marketing 16 sales promotion & personal selling. 16.1 sales promotions and personal selling --...
Post on 03-Jan-2016
252 Views
Preview:
TRANSCRIPT
16.116.1
Sales Promotions and Sales Promotions and Personal selling -- 16Personal selling -- 16
• Sales Promotion ObjectivesSales Promotion Objectives
• TypesTypes
• Personal SellingPersonal Selling
• Sales ManagementSales Management
Sales promotionSales promotion
• What is the goal?What is the goal?– BehaviorBehavior– ActionAction– Reinforce loyaltyReinforce loyalty– Increase consumptionIncrease consumption– Product trial or switchProduct trial or switch– Increase purchase Increase purchase
frequencyfrequency
See Ex. 16.1, p. 545See Ex. 16.1, p. 545
16.316.3
Consumer Sales Promotion Consumer Sales Promotion ToolsTools• CouponsCoupons
– $/$/¢ off, 2 for 1, in-store, grocery, mail¢ off, 2 for 1, in-store, grocery, mail
• RebatesRebates– Delay; Mail; Data; Ltd submission (2%)Delay; Mail; Data; Ltd submission (2%)– Some manufacturers ignore or make it Some manufacturers ignore or make it
difficult to receive rebatedifficult to receive rebate
• Premiums (lagniappe)Premiums (lagniappe)– Prize insidePrize inside
• Loyalty Marketing ProgramsLoyalty Marketing Programs– Frequent flyer, buyer, sleeper, eaterFrequent flyer, buyer, sleeper, eater
16.416.4
Consumer Sales Promotion Consumer Sales Promotion ToolsTools• Contests and SweepstakesContests and Sweepstakes
• SamplingSampling
• P-O-PP-O-P
• On-line sales promotionsOn-line sales promotions– Collect data, encourage e-commerceCollect data, encourage e-commerce
16.216.2
Sales Promotion ObjectivesSales Promotion Objectives(Consumer)(Consumer)
• Encourage product trialEncourage product trial
• Encourage continued buying and usageEncourage continued buying and usage
• Encourage purchase and usage of related productsEncourage purchase and usage of related products
• Support IMC strategySupport IMC strategy
• Build a marketing databaseBuild a marketing database
16.616.6
Trade Sales Promotion ToolsTrade Sales Promotion Tools
• Trade AllowancesTrade Allowances– In exchange for performing some functionIn exchange for performing some function
•Promotion, StoragePromotion, Storage
• Push MoneyPush Money• TrainingTraining• Free merchandiseFree merchandise• Store demonstrationsStore demonstrations• Trade shows, conferencesTrade shows, conferences
16.516.5
Sales Promotion ObjectivesSales Promotion Objectives(Trade)(Trade)
• Add channel partnersAdd channel partners
• Induce partners to carry more stockInduce partners to carry more stock
• Enhance channel supportEnhance channel support
• Strengthen channel relationshipsStrengthen channel relationships
16.716.7
Personal SellingPersonal Selling• What is it?What is it?
– Direct communication between a sales rep and Direct communication between a sales rep and prospective buyer to influence purchase.prospective buyer to influence purchase.
• When is it used?When is it used?– Complex & Expensive productsComplex & Expensive products– Few customersFew customers
• Advantages/disadvantagesAdvantages/disadvantages– Detailed and customized messageDetailed and customized message– Limited, but accurate reachLimited, but accurate reach– Handle objectionsHandle objections– ClosingClosing
Large SmallNumber and Dispersion of Customers
Low HighBuyers’ Information Needs
Small LargeSize and Importance of Purchase
Little MuchPostpurchase Service Required
Low HighProduct Complexity
Pull PushDistribution Strategy
Pre-set NegotiatedPricing Policy
Many FewResources Available for Promotion
AdvertisingRelatively Important
Personal SellingRelatively Important
16.816.8
What makes a good What makes a good salesperson?salesperson?
Empathy: Understand/read customerEgo Drive: Inner need to persuade othersEgo Strength: Self-assured (to deal with rejection) and Self-efficacy (control own success)Interpersonal Communication Skills (listening, asking questions, explain clearly)Enthusiasm (for yourself and customers)
Trade selling
(Existing Customers)
Type of Sales Job
Missionary selling (Promotional)
Technical selling (Highly technical products)
New business selling (New Business, Rainmaker)
Relatively Important Characteristics
Relatively Less Important Characteristics
Age, maturity, empathy, knowledge of customer and business methods
Aggressiveness, technical ability, product knowledge, persuasiveness
Youth, high energy and stamina, verbal skill, persuasiveness
Empathy, knowledge of customers, maturity, previous sales experience
Education, product and customer knowledge--usually gained through training, intelligence
Empathy, persuasiveness, aggressiveness, age
Experience, age, maturity, aggressiveness, persuasiveness, persistence
Customer knowledge, product knowledge, education, empathy
What to look for in hiring:(Not in Particular Order)
Enthusiasm Organization Skills Ambition
Goal Oriented
Leadership Work Ethic
Problem Solving Skills
Persuasive Verbal Skills Sales Experience
Not product specific
16.916.9
Process of personal sellingProcess of personal selling• Generate leadsGenerate leads
• Qualify prospectsQualify prospects
• Approach --direct contact, establish rapportApproach --direct contact, establish rapport
• Customer needs analysis: Learn to ask questions & Customer needs analysis: Learn to ask questions & LISTEN!!!!LISTEN!!!!
• Presentation – develop and propose solutionsPresentation – develop and propose solutions
• Handling objectionsHandling objections
• Closing the saleClosing the sale
• Follow-upFollow-up
16.1016.10
Personal selling and Personal selling and relationship marketingrelationship marketing
• Shift from transaction point of view, Shift from transaction point of view, focus on:focus on:
– Relationship or consultive selling Relationship or consultive selling
top related