ADVERTISING, SALES PROMOTION, PUBLIC RELATIONS, PERSONAL SELLING, AND DIRECT MARKETING
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Transcript of ADVERTISING, SALES PROMOTION, PUBLIC RELATIONS, PERSONAL SELLING, AND DIRECT MARKETING
CHAPTER 10
ADVERTISING, SALES PROMOTION,
PUBLIC RELATIONS, PERSONAL SELLING,
AND DIRECT MARKETING
Discuss the effects of advertising on
market share and consumers
THE EFFECTS OF ADVERTISING
THE EFFECTS OF ADVERTISING
U.S. advertising was almost $300 billion in 2006
In 2005, 32 companies spent over $1 billion each
The advertising industry is small—only 155,000 employed by the 12,000 advertising agencies
Ad budgets of some firms are almost $4 billion annually
THE EFFECTS OF ADVERTISING
Top Ten Leaders by U.S.Advertising SpendingTop Ten Leaders by U.S.Advertising Spending
ADVERTISING AND MARKET SHARE
New brands with a small market share spend proportionally more for advertising and sales
promotion than those with a large market share
1. Beyond a certain level of spending, diminishing returns set in.
2. New brands require higher spending to reach a minimum level of exposure needed to affect purchase
habits.
THE EFFECTS OF ADVERTISING ON CONSUMERS
The average U.S. citizen is exposed to hundreds of ads each day.
Advertising may change a consumer’s negative attitude toward a product, or
reinforce a positive attitude.
Advertising can affect consumer ranking of a brand’s attributes.
EFFECT OF ADVERTISING
Reinforce positive attitudes about brand.Reinforce positive attitudes about brand.
Transform Negative attitude toward a product into a positive one.Transform Negative attitude toward a product into a positive one.
Measure impact on purchase of products.Measure impact on purchase of products.
Maintain brand awareness & Increase market share.Maintain brand awareness & Increase market share.
EFFECT OF ADVERTISING
Building Goodwill.Building Goodwill.
Introducing New Products.Introducing New Products.
Pre-selling a Product.Pre-selling a Product.
Increase consumers rank on brand attitude.
REVIEW LEARNING OUTCOMEEFFECTS OF ADVERTISING
Identify the major types of advertising
MAJOR TYPES OF ADVERTISING
MAJOR TYPES OF ADVERTISING
InstitutionalAdvertising
InstitutionalAdvertising
Enhances a company’s image rather than promotes a
particular product.
Enhances a company’s image rather than promotes a
particular product.
ProductAdvertising
ProductAdvertising
Advertize the benefits of a specific good or service.
Advertize the benefits of a specific good or service.
MAJOR TYPES OF ADVERTISING
Corporate identityCorporate identity
PioneeringPioneering
CompetitiveCompetitive
ComparativeComparative
ProductAdvertising
ProductAdvertising
InstitutionalAdvertising
InstitutionalAdvertising
Advocacy advertisingAdvocacy
advertising
PRODUCT ADVERTISING
PioneeringPioneeringPioneeringPioneering Stimulates primary demand for
new product or category Used in the PLC introductory
stage
CompetitiveCompetitiveCompetitiveCompetitive Influences demand for brand in
the growth phase of the PLC Often uses emotional appeal
ComparativeComparativeComparativeComparative
Compares two or more competing brands’ product attributes
Used if growth is sluggish, or if competition is strong
REVIEW LEARNING OUTCOMETHE MAJOR TYPES OF ADVERTISING
Discuss the creative decisions in developing an
advertising campaign
CREATIVE DECISIONS IN ADVERTISING
CREATIVE DECISIONS IN ADVERTISING
AdvertisingCampaign
AdvertisingCampaign
A series of related advertisements focusing
on a common theme, slogan, and set of
advertising appeals.
