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Sales Promotion and  Personal Selling Chapter 16 Version 6e chapter 1 Prepared by S K Dadar
Learning Objectives Chapter 16 Version 6e chapter 1 1. Define and state the objectives of sales promotion. 2.  Discuss the...
Learning Objectives (continued) Chapter 16 Version 6e chapter 1 4.  Describe personal selling. 5.  Discuss the key differe...
Learning Objective  Chapter 16 Version 6e 1 Define and state the  objectives of sales promotion.
Sales Promotion Chapter 16 Version 6e 1 Marketing communication activities, other than advertising, personal selling, and ...
Sales Promotion Chapter 16 Version 6e 1 Consumer Sales Promotion Trade  Sales Promotion  Sales Promotion Targets
Uses of Sales Promotion Chapter 16 Version 6e 1 Immediate Purchases Increase Trial Boost consumer inventory Encourage repu...
Objectives of Sales Promotion Chapter 16 Version 6e 1 Type of Buyer   Loyal Customers Competitor’s Customers Brand Switche...
Learning Objective  Chapter 16 Version 6e 2 Discuss the most common forms  of consumer sales promotion.
Tools for  Consumer Sales Promotion Chapter 16 Version 6e 2 Coupons and Rebates Premiums Loyalty Marketing Programs Contes...
Tools for  Consumer Sales Promotion Chapter 16 Version 6e 2 Coupon Rebate Premium A certificate that entitles  consumers t...
Tools for  Consumer Sales Promotion Chapter 16 Version 6e 2 Loyalty Marketing Program Frequent Buyer Program A promotional...
Tools for  Consumer Sales Promotion Chapter 16 Version 6e 2 Contest Sweepstakes Promotions that require skill or ability t...
Tools for  Consumer Sales Promotion Chapter 16 Version 6e 2 Sampling A promotional program that allow the consumer the opp...
Sampling Chapter 16 Version 6e 2 Methods of Sampling Direct mail Door-to-door  delivery Packaging with  another product Re...
Tools for  Consumer Sales Promotion Chapter 16 Version 6e 2 Goals of Point-of-Purchase Displays Build traffic  Advertise t...
Tools for  Consumer Sales Promotion Chapter 16 Version 6e Free merchandise Sweepstakes Free shipping Coupons Effective Typ...
Learning Objective  Chapter 16 Version 6e List the most common forms  of trade sales promotion. 3
Tools for Trade Sales Promotion Chapter 16 Version 6e 3 Trade Allowances Push Money Training Free Merchandise Store Demons...
Trade Allowance Chapter 16 Version 6e 3 A price reduction offered  by manufacturers to intermediaries, such as wholesalers...
Push Money Chapter 16 Version 6e 3 Money offered to channel intermediaries to encourage them to “push” products--that is, ...
The Role of  Trade Sales Promotion Chapter 16 Version 6e 3 Improve trade relations Gain new distributors Build or reduce d...
Learning Objective  Chapter 16 Version 6e Describe personal selling. 4
Advantages of Personal Selling <ul><li>Provides a detailed explanation  or demonstration of product </li></ul><ul><li>Mess...
Personal Selling Chapter 16 Version 6e 4 Customers are  concentrated There are few customers Product is  technically compl...
Learning Objective  Chapter 16 Version 6e Discuss the key differences  between relationship selling  and traditional selli...
Relationship Selling Chapter 16 Version 6e A sales practice that involves building, maintaining, and enhancing interaction...
Relationship Selling Chapter 16 Version 6e 5 Focus: Building Mutual Trust Long-Term Value-Added  Benefits to  Buyer
Relationship Selling  vs. Traditional Selling Chapter 16 Version 6e 5 Sell advice, assistance, counsel  Sell products  Tra...
Learning Objective  Chapter 16 Version 6e 6 List the steps in the selling process.
Sales Process Chapter 16 Version 6e The set of steps a salesperson goes through in a particular organization to sell a par...
Steps in the Selling Process Chapter 16 Version 6e 6 Generate Leads Qualify Leads Probe Customer Needs Develop Solutions H...
