Transcript 9.3: Personal Selling

9.3: Personal Selling
INTERNATIONAL MARKETING
PAGES 218 - 222
Sales Scenes
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9.1: Promotional Strategies
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9.2: Ad Campaign
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Promotion, AIDA, Communication Process, & Developing a Promotional Campaign (7 Steps)
Advertising, Publicity, Product Placement, 8 Steps to an ad campaign, & Ad theme
9.3: International Selling Strategies
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Personal Selling, Sales Process, Sales Commission, Sales Promotion, Electronic Media, Integrated
Marketing Communication
MARKETING PROMOTION
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Slide 3
Promotion: any form of communication that
is designed to _____,
_______
Inform, _____,
remind, and persuade
customers about a company, its goods, or
services
Chapter 9
Promotion
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All promotional activities are based on the acronym AIDA
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https://www.youtube.com/watch?v=4so8UEuZKvY
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http://study.com/academy/lesson/consumer-awareness-of-promotion-the-aida-acronym.html
9.1: Communication Process
9.1: Promotional Strategies
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Sender:
Person creating the message
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Encode:
Using language & symbols to design a message
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Decode:
The process of interpreting the message
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Feedback:
The receivers reaction to the message
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Noise:
Anything that interferes with the message
Charades
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_____________________ is going to come up & act out a word or phrase
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Identify the following from the communication process:
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Sender:
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Encode:
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Message Channel Used:
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Decode:
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Feedback
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Noise
Charades
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_____________________ is going to come up & act out a word or phrase
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Identify the following from the communication process:
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Sender:
Person acting out the message
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Encode:
Any actions (body language, context clues, language, etc..)the person used
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Message Channel Used:
Live
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Decode:
The classes process of interpretation
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Feedback
Classes reaction to encoders message. Was ad effective
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Noise
What, if anything, interfered with senders message
9.1 Review: Promotional Campaign Steps
7 Promotional Campaign Steps What does that mean?
1
Identify Target Audiences
May have multiple target audiences that are different than American
target
• 20 – 45, Educated, White Collar, Lives in warm weather near beach
•20-35. Highly Skilled, Blue Collar, Lives in Warm weather in Urban area
2
Set Communication Goals
What do you want communicated about your product to the target
•Reliable, Sporty, Sophisticated, Safe, etc..
3
Develop a Promotion Budget
Set your budget based on:
What your competition does, % of your sales, Spend as much as possible,
or objective & task (ideal)
(Predict the amount of promotion needed to reach goal)
4
Develop a Media Strategy
Promotional Media are the tools you select to carry your message.
Broadcast, print, outdoor, Online, & SMS
5
Select a Promotional Mix
Advertising, Personal Selling, Public Relations, & Sales Promos.
Use a variety to be effective (Remind, Inform, & Persuade).
6
Implement the Plan
May hire local ad agencies for help with media strategies, selecting
promotional mix methods, & implementing the plan
7
Evaluate Campaign Effectiveness
Use market research to determine effectiveness. May be hard.
9.1 Promo Campaign v. 9.2: Ad Campaign
1.
Identify target audience
1.
Identify target audience
2.
Set Communication goals
2.
Set Communication goals
3.
Develop Promotional Budget
3.
Develop Promotional Budget
4.
Develop media strategies
4.
Develop media strategies
5.
Select a promotional mix
5.
Create advertisements
6.
Implement Plan
6.
Media Schedule
7.
Evaluate Plan
7.
Implement Plan
8.
Evaluate Plan
9.3: Selling Process
Personal Selling
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Personal Selling: Face-to-face interaction between a buyer and a seller
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Used for products that involve complex decision making
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Cars, jewelry, homes, & electronics
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Profit margin is large enough to support sales staff
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Common in industrial sales
International Sales Process
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Approach:
How you initiate the sales process. Includes pre-approach.
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Sales presentation
Any major communication component in the sales process
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Answer Objections
Overcome a buyers reason to not buy
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Closing the sale
Ask the buyer to make a purchase
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Follow up
Post purchase activity aimed at making sure customer is happy. Creates goodwill.
Sales Process
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https://www.youtube.com/watch?v=4phDn0OtzwY
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Approach
Greet Customer
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Sales Presentation
Features / Benefits
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Objections
Customers reason to not buy
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Close the sale
Get the customer to commit to purchase
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Follow up
What you do to stay in touch with customer
Pretty Women:
https://www.youtube.com/watch?v=4phDn0OtzwY
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What steps of the sales process do the sales person complete?
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What is sales commission
Integrated Sales Management
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Managing international sales requires that companies carefully hire and train their sales force
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Developing countries struggle with advertising options
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Developing countries can hire sales staff cheaply to complete AIDA process
International Sales Management also requires setting a compensation method
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A sales commission compensates the sales person based on a percent of sales
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Provides an incentive for the salesperson to stay with a company
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Many companies combine a base salary with sales commission
Sales Promotions
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Sales Promotions are incentives, coupons, or premiums used by a company to encourage
customer action
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Can be viewed as a form of price promotion
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Larger companies have an advantage over a smaller company offering these
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Planned locally
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Trade Promotions are sales promotions that can be directed to members of the trade or
industry as well as to final consumers
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Many countries place restrictions on the use of sales promotions
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Infrastructure in developing countries have a hard time supporting rebates because it requires a
postal system
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Premiums (free gifts) can be totally restricted or require special government approval
Sales Promotions
Traffic Builder
Trade In
Coupon
Loyalty Program
Incentive
Factory Pack
Rebate
Coupon Plan
Electronic Media
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Electronic media - used to support sales efforts & to host company/product web sites.
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Helps create interest & desire
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Provides contact information
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Allows more information at lower price than traditional media
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Companies are shifting promotional budgets so that more money is spent on internet advertising than
traditional
Integrated Marketing Communication
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Integrated marketing communication is the planning process which tries to ensure
that all marketing communication efforts send consistent message to customers
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Marketers usually set goals & budget
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Outsource message design to local market to make sure message is understood
Shark Tank
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Create the following based on what we view
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First Sales Presentation:
Coupon or Rebate & Sponsor an Incentive Items Give Away
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Second Sales Presentation:
Traffic Builder & Factory Pack
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3rd Sales Presentation:
Create a Loyalty Program Card & Explain
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4th Sales Presentation
Ad Campaign Steps
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Target Audience
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Set Communication Goal
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Ad Budget
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Media Strategy
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Create an Ad using 1 of the 6 themes
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Develop a Media Schedule for the next 12 months
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Implement Plan
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Evaluate Plan
Turned In Paper Will Look Like…
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Communication Process Defined & Explained (Charades)
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Identify the following from the communication process:
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Sales Process
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Sender, Encoder, Message Channel Used, Decoder, Feedback, & Noise
Approach, Sales Presentation, Answer Objection, Close Sale, & Follow Up
Shark Tank
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Sales Promotions
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Coupons, Traffic Builder, Factory Pack, & Loyalty Program
Ad Campaign Steps Identified