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Sales & Distribution Management (2005) Martin Khan

Sales & Distribution Management (2005) Martin Khan. Instructor Abdel Fatah Afifi MA&T, MBA, BA, ACPA, CPT 1 st Semester 2009/2010. Chapter 10. Salesmanship and Sales promotion. Concept. The success of salesmanship is dependent on three major factors: Personality of the salesman,

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Sales & Distribution Management (2005) Martin Khan

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  1. Sales & Distribution Management (2005)Martin Khan Instructor Abdel Fatah Afifi MA&T, MBA, BA, ACPA, CPT 1st Semester 2009/2010

  2. Chapter 10 Salesmanship and Sales promotion

  3. Concept • The success of salesmanship is dependent on three major factors: • Personality of the salesman, • Product Knowledge, and • Psychology of the People.

  4. Personal Qualities of a successful salesman • There are a number of qualities that make up the personality of a salesman. • If an inquisitive young man is aspiring to become a successful salesman, he should develop his personality along the following lines: • Physical Qualities • Psychological Qualities • Social Qualities • CharacterQualities

  5. Personal Qualities of a successful salesman • Physical Qualities • Sound health and physique • Alluring posture • Good appearance • Voice

  6. Personal Qualities of a successful salesman • Psychological Qualities • Social Qualities • Amazingalertness • Rich imagination • Risingresource-fullness • Confidence • Enthusiasm • Initiative • Keen observation

  7. Personal Qualities of a successful salesman • Social Qualities • Extrovert • Conversationalability • Poise • Courtesy • Tact • Cooperation • Good manners

  8. Personal Qualities of a successful salesman • CharacterQualities • Maturity • Courage • Sincerity • Determination • Integrity • Loyalty • Industry

  9. Sales Promotion Definition • Sales promotion is a direct and immediate inducement that adds extra value to the product, so • It promotes the dealer distribution or ultimate consumer to buy the product.

  10. Sales Promotion Components • Sales promotion consists of a variety of company sponsored promotional activities that supplement both advertising and personal setup. These activities are impersonal and can be directed at industrial buyers, intermediaries or consumers. • Sales promotion consists of marketing activities other than advertising, publicity and personal selling, that stimulate consumer purchasing and dealer effectiveness, such as displays, shows and exhibitions, and various other non-recurring selling efforts not in the ordinary routine.

  11. Sales Promotion Used for: • Sales promotion is used for short time periods to overcome immediate hurdles. While, • Advertising normally is used for long term objectives such as awareness or for reminder purposes • Sales promotion is used for increasing current sales.

  12. Promotion Planning • The manager responsible for sales promotion has to be a professional, for every time he writes a letter, he is engaged in some form of sales promotion.

  13. Approach to sales promotion • There are five different market categories in which sales promotion is used, namely: • Industrial selling • Selling to wholesalers • Selling to retailers • Selling to consumers • The selling of services

  14. Material Used in Sales Promotion • Advance premium (is a gift before the sales) • Bill enclosures (are small pieces that are mailed in the same envelope with the monthly statement, Brochure, Catalogue, etc.) • Counter display (covers a wide variety and quality of top-of-the counter displays) • Demonstration means (public use of the product such as making and serving coffee from a coffee maker) • Give aways (items of small value packed together with the merchandise, such as a measuring spoon given with Chavanprash). • Handbills (printed pieces usually distributed by hand to be passed on within a certain marketing area). • Pamphlets (small booklets often used for educational or instructional purposes). • Premium (an article of merchandise used as an extra inducement to buy another product. • Trade fairs (exhibitions open to trade only for a certain period of the day, while open to the public at a different time of the day. • Sales promotion, should be interrelation and compatible with the entire distribution system of the company.

  15. Basic requirements of sales promotion • Identifying the basic requirement (identify the need of sales promotion as to why this campaign is being undertaken). • Identifying the right promotional program. • Role of a salesman • Role of the dealers • Launching and follow up campaign • Tuning of the campaign (Seasons, Festivals, New year, or other special events of national and local interest should be kept in mind). • Coordination with other elements of promotion

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