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Chapter 20 Personal Selling And Sales Promotion0

Chapter 20 Personal Selling And Sales Promotion0. Objectives. Understand purposes of personal selling Describe steps in personal selling process Identify types of sales force personnel Recognize types of personal selling Understand sales management decisions and activities

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Chapter 20 Personal Selling And Sales Promotion0

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  1. Chapter 20Personal Selling And Sales Promotion0

  2. Objectives • Understand purposes of personal selling • Describe steps in personal selling process • Identify types of sales force personnel • Recognize types of personal selling • Understand sales management decisions and activities • Explain sales promotion activities and how used • Explore specific consumer/trade sales promotion methods

  3. Elements of the Personal Selling Process • Prospecting • Preapproach • Approach • Making the presentation • Overcoming objections • Closing the sale • Following up

  4. General Steps in the Personal Selling Process

  5. Prospect Must Be: • Able • Willing • Authorized

  6. Many sales teams use technology like WebEx to enhance presentations Reprinted with permission of WebEx Communications, Inc.

  7. Advantages/DisadvantagesOf Personal Selling • Freedom to adjust message to customer • Most precise promotion method • Most expensive promotion method

  8. Types Of Salespeople • Order Getter • Current-Customer • New-Business • Order Taker • Inside • Field • Support Personnel • Missionary • Trade • Technical

  9. Selected Types Of Selling • Team – experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process • Relationship – mutually beneficial long-term associations with a customer through regular communications

  10. Establish Objectives Determine Size Recruit/Select Train Compensate Salary Commission Combination Motivate Manage Territories Create Route/Schedule Control/Evaluate Managing The Sales Force

  11. Recruiting Steps Prepare Job Description Develop Requirements Analyze Successful Salespeople

  12. Compensating Salespeople • Straight salary compensation plan • paid a specified amount despite effort • Straight commission compensation plan • compensated solely by sales • Combination compensation plan

  13. Average Salaries for Sales Representatives

  14. Sales ForceCompensation Methods

  15. Managing Sales Territories • Creating sales territories • Measurable sales potential • Geographic size • Routing and scheduling salespeople • Geographic size/shape • Number of customers

  16. Controlling and Evaluating Sales Force Performance • Information for managers • Call reports • Customer feedback • Invoices • Set sales objectives/performance indicators • Calls per day and cost per call • Average sales per customer and gross profit per customer • Actual sales vs. sales potential • Number of new customer orders

  17. Nature of Sales Promotion • Sales promotion – an activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it

  18. Consumer Sales Promotion Methods Sales promotion techniques that encourage consumers to patronize specific stores or try particular products

  19. Coupons A written price reduction used to encourage consumers to buy a specific product

  20. Effect Of IncomeOn Coupon Usage

  21. Effect Of AgeOn Coupon Usage

  22. Coupon Advantages • Effective for brand awareness • Users • Reward present • Win back former • Encourage quantity purchase • Traceable to target market

  23. Coupon Drawbacks • Fraud • Misredemption • Expensive for manufacturers • Losing value • Brand loyalty diminished • Not enough of item in stock

  24. Types Of Coupons • Cents-Off • Money Refunds • Rebates • Frequent-User Incentives

  25. Other Promotional Methods • Point-of-Purchase Materials • Demonstrations • Free Sample • Premiums • Consumer Contests • Consumer Games • Sweepstakes

  26. Trade SalesPromotion Methods Intended to persuade wholesalers and retailers to carry a producer’s productsand market them more aggressively

  27. Methods • Trade Allowances • Buying • Buy-back • Scan-back • Merchandise • Cooperative Advertising and Dealer Listing • Free Merchandise and Gifts • Premium (Push) Money • Sales Contests

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