Sales Promotion, Public Relations, and Personal Selling - PowerPoint PPT Presentation

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Sales Promotion, Public Relations, and Personal Selling

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Deciding what specific tools to use: Nature of the target audience ... Coupons. Samples. Frequency marketing programs. Sweepstakes and contests. Premiums. Price ... – PowerPoint PPT presentation

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Title: Sales Promotion, Public Relations, and Personal Selling


1
Sales Promotion, Public Relations, and Personal
Selling
  • Business 1201, Fall 2005
  • Dr. Katherine Gallagher

2
Objectives
  • To understand the roles of sales promotion,
    public relations, and personal selling in
    building relationships with customers

3
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

4
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

5
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

6
Consumer Promotions
  • Techniques
  • Coupons
  • Samples
  • Frequency marketing programs
  • Sweepstakes and contests
  • Premiums
  • Price promotions
  • Refunds and rebates
  • Displays

7
Trade Promotions
  • Goals
  • Add channel partners (especially retailers)
  • Induce retailers to carry more stock
  • Enhance retailer support of the brand
  • Strengthen relationships with retailers

8
Trade Promotions
  • Techniques
  • Trade allowances
  • Trade shows
  • Incentives and contests
  • Cooperative advertising
  • Training and marketing support

9
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

10
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

11
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

12
Personal Selling
  • Types
  • Inside selling
  • Proactive selling
  • Reactive selling
  • Outside selling
  • In-person sales calls
  • Mail or telemarketing selling
  • Sales jobs

13
Personal Selling
  • Trends in personal selling
  • Team selling
  • Systems selling
  • Global sales teams
  • Relationship selling
  • Telemarketing and Internet selling
  • Sales force automation

14
Personal Selling
  • The sales process
  • Prospecting
  • Pre-approach
  • Presentation
  • AIDA
  • Post-purchase services

15
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

16
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

17
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

18
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

19
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

20
The Sales Process
  • Post-purchase services
  • Follow through on promises
  • Follow up
  • Build a relationship

21
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.
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