Sales Promotion

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Information about Sales Promotion

Published on July 6, 2008

Author: kktv


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 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 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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