Generating Leads Chapter 16 Version 6e 6 Cold Calling Advertising Publicity Direct Mail/ Telemarketing Trade Shows/ Conven...
Cold Calling Chapter 16 Version 6e A form of lead generation in which the salesperson approaches potential buyers without ...
Qualifying Leads Chapter 16 Version 6e 6 Recognized Need Buying Power Receptivity &  Accessibility Characteristics of Qual...
Probing Needs Chapter 16 Version 6e 6 Product or service Salesperson  must know everything about... Customers and their ne...
Needs Assessment Chapter 16 Version 6e A determination of the customer’s specific needs and wants and the range  of option...
Developing and  Proposing Solutions Chapter 16 Version 6e 6 Sales Proposal Sales Presentation
Handling Objections Chapter 16 Version 6e 6 Handling  Objections   Use the objection  to close the sale Anticipate  specif...
Closing the Sale Chapter 16 Version 6e 6 Closing  the Sale   Negotiate Keep an open mind Look for  customer signals
Following Up Chapter 16 Version 6e 6 Responsibilities in Following Up   Employees are trained Goods or service perform as ...
Learning Objective  Chapter 16 Version 6e Describe the functions  of sales management. 7
Sales Management Responsibilities Chapter 16 Version 6e 7 Evaluate sales force Compensate and motivate sales force Recruit...
Defining Sales Goals Chapter 16 Version 6e 7 Clear Sales Goals Should Be... Precise Measurable Time Specific
Quota Chapter 16 Version 6e A statement of the individual salesperson’s sales objectives, usually based on sales volume al...
Sales Force Structure Chapter 16 Version 6e 7 Common Sales Organization Structures Individual client  or account Market or...
Training the Sales Force Chapter 16 Version 6e 7 Training  includes...   Nonselling duties Industry and customer  characte...
Compensation Plans Chapter 16 Version 6e 7 Commission Combination Plans Salary Basic Compensation  Methods
Compensation Plans Chapter 16 Version 6e 7 Straight Commission Straight Salary The salesperson is paid some percentage whe...
Effective Sales Leaders Chapter 16 Version 6e 7 Effective Sales Leaders ... Are assertive  Possess ego drive Possess ego s...
Evaluating the Sales Force Chapter 16 Version 6e Performance Measures Contribution to Profit Calls per Order Sales or Prof...
The Impact of Technology  on Personal Selling Chapter 16 Version 6e 7 Laptop computer link Mobile telephones Pagers Person...
Thanks ! Chapter 16 Version 6e
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  1. 1. Sales Promotion and Personal Selling Chapter 16 Version 6e chapter 1 Prepared by S K Dadar
  2. 2. Learning Objectives Chapter 16 Version 6e chapter 1 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.
  3. 3. Learning Objectives (continued) Chapter 16 Version 6e chapter 1 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.
  4. 4. Learning Objective Chapter 16 Version 6e 1 Define and state the objectives of sales promotion.
  5. 5. Sales Promotion Chapter 16 Version 6e 1 Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase.
  6. 6. Sales Promotion Chapter 16 Version 6e 1 Consumer Sales Promotion Trade Sales Promotion Sales Promotion Targets
  7. 7. Uses of Sales Promotion Chapter 16 Version 6e 1 Immediate Purchases Increase Trial Boost consumer inventory Encourage repurchase Increase ad effectiveness Encourage brand switching Uses of Sales Promotion Encourage brand loyalty
  8. 8. Objectives of Sales Promotion Chapter 16 Version 6e 1 Type of Buyer Loyal Customers Competitor’s Customers Brand Switchers Price Buyers Desired Results <ul><li>Reinforce behavior </li></ul><ul><li>Increase consumption </li></ul><ul><li>Change timing </li></ul><ul><li>Break loyalty </li></ul><ul><li>Persuade to switch </li></ul><ul><li>Persuade to buy your brand more often </li></ul><ul><li>Appeal with low prices </li></ul><ul><li>Supply added value </li></ul>Sales Promotion Examples <ul><li>Loyalty marketing </li></ul><ul><li>Bonus packs </li></ul><ul><li>Sampling </li></ul><ul><li>Sweepstakes, contests, premiums </li></ul><ul><li>Price-lowering promotion </li></ul><ul><li>Trade deals </li></ul><ul><li>Coupons, price-off packages, refunds </li></ul><ul><li>Trade deals </li></ul>
  9. 9. Learning Objective Chapter 16 Version 6e 2 Discuss the most common forms of consumer sales promotion.
