Sales Promotion and Personal Selling: Prepared by Deborah Baker Texas Christian University

Sales Promotion and Personal Selling
16
chapter
Prepared by Deborah Baker Texas Christian University

2002 South-Western 1
Chapter 16 Version 6e
Learning Objectives
1. Define and state the objectives of sales promotion.
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2. Discuss the most common forms of consumer sales promotion. 3. List the most common forms of trade sales promotion.
chapter
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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.
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chapter
1
Learning Objective
Define and state the objectives of sales promotion.
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Sales Promotion
Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase.
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Sales Promotion
Sales Promotion Targets
Consumer Sales Promotion
Trade Sales Promotion
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Uses of Sales Promotion
Immediate Purchases Increase Trial Boost consumer inventory Encourage repurchase
Uses of Sales Promotion

Increase ad effectiveness
Encourage brand switching Encourage brand loyalty
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Objectives of Sales Promotion
Type of Buyer Loyal Customers Competitors Customers Brand Switchers Price Buyers
Desired Results
Sales Promotion Examples
Reinforce behavior Loyalty marketing Increase consumption Bonus packs Change timing
Break loyalty Persuade to switch Persuade to buy your brand more often Appeal with low prices Supply added value 2002 South-Western Sampling Sweepstakes, contests, premiums Price-lowering promotion Trade deals Coupons, price-off packages, refunds Trade deals 8
Learning Objective
Discuss the most common forms of consumer sales promotion.
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Tools for Consumer Sales Promotion

Coupons and Rebates
Premiums
Loyalty Marketing Programs

Contests & Sweepstakes
Popular Tools for Consumer Sales Promotion

Sampling Point-of-Purchase Promotion


Coupon
A certificate that entitles consumers to an immediate price reduction. A cash refund given for the purchase of a product during a specific product. An extra item offered to the consumer, usually in exchange for some proof of purchase.
Rebate
Premium

Loyalty Marketing Program Frequent Buyer Program
A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers.
A loyalty program in which loyal consumers are rewarded for making multiple purchases.
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Promotions that require skill or ability to compete for prizes. Promotions that depend on chance or luck, with free participation.
Contest
Sweepstakes
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Sampling
A promotional program that allow the consumer the opportunity to try a product or service for free.
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Sampling
Direct mail
Methods of Sampling
Door-to-door delivery
Packaging with another product

Retail store demonstration
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Build traffic
Advertise the product
Goals of Point-of-Purchase Displays

Induce impulse buying
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Free merchandise
Effective Types of On-Line Sales Promotion
Sweepstakes
Free shipping
Coupons
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Learning Objective
List the most common forms of trade sales promotion.
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Tools for Trade Sales Promotion

Trade Allowances
Push Money Training

Free Merchandise
Unique Tools for Trade Sales Promotion

Store Demonstration Conventions & Trade Shows

Trade Allowance
A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers.
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Push Money
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Money offered to channel intermediaries to encourage them to push products-that is, to encourage other members of the channel to sell the products.
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The Role of Trade Sales Promotion

Gain new distributors Obtain support for consumer sales promotions Build or reduce dealer inventories
Improve trade relations

Learning Objective
Describe personal selling.
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Advantages of Personal Selling

Provides a detailed explanation or demonstration of product Message can be varied to fit the needs of each prospective customer
Can be directed to specific qualified prospects

Costs can be controlled by adjusting sales force size Most effective in obtaining sales and gaining satisfied customers
Personal Selling
Personal Selling is more important if...
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Advertising & Sales Promotion are more important if... Product has a low value Product is standardized Product is simple to understand There are many customers
Product has a high value

Product is custom made Product is technically complex There are few customers Customers are concentrated Chapter 16 Version 6e
Customers are geographically dispersed 2002 South-Western 25
Learning Objective
Discuss the key differences between relationship selling and traditional selling.
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Relationship Selling
A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop longterm satisfaction through mutually beneficial partnerships.
Focus: Building Mutual Trust
Long-Term Value-Added Benefits to Buyer
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Relationship Selling vs. Traditional Selling

Traditional Personal Selling
Sell products Focus on closing sales
Sell advice, assistance, counsel Focus on customers bottom line
Limited sales planning

Discuss product Assess Product-specific needs Lone wolf approach
Sales planning is top priority
Build problem-solving environment Conduct discovery in scope of operations Team approach Profit impact and strategic Pricing/product focus benefit focus Short-term sales follow-up2002 South-Western sales follow-up 29 Chapter 16 Version 6e Long-term
Learning Objective
List the steps in the selling process.
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Sales Process
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The set of steps a salesperson goes through in a particular organization to sell a particular
product or service.
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Steps in the Selling Process

