Sales Promotion & Personal SellingSales Promotion & Personal Selling

AAmit K. Srivastava

Learning Objectives

Define and State The Objective Of Sales Promotion.

Discuss and most common forms of sales promotions.

List of most common forms of trade sales promotion.

Describe personal selling.

Discuss the key difference between relationship

selling and traditional selling.

List the steps in selling process.

Describe the function of sales management.

Sales Promotion Objectives

Consumer Sales PromotionConsumer Sales Promotion Consumer MarketConsumer Market

Trade Sales PromotionTrade Sales Promotion Goal = Drive immediate Purchase= Influence Behavior

Goal = Drive immediate Purchase= Influence Behavior

Trade Sales PromotionTrade Sales Promotion Marketing ChannelMarketing Channel

Uses Of Sales Promotions

Immediate Purchase

Boost Consumer Inventory

Increase Ad Effectiveness

Increase Trial

Encourage Repurchase

Encourage Brand Loyalty

Tools For Sales Promotion

Consumer Coupons & Rebates

Premiums

Loyalty Market Program

Contests & sweepstakes

Sampling

Points of Purchase Promotions

Trade Trade Allowances

Push money

Training

Free Merchandise

Store Demonstrations

Invention and Trade Show

Advantage Of Personal Selling

Detailed Explanation or Demonstration

Variable Sales Message

Directed at Qualified Prospects

Controllable Adjustable Selling Costs

Effective at Obtaining Sale and Gaining Customer Satisfactions

Types of Personal Selling

Traditional

Relationship

Steps in selling process

Generate Leads

Quality Leads

Probe Customer Needs

Development Solutions

Handle Objections

Close the Sales

Follow up

Generating Needs

Advertising PublicityDirect Mail /

Telemarketing

ReformsInternet / Website

Cold Calling

Company RecordsTrade Show /Convention

Network

Advertising Publicity

Developing and proposing solutions

Sales Proposals

Sales Presentation

Handling objections

View Objection and Requesting For Information

Anticipate Specific Objection

Use the Objection to Close the Sale

Closing the sale

Looks For Customers SignalsKeeps on Open Mind Negotiate

Following up

Ensure Delivery

Goods or Service Perform As Promised

Employees are Trained

Sales management responsibilities

• Define Sales Goals and Sales process• Determine Sales Force Structure• Recruit and Trained Sales Force• Compensate and Motivate Sales Force• Evaluate Sales Force

Numerous ways to Organize Sales Force

Geographic Region

Product Line

Marketing Function

Market or Industries

Client Account

Sales force structure

Training the sales force

Training Includes

Company Policies & Practice

Selling Techniques

Product Knowledge

Industry & Customer Characteristics

No. of Selling Duties

Evaluate the sales force

Sales Volume

Contribution to Profit Average Calls a Day Productive Calls Per Day Calls Percentage Achieving Goals

Thank you

AAmit K. Srivastava