A

PRESENTION
ON
Direct Marketing
Chapter XIV

Submitted to
Pro Priyanka Patel

Submitted by
Mukesh Mahapatra
Bhautik Bhanvadiya
Sagar Manani

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 or
as a stand-alone activity

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
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

Prospecting

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