- Individual Sales Program
Sales of individual (personal selling) is a personal communication fee that try to inform consumers about a product and persuade him to buy the product. Sales of individuals is a more appropriate form of communication, because the sale of individual guarantees in communication with the company direct contact with prospective customers are special.The purpose of the sale of an individual is a wide range depending on the integrated role of communication in the long term include finding potential consumers, provide information to prospective customers, to persuade potential customers to buy and maintain customer satisfaction through service after sales. To achieve this goal is not only a skilled sales force in selling, but also must understand the technical characteristics of the product.Most companies use a sales force and many companies assign them as the holder of an important role in the marketing mix. Force is very effective salesperson to achieve specific marketing objectives. Son of Earth based on a survey of the Frontier is the Top Brand in the insurance business by relying on the salesperson's Java about 22 thousand people for Bumiputera insurance products are easy to obtain. However they require a high cost. Management should give careful thought to plan and manage the sources of personal selling.The pattern of sales force requires a decision on the objectives, strategy, structure, size and compensation, are shown in Figure 1.20. Target salespeople search includes new buyers, sales communications and pelaya ¬ nan, information collection, and allocation.Target sales will determine the type required to recruit salespeople. Skills different salesperson looking for a new buyer with sales skills to serve existing customers.Bumiputera increase in sales force targets sales of about 32% or approximately Rp. 4.5 trillion from the target in 2006 of about Rp.3, 4 trillion by opening seven regional offices in charge of 46 Islamic branches in almost all major cities in Indonesia, the insight and skills to understand the Islamic product for sales in the branch is needed.Sales force strategy is the problem of species mix and the most effective sales approach (single sales, sales teams and so on). Strategy salesperson is to visit the right customer at the right time the right way. After the type of sales approach is determined, then the company can choose a direct sales force or contract basis.¬ tour group sales receipt is the choice between regulation / pengorgani ¬ pupil by region, product, customer, or a combination of these options, and determine the size and shape appropriate areas. Sales force strategy has an impact on sales force structure. Structure according to the region is used when a company sells one product line at the end-user industry with customers in many locations. While the structure of the product or market, if the company sells many products in many kinds of customers.Size of group sales include estimates of the workload and the number of hours worked and from there the required number of these salesmen. Sales force size is a function of the type used by salespeople, sales of the desired objectives and interests of individual sales in integrated marketing communications program. The importance of cluster size because the company's sales force must balance between the costs incurred in the sales and revenue generated.Benefits include sales force peneta pan ¬ payment levels and payment components such as: salaries, commissions, bonuses, fees and allowances. To attract quality salespeople, companies must develop an attractive benefits package.
Manage sales force includes recruiting, selection and sales training, guidance,motivation and evaluation, shown in Figure 1:21. Salespeople need to be recruited andselected carefully to prevent pemboro premises ¬ san costs because of hiring peoplewho are not appropriate. The program includes the introduction of training for sales representatives market characteristics, competitors and art sales. Salespeople needsupervision and continuous moral support for them that should make many decisionsand face many frustrations. Periodically, companies should evaluate the achievementsand help them to work better.
The objective is to implement sales force sales force, which includes the art of face-to-face sales. One aspect is kewiraniagaan which includes seven stage process:finding a buyer and mengkualifikasinya; preliminary approach, approach, presentationand demonstration, overcoming objections, closing sales, and follow-up.
One other aspect is the negotiation, the art of setting the terms of a satisfactorytransaction for both parties.
The third aspect is the management relations, the art of creating closer relations andmutual dependence between the two organizations. The use of technology is alsoneeded in relationship management. Adira Finance is Top Brand in the category ofautomotive financing. Adira Finance has tried to provide excellent service throughCustomer Relationship Management to complement its sales force and surveyornyawith a mobile phone (cellular phone) which has a program that can assess the ability of prospective customers. The strategy, prospective customer data such as name,address, expenses, salaries and so forth included in hndphone and the data was processed with the programs that exist in cellular phones and finally the ability of the prospective customer can be known directly. Adira Finance also has an SMS Gatewayis used to treat a good customer and offered a return via SMS. Online systems being developed in each branch to facilitate customers making payments, whether by ATM orthrough a branch wherever located.