CREATIVE DECISIONS IN ADVERTISING
Determine the advertising objectives
Make creative decisions Make media decisions
Evaluate the campaign
Define target audienceDefine target audience
Define desired percentage changeDefine desired percentage change
Define the time frame for change Define the time frame for change
SETTING OBJECTIVES: THE DAGMAR APPROACH
CREATIVE DECISIONS
Develop and evaluateadvertising appeals
Develop and evaluateadvertising appeals
Execute the message
Execute the message
Evaluate thecampaign’s effectiveness
Evaluate thecampaign’s effectiveness
Identify product benefits
Identify product benefits
“Sell the Sizzle, not the Steak”
Sell product’s benefits, not its attributes
A benefit should answer “What’s in it for me?”
Ask “So?” to determine if it is a benefit
IDENTIFY PRODUCT BENEFITS
IDENTIFY PRODUCT BENEFITS
Attribute
Benefit
“Powerade’s new line has been reformulated to combine the scientific benefits of sports
drinks with B vitamins and to speed up
energy metabolism.”
“So, you’ll satisfy your thirst with a great-tasting drink that will power you throughout the
day.”
ADVERTISING APPEALS
Profit
Health
Love or romance
Fear
Admiration
Convenience
Fun and pleasure
Vanity and egotism
Environmental Consciousness
Product saves, makes, or protects money
Appeals to body-conscious or health seekers
Used in selling cosmetics and perfumes
Social embarrassment, old age, losing health
Reason for use of celebrity spokespeople
Used for fast foods and microwave foods
Key to advertising vacations, beer, parks
Used for expensive or conspicuous items
Centers around environmental protection
Unique SellingProposition
Unique SellingProposition
A desirable, exclusive, and believable
advertising appeal selected as the theme
for a campaign.
UNIQUE SELLING PROPOSITION
EXECUTING THE MESSAGE
REVIEW LEARNING OUTCOMECREATIVE DECISIONS FOR AD CAMPAIGN
Setadvertisingobjectives
Identify benefits
Develop appeal
Evaluate campaign
results
Evaluatingresults helpsmarketersadjust objectivesfor futurecampaigns
Execute message
Describe media evaluation and
selection techniques
MEDIA DECISIONS IN ADVERTISING
MEDIA DECISIONS IN ADVERTISING
NewspapersNewspapers
MagazinesMagazines
Yellow PagesYellow Pages
InternetInternet
RadioRadio
TelevisionTelevision
Outdoor MediaOutdoor Media
Direct MailDirect Mail
Trade ExhibitsTrade Exhibits
Cooperative AdvertisingCooperative Advertising
BrochuresBrochures
CouponsCoupons
CatalogsCatalogs
Special EventsSpecial Events
Monitored MediaMonitored Media Unmonitored MediaUnmonitored Media
MAJOR ADVERTISING MEDIA
NewspapersNewspapers
MagazinesMagazines
RadioRadio
TelevisionTelevision
Outdoor MediaOutdoor Media
Yellow PagesYellow Pages
InternetInternet
NEWSPAPERS
AdvantagesAdvantages
Geographic selectivity Short-term advertiser
commitments News value and
nearness High individual
market coverage Co-op and local tie-in
availability Short guide time
DisadvantagesDisadvantages
Limited demographic selectivity
Limited color May be expensive
FREE NEWSPAPERS?
SOURCE: Joseph T. Hallinan, “Do New Free Dailies Mean Sun is Setting for Paid
Newspapers?,” Wall Street Journal, April 5, 2006, B1.
The new Baltimore Examiner is delivering 250,000 newspapers—at no charge and unsolicited!
Advertising brings in the revenue for this niche publication targeting households with income of $73,000 or more.
The ads are $2,900 for a full page, compared with $17,000 for its competition, the Baltimore Sun.
The Examiner is betting that low ad rates and the target market will be a valuable proposition to advertisers.
CooperativeAdvertising
CooperativeAdvertising
COOPERATIVE ADVERTISING
An arrangement in which the manufacturer and the
retailer split the costs of advertising the
manufacturer’s brand.
