sales promotion, public relations, and personal selling
TRANSCRIPT
![Page 1: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/1.jpg)
Sales Promotion, Public Relations, and Personal Selling
Business 1201, Fall 2005
Dr. Katherine Gallagher
![Page 2: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/2.jpg)
Objectives
• To understand the roles of sales promotion, public relations, and personal selling in building relationships with customers
![Page 3: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/3.jpg)
Sales Promotion
• More marketing $ are now spent on sales promotions than on advertising, due to:– Short-term results– Competitive pressure– Buyers’ expectations– Low levels of retail selling– Door openers
![Page 4: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/4.jpg)
Sales Promotion
• Deciding what specific tools to use:– Nature of the target audience– Marketing communication objectives– Nature of the product– Cost of the tool– Current economic conditions
![Page 5: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/5.jpg)
Consumer Promotions
• Goals:– Encourage product trial– Encourage continued buying and use– Encourage purchase and use of related products– Support IMC strategy to gain faster, more
measurable results– Build a marketing database
![Page 6: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/6.jpg)
Consumer Promotions
• Techniques– Coupons– Samples– Frequency marketing programs– Sweepstakes and contests– Premiums– Price promotions– Refunds and rebates– Displays
![Page 7: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/7.jpg)
Trade Promotions
• Goals:– Add channel partners (especially retailers)– Induce retailers to carry more stock– Enhance retailer support of the brand– Strengthen relationships with retailers
![Page 8: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/8.jpg)
Trade Promotions
• Techniques– Trade allowances– Trade shows– Incentives and contests– Cooperative advertising– Training and marketing support
![Page 9: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/9.jpg)
Sales Promotion and the PLC• Introduction
– Trade promotion to get distribution– Consumer promotion to get trial
• Growth– Trade promotions to reinforce relationships with
retailers (defense against competitors)– Consumer promotions to expand customer base
• Maturity– Trade promotions to reinforce relationships with
retailers (defense against competitors)– Consumer promotions to fight off competition
![Page 10: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/10.jpg)
Public Relations
• Types:– Corporate PR– Marketing public relations (MPR)– Event sponsorship– Publicity
• Goals:– Raise awareness– Inform and educate– Build trust and understanding– Open communication lines
![Page 11: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/11.jpg)
Publicity
• Techniques– Prepare a story and circulate it to the media
• Press release– Communicate personally with a group– Engage in one-on-one personal communication, or
lobbying
![Page 12: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/12.jpg)
Personal Selling
• Types– Inside selling
• Proactive selling• Reactive selling
– Outside selling• In-person sales calls• Mail or telemarketing selling
• Sales jobs
![Page 13: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/13.jpg)
Personal Selling
• Trends in personal selling– Team selling– Systems selling– Global sales teams– Relationship selling– Telemarketing and Internet selling– Sales force automation
![Page 14: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/14.jpg)
Personal Selling
• The sales process– Prospecting– Pre-approach– Presentation
• AIDA– Post-purchase services
![Page 15: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/15.jpg)
The Sales Process
1. Prospecting– Identify prospects
• Company-supplied leads• Developing leads
– Referrals
– Networking
– Data sources
– Cold calls
– Qualify prospects• Screen out poor leads
– Authority to buy
– Ability to buy
– Willingness to buy
![Page 16: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/16.jpg)
The Sales Process
2. Preapproach– Gather information about prospect company and individual– Set call objectives
• Gather information• Provide sales literature• Conduct needs-assessment• Make appointment for next sales call• Make a sale
– Decide on overall sales strategy– Decide on best approach, timing
• Personal visit• Phone call• Letter
![Page 17: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/17.jpg)
The Sales Process
3. Sales presentation• Approaching the prospect
• Appearance• Opening words• Follow-up remarks
• Presenting and demonstrating• Canned presentation• Formula presentation• Needs-satisfaction presentation
• Dealing with resistance and objections
![Page 18: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/18.jpg)
The Sales Process
• Sales presentation (continued)– Dealing with resistance and objections
• Valid and invalid objections• Techniques for handling objections
– Put off – Switch focus – Offset – Denial – Provide proof
• Strive for a win-win outcome
![Page 19: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/19.jpg)
The Sales Process
• Sales presentation (continued)– Close
• Obtain prospect’s agreement to buy• Try to close after:
– Positive verbal cues– Positive nonverbal cues– Conclusion of presentation or demonstration
![Page 20: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/20.jpg)
The Sales Process
4. Post-purchase services– Follow through on promises– Follow up– Build a relationship
![Page 21: Sales Promotion, Public Relations, and Personal Selling](https://reader036.vdocuments.us/reader036/viewer/2022062513/5557008ed8b42a4a418b4bb4/html5/thumbnails/21.jpg)
Summary
• Sales promotions can be directed at either retailers or consumers. Usually a consumer promotion comes after a trade promotion.
• PR and publicity are credible but not very controllable, and can focus on either the company or the brand.
• Personal selling includes four steps, all of which must be done carefully: prospecting, pre-approach, presentation, and post-purchase services.