Many companies try to control sales costs by compensating sales representatives through commissions alone, thereby guaranteeing that salespeople are paid only if they generate sales. However, commission-only salespeople may become risk averse and only call on clients who have the highest potential return. http://smallbusiness.chron.com/strategic-selling-techniques-15747.html, http://www.smetimes.in/smetimes/in-depth/2010/Sep/02/personal-selling-when-and-how500001.html, http://www.zabanga.us/marketing-communications/how-companies-integrate-personal-selling-into-the-imc-program.html, https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/personal-selling-and-sales-promotion-14/personal-selling-90/value-of-personal-selling-449-4027/, https://www.flickr.com/photos/122969584@N07/13780153345/. A salesperson can gauge the customer’s reaction to a sales approach and immediately adjust the message to facilitate better understanding. Also, personal selling measures marketing return on investment (ROI) better than most tools, and it can give insight into customers’ habits and their responses to a particular marketing campaign or product offer. Salespeople can also offer many customized reasons that might spur a customer to buy, whereas an advertisement offers a limited set of reasons that may not persuade everyone in the target audience. A hospital equipment manufacturer relies on sales reps to sell equipment to medical … Every business knows that it’s at least 5 times more expensive to acquire a new customer than it is to retain an existing one. Not every product or service is a good fit for personal selling. LS23 6AD, Tel: +44 0844 800 0085 They aim to inform and encourage the customer to buy, or at least trial the product. When a McDonald’s employee asks if you’d like fries with your burger, they’re cross-selling. Consumer buying habits have changed a lot in the last decade. It also up-sells you on things like ‘premium services’, and essential add-ons like reporting and paid advertising. Ukrainian retail giant MOYO sells everything from smartphones to home and office furniture. Natura is a single-level business infrastructure that encourages personal selling via its 1.7 million direct representatives. After displaying the screensaver option on its Web site, Audi sent an email to owners and prospects offering them the opportunity to download it. From up-selling baggage limits and seats with more legroom to cross-selling car hire, hotel rooms and more, airlines have learned how to make a tiny fortune from selling more than just seats on planes. Boston House, Check out this email from our Account Executive Clare Durkin: How to do it on your own: Find something that’s been bothering your prospect (ideally outside of work), then use a high-level connecting statement to tie it to a pain point on their team. Reach the audience you really want to apply for your teaching vacancy by posting directly to our website and related social media audiences. Technology gives MOYO’s sales teams a more detailed view of their customers, what they’re buying and what they’re interested in. The visit also provides the opportunity for the merchandiser to check on stock levels and to check whether the product is being displayed optimally. Buffer up-sells its users to more expensive plans by using customised messaging and offering personalised product recommendations. It’s an expensive technique because the proceeds of the person-to-person sales must cover the salary of the sales representative—on top of all the other costs of doing business. This is powered by the company’s recommendation engine. This section focuses on personal selling as one possible tool in the promotional mix. West Yorkshire, But while its main business is selling internet domains, it also does a good job of up-selling its customers to ‘premium’ domains and extensions. To understand the difference between cross-selling and up-selling, it’s helpful to think about how fast food chains like McDonalds sell their products. With increased competition, higher travel and lodging costs, and higher salaries, the cost per sales contract continues to rise. Salespeople not only inform potential customers about a company’s product or services, they also use their power of persuasion and remind customers of product characteristics, service agreements, prices, deals, and much more. A final disadvantage of personal selling is that sales-force members have different levels of motivation. A final strength of personal selling is the multiple tasks that the sales force can perform. In addition, there are certain conditions that favor personal selling: Later we’ll cover marketing alignment with the sales process in greater detail. It is a Brazilian origin company that operates from its headquarters at Cajamar and caters to seventy countries in the overseas market. Good salespeople offer advice, information, and recommendations, and they can help buyers save money and time during the decision process. Telemarketing and online communication can further reduce costs by serving as an actual selling vehicle. As mentioned above, an additional strength of personal selling is that measuring marketing effectiveness and determining ROI are far more straightforward for personal selling than for other marketing communication tools—where recall or attitude change is often the only measurable effect. They made a cool US$28 billion in ‘ancillary’ revenue (i.e. The main advantages and disadvantages of personal selling can be summarised as follows: Point-of-sale merchandising can be said to be a specialist form of personal selling. Based on its television campaign for the new A4 model, Audi offered a downloadable screensaver that frequently broadcasted updated news and information automatically to the consumers’ computers. A customer can get advice on how to apply the product and can try different products. McDonalds is just one example of a company that has nailed these sales techniques. In this post, we’re showcasing 10 examples of effective cross-selling and up-selling. Fax: +44 01937 842110, We’re proud to sponsor TABS Cricket Club, Harrogate Town AFC and the Wetherby Junior Cricket League as part of our commitment to invest in the local community, Company Reg no: 04489574 | VAT reg no 816865400, © Copyright 2018 |Privacy & cookies|Terms of use, Non-Financial Methods to Improve Employee Performance and Motivation, Internal and External Influences on Corporate Objectives, Social Change: Consumer Lifestyles and Buying Behaviour, Advertise your teaching jobs with tutor2u. Personal selling should be part of a wider sales mix, alongside telesales, email marketing, sales promotion, advertising, and public relations. Advertisers can spend a lot of time and money on a mass-marketing message that reaches many people outside the target market (but doesn’t result in additional sales). All students preparing for mock exams, other assessments and the summer exams for either AQA or Edexcel GCSE Business. Audi then began to maintain a continuous dialog with the adopters by sending them newsletters and updates. Here are some other companies (many of them B2B) that also rule at cross-selling and up-selling. Cross-selling and up-selling your products and services to your existing client base will help drive sales and retain customers in the long run. Every time a customer buys (or even just considers) an item on Amazon, they’re shown other items that are ‘frequently bought’ with it, and what other customers who bought that item also bought. In this post, we’re showcasing 10 examples of effective cross-selling and up-selling. High cost is the primary disadvantage of personal selling. Salespeople may vary in their willingness to make the desired number of sales calls each day; to make service calls that do not lead directly to sales; or to take full advantage of the technologies available to them. Common personal selling tools and techniques include the following: Personal selling minimizes wasted effort, promotes sales, and boosts word-of-mouth marketing. And it works: as much as 35 percent of Amazon sales are attributed to cross-selling. Having a more holistic view of their customers enables Infosys sales teams to make more comprehensive sales proposals, says Ashutosh Goyal. Most often companies use personal selling when their products or services are highly technical, specialized, or costly—such as complex software systems, business consulting services, homes, and automobiles. Airlines are the true masters of up-selling and cross-selling. More than 10,000 people took advantage of the offer. Dropbox rewards users with storage space when they reach milestones or complete certain activities, like uploading a file or inviting a friend to join. In addition to enhancing customer relationships, this type of marketing communications tool can be a powerful source of customer feedback, as well. Classic. Buying a car (negotiating) - selling. Experienced salespeople sometimes realize that the only way their income can outpace their cost-of-living increase is to change jobs. Everyone has probably seen Travelex in the news this last week but what has actually happened? In addition, when personal selling is supported by other elements of a well-conceived IMC strategy, it can be very effective indeed. Personal selling uses in-person interaction to sell products and services. Whether or not a company uses personal selling as part of its marketing mix depends on its business model.