MAGAZINES
AdvantagesAdvantages DisadvantagesDisadvantages
Good reproduction
Demographic selectivity
Regional/local selectivity
Long advertising life
High pass-along rate
Long-term advertiser commitments
Slow audience build-up
Limited demonstration capabilities
Lack of urgency
Long lead time
RADIO
AdvantagesAdvantages DisadvantagesDisadvantages
Low cost
Immediacy of message
Short notice scheduling
No seasonal audience change
Highly portable
Short-term advertiser commitments
Entertainment carryover
No visual treatment
Short advertising life
High frequency to generate comprehension and retention
Background distractions
Commercial clutter
TELEVISION
AdvantagesAdvantages DisadvantagesDisadvantages Wide, diverse audience
Low cost per thousand
Creative opportunities for demonstration
Immediacy of messages
Entertainment carryover
Demographic selectivity with cable
Short life of message Consumer skepticism High campaign cost Little demographic
selectivity with stations
Long-term advertiser commitments
Long lead times for production
Commercial clutter
35
TV ADVERTISING: IS LESS MORE?
The number of ads in TV shows is a longstanding complaint of viewers and advertisers.
The media is cluttered and consumers change channels or speed through commercials on a DVR.
Tests are being conducted to feature shorter commercial pods.
SOURCE: Suzanne Vranica, “TV-Ad Test to Show if Less is More,” Wall Street Journal, April 5,2006, B3.
Year
Commercial Minutesper Hour
13.5 14 14.5 15 15.5
2000
01
02
03
04
05
OUTDOOR MEDIA
AdvantagesAdvantages DisadvantagesDisadvantages
Repetition
Moderate cost
Flexibility
Geographic selectivity
Short message
Lack of demographic selectivity
High “noise” level
INTERNET
AdvantagesAdvantages DisadvantagesDisadvantages
Fast growing
Ability to reach narrow target audience
Short lead time
Moderate cost
Difficult to measure ad effectiveness and ROI
Ad exposure relies on “click through” from banner ads
Not all consumers have access to Internet
ALTERNATIVE MEDIA
Ads in MoviesAds in Movies
Interactive KiosksInteractive Kiosks
Computer Screen Savers
Computer Screen Savers
Shopping CartsShopping Carts
DVDsDVDs
AdvertainmentsAdvertainments
Cell Phone AdsCell Phone Ads
Subway Tunnel AdsSubway Tunnel Ads
Floor AdsFloor Ads
Video Game AdsVideo Game Ads
VIDEOGAME ADVERTISING
SOURCE: Robert A. Guth and Nick Wingfield, “Microsoft’s ‘Massive’ Move into Game Ads,”
Wall Street Journal, April 26,2006, B1.
Microsoft plans to acquire Massive inc., a start-up that places ads in video games.
Ads are inserted into the game environment.
Video games could become a large new medium for advertising.
DIRECTORY ASSISTANCE ADVERTISING
SOURCE: Rebecca Buckman, “Your Listing, and a Word From Our Sponsor,”
Wall Street Journal, April 20,2006, B1.
Companies are offering free telephone directory assistance—but there’s an advertisement first.
The audio ads are narrowly targeted, and are 10 to 12 seconds.
The growth of such free services could represent another change in the telecom industry.
Dial 1-800-FREE411 or 1-800-411-METRO
QUALITATIVE FACTORS IN MEDIA SELECTION
Attention to the commercial and the program
Program liking
Lack of distractions
Other audience behaviors
MEDIA SCHEDULING
ContinuousMedia Schedule
Flighted Media Schedule
PulsingMedia Schedule
SeasonalMedia Schedule
Advertising is run steadily throughout the period.
Advertising is run heavily every other month or every two
weeks.
Advertising combines continuous scheduling with
flighting.
Advertising is run only when the product is likely to be used.
