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Ch.17
Ch.17
Ch.17
Ch.17
Ch.17
Ch.17
Ch.17
Ch.17
Ch.17
Ch.17
Ch.17
Ch.17
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Ch.17

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Transcript

  • 1. Personal Selling and Sales Promotion
    Intro to Marketing
    Chapter 17
  • 2. Personal Selling
    NetJetsExecutive Jet
    A Product Requiring Personal Selling
    Interpersonal influence process
    involving a seller’s promotional
    presentations conducted on a
    person-to-person basis with
    the buyer.
    Used when:
    Consumers are geographically concentrated and small in
    number.
    The product is expensive,
    complex, custom-made,
    requires special handling,
    or involves trade-ins.
    The price is high
  • 3.
  • 4. Four Sales Channels
    Over-the-counter selling
    Retail and some wholesale where customers come to them
    Field selling - presentations made at the customers home or business
    An emerging trend in field selling is team selling where the salesperson is joined by specialists for other areas of the firm.
    Telemarketing
    Inside selling – by phone, mail, electronic
    For customers who need answers to frequently asked questions
  • 5. Figure 17.1: Starbuck Offers Personalized Over-the-Counter Selling
  • 6. Trends in Personal Selling
    Relationship Selling
    salesperson builds a relationship with a customer over an extended period of time.
    Consultative Selling
    listening to customers, understanding & caring about their problems, paying attention to details, and following through after the sale.
    Team Selling
  • 7. Better Homes and Gardens Real Estate ServiceAnother Type of Field Sales
  • 8. Use of Endorsements in a Creative Selling Strategy
    Sales Tasks
    Order Processing
    - selling at retail and wholesale levels
    Creative Selling
    Skillful proposals of solutions by the sales person
    Missionary Sales
    Indirect selling, sells the image of the firm
  • 9. The Sales Process
    1. Prospecting & Qualifying
    identifying potential customers
    determining whether or not the prospect can buy it
    2. Approach
    Initial contact of salesperson with customer
    3. Presentation
    the seller describes the product’s major features and strengths
  • 10. Sales Process(cont.)
    4. Demonstrations
    allow the customer
    to become involved
    5. Handling Objections
    6. Closing
    The “If I can show you” technique
    The alternative-decision
    The SRO (standing room only)
    Silence
    Extra-inducement closes
    7. Follow-up
  • 11. Sales Promotion
    Those marketing activities, other than personal selling, advertising, and publicity, that stimulate consumer purchasing and dealer effectiveness.
  • 12. Sales Promotion
    Coupons & Refunds
    Samples
    Contests
    Specialty
    Trinkets
    Point-of-Purchase Displays
    Trade Shows
    Dealer Incentives

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