Личные продажи и

концепция маркетинга
Подготовил:Аскар Ахат
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 Личная продажа
Личная продажа – это устное представление товара покупателю,
либо нескольким покупателям. В ходе представления последними
принимается решение о совершении сделки.
 Люди, которые занимаются личными
продажами должны обладать умением

Слушать. Убеждать.
01 02

Делать клиента
Слышать.
03 04 довольным.
 Функции ЛП

Согласование Помощь в
Прочная
интересов реализации
связь с
потребителя и стратегии
клиентами.
компании. проталкивания.
Преимущества личной продажи

Преимуществом личной продажи являются:

● Прямой контакт.
● Приспособление к потребностям каждого
покупателя.
● Обратная связь.
● Концентрация на конкретных сегментах рынка.
● Сумма пропорциональна рекламным затратам.
● Лояльность клиентов.
● Преодоление возражений при покупке.
 Недостатки

Неэффективность, если
нужно лишь
проинформировать
покупателя о товаре. Большие траты в
перерасчете на одного
потребителя
Нельзя
охватить
большие доли
рынка
Личные продажи (ЛП) в маркетинге – это наиболее
эффективный, хотя и самый дорогой, инструмент,
наряду с рекламой, стимулированием сбыта и пр.
До появления компьютерных технологии данный
вид продаж был основным.
 Виды личных продаж в маркетинге

Ответная или реакция на спрос, когда продавец для совершения сделки выезжает к
покупателю. Личная продажа пример – доставка по офисам питьевой воды или
бытовой техники.

Миссионерская продажа, при которой сбор заказов не осуществляется. Задача

торговых агентов лишь информировать о новом товаре еще до внедрения его на
рынок. Сделать это можно, в том числе, и при помощи бесплатных образцов.
Например, новое моторное масло в автомастерских или лекарство в поликлинике.
Образцы дают слесарям или врачам, а те рекомендуют своим клиентам.
Консультативная, в виде встречи с клиентами. Во время беседы
продавец знакомит покупателей с условиями сотрудничества, с
выгодными сторонами дела, узнает потребности и пожелания
клиента. Уже во время следующей встречи оформляется сам
заказ, а продавец организует пост-продажный сервис для более
выгодного последующего сотрудничества.
Техническая, товары которой способны решать технические потребности
покупателя. Широко распространена в промышленности, продаже
автомобильного оборудования и пр.
Созидательная применяется при реализации новых товаров, или старых, но
на новых рынках. Основной способ – убедить потребителя, что у них есть
серьезная проблема, которая не решится без данного товара.
Представителям торговли данная продажа похожа на ответную. Здесь тоже
принимаются заказы, осуществляются доставки
 Личная продажа: процесс

Сбор данных с Подготовка к Презентация, в ходе

последующим которой Установка контакта, при
встрече на основе котором важно не
составлением базы изученных данных потенциальный
испортить первую встречу.
данных возможных об аудитории. клиент становится Усилить эффект можно
клиентов реальным. информацией об общих
знакомых, рекомендации
от них и пр.
 Guiding principles

Mars Venus
Mars is actually a Venus has a
very cold place beautiful name

Mercury Saturn
It’s the closest Saturn is the ringed
planet to the Sun planet
 Market share

20%
Venus has a
beautiful name

80%
Despite being red,
Mars is cold
Venus Mars

Follow the link in the graph to modify its data and then paste the new one here. For more info, click here
 я
разрабо
тать
Buyer persona profile
стратег
ии для
построе
ния
Motivations
Маркетинговая концепция – прибыл
ьных
это стратегия, которую Sport
отноше
компании внедряют для ний. с
удовлетворения нужд целевы
Nature
покупателей, повышения ми
продаж, максимизации Music
покупат
прибыли и победы в елями.
Но Goals
конкуренции. Существует
какуюMercury is small
пять маркетинговых
филосо
концепций, которые фиюJupiter is big
воплощают организации. лучшеSaturn is a gas giant
выбрат
ь
компан
ии в
 Buyer persona profile

Personal data Motivations

Age: 30 years old Sport
Studies: Marketing Food
Nature
Job: Manager Music

Salary: $1500 Goals

Personality Mercury is small

Sporty 40% Jupiter is big

Saturn is a gas giant
Attentive 80%
 Sales funnel

Mercury is the closest planet to the Sun

Awareness and the smallest one
Venus has a beautiful name. It is the
Interest second planet from the Sun
Saturn is a gas giant, composed mostly
Decision of hydrogen and helium
Jupiter is a gas giant and the biggest
Purchase planet in the Solar System
 Competitor analysis

Mars Venus Jupiter

Mars is actually a very Venus is the second Jupiter is the biggest
cold place planet from the Sun planet of them all

Mercury Saturn Neptune

It’s the closest planet to Saturn is a gas giant and It’s the farthest planet
the Sun has several rings from the Sun
 SWOT analysis

S W O T
Strengths Weaknesses Opportunities Threats
Venus is the Jupiter is the Despite being red, Saturn is a gas
second planet from biggest planet of Mars is a cold giant and has
the Sun them all place several rings
 Goals

Goal 1 Goal 3
Venus is the second Despite being red,
planet from the Sun Mars is a cold place

Goal 2 Goal 4
Jupiter is the biggest Saturn is a gas giant
planet of them all and has rings
 Strategy

Goal
Venus is the second
planet from the Sun

Key action 1 Key action 2 Key action 3

Jupiter is the biggest Saturn is a gas giant and Despite being red, Mars
planet of them all has several rings is a cold place
 Key action items

First quarter Second quarter

You can describe your You can describe your items

Key action 1
items for the quarter here for the quarter here

You can describe your You can describe your items

Key action 2
items for the quarter here for the quarter here

You can describe your You can describe your items

Key action 3
items for the quarter here for the quarter here
 Timeline

Day 2
Jupiter is the
biggest planet

Day 1 Day 3
Saturn is the Mercury is the
ringed planet smallest planet
 Budget

25% 50% 75%

Mercury Venus Mars

It’s the closest planet to Venus is the second Despite being red, Mars
the Sun and the smallest planet from the Sun. It’s is cold. It’s full of iron
in our System hot there oxide dust
 KPI overview

Outreach Compliance rate

60% 40%

Mercury is small
Mercury is small Jupiter is big

Follow the link in the graph to modify its data and then paste the new one here. For more info, click here
 Our team

Steve Hill
You can speak a bit about
this person here

Eliza Harris
You can speak a bit about
this person here
A picture is worth
a thousand words
 A picture always
reinforces the concept
Images reveal large amounts of data,
so remember: use an image instead of
a long text. Your audience will
appreciate it
Awesome
words
4,498,300,000
Big numbers catch your audience’s attention
 9h 55m 23s
Is Jupiter's rotation period

333,000
Earths is the Sun’s mass

386,000 km
Is the distance between Earth and the Moon
 Multimedia
You can replace the image on the screen with
your own work. Just right-click on it and select
“Replace image”
 Conclusions

MERCURY
Mercury is the closest planet to the
Sun and the smallest one in the
Solar System—it’s only a bit larger
than the Moon
VENUS
Venus has a beautiful name and is
the second planet from the Sun.
It’s hot and has a poisonous
atmosphere
 Thanks!
Do you have any questions?
addyouremail@freepik.com
+91 620 421 838
yourcompany.com

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 JANUARY FEBRUARY MARCH APRIL MAY JUNE

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