Promoting to the Trade & Personal Selling Week 2 Lecture 1.1

Sales Promotion – Key Term Alert Speaking the language…Talking the talk…. Above the Line Below the Line…

There are Only Two Ways to Increase Sales! Existing Customers buy more Sell to new customers

The 4 P’s of Sales Promotion Push Pull Profile Persuasion of Salesmen

Broad Promotional Objectives Push Trade Focus Pull Consumer Focus Profile Brand Focus Encourage Sales Force/Channel Focus

Trade Promotion Techniques Brand Management Objective Generating Trial /Purchase Encouraging Stocking Reinforcing Brand Image Immediate POP Sampling Bulk Discounts Merchandising POP Displays In Store Merchandising Dealer loaders Delayed Over-riding discounts Competitions Hospitality

Personal Selling Oral persuasive presentation to gain sale. Involves face to face dialogue Gives flexibility of message Immediate feedback gained Very useful in business to business markets Very useful when products and services are complex

Varied Roles of a Salesperson Prospecting Communicating Selling Servicing Information gathering Allocating Shaping

Varied Subroles in Selling Order collector Order taker Pre-order caller Order supporter Order getter