Sales Promotion & Personal Selling Principles of Marketing

Sales Promotion Short-term incentive to motivate consumers/distribution channel to buy goods/services immediately Consumer Trade Affects behavior, not attitudes

Tools for Consumer Sales Promotion Coupons Premiums Loyalty Marketing Programs Frequent buyer programs Contests & Sweepstakes Sampling Point-of-Purchase Displays (POP)

Tools for Trade Sales Promotion Trade allowances Push money Training Free merchandise Store demonstrations Business meetings, conventions, trade shows

Personal Selling - Advantages Detailed explanation/demonstration of product Sales message can be varied according to motivations/interests of prospect; can respond to objections Directed only to qualified prospects Costs can be controlled by adjusting size of sales force in one-person increments More effective in gaining a sale!

Personal Selling – Most Important When: # potential customers decrease Complexity of product increases Value of the product grows

Relationship or Consultative Selling More than just a transaction or one- time sale Build, maintain and enhance interactions w/customers to develop long-term satisfaction through mutually beneficial partnerships

Selling Tasks Order getter Order takers Inside Field Missionary sales reps Technical specialists Selling team

Steps in Selling Process Generating leads Qualifying sales leads Doing a needs assessment Developing and proposing solutions Handling objections Closing the sale Follow-up

Sales Management Define Sales Objectives Design the sales organization Develop the sales force Direct the sales force Evaluate the sales force