  10. 10. Tools for Consumer Sales Promotion Chapter 16 Version 6e 2 Coupons and Rebates Premiums Loyalty Marketing Programs Contests & Sweepstakes Sampling Point-of-Purchase Promotion Popular Tools for Consumer Sales Promotion
  11. 11. Tools for Consumer Sales Promotion Chapter 16 Version 6e 2 Coupon Rebate Premium 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.
  12. 12. Tools for Consumer Sales Promotion Chapter 16 Version 6e 2 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.
  13. 13. Tools for Consumer Sales Promotion Chapter 16 Version 6e 2 Contest Sweepstakes Promotions that require skill or ability to compete for prizes. Promotions that depend on chance or luck, with free participation.
  14. 14. Tools for Consumer Sales Promotion Chapter 16 Version 6e 2 Sampling A promotional program that allow the consumer the opportunity to try a product or service for free.
  15. 15. Sampling Chapter 16 Version 6e 2 Methods of Sampling Direct mail Door-to-door delivery Packaging with another product Retail store demonstration
  16. 16. Tools for Consumer Sales Promotion Chapter 16 Version 6e 2 Goals of Point-of-Purchase Displays Build traffic Advertise the product Induce impulse buying
  17. 17. Tools for Consumer Sales Promotion Chapter 16 Version 6e Free merchandise Sweepstakes Free shipping Coupons Effective Types of On-Line Sales Promotion 2
  18. 18. Learning Objective Chapter 16 Version 6e List the most common forms of trade sales promotion. 3
  19. 19. Tools for Trade Sales Promotion Chapter 16 Version 6e 3 Trade Allowances Push Money Training Free Merchandise Store Demonstration Conventions & Trade Shows Unique Tools for Trade Sales Promotion
  20. 20. Trade Allowance Chapter 16 Version 6e 3 A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers.
  21. 21. Push Money Chapter 16 Version 6e 3 Money offered to channel intermediaries to encourage them to “push” products--that is, to encourage other members of the channel to sell the products.
  22. 22. The Role of Trade Sales Promotion Chapter 16 Version 6e 3 Improve trade relations Gain new distributors Build or reduce dealer inventories Obtain support for consumer sales promotions
  23. 23. Learning Objective Chapter 16 Version 6e Describe personal selling. 4
  24. 24. Advantages of Personal Selling <ul><li>Provides a detailed explanation or demonstration of product </li></ul><ul><li>Message can be varied to fit the needs of each prospective customer </li></ul><ul><li>Can be directed to specific qualified prospects </li></ul><ul><li>Costs can be controlled by adjusting sales force size </li></ul><ul><li>Most effective in obtaining sales and gaining satisfied customers </li></ul>Chapter 16 Version 6e 4
  25. 25. Personal Selling Chapter 16 Version 6e 4 Customers are concentrated There are few customers Product is technically complex Product is custom made Product has a high value Personal Selling is more important if... Customers are geographically dispersed There are many customers Product is simple to understand Product is standardized Product has a low value Advertising & Sales Promotion are more important if...
  26. 26. Learning Objective Chapter 16 Version 6e Discuss the key differences between relationship selling and traditional selling. 5
  27. 27. Relationship Selling Chapter 16 Version 6e A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships. 5
  28. 28. Relationship Selling Chapter 16 Version 6e 5 Focus: Building Mutual Trust Long-Term Value-Added Benefits to Buyer
  29. 29. Relationship Selling vs. Traditional Selling Chapter 16 Version 6e 5 Sell advice, assistance, counsel Sell products Traditional Personal Selling Relationship Selling Focus on closing sales Limited sales planning Discuss product Assess “Product-specific” needs “ Lone wolf” approach Pricing/product focus Short-term sales follow-up Focus on customer’s bottom line Sales planning is top priority Build problem-solving environment Conduct discovery in scope of operations Team approach Profit impact and strategic benefit focus Long-term sales follow-up
  30. 30. Learning Objective Chapter 16 Version 6e 6 List the steps in the selling process.