MEDIA SCHEDULING ON THE WEB
Competition for Web advertising spots is driving up prices.
Some Web advertisers now run campaigns based on time of day. Examples:
McDonald’s: breakfast meals during morning hours Xerox: copier ads during the workday
Budweiser: beer ads on Friday afternoons
Scheduling Web ads during prime times is a more efficient use of ad dollars and more targeted.
SOURCE: David Kesmodel, “More Marketers Place Web Ads by Time of Day,” Wall Street Journal, June 23, 2006,
B1.
REVIEW LEARNING OUTCOMEMEDIA EVALUATION AND SELECTION
Type: NewspaperMagazineRadioTelevisionOutdoorInternetAlternative
Considerations:
Mix How much of each?Cost per contact How much per person?Reach How many people?Frequency How often?Audience selectivity How targeted is audience?
Scheduling: continuous
flighted
pulsing
seasonal
Winter Spring Summer Fall
Define and state the objectives of sales promotion
SALES PROMOTION
SALES PROMOTION
SalesPromotion
SalesPromotion
Marketing communication
activities, other than advertising, personal
selling, and public relations, in which a short-term incentive
motivates a purchase.
Advertising
SALES PROMOTION
Reason to buy
Sales Promotion Incentive to buy
SALES PROMOTION
ConsumerSales
Promotion
ConsumerSales
Promotion
Trade Sales
Promotion
Trade Sales
Promotion
Consumer market
Marketing channel
Drive immediate purchase
Influence behavior Goal
Type of BuyerType of Buyer
Loyal Customers
Competitor’sCustomers
Brand Switchers
Price Buyers
Desired ResultsDesired Results
•Reinforce behavior•Increase consumption•Change purchase timing
•Break loyalty•Persuade to switch
•Persuade to buy your brand more often
•Appeal with low prices
•Supply added value
Sales PromotionSales PromotionExamples Examples
•Loyalty marketing•Bonus packs
•Sampling•Sweepstakes, contests, premiums
•Price-lowering promotion
•Trade deals
•Coupons, price-offpackages, refunds
•Trade deals
OBJECTIVES OF SALES PROMOTION
REVIEW LEARNING OUTCOMETHE OBJECTIVES OF SALES PROMOTION
Discuss the most common forms of consumer
sales promotion
TOOLS FOR CONSUMER SALES PROMOTION
Coupons and RebatesCoupons and Rebates
PremiumsPremiums
Loyalty Marketing ProgramsLoyalty Marketing Programs
Contests & SweepstakesContests & Sweepstakes
SamplingSampling
Point-of-Purchase PromotionPoint-of-Purchase Promotion
TOOLS FOR CONSUMER SALES PROMOTION
TOOLS FOR CONSUMER SALES PROMOTION
CouponCoupon
RebateRebate
PremiumPremium
A certificate that entitles consumers to an immediate
price reduction.
A certificate that entitles consumers to an immediate
price reduction.
A cash refund given for the purchase of a product during
a specific period.
A cash refund given for the purchase of a product during
a specific period.
An extra item offered to the consumer, usually in exchange
for some proof of purchase.
An extra item offered to the consumer, usually in exchange
for some proof of purchase.
LoyaltyMarketingProgram
LoyaltyMarketingProgram
A promotional program designed to build long-term, mutually
beneficial relationships between a company and key customers.
A promotional program designed to build long-term, mutually
beneficial relationships between a company and key customers.
FrequentBuyer
Program
FrequentBuyer
Program
A loyalty program in which loyal consumers are rewarded for
making multiple purchases.
A loyalty program in which loyal consumers are rewarded for
making multiple purchases.
TOOLS FOR CONSUMER SALES PROMOTION
ContestsContests Promotions that require skill or ability to compete for prizes.Promotions that require skill
or ability to compete for prizes.
SweepstakesSweepstakesPromotions that depend on
chance or luck, with free participation.
