Ch.17

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Ch.17

  1. 1. Personal Selling and Sales Promotion<br />Intro to Marketing<br />Chapter 17<br />
  2. 2. Personal Selling<br />NetJetsExecutive Jet<br />A Product Requiring Personal Selling<br />Interpersonal influence process <br />involving a seller’s promotional<br />presentations conducted on a <br />person-to-person basis with <br />the buyer.<br />Used when:<br />Consumers are geographically concentrated and small in <br /> number.<br />The product is expensive, <br /> complex, custom-made, <br /> requires special handling, <br /> or involves trade-ins.<br />The price is high<br />
  3. 3.
  4. 4. Four Sales Channels<br />Over-the-counter selling<br />Retail and some wholesale where customers come to them<br />Field selling - presentations made at the customers home or business<br />An emerging trend in field selling is team selling where the salesperson is joined by specialists for other areas of the firm.<br />Telemarketing<br />Inside selling – by phone, mail, electronic<br />For customers who need answers to frequently asked questions<br />
  5. 5. Figure 17.1: Starbuck Offers Personalized Over-the-Counter Selling<br />
  6. 6. Trends in Personal Selling<br />Relationship Selling <br />salesperson builds a relationship with a customer over an extended period of time.<br />Consultative Selling<br />listening to customers, understanding & caring about their problems, paying attention to details, and following through after the sale.<br />Team Selling<br />
  7. 7. Better Homes and Gardens Real Estate ServiceAnother Type of Field Sales<br />
  8. 8. Use of Endorsements in a Creative Selling Strategy<br />Sales Tasks<br />Order Processing<br /> - selling at retail and wholesale levels<br />Creative Selling<br />Skillful proposals of solutions by the sales person<br />Missionary Sales<br />Indirect selling, sells the image of the firm<br />
  9. 9. The Sales Process<br />1. Prospecting & Qualifying<br />identifying potential customers<br />determining whether or not the prospect can buy it<br />2. Approach <br />Initial contact of salesperson with customer<br />3. Presentation <br />the seller describes the product’s major features and strengths<br />
  10. 10. Sales Process(cont.)<br />4. Demonstrations<br />allow the customer <br /> to become involved<br />5. Handling Objections<br />6. Closing<br />The “If I can show you” technique<br />The alternative-decision<br />The SRO (standing room only)<br />Silence<br />Extra-inducement closes<br />7. Follow-up<br />
  11. 11. Sales Promotion<br />Those marketing activities, other than personal selling, advertising, and publicity, that stimulate consumer purchasing and dealer effectiveness.<br />
  12. 12. Sales Promotion<br />Coupons & Refunds<br />Samples<br />Contests<br />Specialty<br />Trinkets<br />Point-of-Purchase Displays<br />Trade Shows<br />Dealer Incentives<br />

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