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Maximizing Sales: Promotions & Personal Selling Strategies for Success

Chapter 14 explores the world of sales promotion and personal selling in marketing. Learn about various promotions, types of salespeople, approaches to personal selling, and the creative selling process. Dive into discussions on managing promotions effectively and improving sales associate quality.

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Maximizing Sales: Promotions & Personal Selling Strategies for Success

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

  2. 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

  3. 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

  4. Consumers Coupons Samples Contests Bonus packs Premiums Rebates Frequency programs Trade Trade shows Incentive programs POP displays Push money Promotional products Cooperative promotions Sales Promotions by Target

  5. 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”

  6. Types of Salespeople • Order takers • Technical specialists • Missionary salespeople • Team selling • Order getters

  7. Approaches to Personal Selling • Transactional Marketing • The Hard Sell • Discrete transactions • Relationship Selling • Winning customers • Keeping customers • Developing customers

  8. The Creative Selling Process • Prospecting and qualifying • Preapproach • Approach • Sales presentation • Handling objections • Close • Follow-up

  9. 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?

  10. 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…

  11. 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?

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