Intro to Promotions and Personal Selling Marketing Principles Unit 11

Promotion as Part of the Marketing Mix Promotion: communicating about products Inform Persuade Remind

Types of Communication Interpersonal communication Two-way communication Involves two or more people in some kind of person-to-person exchange Mass communication One-way communication Involves communicating to huge audiences, usually through mass media

Personal Selling One on one communication between sales person/marketer and customer Different from other forms of promotion because all other forms are mass communication

Elements of the Promotional Mix Advertising Personal selling Public relations Sales promotion

The Pro’s and Con’s Disadvantages Advantages Cost per customer Information Time Flexibility Feedback Persuasion Follow-up Disadvantages Cost per customer Time Control Skill

When to Use Personal Selling Complex or expensive products Small target markets New or very unique products Customers located in a limited geographic area Complicated or long decision-making process Customers who expect personal attention and help with decision making

Personal Selling Requires… Understanding of… Customers Product Competition Chapter 15

Understanding Customers Being CUSTOMER CENTRIC—EVERYTHING AROUND CONSUMERS Identifying customers Qualifying prospective customers Understanding customer decisions AIDCA Attention Interest Desire Conviction Action

Understanding the Product Product knowledge Communicating product information Feature: attributes about the product Benefit: what about the product will please the customer

Understanding the Competition Salespeople need to understand the differences between their product and the competition’s product. Salespeople need to explain the differences to help customers make the comparison.

The Selling Process

There is a method to the madness! Generating Leads Approach Determine Needs Demonstrate Answer questions Close Follow

Generating Leads Finding possible customers Requires research or “hitting the pavement” Must make sure that the lead is qualified Willing Able

Approach Contact customers, gain their attention and interest, and create a favorable first impression

Determine Needs Gather information to determine customers’ needs and how they can be met

Demonstrate Present the product in a way that emphasizes customer benefits

Answer Questions Overcome objections and ensure the marketing mix meets the customers’ needs

Close Obtain a decision to purchase

Suggestive Selling Suggesting other purchases that might enhance their product experience

Follow-up Continue contact to ensure satisfaction, determine other needs, and build relationships

Using the Steps Not all steps are used all the time Depends on… Type of good/service Customer needs Price

Sample Sales Pitch The Bad http://www.buzzfeed.com/lyapalater/modern-day-rumpelstiltskin-thinks-he-can-create-go#.nnzm6KDj7 The Good! https://vimeo.com/132783196 Chapter 15

Internet and Personal Selling Read article with your table. Summarize how the internet is impacting person selling in 1 paragraph. Use complete sentences! No less than 5 sentences! Chapter 15