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Comercialización. Promoción de Ventas y Ventas personales. Tipos de Clientes & Metas de promoción de Ventas. T ipo de Comprador Resultados deseados Ejemplos de promociones de ventas Loyal customers Reinforce behavior, • Loyalty marketing programs,

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Comercialización

Promoción de Ventas y Ventas personales

tipos de clientes metas de promoci n de ventas
Tipos de Clientes & Metas de promoción de Ventas

Tipo de CompradorResultados deseadosEjemplos de promociones de ventas

Loyal customers Reinforce behavior, • Loyalty marketing programs,

People who buy your increase consumption, such as frequent-buyer cards

product most or all change purchase timing or frequent-shopper clubs

of the time • Bonus packs that give loyal

consumers an incentive to

stock up or premiums offered

in return for proofs-of-purchase

Competitor’s Break loyalty, persuade • Sampling to introduce your

customers to switch to your brand product’s superior qualities

People who buy a compared to their brand

competitor’s product • Sweepstakes, contests, or

most or all of the time premiums that create interest

in the product

Brand switchers Persuade to buy your • Any promotion that lowers the

People who buy a brand more often price of the product, such as

variety of products coupons, price-off packages,

in the category and bonus packs

• Trade deals that help make the

product more readily available

than competing products

Price buyers Appeal with low prices • Coupons, price-off packages,

People who or supply added value refunds, or trade deals that

consistently buy the that makes price less reduce the price of brand to

least expensive brand important match that of the brand that

would have been purchased

Source: From Sales Promotion Essentials, 2E by Don. E. Schultz, William A. Robinson, and Lisa A. Petrison. Reprinted by permission of NTC Publishing Group, Lincolnwood, IL.

herramientas para promociones de venta a consumidores
Herramientas para promociones de venta a consumidores

Cupones

Premios

Seis categorías

de promoción

de ventas

a consumidores

Programas de comprador frecuente

Concursos y loterias

Muestras

Despliegues en Puntos de compra (POP)

herramientas de promoci n a canales

Financiamiento a canales

Dinero para empujar

Seis categorías

de promociones

a canales

de distribución

Entrenamiento

Capacitación

Mercadería Gratis

Demostraciones en Tienda

Reuniones de negocios, convenciones,

y Ferias especialidad

Herramientas de promoción a canales
ventajas de ventas personales
Ventajas de Ventas personales

Información detallada

Control del Mensaje

Segmentación

Control de costos

Cierre de Ventas

publicidad versus ventas personales
Publicidad Versus Ventas personales

Personal Selling is more important if...

The product has a high value.

It is a custom-made product.

There are few customers.

The product is technically complex.

Customers are geographically concentrated.

Advertising/Sales Promotion is more important if...

The product has a low value.

It is a standardized product.

There are many customers.

The product is simple to understand.

Customers are geographically dispersed.

diferenc ias entre sistemas tradi c ional rela c ion es de venta
Diferencias entre sistemas Tradicional & Relaciones de venta

Traditional Personal Selling

Sell products (goods and services)

Focus on closing sales

Limited sales planning

Spend most contact time telling customers about product

Conduct “product-specific” needs assessment

“Lone-wolf” approach to the account

Proposals and presentations basedon pricing and product features

Sales follow-up focused on product delivery

Relationship Selling

Sell advice, assistance, and counsel

Focus on improving the customer’s bottom line

Considers sales planning as top priority

Spend most contact time attempting to build a problem-solving environment with the customer

Conduct discovery in the full scope of the customer’s operations

Team approach to the account

Proposals and presentations based on profit impact and strategic benefits to the customer

Sales follow-up is long term, focused on long-term relationship enhancement

Source: Robert M. Peterson, Patrick L. Shul, and George H. Lucas, Jr., “Consultative Selling: Walking the Walk in the New Selling Environment,”

National Conference on Sales Management, Proceedings, March 1996.

pasos en el proceso de venta
Pasos en el proceso de Venta

Generating Sales Leads

Qualifying Sales Leads

Basic

Steps in

the

Selling

Process

Making the Sales Approach

Making the Sales Presentation

Handling Objections

Closing the Sale

Following Up

funcion de la gerencia de ventas
Funcion de la gerencia de Ventas

Set Sales Objectives

Evaluate Sales Force

Structure Sales Force

Major Tasks of Sales Management

Manage Turnover

Determine Sales Force Size

Motivate Sales Force

Develop Compen-sation Plan

Train Sales Force

Recruit Sales Force