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Sales Promotion, Public Relations, and Personal Selling Business 1201, Fall 2005 Dr. Katherine Gallagher
Objectives <ul><li>To understand the roles of sales promotion, public relations, and personal selling in building relation...
Sales Promotion <ul><li>More marketing $ are now spent on sales promotions than on advertising, due to: </li></ul><ul><ul>...
Sales Promotion <ul><li>Deciding what specific tools to use: </li></ul><ul><ul><li>Nature of the target audience </li></ul...
Consumer Promotions <ul><li>Goals: </li></ul><ul><ul><li>Encourage product trial </li></ul></ul><ul><ul><li>Encourage cont...
Consumer Promotions <ul><li>Techniques </li></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Samples </li></ul></ul><ul...
Trade Promotions <ul><li>Goals: </li></ul><ul><ul><li>Add channel partners (especially retailers) </li></ul></ul><ul><ul><...
Trade Promotions <ul><li>Techniques </li></ul><ul><ul><li>Trade allowances </li></ul></ul><ul><ul><li>Trade shows </li></u...
Sales Promotion and the PLC <ul><li>Introduction </li></ul><ul><ul><li>Trade promotion to get distribution </li></ul></ul>...
Public Relations <ul><li>Types: </li></ul><ul><ul><li>Corporate PR </li></ul></ul><ul><ul><li>Marketing public relations (...
Publicity <ul><li>Techniques </li></ul><ul><ul><li>Prepare a story and circulate it to the media </li></ul></ul><ul><ul><u...
Personal Selling <ul><li>Types </li></ul><ul><ul><li>Inside selling </li></ul></ul><ul><ul><ul><li>Proactive selling </li>...
Personal Selling <ul><li>Trends in personal selling </li></ul><ul><ul><li>Team selling </li></ul></ul><ul><ul><li>Systems ...
Personal Selling <ul><li>The sales process </li></ul><ul><ul><li>Prospecting </li></ul></ul><ul><ul><li>Pre-approach </li>...
The Sales Process <ul><li>Prospecting </li></ul><ul><ul><li>Identify prospects </li></ul></ul><ul><ul><ul><li>Company-supp...
The Sales Process <ul><li>Preapproach </li></ul><ul><ul><li>Gather information about prospect company and individual </li>...
The Sales Process <ul><li>Sales presentation </li></ul><ul><ul><li>Approaching the prospect </li></ul></ul><ul><ul><ul><li...
The Sales Process <ul><li>Sales presentation (continued) </li></ul><ul><ul><li>Dealing with resistance and objections </li...
The Sales Process <ul><li>Sales presentation (continued) </li></ul><ul><ul><li>Close </li></ul></ul><ul><ul><ul><li>Obtain...
The Sales Process <ul><li>Post-purchase services </li></ul><ul><ul><li>Follow through on promises </li></ul></ul><ul><ul><...
Summary <ul><li>Sales promotions can be directed at either retailers or consumers.  Usually a consumer promotion comes aft...
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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><ul><ul><li>Short-term results </li></ul></ul><ul><ul><li>Competitive pressure </li></ul></ul><ul><ul><li>Buyers’ expectations </li></ul></ul><ul><ul><li>Low levels of retail selling </li></ul></ul><ul><ul><li>Door openers </li></ul></ul>
  4. 4. Sales Promotion <ul><li>Deciding what specific tools to use: </li></ul><ul><ul><li>Nature of the target audience </li></ul></ul><ul><ul><li>Marketing communication objectives </li></ul></ul><ul><ul><li>Nature of the product </li></ul></ul><ul><ul><li>Cost of the tool </li></ul></ul><ul><ul><li>Current economic conditions </li></ul></ul>
  5. 5. Consumer Promotions <ul><li>Goals: </li></ul><ul><ul><li>Encourage product trial </li></ul></ul><ul><ul><li>Encourage continued buying and use </li></ul></ul><ul><ul><li>Encourage purchase and use of related products </li></ul></ul><ul><ul><li>Support IMC strategy to gain faster, more measurable results </li></ul></ul><ul><ul><li>Build a marketing database </li></ul></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><ul><ul><li>Add channel partners (especially retailers) </li></ul></ul><ul><ul><li>Induce retailers to carry more stock </li></ul></ul><ul><ul><li>Enhance retailer support of the brand </li></ul></ul><ul><ul><li>Strengthen relationships with retailers </li></ul></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 get distribution </li></ul></ul><ul><ul><li>Consumer promotion to get trial </li></ul></ul><ul><li>Growth </li></ul><ul><ul><li>Trade promotions to reinforce relationships with retailers (defense against competitors) </li></ul></ul><ul><ul><li>Consumer promotions to expand customer base </li></ul></ul><ul><li>Maturity </li></ul><ul><ul><li>Trade promotions to reinforce relationships with retailers (defense against competitors) </li></ul></ul><ul><ul><li>Consumer promotions to fight off competition </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><ul><ul><li>Raise awareness </li></ul></ul><ul><ul><li>Inform and educate </li></ul></ul><ul><ul><li>Build trust and understanding </li></ul></ul><ul><ul><li>Open communication lines </li></ul></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><ul><ul><li>Team selling </li></ul></ul><ul><ul><li>Systems selling </li></ul></ul><ul><ul><li>Global sales teams </li></ul></ul><ul><ul><li>Relationship selling </li></ul></ul><ul><ul><li>Telemarketing and Internet selling </li></ul></ul><ul><ul><li>Sales force automation </li></ul></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><ul><ul><li>Referrals </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Networking </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Data sources </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cold calls </li></ul></ul></ul></ul><ul><ul><li>Qualify prospects </li></ul></ul><ul><ul><ul><li>Screen out poor leads </li></ul></ul></ul><ul><ul><ul><ul><li>Authority to buy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ability to buy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Willingness to buy </li></ul></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><ul><li>Gather information </li></ul></ul></ul><ul><ul><ul><li>Provide sales literature </li></ul></ul></ul><ul><ul><ul><li>Conduct needs-assessment </li></ul></ul></ul><ul><ul><ul><li>Make appointment for next sales call </li></ul></ul></ul><ul><ul><ul><li>Make a sale </li></ul></ul></ul><ul><ul><li>Decide on overall sales strategy </li></ul></ul><ul><ul><li>Decide on best approach, timing </li></ul></ul><ul><ul><ul><li>Personal visit </li></ul></ul></ul><ul><ul><ul><li>Phone call </li></ul></ul></ul><ul><ul><ul><li>Letter </li></ul></ul></ul>
  17. 17. The Sales Process <ul><li>Sales presentation </li></ul><ul><ul><li>Approaching the prospect </li></ul></ul><ul><ul><ul><li>Appearance </li></ul></ul></ul><ul><ul><ul><li>Opening words </li></ul></ul></ul><ul><ul><ul><li>Follow-up remarks </li></ul></ul></ul><ul><ul><li>Presenting and demonstrating </li></ul></ul><ul><ul><ul><li>Canned presentation </li></ul></ul></ul><ul><ul><ul><li>Formula presentation </li></ul></ul></ul><ul><ul><ul><li>Needs-satisfaction presentation </li></ul></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><ul><li>Put off </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Switch focus </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Offset </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Denial </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Provide proof </li></ul></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><ul><ul><ul><ul><li>Positive verbal cues </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Positive nonverbal cues </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Conclusion of presentation or demonstration </li></ul></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, pre-approach, presentation, and post-purchase services. </li></ul>

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