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Handout 11: Branding and sales

PowerPoint presentation. Handout 11: Branding and sales. Unit 320 (B&A 59): Principles of business. Function of sales. An organisation needs to sell its products/services in order to survive; the sales function persuades the customer to buy and closes the sale. Roles of sales.

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Handout 11: Branding and sales

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  1. PowerPoint presentation Handout 11: Branding and sales • Unit 320 (B&A 59): Principles of business

  2. Function of sales • An organisation needs to sell its products/services in order to survive; the sales function persuades the customer to buy and closes the sale.

  3. Roles of sales • Obtaining new accounts • Managing existing accounts • Persuading customers to buy • Processing orders • Directing sales activities • Training sales staff • Customer service • After-sales services

  4. Sales strategies • Face to face • Telephone – telesales • Travelling sales representatives • Mailshots • Business to business (B2B)

  5. The seven-step sales process • Product knowledge • Prospecting • Approach • Needs assessment • Presentation • Close • Follow up

  6. What is a brand? • Promise an organisation makes to its customers • Incorporates the organisation’s character and culture • When an organisation fulfils its brand’s promise, the brand can be said to have value.

  7. Elements of a brand • Organisation name • Trademark logo • Tagline or slogan • Graphics • Shape used for eg packaging, or a shape element present in the product that creates a ‘family’ trait • Colours • Sounds, eg Intel’s four musical notes

  8. The value to an organisation of creating a good brand • Positioning • Identity • Recognition – brand awareness • Customer loyalty

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