Sales Promotion


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  • Chapter 16
  • Sales Promotion

    1. 1. Sales Promotion and Personal Selling Prepared by Deborah Baker Texas Christian University 16
    2. 2. Learning Objectives 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) 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. Sales Promotion Objectives 1 Consumer Sales Promotion Trade Sales Promotion Consumer market Marketing channel Goal = Drive immediate purchase = Influence Behavior
    5. 5. Uses of Sales Promotion 1 Immediate purchases Increase trial Boost consumer inventory Encourage repurchase Increase ad effectiveness Encourage brand loyalty
    6. 6. Tools for Sales Promotion 2 CONSUMER TRADE Coupons and Rebates Premiums Loyalty Marketing Programs Contests & Sweepstakes Sampling Point-of-Purchase Promotion Trade Allowances Push Money Training Free Merchandise Store Demonstration Conventions & Trade Shows
    7. 7. Advantages of Personal Selling 4 <ul><li>Detailed explanation or demonstration </li></ul><ul><li>Variable sales message </li></ul><ul><li>Directed at qualified prospects </li></ul><ul><li>Controllable adjustable selling costs </li></ul><ul><li>Effective at obtaining sale and gaining customer satisfaction </li></ul>
    8. 8. Types of Personal Selling Traditional Relationship 6
    9. 9. Steps in the Selling Process 6 Generate Leads Qualify Leads Probe Customer Needs Develop Solutions Handle Objections Close the Sale Follow Up
    10. 10. Generating Leads Online 6 Advertising Publicity Direct Mail/ Telemarketing Cold Calling Internet Web Site Referrals Trade Shows/ Conventions Networking Company Records
    11. 11. Developing and Proposing Solutions 6 Sales Proposal Sales Presentation
    12. 12. Handling Objections 6 Use the objection to close the sale Anticipate specific objections View objections as requests for information
    13. 13. Closing the Sale 6 Negotiate Keep an open mind Look for customer signals
    14. 14. Following Up 6 Employees are trained Goods or service perform as promised Ensure delivery schedules are met
    15. 15. Sales Management Responsibilities 7 Evaluate sales force Compensate and motivate sales force Recruit and train sales force Determine sales force structure Define sales goals and sales process
    16. 16. Sales Force Structure 5 Numerous ways to organize the sales force Geographic Region Marketing Function Market or Industry Client or Account Product Line
    17. 17. Training the Sales Force 7 Training includes... No selling duties Industry and customer characteristics Product knowledge Selling techniques Company policies and practice
    18. 18. Compensation Plans: Basic Methods Online 7 Commission Salary Combination Plans
    19. 19. Evaluating the Sales Force: Performance Measures 7 Contribution to profit Calls per order Sales or profits per call Call percentage achieving goals Sales volume