Sales Promotion, Public Relations, and Personal Selling

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Sales Promotion, Public Relations, and Personal
Selling

• Business 1201, Fall 2005
• Dr. Katherine Gallagher

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Objectives

• To understand the roles of sales promotion,
  public relations, and personal selling in
  building relationships with customers

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Sales Promotion

• More marketing are now spent on sales
  promotions than on advertising, due to
• Short-term results
• Competitive pressure
• Buyers expectations
• Low levels of retail selling
• Door openers

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Sales Promotion

• Deciding what specific tools to use
• Nature of the target audience
• Marketing communication objectives
• Nature of the product
• Cost of the tool
• Current economic conditions

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Consumer Promotions

• Goals
• Encourage product trial
• Encourage continued buying and use
• Encourage purchase and use of related products
• Support IMC strategy to gain faster, more
  measurable results
• Build a marketing database

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Consumer Promotions

• Techniques
• Coupons
• Samples
• Frequency marketing programs
• Sweepstakes and contests
• Premiums
• Price promotions
• Refunds and rebates
• Displays

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Trade Promotions

• Goals
• Add channel partners (especially retailers)
• Induce retailers to carry more stock
• Enhance retailer support of the brand
• Strengthen relationships with retailers

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Trade Promotions

• Techniques
• Trade allowances
• Trade shows
• Incentives and contests
• Cooperative advertising
• Training and marketing support

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Sales Promotion and the PLC

• Introduction
• Trade promotion to get distribution
• Consumer promotion to get trial
• Growth
• Trade promotions to reinforce relationships with
  retailers (defense against competitors)
• Consumer promotions to expand customer base
• Maturity
• Trade promotions to reinforce relationships with
  retailers (defense against competitors)
• Consumer promotions to fight off competition

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Public Relations

• Types
• Corporate PR
• Marketing public relations (MPR)
• Event sponsorship
• Publicity
• Goals
• Raise awareness
• Inform and educate
• Build trust and understanding
• Open communication lines

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Publicity

• Techniques
• Prepare a story and circulate it to the media
• Press release
• Communicate personally with a group
• Engage in one-on-one personal communication, or
  lobbying

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Personal Selling

• Types
• Inside selling
• Proactive selling
• Reactive selling
• Outside selling
• In-person sales calls
• Mail or telemarketing selling
• Sales jobs

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Personal Selling

• Trends in personal selling
• Team selling
• Systems selling
• Global sales teams
• Relationship selling
• Telemarketing and Internet selling
• Sales force automation

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Personal Selling

• The sales process
• Prospecting
• Pre-approach
• Presentation
• AIDA
• Post-purchase services

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The Sales Process

• Prospecting
• Identify prospects
• Company-supplied leads
• Developing leads
• Referrals
• Networking
• Data sources
• Cold calls
• Qualify prospects
• Screen out poor leads
• Authority to buy
• Ability to buy
• Willingness to buy

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The Sales Process

• Preapproach
• Gather information about prospect company and
  individual
• Set call objectives
• Gather information
• Provide sales literature
• Conduct needs-assessment
• Make appointment for next sales call
• Make a sale
• Decide on overall sales strategy
• Decide on best approach, timing
• Personal visit
• Phone call
• Letter

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The Sales Process

• Sales presentation
• Approaching the prospect
• Appearance
• Opening words
• Follow-up remarks
• Presenting and demonstrating
• Canned presentation
• Formula presentation
• Needs-satisfaction presentation
• Dealing with resistance and objections

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The Sales Process

• Sales presentation (continued)
• Dealing with resistance and objections
• Valid and invalid objections
• Techniques for handling objections
• Put off
• Switch focus
• Offset
• Denial
• Provide proof
• Strive for a win-win outcome

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The Sales Process

• Sales presentation (continued)
• Close
• Obtain prospects agreement to buy
• Try to close after
• Positive verbal cues
• Positive nonverbal cues
• Conclusion of presentation or demonstration

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The Sales Process

• Post-purchase services
• Follow through on promises
• Follow up
• Build a relationship

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Summary

• Sales promotions can be directed at either
  retailers or consumers. Usually a consumer
  promotion comes after a trade promotion.
• PR and publicity are credible but not very
  controllable, and can focus on either the company
  or the brand.
• Personal selling includes four steps, all of
  which must be done carefully prospecting,
  pre-approach, presentation, and post-purchase
  services.