Promotions that depend on chance or luck, with
free participation.
TOOLS FOR CONSUMER SALES PROMOTION
TOOLS FOR CONSUMER SALES PROMOTION
SamplingSamplingA promotional program that
allows the consumer the opportunity to try a product
or service for free.
A promotional program that allows the consumer the
opportunity to try a product or service for free.
METHODS OF SAMPLING
Build traffic
Advertise the product
Persuade impulse buying
POINT-OF-PURCHASE PROMOTION
ONLINE SALES PROMOTION
Free merchandise
Sweepstakes
Free shipping with purchases
Coupons
Effective Types of Online Sales PromotionEffective Types of Online Sales Promotion
REVIEW LEARNING OUTCOMECONSUMER SALES PROMOTION
Coupons and rebates
Premiums
Loyalty marketing programs
Contests
Sampling
P-O-P
Online
List the most common forms of trade sales promotion
TOOLS FOR TRADE SALES PROMOTION
TRADE SALES PROMOTION
Trade AllowancesTrade Allowances
Push MoneyPush Money
TrainingTraining
Free MerchandiseFree Merchandise
Store DemonstrationStore Demonstration
Conventions & Trade ShowsConventions & Trade Shows
TradeAllowance
TradeAllowance
A price reduction offered by
manufacturers to intermediaries, such as wholesalers and
retailers.
TRADE ALLOWANCE
Push MoneyPush MoneyMoney offered to
channel intermediaries to
encourage them to “push” products--that is, to encourage other
members of the channel to sell the
products.
PUSH MONEY
BENEFITS OF TRADE PROMOTIONS
Help manufacturers gain new distribution
Obtain wholesaler and retailer support forconsumer sales promotions
Build or reduce dealer inventories
Improve trade relations
REVIEW LEARNING OUTCOMEFORMS OF TRADE SALES PROMOTION
Discuss the role of public relations
in the promotional mix
PUBLIC RELATIONS
Public RelationsPublic Relations
PUBLIC RELATIONS
The element in the promotional mix that:
evaluates public attitudes identifies issues of public
concern executes programs to gain
public acceptance
Press relations Press relations
Product publicityProduct publicity
Corporate communicationCorporate communication
Public affairsPublic affairs
LobbyingLobbying
Employee and investor relationsEmployee and investor relations
Crisis managementCrisis management
FUNCTIONS OF PUBLIC RELATIONS
Product placementProduct placement
Consumer educationConsumer education
Event sponsorshipEvent sponsorship
Issue sponsorshipIssue sponsorship
Internet Web sitesInternet Web sites
New product publicityNew product publicity
PUBLIC RELATIONS TOOLS
EXAMPLE OF CONSUMER EDUCATION
SOURCE: Diya Gullapalli, “Your Kid’s Teacher: The Bank,”
Wall Street Journal, April 8-9, 2006, B1.
Corporations are teaching public school students about personal finance.
People under age 25 are a fast-growing group for credit card debt increases and bankruptcy.
Is it appropriate to use educational materials with a corporate identity?
How should financial literacy be taught?
CrisisManagement
CrisisManagement
MANAGING UNFAVORABLE PUBLICITY
REVIEW LEARNING OUTCOMETHE ROLE OF PUBLIC RELATIONS
Describe personal selling
PERSONAL SELLING
PERSONAL SELLING
Personal Selling is more important if...
Customers are concentrated.
Customers are concentrated.
Product is technically complex.
Product is technically complex.
There are few customers.There are few customers.
Product is custom made.Product is custom made.
Product has a high value.Product has a high value.
Customers are geographically dispersed.
Customers are geographically dispersed.
Product is simple to understand.
Product is simple to understand.
There are many customers.There are many customers.
Product is standardized.Product is standardized.
Product has a low value.Product has a low value.
Advertising & Sales Promotion are more important if...
