1. Intro to Promotions and Personal Selling
Marketing Principles
Unit 11

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

3. 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

4. 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

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

6. 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

7. 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

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

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

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

11. 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.

12. The Selling Process

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

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

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

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

17. Demonstrate
Present the product in a way that emphasizes customer benefits

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

19. Close
Obtain a decision to purchase

20. Suggestive Selling
Suggesting other purchases that might enhance their product experience

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

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

23. Sample Sales Pitch The Bad
The Good!
Chapter 15

24. 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