Analysis of Personnel selling

Personnel selling: selling through person to person communications process. (Belch and Belch 2009:593). A personnel selling is different from other communication forms, presented in the message flow from sender to a receiver to directly face to face (Belch and Belch 2009:593). Thomas Wotruba, had a point of view toward personnel selling evolvement, he believes that personnel selling evolves as marketing environment evolves. (Belch and Belch 2009:595). Personal selling consists of personal selling evolutions, which are:

Provider stage: selling activities are limited to accepting orders for the supplier’s available offering and conveying it to the buyer. (Belch and Belch 2009:595).

Retailers such as Carrefour, spinneys, Awlad Ghanem, will order from Nestle Elite tea, so that they can sell it to consumers.

Persuader stage: Market members buy supplier’s offering because selling encourages this attempt. (Belch and Belch 2009:595).

Nestle will convince retailers to buy their products, by giving them offers such as buy 10 elite black tea boxes and take 1 free, and buy 20 elite black tea boxes and take 25% discount on one of the ten boxes.

Prospector stage: Searching for buyers who needs offering, also resources and authority to purchase it. (Belch and Belch 2009:595).

Nestle should search for customers who are willing to take their Elite tea offers and willing to purchase their products.

Problem solver stage: Selling requires buyers’ participation, to discover their problems which can be turned into needs. (Belch and Belch 2009:595).

Nestle should get feedback if there is a problem, so that they can fix it, and then try to convert it into positive purchase.

Procreator stage: creating a special offer to match the needs of the buyer with all the aspects of the seller’s marketing mix. (Belch and Belch 2009:595).

Nestle must search the problems of the buyer and need and creates an offer which will be suitable with customers.

The information that we are trying to send to customers is that elite tea is different from any other product in the market and that it delivers a royal experience and taste to who consumes it.

Ways of carrying out this information to customers is:

Advertisements

Telephone selling

Face to face selling

Personal selling

Product:

Elite tea can be explained by the seller by saying the benefits of it and what experience will the customer feel after drinking a cup, mainly it will be an emotional motivator. And the amount of advertising and events that we will going to generate to increase the demand of the product that will raise comfort for the customer in the purchasing process.

Price:

The price is negotiable because it is set based on the rate of purchasing of the customer. That we give for the sales person (spokes person) a range that he can offer the customer more preofable prices.

reselling price (sales out)

selling price (sales in)

 

15

12.75-13.25

elite black tea 100 tb

5

2.75-3

elite black tea 25 tb

16

13.5-14

elite green tea 100 tb

4.75

3-3.25

elite green tea 25 tb

36

27-28

elite earl grey tea 100 tb

17

13-14

elite English early breakfast 100 tb

6.25

3.25-3.75

elite English early breakfast 25 tb

19.25

15.5-16

elite dust tea 250 G

11

7.5-8

elite dust tea 100 G

Channels:

As Nestle divides the market into two sectors traditional trade and modern trade as elite tea is a high quality product and targeting upper social classes, so sales force will be focusing on a specific on modern trade and more specifically in the (MT) will be supermarkets and hypermarkets. And in traditional trade they will focus on groceries in class A areas

Modern channels, is selling our products through intermediary retailers whom use new ways of presenting the product such as Carrefour and spinney’s, these types of distributors require special training on how to represent the product and how to convince consumers on buying it by cooperating with the promotion department.

Traditional channels, is selling our products through intermediary retailers whom use old fixed ways of presenting the product these are small grocery stores located everywhere, they do not need special training.

Advertising is very effective as it delivers the message to targeted customers in an entertaining way but sometimes the message could be unclear leading to a misunderstanding. Therefore personal selling can help by providing an individual in modern channel distributors whom can help and explain what the product offers to increase sales and customers perception.

We can measure sales results by:

Orders

Sales volume in each distributor

Sales calls

Personal selling and PR:

PR helps personal selling in a great way as it can create an image for the brand in the customer’s mind that will assist sales of the product, one way is the project carried out by the PR department which donates 50 piaster from each pack of tea sold to help under developed communities.

Our sales depend on the skills of our force and how they can influence the consumers in buying our TEA.

Personal selling Responsibilities:

Locating prospective customers: Nestle should try searching for new customers, Nestle sales people must target and hold on to the customers who will be beneficial.

Determining customers’ needs and wants: sales people in nestle collect information on the customers and take decision on how to approach them, the sales person in nestle should identify the needs and wants of the customers, and should be sure that customers are able to purchase the product.

Recommending a way to satisfy the customers’ needs and wants: Sales person in Nestle should get feedback on customers, to see if they have any problems with the product, and what solutions could they offer to satisfy them.

Demonstrating the capabilities of the firm and its products: Sales person in this stage demonstrates the beneficial points of Elite tea and why should customers choose Nestle.

Closing the sale: This is the most difficult step, because not all sales people are able to convince the customers to buy the product. So in Nestle we try to train our sales force to successfully close the sales.

Following up and servicing the account: Our responsibility doesn’t end once we sell the product, Nestle tries to keeps its customers satisfied by selling extra products.