Selling, Sales Promotion, and Public Relations

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Chapter 15

• Selling, Sales Promotion, and Public Relations

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Chapter Outline

• The Personal Selling Process
• Sales Promotion
• Public Relations
• Publicity

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Selling

• The process of selling products and services to
  customers usually involves sales personnel who
  interact with customers
• Allows you to tailor your presentation to fit the
  needs and behavior of individual customers
• Can minimize wasted effort, build relationships,
  and secure the sale
• Is costly

4
Selling

• Remember there is more to selling than getting
  the sale its all about relationship building!

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Indicators of Sales Aptitude

• High Persuasiveness
• Follow Instructions
• Sociability
• Good Reputation/Highly Recommended
• Obvious Ambition
• Enthusiasm
• Well Organized
• High Verbal Skills

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The Nature of Sales Jobs

• Professional salespeople Managers of a
  territory, with complete responsibility for
  relations with their customers.
• Other sales jobs
• Driver salesperson
• Inside ordertaker
• Outside ordertaker
• Missionary salesperson
• Sales engineer
• Consultative salesperson

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Changing Patterns in Sales

• The nature of the sales job is changing,
  reflecting changing market situations
• Team selling
• Systems selling
• Global sales teams
• Relationship selling
• Telephone and Internet selling
• Sales force automation

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Steps in the Personal Selling Process

• Prospecting
• Pre-approach
• Approach
• Making the presentation

• Overcoming objections
• Closing the sale
• Follow up

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The Sales Process
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Prospecting

• Creating your list - how can you do this?
• Suspectqualified..prospect

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Pre-approach

• Thorough assessment before contact -homework!!!

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Approach

• The First Impression
• Deliver value
• Cold Calls are still done but they are not very
  effective. Why?
• What is a better way?

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Making the Presentation

• Grab attention
• Hold attention
• Involve the customer
• Demonstrate
• LISTEN!!!!!!!
• Be Flexible!!!

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Overcoming Objections

• LOOK for them! Why???
• Handle objections when they arise.
• Always check/confirm that the objection has been
  removed and the customer is satisfied.

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Ask for the Sale - Close!

• Trial close - checking for unresolved issues
• Link features to customer benefit
• Cover the bases and when you feel comfortable
  that the customer is comfortable..ask for the
  order and say nothing.. Just look into the eyes
  of the customer!

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Follow upbuild the relationship!

• Successful follow up is easybut be prepared!!
• Unsuccessful follow up is essential.and never
  easy!

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Trust-building Process

• Assessing the relationships value
• Developing confidence in predicting the sellers
  behaviour
• Assessing the sellers ability to meet commitments

• Evaluating the sellers motivation
• Trust in the firm and the salespersons
  relationship to the firm

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The ultimate decision to buy

• Trust in the firm
• Trust in the salesperson
• Other opinions
• Details negotiated price,delivery, product,
  service

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Managing a Sales Force

• Staffing is a critical sales-force decision ?
  Must ensure that staff are qualified.
• Firm needs a system to generate applicants.
• Recruitment often involves extensive screening.
• Extensive sales force training is often needed.
• The sales force must be supervised and managed.
• Their performance has to be evaluated.
• Compensation systems must be put in place

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Sales Promotion

• Demand - stimulating devices designed to
• supplement advertising
• facilitate personal selling

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Sales Promotion Targets

• Intermediaries
• Sales Force
• End users householders or businesses

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Sales Promotion can be used together with...

• Advertising or personal selling
• In-store display uses ad slogan/logo (encourages
  dialogue)
• win a. mailing list or call contact list

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2 Categories of Sales Promotions

• Trade - directed towards members of the
  distribution channel
• 21 Trade promotion Advertising
• Consumer - directly at consumer
• 11 Consumer promotion Advertising

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Types of Sales Promotion

• Coupons
• Cash Rebates
• Premiums (gifts)
• Free samples
• Contests
• Sweepstakes
• Point-of purchase displays

• Product demonstrations
• Trade Shows and exhibitions
• Advertising specialties
• Advertising allowances
• Free goods
• Sales meeting
• Others??

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Sales Promotion Techniques
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Sales Promotion Popularity

• Produce quick, measurable results (threat to
  brands future
• Competitive leverage - to retaliate against
  competitive lines
• Buyers expect them today
• Product displays/samples - work effectively at
  point of purchase

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Managing the Sales Promotion

• Problem usually
• Stop-gap
• Short-run
• Tactics
• Need it nowdo it now

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3 General Objectives of Sales Promotions

• Stimulate business user/ household demand
• Improve performance of intermediaries and sales
  force
• Supplement advertising and facilitate personal
  selling

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Specific Objectives of Sales Promotion

• Gain product trial (free sample in mail)
• Disrupt existing buying habits (large discount
  can change ones mind)
• Attract more customers (new deposit, win
  mortgage)

• Encourage greater use (Triple/quad points ie. Air
  Miles Card)
• Retaliate directly to competitors diversion
• Increase impulse buying
• Get retailer cooperation

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If the Objective is to..

• Increase sales - coupons, cash rebates, free
  samples and premiums (pull strategy)
• Protect market share - work to improve retailer
  performance through point-of-purchase displays
  and advertising allowances (push strategy)

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Factors that Influence the Choice of Promotional
Items

• Nature of the target audience (loyal customers -
  high value coupon)
• Nature of product
• Cost of item
• Current economic conditions (coupons best in
  recession/inflation)

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Public Relations

• Influence favorable attitude towards
• an organization
• its products
• its policies

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Publicity

• Any communication about
• an organization
• its products
• its policies
• NOT paid for by the operation
• speech
• interview
• article

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Benefits vs. Limitations

• Very credible
• Low to no cost
• Timely

• No control
• Limited exposure