9. Marketing Lamb, Hair, McDaniel. Designed by Eric Brengle B-books, Ltd. Prepared by Deborah Baker Texas Christian University. Sales Promotion and Personal Selling. CHAPTER 16. Sales Promotion. LO I. Define and state the objectives of sales promotion. Sales Promotion.
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MarketingLamb, Hair, McDaniel
Texas Christian University
Sales Promotion and Personal Selling
Define and state the objectives of sales promotion
Reason to buy
Incentive to buy
Type of Buyer
Discuss the most common forms of consumer sales promotion
Effective Types of Online Sales Promotion
Coupons and rebates
Loyalty marketing programs
List the most common forms of trade sales promotion
Conventions & Trade Shows
Describe personal selling
Product has a high value.
Product is standardized.
Product is custom made.
There are many customers.
There are few customers.
Product is simple to understand.
Product is technically complex.
geographically dispersed.Personal Selling
Advertising & Sales Promotion are more important if...
Personal Selling is more important if...
Discuss the key differences between relationship selling and traditional selling
Sell advice, assistance, counsel
Focus on closing sales
Focus on customer’s bottom line
Limited sales planning
Sales planning is top priority
Build problem-solving environment
Conduct discovery in scope of
“Lone wolf” approach
Profit impact and strategic
Short-term sales follow-up
Long-term sales follow-up
Relationship SalesREVIEW LEARNING OUTCOME Relationship Selling vs. Traditional Selling
List the steps in the selling process
Be well prepared
Use eye contact
Ask open-ended questions
Use hand gestures and voice inflection
Focus on the customer needs
Incorporate visual elements
Know how to operate the A/V equipment
Make sure the equipment works
PRACTICE, PRACTICE, PRACTICE!
Look for customer signals
Keep an open mind
Tailor to each market
Describe the functions of sales management
Define sales goals and sales process
Determine sales force structure
Recruit and train sales force
Compensate and motivate sales force
Evaluate sales force
Market or industry
Individual client or account
Possess ego drive
Possess ego strength
Have a sense of urgency
Contribution to profit
Calls per order
Sales or profits per call
Call percentage achieving goals
SOURCE: Jennifer Saranow, “Car Dealers Recruit Saleswomen at the Mall,” Wall Street Journal, April 12, 2006, B1.