. Direct Marketing
&
Personal Selling
BY
LUMEN PETER.P
RAMESH.R
TAMILINIAN SIVAMANI
ESAKKI. G

2. Direct Marketing
Definition :
Direct marketing is a method of distribution in which
transactions are completed between buyer and seller
without the intervention of the sales person or retail
outlet.
-STAN RAPP
Any advertising which creates and exploits a direct
relationship between you and your prospect or customer
as an individual.
-DRAYTON BIRD

3. Direct Marketing
Meaning: An interactive system of marketing
which uses one or more advertising media to
effect a measurable response at any location,
forming a basis for creating and further
developing an on going relationship between
an organisation and its customers.

4. Objectives of direct marketing
• Direct ordering.
• Generating repeat purchase.
• Introduction of new product
• Providing information.
• Establishing loyalty.
• Trial generation.

5. The 4 features of Direct Marketing
• Targeting
• Interaction
• Control
• Continuity

6. Growth in Direct Marketing

7. Benefits of Direct Marketing
• For Buyers:
– Convenient
– Easy to use
– Private
– Access to a wealth of information
– Immediate
– Interactive

8. Benefits of Direct Marketing
• For Sellers:
– Powerful tool for building relationships
– Allows for targeting of small groups or individuals with
customized offers in a personalized fashion
– Can be timed to reach prospects at the right time
– Offers access to buyers that couldn’t be reached via other
channels
– Low-cost, effective alternative for reaching specific markets.

9. Integrated Direct Marketing
Public Policy and Ethical Issues
– Irritation
– Unfairness
– Deception
– Fraud
– Invasion of Privacy

10. Channels of Direct Marketing

11. Personal Selling
The Nature of Personal Selling:
Personal presentation by the firm’s
sales force for the purpose of making sales and
building customer relationships.

12. Objective and Strategy
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information gathering
• Allocating

13. Salespeople Have Many Names
• Sales Consultants
• Sales Representatives
• Account Executives
• Sales Engineers
• District Managers
• Marketing Representatives
• Account Development Representatives

14. The Role of the Sales Force
The critical link between a company and its
customers.
Salespeople:
– represent the company to the customers.
– represent the customers to the company.
– strive to achieve customer satisfaction and company
profit simultaneously.

15. Managing Sales Force
Recruiting and Selecting Salespeople
– Careful recruiting can:
• Increase overall sales force performance
• Reduce turnover
• Reduce recruiting and training costs

16. Managing Sales Force
Training Salespeople
– Training period can be anywhere from a few
weeks to a year or more
– Training is expensive, but yields strong returns
– Training programs have many

17. Managing Sales Force
Supervising Salespeople
– Effective supervisors provide direction to the sales
force
• Annual call plans and time-and-duty analysis can help
provide direction
• Sales force automation systems assist in creating more
efficient sales force operations
• The Internet is the fastest-growing sales technology tool

18. Managing Sales Force
Supervising Salespeople
– Effective supervisors also motivate the sales force
• Organizational climate
• Sales quotas
• Positive incentives
– Sales meetings, sales contests, honors, etc.

19. Managing Sales Force
Evaluating Salespeople
– Several tools can be used
• Sales reports
• Call reports
• Expense reports

20. Major Steps in the Selling Process

21. The Personal Selling Process
• Prospecting:
– Identifying qualified potential customers (prospecting)
• 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

22. 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

24. References
• Marketing management

25. QUESTION : 1
• Describe the various factors that determine
how Eureka Forbes built the Aqua guard brand
in India ?

26. Answer
• Unlike developed countries, in India,
pollutants are three – fold.
• Purified drinking water is one of the fastest
moving consumer product categories.
• Doctors also advised to take purified and
boiled water during times of illness.
• Need for water free from all kinds of dirt,
germs and chemicals becoming the order of
day.

27. QUESTION : 2
• What are the reasons for increase in the sale
of Aqua guard ?

28. Answers
• Doorstep demonstration and educating the
customer.
• It is the only brand with an international
Water Quality Association(WQA) endorsed
carbon block that removes pesticides.
• Involved innovative games and video based
AD to reach more then 200000 students in
over 500 schools.
• Special advertising in cookery magazines to
encourage cooking and washing of vegetables
in aqua guard water.

29. THANK YOU