Chapter 13 The Promotion Strategy: Developing and Managing Sales

Organizing and Preparing a Sales Force Staffing the sales force –order getting –order taking Providing sales training

Preparing to Sell company knowledge product knowledge –the benefits to the customer –the details about the company and its products –the competition’s products

Preparing to Sell (con’t) customer knowledge –rational buying motives (based on fact) –emotional buying motives (based on feeling) foundational skills for selling –time management –legal knowledge

The Buying Process mental steps that a customer goes through when making a purchase (AIDCA) getting the prospective buyer’s attention developing an interest in the product creating a desire to have the product getting the customer commitment to buy getting the customer to take action

The Selling Process prospecting pre-approach approach determining needs presentation

The Selling Process (con’t) overcoming objections closing the sale suggestion selling closing techniques follow-up

Directing Sales Operations motivating your salespeople –financial and nonfinancial compensating your sales staff –straight salary, commission or both handling expenses and transportation supervising your sales force maintaining morale

Sales Planning sales forecasting sales budgeting establishing territories setting sales quotas

Evaluating Sales Performance company –a–analysis of sales volume –m–marketing cost analysis individual –e–establish guidelines –i–identify factors to be measured –c–compare each salesperson’s performance to the standards