1. Promoting to the Trade & Personal Selling
Week 2
Lecture 1.1

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

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

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

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

6. 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

7. 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

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

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