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Personal selling
Marketing lecture11 personal selling and sales promotions
Term | Definition |
---|---|
Personal selling | oral communication with potential buyers of a product with the intentions of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer but will always ultimately end with an attempt to "close the sale". |
6 Main roles of the sales forces | 1)prospecting 2)communicating 3)selling 4)servicing 5)information gathering 6)allocating |
Advantages of personal selling | 1. face to face activities and high degree of personal attention 2. costomization of sales messages 3. prompt responses from consumers 4. delivery of large amounts of complex information |
Disadvadvantages of using personal selling | 1.cost of sales people 2. not cost-effective...a sales person can only call on one costomers |
Seven steps of personal selling process | 1.prospecting and qualifying 2.preapproaching 3.approaching 4.presentation and demonstration 5.handling objections 6.closing 7.following up |
prospecting | Identify qualified potential customers. The best source of prospects in referrals |
qualifying a lead | knowing how to identify the good ones and sceen out the poor ones. |
prospects can be qualified by: | 1.their financial abiliy, 2.volume of business, 3.special needs, 4.location, 5.possibilities for growth |
preappeoaching | learn as much as possible about a client |
presenting and demonstrating | sales person tells the "value story" to the buyer, showing how the company'soffer solves the consumer's problems. |
closing | 1. ask for the order 2. review points of argument |
following up | important inorder to have an loyal costomer |
sales promotions | making activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. |
Sales promotions objectives | 1.consumer promotions 2. trade promotions 3.sales force |
consumer promotions | urge short-term customers buying (imidiate sales) |
trade promotions | get retailers to cary new items and more inventory & promote the company's products |
sales force | fet more sales force support for current or new products |
characteristics of sales promotions | -oparates on a short term -use more rational appeal -fosters an imidiate sales -contributes highly to profitability (however doing it too frequent will also dilutes the brand) |
9 methods of consumer sales promotions | 1.coupons 2.cash refunds(or rebates) 3.price packs(also called cents-off deals) 4.samples 5.patronage rewards 6.point-of-purchase(POP) promotions 7. contests, sweepstakes and games 8. premiums 9.advertising specialties |
Trade promotions | persuade resellers to carry a brand, give it shelf space, promote it in advertising and push it to consumers. |