The document discusses personal selling and sales promotion. It defines personal selling as the interpersonal part of promotion that can include face-to-face, telephone, or video communication. It describes the roles and management of sales forces, including their structure, size, strategies, compensation, supervision, and motivation. It also outlines the personal selling process and how to handle objections and close sales. The document then defines sales promotion as short-term incentives to encourage purchases. It discusses the objectives and major tools of consumer promotions, trade promotions, and business promotions, such as samples, coupons, cash refunds, and contests.
Sales Management is the process of current exchanges of goods - and thus sales management forms an integral part of Marketing Management. A significantly broader meaning is assigned to sales management as it also encompasses managing the sales functions and the sales force.
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Sales organization is a part of the total organization which is given the responsibility of selling of products manufactured by a company
It is another organization within the larger organization which is given the responsibility of selling function
It involves people working together for attaining the sales objectives of the company
It is concerned with planning, organizing, leading and controlling the activities of the sales force
Sales Management is the process of current exchanges of goods - and thus sales management forms an integral part of Marketing Management. A significantly broader meaning is assigned to sales management as it also encompasses managing the sales functions and the sales force.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
Sales organization is a part of the total organization which is given the responsibility of selling of products manufactured by a company
It is another organization within the larger organization which is given the responsibility of selling function
It involves people working together for attaining the sales objectives of the company
It is concerned with planning, organizing, leading and controlling the activities of the sales force
Distribution Channel
Management of Distribution Channel
Need of Distribution Channel
Need for Channel Management
Channel Partners and their Functions
Difference between Distributor and Wholesaler
Choice of Distribution System
Distribution Strategy
Factors Affecting Effective Management of Distribution Channels
Channel Conflict
Conflict Resolution
Motivating Channel Members
Selecting Channel Partners
Evaluating Channels
Channel Control
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
The core marketing philosophies are summarized here.
Though, the new millennium's philosophies miss out on this presentation...
Do further research to understand the philosophies better.
Especially, if you're really interested in becoming a top marketing guru locally, regionally, and or globally.
This Module cover Purpose of Sales Promotion, Sales Promotion Techniques, Personal selling, definition and features, Objective of personal selling, Features of salesmanship, AIDAS Formula, Qualities of good Salesman.
Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 9: MANAGING BRANDS OVER TIME
Faculty Name: Vishal Desai
Distribution Channel
Management of Distribution Channel
Need of Distribution Channel
Need for Channel Management
Channel Partners and their Functions
Difference between Distributor and Wholesaler
Choice of Distribution System
Distribution Strategy
Factors Affecting Effective Management of Distribution Channels
Channel Conflict
Conflict Resolution
Motivating Channel Members
Selecting Channel Partners
Evaluating Channels
Channel Control
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
The core marketing philosophies are summarized here.
Though, the new millennium's philosophies miss out on this presentation...
Do further research to understand the philosophies better.
Especially, if you're really interested in becoming a top marketing guru locally, regionally, and or globally.
This Module cover Purpose of Sales Promotion, Sales Promotion Techniques, Personal selling, definition and features, Objective of personal selling, Features of salesmanship, AIDAS Formula, Qualities of good Salesman.
Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 9: MANAGING BRANDS OVER TIME
Faculty Name: Vishal Desai
Volkswagen's Marketing Strategy in IndiaAsrar Mohd
INTRODUCTION
Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe
Volkswagen in German language means people’s car
Founded - 28 May 1937 (75 years)
Founder(s) - Ferdinand Porsche
Headquarters - Wolfsburg, Germany
Slogan - Das Auto ("The Car")
Area served - 153 countries
Subsidiaries - Audi, Bugatti, Bentley, Lamborghini, Porsche, SEAT, Skoda, Volkswagen and Scania CV
When your product is high involvement, your marketing communications becomes high involvement and that is where direct marketing, relationship & personal selling comes into picture .
