Sales Promotion, Public Relations, and Personal Selling

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Sales Promotion, Public Relations, and Personal Selling

  1. 1. Sales Promotion, Public Relations, and Personal Selling Business 1201, Fall 2005 Dr. Katherine Gallagher
  2. 2. Objectives <ul><li>To understand the roles of sales promotion, public relations, and personal selling in building relationships with customers </li></ul>
  3. 3. Sales Promotion <ul><li>More marketing $ are now spent on sales promotions than on advertising, due to: </li></ul>
  4. 4. Sales Promotion <ul><li>Deciding what specific tools to use: </li></ul>
  5. 5. Consumer Promotions <ul><li>Goals: </li></ul>
  6. 6. Consumer Promotions <ul><li>Techniques </li></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Samples </li></ul></ul><ul><ul><li>Frequency marketing programs </li></ul></ul><ul><ul><li>Sweepstakes and contests </li></ul></ul><ul><ul><li>Premiums </li></ul></ul><ul><ul><li>Price promotions </li></ul></ul><ul><ul><li>Refunds and rebates </li></ul></ul><ul><ul><li>Displays </li></ul></ul>
  7. 7. Trade Promotions <ul><li>Goals: </li></ul>
  8. 8. Trade Promotions <ul><li>Techniques </li></ul><ul><ul><li>Trade allowances </li></ul></ul><ul><ul><li>Trade shows </li></ul></ul><ul><ul><li>Incentives and contests </li></ul></ul><ul><ul><li>Cooperative advertising </li></ul></ul><ul><ul><li>Training and marketing support </li></ul></ul>
  9. 9. Sales Promotion and the PLC <ul><li>Introduction </li></ul><ul><ul><li>Trade promotion to … </li></ul></ul><ul><ul><li>Consumer promotion to… </li></ul></ul><ul><li>Growth </li></ul><ul><ul><li>Trade promotions to … </li></ul></ul><ul><ul><li>Consumer promotions to … </li></ul></ul><ul><li>Maturity </li></ul><ul><ul><li>Trade promotions to … </li></ul></ul><ul><ul><li>Consumer promotions to … </li></ul></ul>
  10. 10. Public Relations <ul><li>Types: </li></ul><ul><ul><li>Corporate PR </li></ul></ul><ul><ul><li>Marketing public relations (MPR) </li></ul></ul><ul><ul><li>Event sponsorship </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><li>Goals: </li></ul>
  11. 11. Publicity <ul><li>Techniques </li></ul><ul><ul><li>Prepare a story and circulate it to the media </li></ul></ul><ul><ul><ul><li>Press release </li></ul></ul></ul><ul><ul><li>Communicate personally with a group </li></ul></ul><ul><ul><li>Engage in one-on-one personal communication, or lobbying </li></ul></ul>
  12. 12. Personal Selling <ul><li>Types </li></ul><ul><ul><li>Inside selling </li></ul></ul><ul><ul><ul><li>Proactive selling </li></ul></ul></ul><ul><ul><ul><li>Reactive selling </li></ul></ul></ul><ul><ul><li>Outside selling </li></ul></ul><ul><ul><ul><li>In-person sales calls </li></ul></ul></ul><ul><ul><ul><li>Mail or telemarketing selling </li></ul></ul></ul><ul><li>Sales jobs </li></ul>
  13. 13. Personal Selling <ul><li>Trends in personal selling </li></ul>
  14. 14. Personal Selling <ul><li>The sales process </li></ul><ul><ul><li>Prospecting </li></ul></ul><ul><ul><li>Pre-approach </li></ul></ul><ul><ul><li>Presentation </li></ul></ul><ul><ul><ul><li>AIDA </li></ul></ul></ul><ul><ul><li>Post-purchase services </li></ul></ul>
  15. 15. The Sales Process <ul><li>Prospecting </li></ul><ul><ul><li>Identify prospects </li></ul></ul><ul><ul><ul><li>Company-supplied leads </li></ul></ul></ul><ul><ul><ul><li>Developing leads </li></ul></ul></ul><ul><ul><li>Qualify prospects </li></ul></ul><ul><ul><ul><li>Screen out poor leads </li></ul></ul></ul>
  16. 16. The Sales Process <ul><li>Preapproach </li></ul><ul><ul><li>Gather information about prospect company and individual </li></ul></ul><ul><ul><li>Set call objectives </li></ul></ul><ul><ul><li>Decide on overall sales strategy </li></ul></ul><ul><ul><li>Decide on best approach, timing </li></ul></ul>
  17. 17. The Sales Process <ul><li>Sales presentation </li></ul><ul><ul><li>Approaching the prospect </li></ul></ul><ul><ul><li>Presenting and demonstrating </li></ul></ul><ul><ul><li>Dealing with resistance and objections </li></ul></ul>
  18. 18. The Sales Process <ul><li>Sales presentation (continued) </li></ul><ul><ul><li>Dealing with resistance and objections </li></ul></ul><ul><ul><ul><li>Valid and invalid objections </li></ul></ul></ul><ul><ul><ul><li>Techniques for handling objections </li></ul></ul></ul><ul><ul><ul><li>Strive for a win-win outcome </li></ul></ul></ul>
  19. 19. The Sales Process <ul><li>Sales presentation (continued) </li></ul><ul><ul><li>Close </li></ul></ul><ul><ul><ul><li>Obtain prospect’s agreement to buy </li></ul></ul></ul><ul><ul><ul><li>Try to close after: </li></ul></ul></ul>
  20. 20. The Sales Process <ul><li>Post-purchase services </li></ul><ul><ul><li>Follow through on promises </li></ul></ul><ul><ul><li>Follow up </li></ul></ul><ul><ul><li>Build a relationship </li></ul></ul>
  21. 21. Summary <ul><li>Sales promotions can be directed at either retailers or consumers. Usually a consumer promotion comes after a trade promotion. </li></ul><ul><li>PR and publicity are credible but not very controllable, and can focus on either the company or the brand. </li></ul><ul><li>Personal selling includes four steps, all of which must be done carefully: prospecting, preapproach, presentation, and post-purchase services. </li></ul>

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