REVIEW LEARNING OUTCOMEPERSONAL SELLING
Detailed explanation or demonstration
Variable sales message
Directed to qualified prospects
Controllable adjustable selling costs
More effective than other promotion in obtaining sale and gaining customer satisfaction
PersonalSelling
Advantages
PersonalSelling
Advantages
Discuss the key differences between relationship selling
and traditional selling
RELATIONSHIP SELLING
Relationship(Consultative)
Selling
Relationship(Consultative)
Selling
RELATIONSHIP SELLING
A sales practice that involves building, maintaining, and
enhancing interactions with customers in order
to develop long-term satisfaction through mutually beneficial
partnerships.
TRADITIONAL SELLING AND RELATIONSHIP SELLING
Sell advice, assistance, counsel Sell products
TraditionalTraditionalPersonal SellingPersonal Selling
Focus on closing sales
Limited sales planning
Discuss product
Assess “product-specific” needs
“Lone wolf” approach
Pricing/product focus
Short-term sales follow-up
Focus on customer’s bottom line
Sales planning is top priority
Build problem-solving environment
Conduct discovery in scope of operations
Team approach
Profit impact and strategic benefit focus
Long-term sales follow-up
Relationship SellingRelationship Selling
REVIEW LEARNING OUTCOME RELATIONSHIP SELLING VS. TRADITIONAL SELLING
InitialSales
RepeatSales
SuccessiveSales
Traditional Sales
Relationship Sales
SalesIncreasesResultFromCreatingValue
List the steps in the selling process
STEPS IN THE SELLING PROCESS
Generate LeadsGenerate Leads
Qualify LeadsQualify Leads
Probe Customer NeedsProbe Customer Needs
Develop SolutionsDevelop Solutions
Handle ObjectionsHandle Objections
Close the SaleClose the Sale
Follow UpFollow Up
STEPS IN THE SELLING PROCESS
Key Selling StepsTraditional
Selling
Relationship
Selling
Generate Leads High Low
Qualify Leads Low High
Probe Needs Low High
Develop Solutions Low High
Handle Objections High Low
Close the sale High Low
Follow-up Low High
TIME SPENT IN KEY STEPS OF SELLING PROCESS
AdvertisingAdvertising PublicityPublicityDirect Mail/
Telemarketing
Direct Mail/Telemarketin
g
Cold CallingCold Calling Internet Web Site
Internet Web Site ReferralsReferrals
Trade Shows/Conventions
Trade Shows/ConventionsNetworkingNetworking Company
RecordsCompany Records
GENERATING LEADS
Cold CallingCold Calling
COLD CALLING
A form of lead generation in which the salesperson
approaches potential buyers without any prior
knowledge of the prospects’ needs or
financial status.
Recognized needRecognized need
Buying powerBuying power
Receptivity andaccessibility
Receptivity andaccessibility
QUALIFYING LEADS
NeedsAssessment
NeedsAssessment
NEEDS ASSESSMENT
A determination of the customer’s specific
needs and wants and the range of options a
customer has for satisfying them.
Product or serviceProduct or service
CustomersCustomers
CompetitionCompetition
IndustryIndustry
Salesperson must knoweverything
about...
Salesperson must knoweverything
about...
THE CONSULTATIVE SALESPERSON
DEVELOPING AND PROPOSING SOLUTIONS
Sales ProposalSales Proposal
Sales PresentationSales Presentation
Be well prepared
Use eye contact
Ask open-ended questions
Be poised
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!
