1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

7. Types of Salespeople
Order takers
Technical specialists
Missionary salespeople
Team selling

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

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

10. 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

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

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