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18 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.

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personal selling
Personal Selling
  • interpersonal promotional process involving a seller’s person-to-person presentation to a prospective buyer.
characteristics of personal selling
Personal Selling

Communication Mode

Direct and face-to-face

Communication Control

High

Feedback Amount

Much

Feedback Speed

Immediate

Message Flow Direction

Two-way

Message Content Control

Yes

Sponsor Identification

Yes

Reaching Large Audience

Slow

Message Flexibility

Tailored to prospect

Characteristics of Personal Selling
intro to personal selling
Intro to Personal Selling
  • Importance: almost every company can benefit from personal selling
    • 10% of workforce (how many have? How many would like to?)
    • Often largest operating expense (up or out; car dealers)
    • Customer contact (info & customer impressions)
slide5
Sales management: decisions
    • Sales force
      • # (of salespeople; big issues with commissions, customers and turnover)
      • Compensation
        • Straight salary: most security, control, and simplicity
        • Straight commission (most incentive)
          • Direct: Salary
          • Indirect: part of firm earnings
          • Compensation
        • Align incentive with firm interest (Sears)
      • Combination: most popular (some security and incentives
    • Supervision/Training
slide6
Who to serve?
    • Sales territory: geographic area; clear responsibility (overlap; lead in another)
    • Major accounts: special treatment for large (fleet sales for cars)
selling techiques
Selling techiques
  • Selling 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
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 stage
      • Seek new clientele with sales presentation
      • Prospecting: follow all leads (allocate time on potential) – insurance, graduate
job of personal selling 2
Job of Personal Selling (2)
  • Duties (cont…)
    • Order taking
      • Serve current customers and complete routine sales
      • Regular route and customers
      • Low aggression and pressure: pejorative
job of personal selling 3
Job of Personal Selling (3)
  • Duties (cont…)
    • Supporting salespeople: no selling, help order getters & order takers
      • Missionary: entry level
        • Goodwill, stimulate demand for products
        • Tasks: training, coop ads, sales promotion (increase sales 2-3x); drugs
      • Technical specialists: often after o.g. & o.t. visit
        • Scientists and engineers
        • Provide details on complex processes (installation, maintenance etc.)
    • May mix three jobs (retraining people)
sales promotion
Sales Promotion

Targets

ConsumerSales Promotion

Trade

Sales Promotion

Sales Promotion
tools for consumer sales promotion
Popular Tools

for

Consumer Sales

Promotion

Coupons and Rebates

Premiums

Loyalty Marketing Programs

Contests & Sweepstakes

Sampling

Point-of-Purchase Promotion

Tools for Consumer Sales Promotion
sales promotion methods for consumers
Sales Promotion Methods for Consumers
  • Coupons Discounts on the purchase price of a good or service
sales promotion methods for consumers1
Sales Promotion Methods for Consumers
  • Premiums – Items given free or at a reduced cost
sales promotion methods for consumers2
Sales Promotion Methods for Consumers
  • Loyalty Programs
    • Reward regular customers
contests
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 or less, why their grandmas are the greatest.

sweepstakes
Sweepstakes
  • Consumer 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 consumers3
http://www.thefreesite.com/freesamples.htmSales Promotion Methods for Consumers
  • Sampling
    • In store, mail, door-to-door
    • Higher response rates than

coupons

sales promotion methods for consumers4
Sales Promotion Methods for Consumers
  • Point-of-Purchase Displays
    • Signs, Window displays, Counter pieces, Display racks to attract customers
    • 70% purchase decisions in-store
the role of trade sales promotion
Gain new distributors

Build or reduce

dealer inventories

Improve trade relations

The Role of Trade Sales Promotion
tools for trade sales promotion
Unique Tools

for

Trade Sales

Promotion

Trade Allowances

Push Money

Tools for Trade Sales Promotion
ad