CHAPTER 14 Sales Promotion, Personal Selling, and Sales Management

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CHAPTER 14Sales Promotion, Personal Selling,
and Sales Management
M A R K E T I N G
Real People, Real Choices Fourth Edition
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Sales Promotion

• Mylanta in India
• Burger King and Spidey Sense
• Programs that marketers design to build interest
  in or encourage purchase of a product or service
  during a specified time period
• Impressive short term effects
• No long term sustainability

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When do you use sales promotions

• Create excitement around an event / new product
  offering / high awareness levels
• When trial is critical in the buying process
• To achieve short term sales objectives
• When brand equity is relatively immune to
  discounting
• To liquidate inventory

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Sales Promotions by Target

• Consumers
• Coupons (Valpak)
• Samples
• Contests
• Bonus packs
• Premiums
• Rebates
• Frequency programs
• Brand placement
• POP
• Cross promos

• Trade
• Trade shows
• Incentive programs
• Promotional products

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Brand Placements

• Practice of integrating specific products and
  brands into filmed entertainment
• name brand product is used as a prop or set in TV
  show or movie
• increase brand awareness and image
• 3 types of brand placements
• visual - brand can be observed on set
• verbal - actor mentions brand by name
• hands-on - actor uses or interacts with product

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Personal Selling

• Occurs when a company representative contacts a
  prospect directly regarding a product
• Critical for many push strategies, B2B products,
  products that are complex and expensive, and
  products requiring a personal touch
• 17.4 million in sales by the year 2010

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Types of Salespeople

• Order takers
• Technical specialists
• Missionary salespeople
• Team selling

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Approaches to Personal Selling

• Transactional Marketing The Hard Sell
• Relationship Selling
• Winning customers
• Keeping customers
• Developing customers

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The Creative Selling Process

• Prospecting and qualifying
• Preapproach
• Approach
• Sales presentation
• Handling objections
• Close
• Follow-up

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Sales Management

• Process of planning, implementing, and
  controlling the personal selling function
• Setting Sales Force Objectives
• Creating a Sales Force Strategy
• Recruiting, Training, Rewarding Salespeople
• Evaluating the Sales Force

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Sales Force Compensation

• Straight commission plan
• Commission-with-draw plan
• Straight salary compensation plan
• Quota-bonus plan

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Sales Incentives

• Leisure trips/travel
• Merchandise/gifts
• Recognition dinners
• Plaques/awards
• Cash