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16 Personal Selling/sales Promotions. Personal Selling. interpersonal promotional process involving a seller’s person-to-person presentation to a prospective buyer. Personal Selling. Communication Mode . Direct and face-to-face . Communication Control. High. Feedback Amount. Much. - PowerPoint PPT Presentation
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16Personal Selling/sales
Promotions
Personal Sellinginterpersonal promotional process involving a seller’s person-to-person presentation to a prospective buyer.
Characteristics of Personal Selling
Communication Mode Communication ControlFeedback AmountFeedback SpeedMessage Flow DirectionMessage Content ControlSponsor IdentificationReaching Large Audience Message Flexibility
Personal SellingPersonal Selling
Direct and face-to-face HighMuchImmediateTwo-wayYesYesSlow Tailored to prospect
Importance: almost every company can benefit from personal selling10% of workforce (how many have? How many
would like to?)Often largest operating expense (up or out; car
dealers)Customer contact (info & customer impressions)
Intro to Personal Selling
Sales management: decisionsSales force
# (of salespeople; big issues with commissions, customers and turnover)
Compensation Straight salary: most security, control, and simplicity Straight commission (most incentive)
o Direct: SalaryIndirect: part of firm earnings
CompensationAlign incentive with firm interest (Sears)Combination: most popular (some security and incentives
Supervision/Training
Who to serve?Sales territory: geographic area; clear
responsibility (overlap; lead in another)Major accounts: special treatment for large
(fleet sales for cars)
Selling techiquesSelling techniques
Customers ≠ (80-20 rule)3 sales presentations
Prepared: more talk, canned leads to trial close, low skill (telemarketing)
Consultative: listen, less talk, help solve problems, customers differ, high skill
Selling formula: start prepared then steps outlined
Job of Personal Selling (1)Duties:
Order getting: without order getters, many of the products we now rely on – ranging from mutual funds to air conditioners – might have died in the market introduction stageSeek new clientele with sales presentationProspecting: follow all leads (allocate time on
potential) – insurance, graduate
Job of Personal Selling (2)Duties (cont…)
Order takingServe current customers and complete routine salesRegular route and customersLow aggression and pressure: pejorative
Job of Personal Selling (3)Duties (cont…)
Supporting salespeople: no selling, help order getters & order takersMissionary: entry level
Goodwill, stimulate demand for productsTasks: training, coop ads, sales promotion (increase
sales 2-3x)Technical specialists: often after o.g. & o.t. visit
Scientists and engineersProvide details on complex processes (installation,
maintenance etc.)May mix three jobs (retraining people)
Sales Promotion
ConsumerSales Promotion
Trade Sales Promotion
Sales PromotionSales PromotionTargetsTargets
Tools for Consumer Sales Promotion
Coupons and Rebates
Premiums
Loyalty Marketing Programs
Contests & Sweepstakes
Sampling
Point-of-Purchase Promotion
Popular ToolsPopular Toolsforfor
Consumer SalesConsumer SalesPromotionPromotion
Sales Promotion Methods for Consumers
Coupons Discounts on the purchase price of a good or service
Sales Promotion Methods for Consumers
Premiums – Items given free or at a reduced cost
Sales Promotion Methods for Consumers
Loyalty ProgramsReward regular customers
Contests
During the annual search, which includes both the U.S. and Canada, the grandchildren, children, spouses and friends of outstanding grandmas are invited to write in and tell us, in 100 words orless, why their grandmas are the greatest.
SweepstakesConsumer Sweepstakes -
Chance
Universal Studios Hollywood Terminator 2:3D Sweepstakes OFFICIAL GIVEAWAY RULES; NO PURCHASE NECESSARY
ENTRY: To enter the Universal Studios Hollywood
Terminator 2:3D Sweepstakes, register your name and information (no password required). Completed entries must be received by 11:59pm PST on June 1, 2006 to be eligible for the Grand Prize.
Sales Promotion Methods for Consumers
SamplingIn store, mail, door-to-doorHigher response rates than coupons
http://www.thefreesite.com/freesamples.htm
Sales Promotion Methods for Consumers
Point-of-Purchase DisplaysSigns, Window displays, Counter pieces, Display racks to attract customers
70% purchase decisions in-store
The Role of Trade Sales Promotion
Improve trade relations
Gain new distributors
Build or reducedealer inventories
Tools for Trade Sales Promotion
Trade Allowances
Push Money
Unique ToolsUnique Toolsforfor
Trade SalesTrade SalesPromotionPromotion
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