JUN JUHAIZI BINTI JUHARI 151 Sales Presentation The next step in the personal selling process is called the ‘sales presentation’. The sales presentation involves the salesperson presenting the product or service, describing its qualities and possibly demonstrating features of the product. Ideally the sales presentation will be individualized to match the needs and desires of the potential customer. Handling Objectives In some cases, after receiving the sales presentation, the potential customer will have some questions or concerns. In order to secure a sale, the salesperson must address these questions or concerns; this step is referred to as ‘handling objectives.’ Closing the sale The next step in the personal selling process is referred to as ‘closing the sale’. ‘Closing the sale’ refers to finalizing the sale and persuading the potential customer to make the purchase. During the ‘closing the sale’ step, prices and payment options may be negotiated. Follow up The final step in the personal selling process is referred to as the ‘follow up.’ The follow up involves the salesperson contacting the customer after the sale to ensure that the customer is satisfied. If the customer has any existing issues with the product, the salesperson will address them. A successful follow up stage of personal selling can be very effective in ensuring repeat sales, evaluating the effectiveness of the salesperson, and obtaining additional referrals from the satisfied customer.
JUN JUHAIZI BINTI JUHARI 152 Advantages of Personal Selling Here is the significance and blessings of private promotion are as follows; 1) Better Image promotion If clients have misinterpreted the agency's messages and it results withinside the shape of jeopardizing the agency's picture. The income personnel may want to make clear the agency's message and constitute a higher picture of the agency. If the income personnel imparts a well-exact message, it might enhance the agency's income and revenue. 2) Reward The pleasure of clients is better in private promoting. If you're hiring sales associates for personalized promoting, it might praise in many methods like in phrases of the agency's higher picture, sales associates, and clients. They might assist you in reaping income targets, and the agency might be capable of holding marketplace percentage and profitability. 3) Customer Confidence Suppose the income personnel has the top presentation and communique skills. In that case, they win clients' self-belief by clarifying all kinds of misunderstandings, objections, questions, and doubts. Their presentation might boom their religion withinside the agency. 4) Flexibility If the organization gives enough education to the income personals, they can alter and mold their advertising message for diverse clients. When the client's problem, objective, and nature change, so does their advertising message.
JUN JUHAIZI BINTI JUHARI 153 5) Individual Service One of the maximum essential matters sales associates ought to provide is customized service. For instance, if the clients seek a few kinds of assistance, and the sales associates are there to assist them manually, then it'd boost their pleasure level. 6) Quick Feedback The most important advantage of private promoting is the instantaneous remarks after handing over the organization's promotional message. However, skilled income personnel recognizes whether or not the client is displaying a hobby or now no longer on the top of each non-public face-to-face advertising. 7) Personal Attention Publicity and commercial are amazing examples of mass media tools, and they assist you in unfolding the message throughout the masses. Some clients are searching out unique data, and the sales associates ought to provide the handiest solutions to such questions with the elements if required. However, if the sales clerks need to realize the solution, then they search for the data to provide legitimate data. This approach has a deep effect on clients. 8) Two Way Communications TV commercials are one-manner communication, while private promoting is twomanner communication. You ask something to the salesman, and they can solve it for you with the specified data. If clients have doubts and questions about the product, they can at once speak with the sales clerk and ask their views. It will only be viable in some other sort of advertising message.
JUN JUHAIZI BINTI JUHARI 154 Disadvantages of Personal Selling Some of the primary drawbacks and drawbacks of private promotion because it may not be the first-class promotional technique for a number of the organizations 1) High Turnover When we speak approximately the process of income personals, then the turnover price could be excessive in private promoting. When sales assistants give up their process, they leave the organization in the centre of nowhere. However, the organization finally needs a consultant to answer customer questions. It takes a variety of time for the organization to rent and educate new people. 2) Training Cost When it involves the education of the income staff, then it's miles very costly. Some of the education prices are; calls and cellular telecall smartphone charges, fitness care, trainees' salaries, running shoes of sales assistants, education equipment, meals, live withinside the hotels, and tour prices. Along with those costs, it additionally incorporates many constant and variable costs. 3) High Cost-per-Action Cost-per-movement manner is the promotional value that the organization spends to assess the overall performance of its employees. It incorporates of following costs; telecommunication, workplace supplies, tour prices, spending on entertainment, product manual literature, supportive material, bonuses, commission, salaries, and different compensations. 4) Negative Image of Salesmen One of the most important flaws of private promotion is a poor belief of the income personals. Some of the sales assistants comply with the competitive tone, and the others have the low, which annoys customers. However, their poor mindset could value the organization withinside the shape of low income and poor recognition of the organization. (https://www.javatpoint.com/advantages-and-disadvantages-of-personal-selling)
