STRATEGI PERSONAL SELLING PT. CIPTA JAMINAN DALAM MENDAPATKAN NASABAH BARU TAHUN 2018

MANDASARI, RISTY (2019) STRATEGI PERSONAL SELLING PT. CIPTA JAMINAN DALAM MENDAPATKAN NASABAH BARU TAHUN 2018. S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to understand and analyze how the application of Personal Selling Strategies that have been carried out in getting New Customers at PT. Cipta Jaminan In 2018. The main concept of this research is personal selling, and in accordance with the steps of personal selling according to Kotler and Armstrong. Marketing communication is defined as the process of spreading information about the company and what it offers. In Business to Business a company is carried out from one business to another business which is also called a company transaction. This research uses descriptive qualitative method through observation and in-depth interviews with the speakers namely Director, Finance, Marketing Support and one of the customers of PT. Cipta Jaminan. The results showed that the stages of Personal Selling namely Prospecting customers (Prospecting) guarantee agents offer their products directly by looking for prospective customers in insurance companies,banks, and contracting companies, Pre-approach (Pre-approach) to make a schedule of meetings with prospective customers, Approach (Approach) convincing prospective customers through services provided to previous customers and making cost details, Presentation (Presentation) discusses all product owned, especially guaranteeing bank guarantee product, Handling Objection (Handling Objection) to overcome rejection by providing contact information to prospective customers, Closing (Closing) price agreement and making cooperation, Follow Up (Follow Up) always reminds customers by telephone. Keywords: Marketing Communication, Personal Selling, Business to Business Penelitian ini bertujuan untuk memahami dan menganalisa bagaimana penerapan Strategi Personal Selling yang sudah dilakukan dalam mendapatkan Nasabah Baru di PT. Cipta Jaminan Pada Tahun 2018. Konsep utama penelitian ini adalah personal selling, dan sesuai dengan langkah – langkah personal selling menurut Kotler dan Armstrong. Komunikasi pemasaran didefinisikan sebagai proses penyebaran informasi tentang perusahaan dan apa yang ditawarkannya. Dalam Business to Business perusahaan dilakukan dari bisnis yang satu ke bisnis yang lain disebut juga transaksi perusahaan. Penelitian ini menggunakan metode kualitatif deskriptif yang melalui observasi dan wawancara mendalam dengan para narasumber yaitu Direktur, Finance, Marketing Support dan Salah satu nasabah pengguna jasa PT. Cipta Jaminan. Hasil Penelitian menunjukan bahwa PT. Cipta Jaminan menerapkan sesuai dengan tahapan Personal Selling yaitu Prospek nasabah (Prospecting) agen penjaminan menawarkan produknya secara langsung dengan mencari calon nasabah di perusahaan Asuransi, Bank, dan perusahaan kontraktor, Pra – pendekatan (Pre-approach) membuat jadwal pertemuan dengan calon nasabah, Pendekatan (Approach) meyakinkan calon nasabah melalui pelayanan yang diberikan kepada nasabah sebelumnya serta membuat rincian biaya, Presentasi (Presentation) membahas segala produk yang dimiliki khususnya penjaminan produk bank garansi, Menangani penolakan (Handling Objection) mengatasi penolakan dengan memberikan kontak informasi kepada calon nasabah, Penutupan (Closing) kesepakatan harga dan membuat kerjasama, Menindak lanjuti (Follow Up) selalu mengingatkan nasabah melalui telepon. Kata kunci: Komunikasi Pemasaran, Personal Selling, Business to Business

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