CHAPTER 14 Sales Promotion, Personal Selling, and Sales Management M A R K E T I N G Real People, Real Choices Fourth Edition CHAPTER 14 Sales Promotion, Personal Selling, and Sales Management

Sales Promotion Mylanta in India Burger King and Spidey Sense Programs that marketers design to build interest in or encourage purchase of a product or service during a specified time period Impressive short term effects No long term sustainability

When do you use sales promotions Create excitement around an event / new product offering / high awareness levels When trial is critical in the buying process To achieve short term sales objectives When brand equity is relatively immune to discounting To liquidate inventory

Sales Promotions by Target Consumers Coupons (Valpak) Samples Contests Bonus packs Premiums Rebates Frequency programs Brand placement POP Cross promos Trade Trade shows Incentive programs Promotional products

Brand Placements Practice of integrating specific products and brands into filmed entertainment name brand product is used as a prop or set in TV show or movie increase brand awareness and image 3 types of brand placements visual - brand can be observed on set verbal - actor mentions brand by name hands-on - actor uses or interacts with product

Personal Selling Occurs when a company representative contacts a prospect directly regarding a product Critical for many push strategies, B2B products, products that are complex and expensive, and products requiring a “personal touch” 17.4 million in sales by the year 2010

Types of Salespeople Order takers Technical specialists Missionary salespeople Team selling

Approaches to Personal Selling Transactional Marketing: The Hard Sell Relationship Selling Winning customers Keeping customers Developing customers

The Creative Selling Process Prospecting and qualifying Preapproach Approach Sales presentation Handling objections Close Follow-up

Sales Management Process of planning, implementing, and controlling the personal selling function Setting Sales Force Objectives Creating a Sales Force Strategy Recruiting, Training, Rewarding Salespeople Evaluating the Sales Force

Sales Force Compensation Straight commission plan Commission-with-draw plan Straight salary compensation plan Quota-bonus plan

Sales Incentives Leisure trips/travel Merchandise/gifts Recognition dinners Plaques/awards Cash