personal selling sales promotion 2

7/27/2019 Personal Selling Sales Promotion 2

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- the process of a sellers person-to-person promotional presentation to a

buyer

Personal Selling

Nicolette


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Salespeople must communicate the advantages of their firms

goods and services over those of competitors. They must be able to do

the following:

1. Focus on a customers situation and needs and create solutions that

meet those needs.

2. Follow through and stay in touch before, during, and after a sale.

3. Know the industry and have a firm grasp, not only of their own

firms capabilities but also of their competitors abilities.

4. Work hard to exceed their customers expectations, even if it means

going above and beyond the call of duty.

Nicolette


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Over-the-Counter Selling Field Selling Telemarketing

Inside Selling

The Four Sales Channels

Nicolette


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- Personal selling conducted in retail and somewholesale locations in which customers come to thesellers place of business.

Over-the-Counter Selling

Nicolette


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-Sales presentations made at prospectivecustomers location on a face-to-face basis.-Network Marketing

Field Selling

Nicolette


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- Promotional presentation involving the use oftelephone on an outbound basis by salespeople oron an inbound basis by customers who initiate callsto obtain information and place orders.

Telemarketing

Nicolette


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Outbound Telemarketing Sales method in which sales personnel place

phone calls to prospects and try to include the saleover the phone

Predictive Dialers Autodialing Random-digit dialing

Telemarketing

Nicolette

Inbound Telemarketing

Sales method in which prospects call a seller toobtain information, make reservations, andpurchase goods and services.


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- Selling by phone, mail and electronic commerce.

- Provides customer service

Inside Selling

Nicolette


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In todays complex marketingenvironment, effective personal sellingrequires different strategies from thoseused by salespeople in the past.

Trends in PersonalSelling

Nicolette


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- Regular contacts between sales representativesand customers over an extended period toestablish a sustained buyer-seller relationship.

Relationship Selling

Nicolette


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- Meeting customer needs by listening to them,understanding their problems, paying attention todetails, and following through after the sale.

- Cross-selling- offering multiple goods or services tothe same customer

Consultative Selling

Nicolette


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- Selling situation in which several sales associates or othermembers of the organization are employed to help the leadsales representatives reach all those who influence thepurchase decision.

- Virtual sales team- network of strategic partners suppliersand others who recommend a firms goods and services.

Team Selling

Nicolette


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Stephanie

Order Processing Creative Selling Missionary Selling

Sales Tasks


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- Selling that involves identifying customerneeds, pointing them out to customers, andcompleting orders.

Order Processing


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- Personal selling in which a considerabledegree of analytical decision making on the buyers part results in the need for skillful

proposals of solutions for the customers needs.

Creative Selling


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- Indirect selling method in which salespeoplepromote goodwill for the firm by educatingcustomers and providing technical or

operational assistance.PLDT myDSL services offer technical support

for DSL high-speed modem supplied by PLDT.-Source: http://www.pldt.com.ph/support/consumers/Pages/myDSLFAQs.aspx

Missionary Selling


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STEP 7 :Follow

up

STEP 6:Closing

STEP 5: HandlingObjections

STEP 4: Demonstration

STEP 3: Presentation

STEP 2: Approach

STEP 1: Prospecting and Qualifying


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Sales force management links individual salespeople to generalmanagement. The sales management performs seven basicmanagerial functions:

1. Recruitment and selection2. Training

3. Organization4. Supervision

5. Motivation6. Compensation7. Evaluation


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A successful sales career offerssatisfaction in all of the following five areas aperson generally considers when deciding on a

profession:

1. Opportunities for advancement

2. Potential for high earnings3. Personal satisfaction

4. Job security

5. Independence and variety

Recruitment and Selection


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To shape new sales recruits into anefficient sales organization, managers mustconduct an effective training program.

The principal methods used in salestraining are on-the-job training, individual

instruction, in-house classes, and externalseminars.

Training


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Sales managers are responsible for theorganization of the field sales force. Generalorganizational alignments may be based ongeography, products, types of customers, orsome combination of these factors.

Organization


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In todays marketing environment, other measuressuch as customers satisfaction, profit contribution,share of product-category sales, and customerretention also come in play. This is the result of threefactors:

1. A long-term orientation that results from emphasison building customer relationships.

2. The fact that evaluations based on the sales volumealone may lead to overselling and inventoryproblems that may damage customer relationships.

3. The need to encourage sales representatives to

develop new accounts, provide customer service,and em hasize new roducts.


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The sales manager must follow a formal systemthat includes a consistent series of decisions. Thesystem helps the sales manager answer threegeneral questions:

1. Where does each salespersons performancerank relative to predetermined standards?

2. What are the salespersons strong points?

3. What are the salespersons weak points?


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Each salesperson should be judged on the basisof actual performance rather than potential .

Sales managers must judge each salesperson onthe basis of sales performance for the entire for

the entire period under consideration, ratherthan for a few particular incidents.

The evaluation should be reviewed by a thirdparty, such as the managers boss or a humanresources manager, for completeness andobjectivity.


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Some people believe ethical problems are inevitable because of the very nature of the sales function.

Ethical Issuesin Sales


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Sales managers and top executives can do a lot to foster a corporateculture that encourages honesty and ethical behavior.

Here are some characteristics of such a culture:

1. Employees understand what is expectedof them.

2. Open communication.3. Managers lead by example.


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Coupons and Refunds

Samples, Bonus Packs, and Premiums

Contests and Sweepstakes

Specialty Advertising

Consumer-Oriented Sales Promotions


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Bonus pack specially packaged item that gives thepurchaser a larger quantity at the regular price

Head & Shoulders adds 20% more of theregular content of a sachet for the same price.


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Contest sales promotion technique thatrequires entrants to complete a task, such as

solving a puzzle or answering questions in a triviaquiz, for the chance to win a prize

Sweepstake sales promotion technique in whichprize winners are selected by chance

Contests and Sweepstakes


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Trade Allowances

Point-of-Purchase Advertising

Trade Shows

Dealer Incentives, Contests, and Training Programs

Trade-Oriented Promotions


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Trade allowance financial incentive offered to wholesalers andretailers that purchase or promote specific products

Trade Allowances

Point-of-Purchase Advertising POP advertising display or otherpromotion located near the site of theactual buying decision


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personal selling sales promotion 2

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