An Overview of Marketing

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Lamb, Hair, McDaniel
CHAPTER 18
Sales Promotion and Personal Selling
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Sales Promotion
SalesPromotion
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Objectives of 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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Tools for Consumer Sales Promotion
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Tools for Consumer Sales Promotion
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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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Trade Sales Promotion
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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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Personal Selling
Advertising Sales Promotion are more important
if...
Personal Selling is more important if...
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Relationship Selling
Relationship(Consultative)Selling
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Traditional Selling and Relationship Selling
Relationship Selling
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Steps in the Selling Process
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Steps in the Selling Process
Closing the sale
Handling objections
Developing and proposing solutions
Approaching Customer
Qualifying Leads
Generating Leads
A Continuing Process
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Powerful Presentations
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The Impact of Technology on Personal Selling
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Ch 18 Discussion Questions

1. What is sales promotion? Explain how the tools
   for consumer sales promotion influence behavior.
2. Explain the tools for trade sales promotion.
3. What is personal selling? When should we use
   personal selling over sales promotion or
   advertising?
4. Differentiate between relationship selling and
   personal traditional selling.
5. Explain the steps involved in Personal Selling.