This document provides an overview of personal selling and sales promotion. It discusses the nature of personal selling, the role of the sales force, and steps in the personal selling process. It also examines the rapid growth of sales promotion and objectives and tools of sales promotion programs. Key points covered include defining personal selling and different types of sales roles, the importance of recruiting and selecting salespeople, and using sales promotion to urge short-term buying and enhance long-term customer relationships.

1. Welcome

2. Personal Selling and
Sales Promotion
Daffodil International University
(Uttara Campus)
principles of marketing
Semester: Spring-2015

3. Presented by-
S.L Name ID No.
01
02 Md. Rezaul Karim 143.14.562
03
04
05
06

4. Objectives
• 1.Personal Selling
• 2.The Personal Selling
Process
• 3.Sales Promotion

5. The Nature of Personal Selling
Personal Selling
• 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.
• Examples of people who do the selling include
• Salespeople
• Sales representatives
• District managers
• Account executives
• Sales engineers
• Agents
• Account development reps

6. 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
• Salespeople can be more effective than advertising earn about customer
problems and adjust the marketing offer and presentation accordingly to meet the
special needs of each customer
• Salespeople are an effective link between the company and its customers to
produce customer value and company profit by
• Representing the company to customers
• Representing customers to the company.
• Managing the Sales Force Sales force management is the analysis, planning ,
implementation, and control of sales forces activities.

7. RECRUITING AND
SELECTING SALESPEOPLE
Issues in recruiting and selecting include
‡1.Careful selection :Increases sales performance
2.Poor selection : Increases recruiting and training costs ,
lost sales ,Disrupts customer relationship

8. • Companies are moving from high commission
plans that may drive salespeople to make short-
term grabs for business and not develop long-
term customer relationships.
• Companies are moving to compensation plans
that reward salespeople for building customer
relationships and growing long-term value with
each customer.
Compensating Salespeople

9. SUPERVISING AND MOTIVATING
SALESPEOPLE
The goal of Supervision is to help salespeople work smart by doing the
right things in the right ways.
‡The goal of motivation is to encourage salespeople to work hard and
energetically towards sales force goals.
Sales force automation systems are computerized. Digitalized sales force
operations let salespeople work more effectively anywhere, anytime.
Organizational climate describes the feeling that salespeople have about
their opportunities, value, and rewards for good performance.
Sales quotas are standards stating the amount salespeople should sell and
how sales should be divided among the company’s products.
The goal of the personal selling process is to get new customers and
obtain orders from them.

10. Steps in the Personal Selling Process
Presentation
is when the salesperson tells the product story to the buyer, presenting customer
benefits and showing how the product solves the customer’s problems.
Buyers dislike salespeople that are:
• ‡Pushy
• ‡Late
• ‡Deceitful
• ‡Disorganized
• ‡Unprepared
Need-satisfaction approach
Buyers want solutions, and salespeople should listen and respond with the right products
and services to solve customer problems.

11. Steps in the Personal Selling Process
Buyers appreciate salespeople that
are:
‡1.Good listeners
‡2.Empathetic
‡3.Honest
‡4.Dependable
‡5.Thorough
‡6.Follow-up types
Handling objections is the process where
salespeople resolve problems that are logical ,
psychological, or unspoken.
Closing is the process where salespeople
should recognize signals from the buyer ,
including physical actions, comments, and
questions to close the sale.

12. Personal Selling and
Customer Relationship management
Personal selling is a transaction-oriented approach to close a specific sale with a
specific customer, with the long-term goal to develop a mutually profitable relationship.
Attributes of a favorable
supplier include the ability to:
‡
1.Deliver a coordinated set of
products and services to many
locations
‡
2.Work with customer teams and
improve products and processes
3.‡Listen to customers and
understand their needs.

13. Rapid Growth of Sales
Promotion
Factors in the Growth of Sales Promotions
‡1.Product managers are under pressure to
increase current sales.
‡2.Companies face more competition.
‡3.Competing brands offer less
differentiation.
4.‡Advertising efficiency has declined due
to rising costs, clutter, and legal
constraints.
‡5.Consumers have become more deal-
oriented.
‡6.Large retailers are demanding more
deals from suppliers.

14. Sales Promotion Objectives
Consumer promotions objectives are to Urge short-term
customer buying and Enhance long-term customer
relationships.
Trade promotions urge retailers to Carry new
items or more inventory ‡Buy in advance Advertise
company products ‡Get more shelf space.
Sales force promotion objectives includes,
‡More sales force support for new or current
products and‡to sign up new accounts.

15. Sales Promotion
Major Sales Promotion
Tools :
‡1.Consumer promotion tools
‡2.Trade promotion tools
‡3.Business promotion tools
Developing the Sales
Promotion Program :
‡1.Size of the incentive
‡2.Conditions for participation
‡3.Promote and distribute the program
4.‡Length of the program
5.‡Evaluation of the program

16. Thank You