2. Direct Marketing Program
Direct marketing is a marketing system that uses direct channels to reach customers and deliver goods and services to consumers without going through intermediary marketing. to generate responses and / or transactions that can be measured at a location. Direct channels include direct mail (direct mail), catalogs, telemarketing, interactive TV, kiosks, Web sites and mobile equipment.Direct marketing benefits include saving time and introduce consumers with a variety of options, able to compare both through catalog and online, can be ordered goods for himself and others and for business customers to learn about products and services without having to meet by providing a special time with a salesperson.Include sending direct mail marketing offers, notices, admonishment, or other matters to someone in a specific address. Based on the selective address direct marketers to send the mail to reach thousands and sometimes millions of letters, flyers, brochures, CDs, cassettes, diskettes to consumers per year.Catalog marketing is done by sending the full catalog of merchandise, such as catalogs to consumers and catalog to businesses that are usually in the development of printed form or sometimes in the form of CDs, videos or online.Telemarketing (Telemarketing) is the use of the phone and call centers to attract potential customers, selling to existing customers and provide service to serve the order and answer questions. Telemarketing helps companies to increase revenue, reduce selling costs and improve customer satisfaction. The company uses call centers to receive calls from customers and initiate calls to prospective customers and consumers.Telemarketing covering sales of long-distance, long distance coverage, the prospect of long-distance and distance technical support and customer service.Direct response marketing through television and kiosks can. The use of television for direct response marketing with direct response advertising, home shopping channels and interactive TV and Videotext. Kiosk is a small building or structure a strong houses for sale or units of information.Interactive Marketing is a direct marketing channel that works electronically. The Internet provides marketers and consumers with greater opportunities to interact and more individualistic. Media advertising on the Internet include banners, spot lease, sponsorships, interstetial, skyscraper, large rectangle, the Universal Resource Locator (URL), chat rooms and e-mail.Banner advertising is the most prevalent type of advertising used on the Internet. The file size of images to be displayed range from 7 to 10 kb. Banner consists of keyword banners and banner rondom. Keyword banner pops up when done on one word queries opening from search engines. This will be effective for companies that want to pursing the target audience. While random banners appeared randomly. Companies that want to introduce new products (such as movies or CDs) will usually use a random banner.The main advantage of using banners is the ability to customize ads to a targeted audience. Pemempatkan banner ads on the internet on web sites owned by other parties. Swapping with Banner, Banner Exchange, and Paid Advertising. Banner of Bank Indonesia is shown in
Search engines often provide space (spot) on the home page for leased to private business. The duration of the lease depends on the approval of the contract between website owners and tenants. Unlike banners, which appear in different time, ads placed on the spot will always be there, so the competition is so tight. Disadvantages of leasing is that the spot size is often small and limited advertisement, which in turn causes the viewers skip ads. Also, the costs can be very high.Forms of advertising on E-Commerce (Internet) is a newly emerging kepopularitasnya sponsorships on web pages. This sponsorship ad by the Internet Advertising Bureau survey occupies second place after banner, with 25% market shareInterstetial is a dynamic ads on E-Commerce. Interstitial-shaped variety of animated ads that appear on the screen when the computer is downloading a web site that has been done by the user. Interstitial type includes pop-up windows, splash screens, intermecials, hyperstetials, superstetials etc.Similar ads with banners, if banners elongated horizontally, then vertically elongated skyscraper. The results of several bureaus Skyscraper more effective than banners.Similar to the large rectangle ad banners, but the rectangular shape larger. These ads along with ads Skycraper to improve key brand metrics by 40% compared with the baseline size (banner), according to The Internet Advertising Bureau research, ACNielsen, CNET Networks, DoubleClick and MSN.
Universal Resource Locator (URL) is the address of a file which can be accessed on the Internet. URL contains the name of the Internet protocol required to access the files, computer name that contains the file, and directory where the file is located. URLs that use Hipertext Transfer Protocol, for example http://www.yahoo.com/ show web page that is accessed using HTTP which is on the computer named www.yahoo.com.Chat room is a virtual meeting space where the groups came regularly to chat. Chat rooms can be used to build a community as a means of promotion. Vendors often sponsored chat room. Chat rooms are also used as a connection one-by-one between a company and its customers. For example, Mattel sells about a third of her Barbie dolls for the collectorAnother way to advertise on the Internet is to purchase addresses send e-mail and corporate information to people who are in the list. The advantages of this approach is low cost and ability to reach an audience that varies widely. Most companies develop a database of customers who can dikrimi e-mail. Among the companies e-mail distribution service, www.sparnet.com. Advertising via the Internet discussed in the book Strategy Advertising On E-Commerce World Top Companies.
