Sales Promotion and Personal Selling

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Sales Promotion and Personal Selling

• Key Concepts

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Sales Promotion
SalesPromotion
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Sales Promotion
Advertising
Reason to buy
Sales Promotion
Incentive to buy
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Sales Promotion
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The Objectives of Sales Promotion
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Objectives of Sales Promotion
LO1
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Tools for Consumer Sales Promotion
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Tools for Consumer Sales Promotion
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Tools for Consumer Sales Promotion
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Tools for Consumer Sales Promotion
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Tools for Consumer Sales Promotion
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Methods of Sampling
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Point-of-Purchase Promotion

• Build traffic
• Advertise the product
• Induce impulse buying

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Online Sales Promotion
Effective Types of Online Sales Promotion

• Free merchandise
• Sweepstakes
• Free shipping with purchases
• Coupons

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B2B -- Trade Sales Promotion
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Trade Allowance
A price reduction offered by manufacturers to
intermediaries, such as wholesalers and retailers.
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Push Money
Money offered to channel intermediaries to
encourage them to push products--that is, to
encourage other members of the channel to sell
the products. E.g. Nike gives bonus to sales
staff of retailers for meeting quotas
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Benefits of Trade Promotions

• Help manufacturers gain new distribution
• Obtain wholesaler and retailer support
  forconsumer sales promotions
• Build or reduce dealer inventories
• Improve trade relations

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Forms of Trade Sales Promotion
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Personal Selling
Advertising Sales Promotion are more important
if...
Personal Selling is more important if...
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Why Personal Selling is Effective

• Detailed explanation or demonstration
• Variable sales message
• Directed to qualified prospects
• Controllable adjustable selling costs
• More effective than other promotion in obtaining
  sale and gaining customer satisfaction

PersonalSellingAdvantages
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Relationship Selling
Relationship(Consultative)Selling
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Traditional Selling and Relationship Selling
Relationship Selling
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Relationship Selling vs. Traditional Selling
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Steps in the Selling Process
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Generating Leads
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Cold Calling
Cold Calling
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Qualifying Leads
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Needs Assessment
NeedsAssessment
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The Consultative Salesperson
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Developing and Proposing Solutions
Sales Proposal
Sales Presentation
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Powerful Presentations
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Handling Objections

• View objections as requests for information
• Anticipate specific objections
• Investigate the objection with the customer
• Be aware of competitors products
• Stay calm
• Use the objection to close the sale

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Closing the Sale
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The Impact of Technology on Personal Selling
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Steps in the Selling Process