Published on July 6, 2008
Sales Promotion and Personal Selling Prepared by Deborah Baker Texas Christian University 16
Learning Objectives 1. Define and state the objectives of sales promotion 2. Discuss the most common forms of consumer sales promotion 3. List the most common forms of trade sales promotion
Learning Objectives (continued) 4. Describe personal selling 5. Discuss the key differences between relationship selling and traditional selling 6. List the steps in the selling process 7. Describe the functions of sales management
Sales Promotion Objectives 1 Consumer Sales Promotion Trade Sales Promotion Consumer market Marketing channel Goal = Drive immediate purchase = Influence Behavior
Uses of Sales Promotion 1 Immediate purchases Increase trial Boost consumer inventory Encourage repurchase Increase ad effectiveness Encourage brand loyalty
Tools for Sales Promotion 2 CONSUMER TRADE Coupons and Rebates Premiums Loyalty Marketing Programs Contests & Sweepstakes Sampling Point-of-Purchase Promotion Trade Allowances Push Money Training Free Merchandise Store Demonstration Conventions & Trade Shows
Advantages of Personal Selling 4 Detailed explanation or demonstration Variable sales message Directed at qualified prospects Controllable adjustable selling costs Effective at obtaining sale and gaining customer satisfaction
Detailed explanation or demonstration
Variable sales message
Directed at qualified prospects
Controllable adjustable selling costs
Effective at obtaining sale and gaining customer satisfaction
Types of Personal Selling Traditional Relationship 6
Steps in the Selling Process 6 Generate Leads Qualify Leads Probe Customer Needs Develop Solutions Handle Objections Close the Sale Follow Up
Generating Leads Online http://www.zapdata.com 6 Advertising Publicity Direct Mail/ Telemarketing Cold Calling Internet Web Site Referrals Trade Shows/ Conventions Networking Company Records
Developing and Proposing Solutions 6 Sales Proposal Sales Presentation
Handling Objections 6 Use the objection to close the sale Anticipate specific objections View objections as requests for information
Closing the Sale 6 Negotiate Keep an open mind Look for customer signals
Following Up 6 Employees are trained Goods or service perform as promised Ensure delivery schedules are met
Sales Management Responsibilities 7 Evaluate sales force Compensate and motivate sales force Recruit and train sales force Determine sales force structure Define sales goals and sales process
Sales Force Structure 5 Numerous ways to organize the sales force Geographic Region Marketing Function Market or Industry Client or Account Product Line
Training the Sales Force 7 Training includes... No selling duties Industry and customer characteristics Product knowledge Selling techniques Company policies and practice
Compensation Plans: Basic Methods Online http://www.marykay.com 7 Commission Salary Combination Plans
Evaluating the Sales Force: Performance Measures 7 Contribution to profit Calls per order Sales or profits per call Call percentage achieving goals Sales volume
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