Chapter 17 Personal Selling and Sales Promotion

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Presentation transcript:

Chapter 17 Personal Selling and Sales Promotion Principles of Contemporary Marketing Kurtz & Boone Chapter 17 Personal Selling and Sales Promotion

Chapter Objectives Describe the role of today’s salesperson. Describe the four sales channels. Describe the major trends in personal selling. Identify and briefly describe the three basic sales tasks. Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Chapter Objectives Outline the seven steps in the sales process. Identify the seven basic functions of a sales manager. Explain the role of ethical behavior in personal selling. Describe the role of sales promotion in the promotional mix, and identify the different types of sales promotions. Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Copyright © 2012 by South Western, a division of Cengage Learning Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

The Evolution of Personal Selling Salespeople must be able to: Focus on a customer’s situation and needs and create solutions that meet those needs Follow through and stay in touch before, during, and after a sale Know the industry and have a firm grasp of their firm’s and their competitors’ abilities Exceed their customers’ expectations, even if it means going above and beyond the call of duty Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Copyright © 2012 by South Western, a division of Cengage Learning Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Trends in Personal Selling Major personal selling approaches: Relationship selling Consultative selling Team selling Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Sales Tasks Order processing Creative selling Missionary selling Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Copyright © 2012 by South Western, a division of Cengage Learning Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Functions of Sales Manager Recruitment and selection Training Organization Supervision Motivation Compensation Evaluation and control Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Copyright © 2012 by South Western, a division of Cengage Learning Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Copyright © 2012 by South Western, a division of Cengage Learning Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Ethical Issues in Sales Long-term success requires strong code of ethics Honesty and ethical behavior is encouraged when: Employees understand what is expected of them Open communication is encouraged Managers lead by example Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Sales Promotion Marketing activities other than personal selling, advertising, and publicity that enhance consumer purchasing and dealer effectiveness Integrated into overall marketing plan Promotions are likely to stress price advantages, giveaways, or special offers Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Sales Promotion Goal is speeding the sales process and increasing sales volume Produces best results when combined with other marketing activities, such as advertising Cannot overcome poor brand images, product deficiencies, or poor training for salespeople Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Consumer-Oriented Sales Promotions Coupons and refunds Samples, bonus packs, and premiums Contests and sweepstakes Specialty advertising Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.

Trade-Oriented Promotions Trade allowances Point-of-purchase advertising Trade shows Dealer incentives, contests, and training programs Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.