ch19 personal selling and sales promotion (bzupages.com)kotler12e

8/7/2019 Ch19 Personal Selling and Sales Promotion (BZUPages.com)Kotler12e

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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-1

Chapter 19

Personal Sellingand Sales Promotion

Text byWilliam M. Pride

O. C. Ferrell

Multimedia Slides by

Milton M. PressleyUniv. of New Orleans


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Objectives To Understand the Major Purposes of Personal

Selling

To Learn the Basic Steps in the Personal Selling

Process To Be Able to Identify the Types of Sales Force

Personnel

To Learn About Sales Management Decisions

and Activities

To Become Aware of What Sales PromotionActivities Are and How They Can Be Used

To Become Familiar With Specific Consumer

and Trade Sales Promotion Methods


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The Nature of

Personal Selling

Defined


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Elements of the

Personal Selling Process

Pr p cti g Pr - ppr ch Appr chki g th

Pr t ti

ll i gp

l i gth l

rc i gj cti


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Prospecting

Developing Lists of

Potential Customers


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PreapproachFinding and

Analyzing

InformationAbout Prospects


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Approach

THIS DEALS WITH

HOW WE MAKE THE

INITIAL CONTACT WITH A

POTENTIAL CUSTOMER


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Making the PresentationAttract and Hold Attention, Plus

Stimulate Interest and Desire


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Overcoming Objections

IF HE HADNT TOLD

ME WHAT HIS OBJECTION

WAS, I NEVER WOULD

HAVE BEENABLE TO HELP!


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Closing the SaleAsking the Prospect

to Buy


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ORDER

GETTERS

Current-Customer

Sales

New-Business

Sales

Types of Salespersons


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ORDER

GETTERS

Current-Customer

Sales

New-Business

Sales

ORDER

TAKERS

InsideOrder

Takers

FieldOrder

Takers



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ORDER

GETTERS

Current-Customer

Sales

New-Business

Sales

ORDER

TAKERS

InsideOrder

Takers

FieldOrder

Takers

SUPPORT

PERSONNEL

MissionarySalespersons

Trade

Salespersons

Technical

Salespersons



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Management of the

Sales Force

Sales Volume

Market Share

Profit

Establishing Sales Force Objectives


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Sales Force Management

Vs.

Determining Sales Force Size


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Sales Force Management Recruiting and Selecting Salespeople


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Training Salespeople


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Straight Salary

Compensation PlanStraight Commission

Compensation Plan

Combination

Compensation Plan

Compensating Salespeople


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Continuous

Financial

Compensation

Nonfinancial

Needs

Motivating Salespeople


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Creating Sales

TerritoriesRouting and

Scheduling

Salespeople

Managing Sales Territories


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The Need for Information Call Reports

Customer Feedback

Invoices

Controlling and Evaluating

Sales Force Performance


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The Nature of

Sales Promotion

Defined Increased Use

When Used

Effective Use


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Sales Promotion

Opportunities and

Limitations Opportunities

Limitations


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Sales Promotion Methods

Well Look at

ConsumerSalesPromotion

Methods

Trade SalesPromotionMethods


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Sales PromotionMethods for Consumers Coupons

Demonstrations

Frequent-User Incentives

Point-of-Purchase Displays

Point-of-Purchase (P-O-P)

Materials

Free Samples


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Sales PromotionMethods for Consumers

Money Refunds and Rebates

Premiums

Cents-Off Offers

Consumer Contest and Games

Consumer Sweepstakes


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Sales PromotionMethods for the Trade

Buy-Back Allowances

Buying Allowances

Scan-Back Allowance

Count-and-Recount

Free Merchandise Merchandise Allowances


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Sales PromotionMethods for the Trade

Cooperative Advertising

Dealer Listings

Premium, or Push, Money

Sales Contests

Dealer Loaders


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Understand the Major Purposes of Personal

Selling

Know the Basic Steps in the Personal Selling

Process Be Able to Identify the Types of Sales Force

Personnel

Have Insight Into Sales Management Decisions

and Activities

Be Aware of What Sales Promotion Activities Are

and How They Can Be Used Be Familiar with Specific Consumer and Trade

Sales Promotion Methods

BY NOW, YOU

SHOULD . . .

ch19 personal selling and sales promotion (bzupages.com)kotler12e

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