Handout 11: Branding and sales PowerPoint presentation Unit 320 (B&A 59): Principles of business Handout 11: Branding and sales

Function of sales An organisation needs to sell its products/services in order to survive; the sales function persuades the customer to buy and closes the sale.

Roles of sales Obtaining new accounts Managing existing accounts Persuading customers to buy Processing orders Directing sales activities Training sales staff Customer service After-sales services

Travelling sales representatives Sales strategies Face to face Telephone – telesales Travelling sales representatives Mailshots Business to business (B2B) The marketing function does the research and groundwork to ensure the organisation produces the right product at the right price and identifies the customers for the sales function to sell it to.

The seven-step sales process Product knowledge Prospecting Approach Needs assessment Presentation Close Follow up Product knowledge – not only knowing how the product/service works, but knowing the products features and the benefits they can offer the customer. Prospecting – looking for customers, following up leads provided by marketing – warm calling, cold calling, observing customers’ cues. The approach – making a good first impression on customers, trying to establish rapport. The needs assessment – questioning the customer to establish their needs and expectations. The presentation – of the right product for the customer and demonstrating how its features meets their needs. The close – gaining commitment from the customer to buy. Follow up – maintaining contact with your previous customers creates a relationship where the customer feels cared for and is more likely to buy again.

What is a brand? Promise an organisation makes to its customers Incorporates the organisation’s character and culture When an organisation fulfils its brand’s promise, the brand can be said to have value.

Elements of a brand Organisation name Trademark logo Tagline or slogan Graphics Shape used for eg packaging, or a shape element present in the product that creates a ‘family’ trait Colours Sounds, eg Intel’s four musical notes

The value to an organisation of creating a good brand Positioning Identity Recognition – brand awareness Customer loyalty Positioning – when an organisation delivers the promise of its brand, it gains a reputation for it. Customers buy the brand because of their expectations based on its reputation eg for quality, value, luxury, durability, etc. Identity – the brand is about more than the logo or trademark; it should incorporate the character of the organisation and its approach to the customer. Recognition – customers recognise and recall the organisation on hearing their jingle, seeing a set of distinctive colours/shapes and feel secure. Many unknown organisations try to emulate an element of a well-known brand to try to cash in on this recognition. Customer loyalty – strong branding keeps customers coming back. When an organisation consistently delivers its brand promise, customers will see no reason to go elsewhere.