  31. 31. Sales Process Chapter 16 Version 6e The set of steps a salesperson goes through in a particular organization to sell a particular product or service. 6
  32. 32. Steps in the Selling Process Chapter 16 Version 6e 6 Generate Leads Qualify Leads Probe Customer Needs Develop Solutions Handle Objections Close the Sale Follow Up Basic Steps in the Personal Selling Process
  33. 33. Generating Leads Chapter 16 Version 6e 6 Cold Calling Advertising Publicity Direct Mail/ Telemarketing Trade Shows/ Conventions Web Sites/ Internet Referrals Networking Company Records Sources of Sales Leads
  34. 34. Cold Calling Chapter 16 Version 6e A form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects’ needs or financial status. 6
  35. 35. Qualifying Leads Chapter 16 Version 6e 6 Recognized Need Buying Power Receptivity & Accessibility Characteristics of Qualified Leads
  36. 36. Probing Needs Chapter 16 Version 6e 6 Product or service Salesperson must know everything about... Customers and their needs Competition Industry
  37. 37. Needs Assessment Chapter 16 Version 6e A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them. 6
  38. 38. Developing and Proposing Solutions Chapter 16 Version 6e 6 Sales Proposal Sales Presentation
  39. 39. Handling Objections Chapter 16 Version 6e 6 Handling Objections Use the objection to close the sale Anticipate specific objections View objections as requests for information
  40. 40. Closing the Sale Chapter 16 Version 6e 6 Closing the Sale Negotiate Keep an open mind Look for customer signals
  41. 41. Following Up Chapter 16 Version 6e 6 Responsibilities in Following Up Employees are trained Goods or service perform as promised Ensure delivery schedules are met
  42. 42. Learning Objective Chapter 16 Version 6e Describe the functions of sales management. 7
  43. 43. Sales Management Responsibilities Chapter 16 Version 6e 7 Evaluate sales force Compensate and motivate sales force Recruit and train sales force Determine sales force structure Define sales goals and sales process Tasks of Sales Management
  44. 44. Defining Sales Goals Chapter 16 Version 6e 7 Clear Sales Goals Should Be... Precise Measurable Time Specific
  45. 45. Quota Chapter 16 Version 6e A statement of the individual salesperson’s sales objectives, usually based on sales volume alone but sometimes including key accounts. 7
  46. 46. Sales Force Structure Chapter 16 Version 6e 7 Common Sales Organization Structures Individual client or account Market or Industry Marketing Function Product Line Geographic Region
  47. 47. Training the Sales Force Chapter 16 Version 6e 7 Training includes... Nonselling duties Industry and customer characteristics Product knowledge Selling techniques Company policies and practice
  48. 48. Compensation Plans Chapter 16 Version 6e 7 Commission Combination Plans Salary Basic Compensation Methods
  49. 49. Compensation Plans Chapter 16 Version 6e 7 Straight Commission Straight Salary The salesperson is paid some percentage when a sale is made. The salesperson receives a salary regardless of sales productivity.
  50. 50. Effective Sales Leaders Chapter 16 Version 6e 7 Effective Sales Leaders ... Are assertive Possess ego drive Possess ego strength Take risks Are innovative Have a sense of urgency Are empathetic
  51. 51. Evaluating the Sales Force Chapter 16 Version 6e Performance Measures Contribution to Profit Calls per Order Sales or Profits per Call Call Percentage Achieving Goals Sales Volume 7
  52. 52. The Impact of Technology on Personal Selling Chapter 16 Version 6e 7 Laptop computer link Mobile telephones Pagers Personal data assistants E-Mail Internet Sales Force Automation
  53. 53. Thanks ! Chapter 16 Version 6e
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