POWERFUL PRESENTATIONS
View objections as requests for information
Anticipate specific objections
Investigate the objection with the customer
Be aware of competitors’ products
Stay calm
Use the objection to close the sale
HANDLING OBJECTIONS
CLOSING THE SALE
NegotiateNegotiate
Keep an open mindKeep an open mind
Look for customer signals
Look for customer signals
Tailor to each marketTailor to each market
REVIEW LEARNING OUTCOMESTEPS IN THE SELLING PROCESS
Describe the functions of sales management
SALES MANAGEMENT
Evaluate sales forceEvaluate sales force
Compensate and motivate sales forceCompensate and motivate sales force
Recruit and train sales forceRecruit and train sales force
Determine sales force structureDetermine sales force structure
Define sales goals and sales processDefine sales goals and sales process
SALES MANAGEMENT RESPONSIBILITIES
ClearClear
PrecisePrecise
MeasurableMeasurable
Time SpecificTime Specific
DEFINING SALES GOALS
Sales VolumeMarket ShareProfit Level
QuotaQuotaA statement of the
individual salesperson’s sales objectives, usually based on sales volume alone but sometimes
including key accounts, new accounts, repeat
sales, and specific products.
QUOTA
SALES FORCE STRUCTURE
Individual client or account
Individual client or account
Market or industryMarket or industry
Marketing functionMarketing function
Product lineProduct line
Geographic regionGeographic region
CHARACTER OF TOP SALES PERFORMERS
Strong, healthy self esteem
Can bounce back from rejection
Sense of urgency and competitiveness
Persuasive
Self-confident
Sociable
Willing to take risks
Understand complex concepts
Creative in developing solutions
Possess empathy
Training includes...
Training includes...
Nonselling dutiesNonselling duties
Industry and customer characteristics
Industry and customer characteristics
Product knowledgeProduct knowledge
Selling techniquesSelling techniques
Company policies and practice
Company policies and practice
TRAINING THE SALES FORCE
COMPENSATING THE SALES FORCE
CommissionCommission
SalarySalary
CombinationPlans
CombinationPlans
StraightCommission
StraightCommission
The salesperson is paid some percentage when
a sale is made.
The salesperson is paid some percentage when
a sale is made.
StraightSalary
StraightSalary
The salesperson receives a salary regardless of
sales productivity.
The salesperson receives a salary regardless of
sales productivity.
COMPENSATING THE SALES FORCE
MOTIVATING THE SALES FORCE
Ceremonies Plaques
Vacations Merchandise Pay raises
Cash bonuses Stock options
Tuition assistance Product discounts
Rewards and incentives include:
KEY PERSONALITY TRAITS OF SALES LEADERS
Effective Sales Leaders are…
Are confident Are confident
Possess ego drivePossess ego drive
Possess ego strengthPossess ego strength
Take risksTake risks
Are innovativeAre innovative
Have a sense of urgencyHave a sense of urgency
Are empatheticAre empathetic
EVALUATING THE SALES FORCE
Contribution to profitContribution to profit
Calls per orderCalls per order
Sales or profits per callSales or profits per call
Call percentage achieving goalsCall percentage achieving goals
Sales volumeSales volume
WOMEN IN CAR SALES
SOURCE: Jennifer Saranow, “Car Dealers Recruit Saleswomen at the Mall,”
Wall Street Journal, April 12, 2006, B1.
For its Florida and Texas dealerships, Asbury Automotive Group is actively recruiting saleswomen– at shopping malls.
11% of the automotive sales force is female. In contrast, 50% of retail-industry employees are women.
Women influence 81% of new auto purchases, and women may even be better at selling cars than men.
THE IMPACT OF TECHNOLOGY ON PERSONAL SELLING
Cell phonesCell phones
LaptopsLaptops
PagersPagers
E-MailE-Mail
Electronic organizersElectronic organizers
InternetInternet
REVIEW LEARNING OUTCOME FUNCTIONS OF SALES MANAGEMENT
Direct marketing(direct-response marketing)
DIRECT MARKETING
Direct MarketingDirect Marketing
DIRECT MARKETING
Techniques used to get consumers to
make a purchase from their home, office, or
another nonretail setting.
TYPES OF DIRECT MARKETING
Catalogs and Mail OrderCatalogs and Mail Order
TelemarketingTelemarketing
Direct MailDirect Mail
Q & A SESSION THANK YOU…