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1Copyright ©2009 by Cengage Learning Inc. All rights reserved
Designed by Eric Brengle B-books, Ltd.
CHAPTER
18
Sales Promotion and Personal Selling
Prepared byAmit Shah
Frostburg State University
MarketingLamb, Hair, McDaniel
10
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Learning Outcomes
2
Define and state the objectives of sales promotion
Discuss the most common forms of consumer sales promotion
List the most common forms of trade sales promotion
Describe personal selling
LOI
LO2
LO3
LO4
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Learning Outcomes
3
Discuss the key differences between relationship selling and traditional selling
List the steps in the selling process
Describe the functions of sales management
LO5
LO6
LO7
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Sales Promotion
4
Define and state the objectives of sales promotion
LOI
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Sales Promotion
5
SalesPromotion
SalesPromotion
LOI
Marketing communication
activities, other than
advertising, personal selling,
and public relations, in
which a short-term incentive
motivates a purchase.
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Sales Promotion
6
LOI
Advertising Reason to buy
Sales Promotion Incentive to buy
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Sales Promotion
7
LOI
ConsumerSales
Promotion
ConsumerSales
Promotion
Trade Sales
Promotion
Trade Sales
Promotion
Consumer market
Marketing channel
Drive immediate purchaseInfluence behavior
Goal
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Objectives of Sales Promotion
8
LOI
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
Copyright ©2009 by Cengage Learning Inc. All rights reserved
REVIEW LEARNING OUTCOMEThe Objectives of Sales Promotion
9
LOI
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Tools for Consumer Sales Promotion
10
Discuss the most common forms of consumer
sales promotion
LO2
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Tools for Consumer Sales Promotion
11LO2
Coupons and RebatesCoupons and Rebates
PremiumsPremiums
Loyalty Marketing ProgramsLoyalty Marketing Programs
Contests & SweepstakesContests & Sweepstakes
SamplingSampling
Point-of-Purchase PromotionPoint-of-Purchase Promotion
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Tools for Consumer Sales Promotion
12LO2
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.
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Tools for Consumer Sales Promotion
13
LO2
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.
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Tools for Consumer Sales Promotion
14
LO2
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.
Online
http://www.online-sweepstakes.com/
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Tools for Consumer Sales Promotion
15
LO2
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.
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Methods of Sampling
16
LO2
Direct mailDirect mail
Door-to-door deliveryDoor-to-door delivery
Packaging with another productPackaging with another product
Retail store demonstrationRetail store demonstration
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Point-of-Purchase Promotion
• Build traffic
• Advertise the product
• Induce impulse buying
17
LO2
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Online Sales Promotion
• Free merchandise
• Sweepstakes
• Free shipping with purchases
• Coupons
18
LO2
Effective Types of Online Sales PromotionEffective Types of Online Sales Promotion
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REVIEW LEARNING OUTCOMEConsumer Sales Promotion
19
LO2
Coupons and rebates
Premiums
Loyalty marketing programs
Contests
Sampling
P-O-P
Online
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Tools for Trade Sales Promotion
20
List the most common forms of trade sales promotion
LO3
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Trade Sales Promotion
21
LO3
Trade AllowancesTrade Allowances
Push MoneyPush Money
TrainingTraining
Free MerchandiseFree Merchandise
Store DemonstrationStore Demonstration
Conventions & Trade ShowsConventions & Trade Shows
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Trade Allowance
22
LO3
TradeAllowance
TradeAllowance
A price reduction offered
by manufacturers to
intermediaries, such as
wholesalers and retailers.
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Push Money
23
LO3
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.
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Benefits of Trade Promotions
24
LO3
Help manufacturers gain new distribution
Obtain wholesaler and retailer support forconsumer sales promotions
Build or reduce dealer inventories
Improve trade relations
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REVIEW LEARNING OUTCOMEForms of Trade Sales Promotion
25
LO3
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Personal Selling
26
Describe personal selling
LO4
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Personal Selling
27
LO4
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...
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REVIEW LEARNING OUTCOMEPersonal Selling
28
LO4
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
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Relationship Selling
29
Discuss the key differences between relationship selling
and traditional selling
LO5
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Relationship Selling
30
LO5
Relationship(Consultative)
Selling
Relationship(Consultative)
Selling
A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.
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Traditional Selling and Relationship Selling
31
LO5
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
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REVIEW LEARNING OUTCOME Relationship Selling vs. Traditional Selling
32
LO5
InitialSales
RepeatSales
SuccessiveSales
Traditional Sales
Relationship Sales
SalesIncreasesResultFromCreatingValue
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Steps in the Selling Process
33
List the steps in the selling process
LO6
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Steps in the Selling Process
34
LO6
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
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Time Spent in Key Steps of 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
35
LO6
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Generating Leads
36
LO6
AdvertisingAdvertising PublicityPublicity Direct Mail/TelemarketingDirect Mail/
Telemarketing
Cold CallingCold Calling Internet Web Site
Internet Web Site ReferralsReferrals
Trade Shows/Conventions
Trade Shows/ConventionsNetworkingNetworking Company
RecordsCompany Records
Online
http://www.linkedin.comhttp://www.ryze.com
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Networking
37
ReferralReferral
LO6
A recommendation to a salesperson from a customer or business associate.
NetworkingNetworking
A process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations.
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Qualifying Leads
38
Recognized needRecognized need
Buying powerBuying power
Receptivity andaccessibility
Receptivity andaccessibility
LO6
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Needs Assessment
39
NeedsAssessment
NeedsAssessment
LO6
A determination of the
customer’s specific needs
and wants and the range of
options a customer has for
satisfying them.
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The Preapproach Process
40
LO6
Product or serviceProduct or service
CustomersCustomers
CompetitionCompetition
IndustryIndustry
Salesperson must knoweverything
about...
Salesperson must knoweverything
about...
Online
http://www.hoovers.comhttp://www.dnb.com
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Developing and Proposing Solutions
41
LO6
Sales ProposalSales Proposal
Sales PresentationSales Presentation
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Powerful Presentations
42LO6
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!
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Handling Objections
43LO6
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
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Closing the Sale
44
LO6
NegotiateNegotiate
Keep an open mindKeep an open mind
Look for customer signals
Look for customer signals
Tailor to each marketTailor to each market
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REVIEW LEARNING OUTCOMESteps in the Selling Process
45
LO6
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Sales Management
46
Describe the functions of sales management
LO7
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Sales Management Responsibilities
47
LO7
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
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Defining Sales Goals
48
LO7
ClearClear
PrecisePrecise
MeasurableMeasurable
Time SpecificTime Specific
Sales VolumeMarket ShareProfit Level
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Quota
49
QuotaQuota
LO7
A 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.
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Sales Force Structure
50
LO7
Individual client or account
Individual client or account
Market or industryMarket or industry
Marketing functionMarketing function
Product lineProduct line
Geographic regionGeographic region
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Traits of Top Sales Performers Strong, healthy self esteem
Can bounce back from rejection
Sense of urgency and competitiveness
Persuasive
Assertive
Sociable
Willing to take risks
Understand complex concepts
Creative in developing solutions
Possess empathy
51
LO7
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Training the Sales Force
52
LO7
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
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Compensating the Sales Force
53LO7
CommissionCommission
SalarySalary
CombinationPlans
CombinationPlans
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Motivating the Sales Force
54
LO7
Ceremonies Plaques Vacations Merchandise Pay raises Cash bonuses Stock options Tuition assistance Product discounts
Rewards and incentives include:
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Evaluating the Sales Force
55
LO7
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
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REVIEW LEARNING OUTCOME Functions of Sales Management
56
LO7