Generate Leads
Qualify Leads
Probe Customer Needs Develop Solutions
Basic Steps in the Personal Selling Process

Handle Objections Close the Sale Follow Up

Generating Leads
Advertising Publicity Direct Mail/ Telemarketing
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Cold Calling
Web Sites/ Internet
Referrals Company Records
Networking
Trade Shows/ Conventions
Sources of Sales Leads

Cold Calling
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A form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects needs or financial status.
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Qualifying Leads
Characteristics of Qualified Leads
Recognized Need Buying Power
Receptivity & Accessibility
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Probing Needs
Product or service
Salesperson must know everything about...
Customers and their needs
Competition
Industry
Needs Assessment
A determination of the customers specific needs and wants and the range of options a customer has for satisfying them.
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Developing and Proposing Solutions
Sales Proposal
Sales Presentation
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Handling Objections
View objections as requests for information
Handling Objections
Anticipate specific objections Use the objection to close the sale
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Closing the Sale

Look for customer signals
Closing the Sale
Keep an open mind
Negotiate
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Following Up
Ensure delivery schedules are met
Responsibilities in Following Up
Goods or service perform as promised
Employees are trained
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Learning Objective
Describe the functions of sales management.
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Sales Management Responsibilities

Define sales goals and sales process Determine sales force structure
Tasks of Sales Management
Recruit and train sales force
Compensate and motivate sales force

Evaluate sales force
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Defining Sales Goals

Clear
Precise
Sales Goals Should Be...

Measurable
Time Specific
Quota
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A statement of the individual salespersons sales objectives, usually based on sales volume alone but sometimes including key accounts.
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Sales Force Structure

Geographic Region Product Line
Common Sales Organization Structures
Marketing Function Market or Industry Individual client or account
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Training the Sales Force

Company policies and practice Selling techniques
Training includes...
Product knowledge Industry and customer characteristics Nonselling duties
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Compensation Plans
Basic Compensation Methods
Commission
Salary
Combination Plans
Compensation Plans
Straight Commission
The salesperson is paid some percentage when a sale is made.
Straight Salary
The salesperson receives a salary regardless of sales productivity.
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Effective Sales Leaders

Effective Sales Leaders...
Are assertive Possess ego drive Possess ego strength Take risks Are innovative Have a sense of urgency Are empathetic
Evaluating the Sales Force

Sales Volume Contribution to Profit Calls per Order
Performance Measures
Sales or Profits per Call
Call Percentage Achieving Goals

The Impact of Technology on Personal Selling

Laptop computer link Mobile telephones Pagers Personal data assistants
Sales Force Automation
E-Mail Internet
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Sales Promotion and Personal Selling: Prepared by Deborah Baker Texas Christian University

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Sales Promotion and Personal Selling

Prepared by Deborah Baker Texas Christian University

Learning Objectives (continued)

Define and state the objectives of sales promotion.

Sales Promotion Targets

Consumer Sales Promotion

Trade Sales Promotion

Uses of Sales Promotion

Sales Promotion Examples

Tools for Consumer Sales Promotion

Loyalty Marketing Programs

Popular Tools for Consumer Sales Promotion

Sampling Point-of-Purchase Promotion

Tools for Consumer Sales Promotion

Tools for Consumer Sales Promotion

Tools for Consumer Sales Promotion

Tools for Consumer Sales Promotion

Packaging with another product

Tools for Consumer Sales Promotion

Advertise the product

Goals of Point-of-Purchase Displays

Induce impulse buying

Tools for Consumer Sales Promotion

Effective Types of On-Line Sales Promotion

Tools for Trade Sales Promotion

Push Money Training

Unique Tools for Trade Sales Promotion

Store Demonstration Conventions & Trade Shows

A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers.

The Role of Trade Sales Promotion

Improve trade relations

Advantages of Personal Selling

Can be directed to specific qualified prospects

Product has a high value

Customers are geographically dispersed 2002 South-Western 25

Long-Term Value-Added Benefits to Buyer

Relationship Selling vs. Traditional Selling

Limited sales planning

Sales planning is top priority

List the steps in the selling process.

Steps in the Selling Process

Basic Steps in the Personal Selling Process

Handle Objections Close the Sale Follow Up

Web Sites/ Internet

Referrals Company Records

Trade Shows/ Conventions

Sources of Sales Leads

Recognized Need Buying Power

Receptivity & Accessibility

Salesperson must know everything about...

Customers and their needs

Developing and Proposing Solutions

Anticipate specific objections Use the objection to close the sale

Closing the Sale

Closing the Sale

Keep an open mind

Goods or service perform as promised

Employees are trained

Describe the functions of sales management.

Sales Management Responsibilities

Tasks of Sales Management

Recruit and train sales force