JUN JUHAIZI BINTI JUHARI 155 5) Direct Marketing ▪ Direct marketing is a form of advertising that reaches its audience directly through multiple channels including email, direct mail, social media, catalogs, online advertising, interactive television, etc. ▪ There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it sends its message directly to consumers, without the use of intervening commercial communication media. The second characteristic is the core principle of successful Advertising driving a specific "call to action." This aspect of direct marketing involves an emphasis on tractable, measurable, positive responses from consumers (known simply as "response" in the industry) regardless of medium. Types of Direct Marketing: The most common forms of direct marketing are: ▪ Internet marketing ▪ Face-to-face selling ▪ Direct mail ▪ Catalogs ▪ Telemarketing ▪ Direct-response advertising ▪ Kiosk marketing 1) Internet Marketing ▪ The Internet has revolutionized direct marketing for promoting the sale of products and services to targeted audiences. ▪ Access to the Internet provides users with services in four basic areas: ✓ Information ✓ Entertainment ✓ Shopping ✓ Individual and group communication
JUN JUHAIZI BINTI JUHARI 156 ▪ Online channels can eliminate geographic considerations. With this capability people around the world have the same access as the person across the street. Many businesses that can sell their products and services through downloading, or who can economically ship those products, have discovered an entirely new way to market. ▪ The Internet makes direct marketing easier, more targeted, more flexible, more responsive, more affordable, and potentially more profitable than ever. Virtually every business should seriously consider the Internet as a part of their marketing mix and determine if it is a viable fit for their direct marketing efforts. 2) Face-to-Face Selling ▪ The most traditional direct marketing involves the in-house sales force personally contacting potential and established consumers. ▪ Examples of organizations that use face-to-face selling include: ✓ Mary Kay ✓ Avon ✓ Amway 3) Direct Mail ▪ Direct mail is described as sending information about a special offer, product or sale announcement, service reminder, or some other type of communication to a person at a particular street or electronic address. ▪ Historically direct mail has existed in the form of printed materials, but CDs, audio tapes, video tapes, fax mail, email, and voice mail are also used in direct mail campaigns. ▪ For example, America Online experienced a highly successful campaign through mailing out CD-ROMs to prospective customers. ▪ Direct mail permits high target-market selectivity; it can be personalized, it is flexible, and it allows early testing and response measurement to take place. ▪ A highly selective and accurate mailing list often determines the success of direct mail efforts to enhance response rates and control costs.
JUN JUHAIZI BINTI JUHARI 157 4) Catalogs ▪ Product catalogs are another version of direct mail where the catalogs are the communication tool. ▪ The most common use of this approach involves featuring a variety of products that target the needs of a specific audience who have shown a propensity to order from catalogs. 5) Telemarketing ▪ The process of contacting people on a qualified list to sell services over the phone has grown in popularity to the point that the average household receives 19 telemarketing calls each year. Successful telemarketing campaigns depend on a good calling list, an effective script and contact structure, and well-trained people that are compensated and rewarded for making calls that result in sales. ▪ The telecommunications industry, for example, has used telemarketing extensively to attempt to increase their market share. ▪ This includes: ✓ AT&T ✓ MCI WorldCom ✓ Sprint 6) Direct-Response Advertising ▪ Direct-response advertising is communicating with potential buyers through television, radio, magazines, and newspapers. ▪ The prospective consumer watches, hears, or reads about the product or service and initiates a call to a toll-free number to place their order. ▪ Television, for example, offers a wide range of exposure, from a 30-second commercial to a 60-minute infomercial. ▪ For example: Go Shop, CJ Wow Shop
JUN JUHAIZI BINTI JUHARI 158 7) Kiosk Marketing ▪ Customer order machines, versus vending machines that actually provide products, are another form of direct marketing. ▪ Examples are: your bank’s automatic teller machines (ATMs) placed in convenient and high traffic areas are another example of kiosk marketing. Advantages of Direct marketing 1) People can learn specifics about products through direct marketing: A targeted sales opportunity might be presented to encourage consumers to consider the value proposition offered. You're supplying them with the knowledge they require to make an informed choice in a convenient setting, such as their office or home. 2) The opportunity to respond to inquiries is provided by direct marketing: A prospect will conduct up to 90% of the individual research necessary to feel confident about a product. They'll research you online, evaluate you against the competition, and investigate your reputation. Utilizing the direct marketing materials you've sent them, you may take care of that final 10% when they get in touch with you. This provides you with a lot more effective way to make a sale. 3) You can adopt a personal approach with direct marketing: The value of a handshake and a smile has been demonstrated time and time again in the corporate world. It may not be the same as shaking someone's hand, but if you do it well, the outcome might be the same when you write a personalized message to them. A chat between two people is the best way to start a relationship. Alternatively, call a friend. Alternatively, arrange a meeting to go over how what you have can help a prospect solve their difficulties.