3. Personal Selling
The Nature of Personal Selling
Examples of people who do the selling include:
Salespeople
Sales representatives
District managers
Account executives
Sales engineers
Agents
Account development reps
3
4. Personal Selling
The Nature of Personal Selling
Salespeople
Salespeople can include an order taker such as
someone standing behind the counter or an order getter
whose position demands more creative selling and
relationship building
4
5. Personal Selling
The Role of the Sales Force
Personal selling is the interpersonal part of the promotion mix
and can include:
Face-to-face communication
Telephone communication
Video or Web conferencing
5
6. Personal Selling
Managing the Sales Force
Sales force management
Sales force management is the analysis, planning,
implementation, and control of sales force activities and
includes:
Designing the sales force strategy and structure
Recruiting
Selecting
Training
Compensating
Supervising
Evaluating
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7. Personal Selling
Managing the Sales Force
Sales Force Structure
Territorial sales force structure
refers to a structure where each salesperson is
assigned an exclusive geographic area and sells
the company’s full line of products and services
to all customers in that territory
Defines salesperson’s job
Fixes accountability
Lowers sales expenses
Improves relationship building and selling
effectiveness
7
8. Personal Selling
Managing the Sales Force
Sales Force Structure
Service sales force structure
refers to a structure where each
salesperson sells along product lines
Improves product knowledge
Can lead to territorial conflicts
8
9. Personal Selling
Managing the Sales Force
Sales Force Structure
Customer sales force structure
refers to a structure where each
salesperson sells along customer or industry
lines
Improves customer relationships
9
11. Personal Selling
Managing the Sales Force
Sales Force Size
Salespeople are one of the company’s most
productive and expensive assets
Increases in sales force size can increase sales and
costs
11
12. Personal Selling
Managing the Sales Force
Other Sales Force Strategy and Structure Issues
Outside salespeople call on customers in the
field
Inside salespeople conduct business from their
offices
12
13. Personal Selling
Managing the Sales Force
Other Sales Force Strategy and Structure Issues
Inside salespeople provide support for the
outside salespeople
Technical sales support people
Sales assistants
13
14. Personal Selling
Managing the Sales Force
Other Sales Force Strategy and Structure Issues
Team selling is used to service large complex
accounts and can include experts from:
Sales
Marketing
Technical
R&D
Engineering
Operations
Finance
14
15. Personal Selling
Managing the Sales Force
Other Sales Force Strategy and Structure Issues
Some challenges of team selling
Customers used to working with one
salesperson may become confused or
overwhelmed
Salespeople used to working alone can have
difficulties working with and trusting teams
Evaluating individual contributions can lead to
compensation issues
15
16. Personal Selling
Compensating Salespeople
Fixed amounts, usually a salary, give the salesperson
some stable income
Variable amounts can include commission
or bonus based on sales performance; rewards
the salesperson for greater effort and success
16
17. Personal Selling
Supervising and Motivating Salespeople
Organizational climate describes the feeling
that salespeople have about their
opportunities, value, and rewards for good
performance
17
18. Personal Selling
Supervising and Motivating Salespeople
Sales quotas are standards stating the amount
salespeople should sell and how sales should
be divided among the company’s products
19
19. Personal Selling
Supervising and Motivating Salespeople
Positive incentives include:
Sales meetings that can provide social
occasions to meet management and discuss
opportunities and challenges
Sales contests to motivate the sales force to
make additional effort
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20. The Personal Selling Process
Steps in the Personal Selling Process
Handling objections is the process where
salespeople resolve problems that are logical,
psychological, or unspoken
When handling objections from buyers,
salespeople should:
Be positive
Seek out hidden objections
Ask the buyers to clarify any objections
Take objections as opportunities to provide
more information
Turn objections into reasons for buying
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21. The Personal Selling Process
Steps in the Personal Selling Process
Closing is the process where salespeople should
recognize signals from the buyer, including
physical actions, comments, and questions to
close the sale
27
22. The Personal Selling Process
Steps in the Personal Selling Process
Closing techniques can include:
Asking for the order
Reviewing points of agreement
Offering to help write up the order
Asking if the buyer wants this model or
another one
Making note that the buyer will lose out if the
order is not placed now
Offering incentives to buy, including lower
price or additional quantity
28
27. Sales Promotion
Sales Promotion Objectives
Trade promotions urge retailers to:
Carry new items or more inventory
Buy in advance
Advertise company products
Get more shelf space
33
29. Sales Promotion
Sales Promotion Objectives
Sales force promotion objectives include
getting:
More sales force support for new or current
products
Salespeople to sign up new accounts
35
30. Sales Promotion
Major Sales Promotion Tools
Consumer promotion tools
Trade promotion tools
Business promotion tools
36
32. Sales Promotion
Major Sales Promotion Tools
Consumer Promotion Tools
Price packs offer consumers savings off the regular
price of a product
Premiums are goods offered either free or at low
cost to buy a product
Advertising specialties are useful articles imprinted
with the advertiser’s name, logo, or message
that are given as gifts to consumers
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33. Sales Promotion
Major Sales Promotion Tools
Consumer Promotion Tools
Samples offer a trial amount of a product
Coupons are certificates that give buyers a saving
when they purchase specified products
Cash refunds are similar to coupons except that
the price reduction occurs after the purchase
39
34. Sales Promotion
Major Sales Promotion Tools
Consumer Promotion Tools
Patronage rewards are cash or other awards offered for
the regular use of a certain company’s products or
services
Point-of-purchase promotions include displays and
demonstrations that take place at the point of sales
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35. Sales Promotion
Major Sales Promotion Tools
Consumer Promotion Tools
Contests, sweepstakes, and games give
consumers the chance to win something, such
as cash, trips, or goods, by luck or through
extra effort
Contests require an entry by a consumer
Sweepstakes require consumers to submit their
names for a drawing
Games present consumers with something that
may or may not help them win a prize
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