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TOPIC 8

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7 views

TOPIC 8

Uploaded by

Marina Ivannikova
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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TOPIC 8.

Direct Marketing:
Internally and Externally
Direct Marketing
Direct marketing is a form of
personal selling that creates and
establishes an intimate
relationship between a seller and
an individual consumer.

Personal selling is a one-on-one or


one-on-small group personal
presentation designed to gain
commitment from
individuals/agencies to be
consumers.
Developing a Workforce of Sales
People
• Establish a culture that supports positive
sales skills from all staff members
• Train employees on positive, effective sales
techniques
• Establish agency expectations through stated
sales functions on all employee job
descriptions
• Reward employees that exhibit effective sales
skills
• Provide tools for staff to develop internal and
external relationships
Advantages of Direct Marketing
 More personalization, direct, personal contact
to establish a one-on-one relationship
• Faster ability to respond to consumer inquiries,
questions and concerns
• Allows for two-way personal communication to
occur
• Greater personalization develops staff and
consumer relationships
• Better understanding of individual consumer
needs and reactions
 Ability to use this form of communication as
reinforcement to other forms of communication
Direct Marketing Options for
Agencies
• Sales presentations, tours and meetings
• Seminars, workshops or training
programs
• Door-to-door distribution
• Telemarketing
• Direct sales letters
• Network or multi-level marketing
consumer support centers
• Lead referral programs
• Sales blitzes
• Trade shows
Selecting the Direct Marketing
Activities
• Understand the target market and
how it can be reached
• Learn which methods produce the
best results
• Utilize effective design formats and
messages
• Consider resource limitations
including budget, timeframe, and
expertise
Direct Sales Process
Strategic Sales Cycle
• 8 steps process
• Skills are developed not innate
• Practice
• Teach others
Strategic Sales Cycle – First 3
Steps

Prospectin
g

Planning

Preparing
Sample Prospecting Tools
• Feasibility Study
• Guest History Report (database of past
guests)
• Sales Prospector
• Business section of local newspaper
• Sales Blitz Reports
• Past Sales Call Reports and files
• Referrals from existing customers
• Business Journals
• A trade show attendee list or people dropping
off business cards for an agency's raffle.
Strategic Sales Cycle – Last 5
Steps
Rapport
Development Probe

Close
Support

Summarize
Direct Marketing and Personal Sales
Examples
• Conduct a sales blitz of the local area to obtain
prospecting leads
• Attend a trade show Obtain written
testimonials of satisfied community members
that could be shared with other potential
patrons
• Present to the local boy scouts about the
benefits of healthy living
• Tour a potential group contact around the
facility highlighting the features that match
the benefits he/she is seeking
• Develop an incentive for staff who refer groups
• Write personal letters/make personal contact
with individuals who have referred groups
Internal Marketing
Internal marketing is a strategic approach for
communicating through employees or other
stakeholders to reach targeted markets.

Common characteristics of internal marketing


definitions:
• Employee motivation and satisfaction oriented
• Customer orientation and satisfaction oriented
• Integration focused
• Marketing approached
• Implementation of specific strategies
Internal Marketing Activity
Examples
• Inter-departmental and cross training
• Employee newsletter
• Employee bulletin board
• Table tents, paycheck stuffers and other
collateral
• Employee business cards with highlighted
promotions
• Employee sales incentives
• Paycheck stuffer
Benefits of Internal Marketing
• Expanded market awareness
• Expanded sales force
• More knowledgeable staff and satisfied
consumers
• More satisfied staff
• More loyal staff
• Establishes a competitive advantage
• More business

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