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Personal Selling Sales Promotion. 16. Definition. Salesperson An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering. Agents Sales consultants Sales Representatives Account Executives.

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Personal Selling

Sales Promotion

16

definition
Definition
  • Salesperson
    • An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.
personal selling
Agents

Sales consultants

Sales Representatives

Account Executives

Personal Selling

Salespeople Have Many Names

Sales Engineers

District Managers

Marketing Representatives

Account Development Representatives

personal selling1
Personal Selling
  • The Role of the Sales Force
    • Two-way personal communication
    • More effective than advertising in complex selling situations
    • The sales force plays a major role in most companies
    • The sales force works to produce customer satisfaction and company profit
definition1
Definition
  • Sales Force Management
    • The analysis, planning, implementation, and control of sales force activities. It includes setting and designing sales force strategy; and recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople.
managing the sales force
Managing the Sales Force
  • Sales Force Strategy and Structure
  • Sales Force Structure
    • Territorial sales force structure
    • Product sales force structure
    • Customer sales force structure
    • Complex sales force structure
managing the sales force1
Managing the Sales Force
  • Compensating Salespeople
    • Compensation elements: salary, bonuses, commissions, expenses, and fringe benefits
    • Basic compensation plans:
      • Straight salary
      • Straight commission
      • Salary plus bonus
      • Salary plus commission
definition2
Definition
  • Sales Promotion
    • Sales Promotions are short-term incentives to encourage the purchase or sale of a product or service.
sales promotion
Sales Promotion
  • Sales Promotions
    • Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force.
    • The use of sales promotions has been growing rapidly.
sales promotion1
Sales Promotion
  • Objectives – Consumer Promotions:
    • Increase short-term sales
    • Generate product trial
major consumer sales promotion tools
Major Consumer Sales Promotion Tools

Sample

Trial amount of a product

Coupons

Savings when purchasing specified products

Cash Refunds

Refund of part of the purchase price

Price Packs

Reduced prices marked on the label or package

Premiums

Goods offered free or low cost as an incentive to buy a product

Advertising

Specialties

Articles imprinted with an advertiser’s name given as gifts

major consumer sales promotion tools1

Patronage Rewards

Cash or other rewards for the use of a certain product

Point-of-Purchase

Displays and demonstrations that take place at the point of sale

Contests

Consumers submit an entry to be judged

Sweepstakes

Consumers submit their names for a drawing

Game

Presents consumers with something every time they buy

Major Consumer Sales Promotion Tools
sales promotion2
Sales Promotion
  • Objectives – Trade Promotions:
  • Obtaining distribution and shelf space
  • Encouraging retailers to advertise the brand
sales promotion3
Sales Promotion
  • Objectives – Sales Force Promotions:
    • Signing up new accounts
    • Stimulating sales of specific items
sales promotion4
Sales Promotion
  • Trade Promotion Tools
    • Discounts (also called price-offs, off-list, and off-invoice discounts)
    • Allowances
      • Advertising allowances
      • Display allowances
    • Free goods
    • Push money
    • Specialty advertising items
sales promotion5
Sales Promotion
  • Business Promotion Tools
    • Includes many of the same tools used in trade and consumer promotions
    • Two additional tools:
      • Conventions & trade shows
      • Sales contests