Chapter 13

1. Chapter 13 The Promotion Strategy: Developing and Managing Sales

2. Organizing and Preparing a Sales Force • Staffing the sales force – order getting – order taking • Providing sales training

3. Preparing to Sell • company knowledge • product knowledge – the benefits to the customer – the details about the company and its products – the competition’s products

4. Preparing to Sell (con’t) • customer knowledge – rational buying motives (based on fact) – emotional buying motives (based on feeling) • foundational skills for selling – time management – legal knowledge

5. The Buying Process • mental steps that a customer goes through when making a purchase (AIDCA) • getting the prospective buyer’s attention • developing an interest in the product • creating a desire to have the product • getting the customer commitment to buy • getting the customer to take action

6. The Selling Process • prospecting • pre-approach • approach • determining needs • presentation

7. The Selling Process (con’t) • overcoming objections • closing the sale • suggestion selling • closing techniques • follow-up

8. Directing Sales Operations • motivating your salespeople – financial and nonfinancial • compensating your sales staff – straight salary, commission or both • handling expenses and transportation • supervising your sales force • maintaining morale

9. Sales Planning • sales forecasting • sales budgeting • establishing territories • setting sales quotas

10. Evaluating Sales Performance • company – analysis of sales volume – marketing cost analysis • individual – establish guidelines – identify factors to be measured – compare each salesperson’s performance to the standards