Transcript presentation source

Chapter 16 Sales Promotion and
Personal Selling
Sales Promotion
Marketing communication
activities, other than advertising,
personal selling, and public
relations, in which a
short-term incentive motivates a
purchase.
Sales Promotion
Sales Promotion
Targets
Consumer
Sales Promotion
Trade
Sales Promotion
Objectives of Sales Promotion
Type of Buyer
Desired Results
Sales Promotion
Examples
Loyal Customers
• Reinforce behavior
•Loyalty marketing
• Increase consumption
•Bonus packs
• Change timing
Competitor’s
Customers
• Break loyalty
• Persuade to switch
•Sampling
•Sweepstakes,
contests, premiums
Brand Switchers
• Persuade to buy your
brand more often
•Price-lowering
promotion
•Trade deals
Price Buyers
• Appeal with low
prices
• Supply added value
•Coupons, price-off
packages, refunds
•Trade deals
Tools for
Consumer Sales Promotion
Coupons and Rebates
Premiums
Loyalty Marketing Programs
Contests & Sweepstakes
Popular Tools
for
Consumer Sales
Promotion
Sampling
Point-of-Purchase Promotion
Tools for Trade Sales Promotion
Trade Allowances
Push Money
Training
Free Merchandise
Unique Tools
for
Trade Sales
Promotion
Store Demonstration
Conventions & Trade Shows
The Role of
Trade Sales Promotion
Gain new distributors
Obtain support for
consumer sales promotions
Build or reduce
dealer inventories
Improve trade relations
Personal Selling
Personal Selling
is more important if...
Advertising & Sales Promotion
are more important if...
Product has a high value
Product has a low value
Product is custom made
Product is standardized
Product is
technically complex
Product is
simple to understand
There are few customers
There are many customers
Customers are
concentrated
Customers are
geographically dispersed
Steps in the Selling Process
Generate Leads
Qualify Leads
Probe Customer Needs
Develop Solutions
Basic Steps
in the
Personal Selling
Process
Handle Objections
Close the Sale
Follow Up
Probing Needs
Product or service
Salesperson
must know
everything
about...
Customers and their needs
Competition
Industry
Handling Objections
View objections as
requests for information
Handling
Objections
Anticipate
specific objections
Use the objection
to close the sale
The Impact of Technology
on Personal Selling
Laptop computer link
Mobile telephones
Pagers
Personal data assistants
Sales Force
Automation
E-Mail
Internet