CHAPTER 14 Sales Promotion, Personal Selling,

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

• Define sales promotion and describe some of the
  different types of trade consumer sales
  promotions
• Explain the important role of personal selling in
  the marketing effort
• List the steps in the personal selling process
• Explain the role of the sales manager

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Sales Promotion

• Programs that marketers design to build interest
  in or encourage purchase of a product or service
  during a specified time period
• Short term increase in sales

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Sales Promotions by Target

• Consumers
• Coupons
• Samples
• Contests
• Bonus packs
• Premiums
• Rebates
• Frequency programs

• Trade
• Trade shows
• Incentive programs
• POP displays
• Push money
• Promotional products
• Cooperative promotions

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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 expensive, products
  requiring a personal touch

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Types of Salespeople

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

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Approaches to Personal Selling

• Transactional Marketing
• The Hard Sell
• Discrete transactions
• 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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Issues for Discussion

• Companies sometimes make a product available on
  deal so often that consumers think it will always
  have a promotion.
• What are some examples of this?
• Is this a good idea?
• How can companies prevent this?

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Issues for Discussion

• Hard selling has evolved to relationship selling.
  
• Is the hard-sell still used? In what types of
  organizations? When is transactional selling
  still appropriate?
• Give an example of relationship selling

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Issues for Discussion

• What do you think about the quality of most
  retail salespeople you encounter?
• How can retailers improve the quality of their
  sales associates?