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    S&d S&d Presentation Transcript

    • 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 most common forms of consumer sales promotion. 3. List the most common forms of trade sales promotion.
    • 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.
    • 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 public relations, in which a short-term incentive motivates a purchase.
    • 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 repurchase Increase ad effectiveness Encourage brand switching Uses of Sales Promotion Encourage brand loyalty
    • Objectives of Sales Promotion Chapter 16 Version 6e 1 Type of Buyer Loyal Customers Competitor’s Customers Brand Switchers Price Buyers Desired Results
      • Reinforce behavior
      • Increase consumption
      • Change timing
      • Break loyalty
      • Persuade to switch
      • Persuade to buy your brand more often
      • Appeal with low prices
      • Supply added value
      Sales Promotion Examples
      • Loyalty marketing
      • Bonus packs
      • Sampling
      • Sweepstakes, contests, premiums
      • Price-lowering promotion
      • Trade deals
      • Coupons, price-off packages, refunds
      • Trade deals
    • 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 Contests & Sweepstakes Sampling Point-of-Purchase Promotion Popular Tools for Consumer Sales Promotion
    • 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.
    • 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.
    • 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.
    • 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.
    • Sampling Chapter 16 Version 6e 2 Methods of Sampling Direct mail Door-to-door delivery Packaging with another product Retail store demonstration
    • Tools for Consumer Sales Promotion Chapter 16 Version 6e 2 Goals of Point-of-Purchase Displays Build traffic Advertise the product Induce impulse buying
    • Tools for Consumer Sales Promotion Chapter 16 Version 6e Free merchandise Sweepstakes Free shipping Coupons Effective Types of On-Line Sales Promotion 2
    • 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 Demonstration Conventions & Trade Shows Unique Tools for Trade Sales Promotion
    • Trade Allowance Chapter 16 Version 6e 3 A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers.
    • 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.
    • 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
    • Learning Objective Chapter 16 Version 6e Describe personal selling. 4
    • 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
      Chapter 16 Version 6e 4
    • 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...
    • Learning Objective Chapter 16 Version 6e Discuss the key differences between relationship selling and traditional selling. 5
    • 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
    • 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 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
    • 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 particular product or service. 6
    • 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
    • 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
    • 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
    • Qualifying Leads Chapter 16 Version 6e 6 Recognized Need Buying Power Receptivity & Accessibility Characteristics of Qualified Leads
    • Probing Needs Chapter 16 Version 6e 6 Product or service Salesperson must know everything about... Customers and their needs Competition Industry
    • 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
    • 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 specific objections View objections as requests for information
    • 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 promised Ensure delivery schedules are met
    • 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 and train sales force Determine sales force structure Define sales goals and sales process Tasks of Sales Management
    • 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 alone but sometimes including key accounts. 7
    • 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
    • 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
    • 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 when a sale is made. The salesperson receives a salary regardless of sales productivity.
    • 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
    • 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
    • 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
    • Thanks ! Chapter 16 Version 6e