JUN JUHAIZI BINTI JUHARI 159 4) It's still economical to do direct marketing: It's impossible to match how economical direct marketing may be when seeking to attract local customers. The cost of making a phone call to someone is what? Alternatively, how much does it cost to print a few brochures on your printer and deliver them to people in your neighborhood? There are few chances for a small business to demonstrate how it can satisfy demands and desires for such a low expenditure if it wants to increase its market share. 5) The problematic middle is eliminated with direct marketing: Even if you follow all the right steps, your reputation can still suffer due to the involvement of outside parties. Direct marketing eliminates the problematic middleman by putting you in direct contact with the potential clients you might one day serve. This implies that you have more control over the message that each person in your target audience hears through your marketing activities. 6) You can complete it on your thanks to direct marketing: You don't need a sizable staff behind you to start direct marketing. One person can produce marketing materials to reach potential clients if they have a computer and printer. The ROI from a direct marketing effort can be highly good, even though response rates tend to be rather low, with little to no overhead and just small investments necessary. 7) Targeting: You can send particular communications to customers and potential customer groups based on demographics and purchasing patterns. Your campaigns will be more successful if they are more specifically focused.
JUN JUHAIZI BINTI JUHARI 160 8) Personalization: Connect with your audience on a personal level. A chat over the phone may establish a customer's relationship with your company. You can send direct mail or emails with particular recipients and even include information like past orders. 9) Affordable: Techniques like email marketing or leafleting are often done at a very low price. Mass media advertising for SMEs will typically be more expensive than direct marketing. Disadvantages of Direct marketing 1) Many people who have no interest can be reached through direct marketing: Many businesses send direct marketing chances to those uninterested in what is being given. When that is an email, it is considered spam. It's referred to as rubbish while it's in the mailbox. A waste of money is what it is referred to as in terms of your budget. People will delete your messages, discard them, or hang up on you. 2) Uninvited direct marketing is common: The creation of registers to allow consumers to block marketers from contacting them resulted from how intrusive this form of marketing used to be. Almost invariably, potential buyers are interrupted by this kind of promotion. When this happens, the customer often gets the impression that you're pressuring them into buying something they truly don't want. Although you might capture a prospect's interest, the likelihood is high that you'll have damaged their perception of the interaction if you don't develop a compelling value proposition. 3) Many times, direct marketing appears to be highly disorganized: This is particularly valid regarding some modern emails or direct mail campaigns. It's comparable to viewing a four-column blog. In truth, you need to figure out where to begin your search. The prospect will then give up on the opportunity offered due to the confusion that sets in when that occurs.
JUN JUHAIZI BINTI JUHARI 161 4) Low response rates are a common problem with direct marketing: The response rates for direct marketing frequently range between one and three percent. It's noteworthy to note, though, that the same conversion rates frequently apply to some online marketing initiatives. In this case, however, 3% of online conversions were good, while 3% of direct conversions were unfavorable. Yes, clients won't be interested if they aren't interested, and you'll have wasted your time and money. Low response rates can be challenging to accept in that context. 5) A lot of time is required for direct marketing: There will be a time investment if you're writing a tailored message to send to each person on a marketing list that you're contacting. You may find yourself writing hundreds of messages or making thousands of phone calls even though this is an effective method. Even more, time must be invested after you include the time required to establish confidence using these techniques. 6) Direct marketing has the potential to disseminate bad vibes quickly: Have you ever noticed that company enjoys suffering? Because they are unexpected, bad experiences are more frequently shared by people. Even if you do everything correctly, if a customer expects you to satisfy their demands and you do, you won't get a good review. When you fail to fulfill that "duty," the unpleasant experience is shared. Then it spreads as a result of other people sharing their terrible experiences. With most direct marketing initiatives, you interrupt individuals, exacerbating that animosity. 7) It takes a lot of persistence and patience to succeed in direct marketing: The truth is that individuals will typically take advantage of a fantastic offer if they come across one, but later on, they will only pay the full price for the product for several reasons. You'll observe that many potential customers ultimately conclude that your supply was insufficient. Even the most successful direct marketers occasionally feel like giving up when that occurs frequently. This may not be the best
JUN JUHAIZI BINTI JUHARI 162 marketing strategy to adopt if you lack patience or find it difficult to maintain consistency in your brand message. 8) A warm market is usually needed to start direct marketing: This entails marketing to their friends and family for many startup enterprises. This mix also includes any current clients you may have. I hope these people will represent your brand as brand ambassadors. The truth is that talking to your core group of friends all the time can put you in a very awkward situation. (https://www.javatpoint.com/advantages-and-disadvantages-of-direct-marketing)