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1. 10 MarketingLamb, Hair, McDaniel Designed by Eric Brengle B-books, Ltd. Prepared by Amit Shah Frostburg State University Sales Promotion and Personal Selling CHAPTER 18

2. Learning Outcomes Define and state the objectives of sales promotion Discuss the most common forms of consumer sales promotion List the most common forms of trade sales promotion Describe personal selling LOI LO2 LO3 LO4

3. Learning Outcomes Discuss the key differences between relationship selling and traditional selling List the steps in the selling process Describe the functions of sales management LO5 LO6 LO7

4. Sales Promotion LOI Define and state the objectives of sales promotion

5. SalesPromotion Sales Promotion LOI Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase.

6. LOI Sales Promotion Advertising Reason to buy Sales Promotion Incentive to buy

7. ConsumerSales Promotion Consumer market Goal Drive immediate purchase Influence behavior Trade Sales Promotion Marketing channel LOI Sales Promotion

8. Type of Buyer Desired Results Sales PromotionExamples Loyal Customers • Reinforce behavior • Increase consumption • Change purchase timing • Loyalty marketing • Bonus packs Competitor’s Customers • Break loyalty • Persuade to switch • Sampling • Sweepstakes, contests, premiums Brand Switchers • Persuade to buy your brand more often • Price-lowering promotion • Trade deals Price Buyers • Appeal with low prices • Supply added value • Coupons, price-offpackages, refunds • Trade deals Objectives of Sales Promotion LOI

9. LOI REVIEW LEARNING OUTCOMEThe Objectives of Sales Promotion

10. Tools for Consumer Sales Promotion LO2 Discuss the most common forms of consumer sales promotion

11. Coupons and Rebates Premiums Loyalty Marketing Programs Contests & Sweepstakes Sampling Point-of-Purchase Promotion Tools for Consumer Sales Promotion LO2

12. Coupon A certificate that entitles consumers to an immediate price reduction. Rebate A cash refund given for the purchase of a product during a specific period. Premium An extra item offered to the consumer, usually in exchange for some proof of purchase. Tools for Consumer Sales Promotion LO2

13. Loyalty Marketing Program A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers. Frequent Buyer Program A loyalty program in which loyal consumers are rewarded for making multiple purchases. Tools for Consumer Sales Promotion LO2

14. Contests Promotions that require skill or ability to compete for prizes. Sweepstakes Promotions that depend on chance or luck, with free participation. http://www.online-sweepstakes.com/ Online Tools for Consumer Sales Promotion LO2

15. Sampling A promotional program that allows the consumer the opportunity to try a product or service for free. LO2 Tools for Consumer Sales Promotion

16. Direct mail Door-to-door delivery Packaging with another product Retail store demonstration LO2 Methods of Sampling

17. LO2 Point-of-Purchase Promotion Build traffic Advertise the product Induce impulse buying

18. LO2 Online Sales Promotion Effective Types of Online Sales Promotion • Free merchandise • Sweepstakes • Free shipping with purchases • Coupons

19. LO2 REVIEW LEARNING OUTCOMEConsumer Sales Promotion Coupons and rebates Premiums Loyalty marketing programs Contests Sampling P-O-P Online

20. Tools for Trade Sales Promotion LO3 List the most common forms of trade sales promotion

21. Trade Allowances Push Money Training Free Merchandise Store Demonstration Conventions & Trade Shows LO3 Trade Sales Promotion

22. TradeAllowance Trade Allowance LO3 A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers.

23. Push Money Push Money LO3 Money offered to channel intermediaries to encourage them to “push” products--that is, to encourage other members of the channel to sell the products.

24. LO3 Benefits of Trade Promotions • Help manufacturers gain new distribution • Obtain wholesaler and retailer support forconsumer sales promotions • Build or reduce dealer inventories • Improve trade relations

25. LO3 REVIEW LEARNING OUTCOMEForms of Trade Sales Promotion

26. Personal Selling LO4 Describe personal selling

27. Product has a low value. Product has a high value. Product is standardized. Product is custom made. There are many customers. There are few customers. Product is simple to understand. Product is technically complex. Customers are concentrated. Customers are geographically dispersed. LO4 Personal Selling Advertising & Sales Promotion are more important if... Personal Selling is more important if...

28. LO4 REVIEW LEARNING OUTCOMEPersonal Selling • Detailed explanation or demonstration • Variable sales message • Directed to qualified prospects • Controllable adjustable selling costs • More effective than other promotion in obtaining sale and gaining customer satisfaction PersonalSellingAdvantages

29. Relationship Selling LO5 Discuss the key differences between relationship selling and traditional selling

30. Relationship(Consultative)Selling Relationship Selling LO5 A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.

31. Traditional Personal Selling Relationship Selling Sell advice, assistance, counsel Sell products Focus on closing sales Focus on customer’s bottom line Limited sales planning Sales planning is top priority Discuss product Build problem-solving environment Assess “product-specific” needs Conduct discovery in scope of operations “Lone wolf” approach Team approach Pricing/product focus Profit impact and strategic benefit focus Short-term sales follow-up Long-term sales follow-up Traditional Selling and Relationship Selling LO5

32. REVIEW LEARNING OUTCOME Relationship Selling vs. Traditional Selling RepeatSales SuccessiveSales InitialSales Sales Increases Result From Creating Value Traditional Sales Relationship Sales LO5

33. Steps in the Selling Process LO6 List the steps in the selling process

34. Generate Leads Qualify Leads Probe Customer Needs Develop Solutions Handle Objections Close the Sale Follow Up LO6 Steps in the Selling Process

35. LO6 Time Spent in Key Steps of Selling Process

36. Advertising Publicity Direct Mail/ Telemarketing Cold Calling Internet Web Site Referrals Networking Trade Shows/ Conventions Company Records http://www.linkedin.com http://www.ryze.com Online LO6 Generating Leads

37. Referral Networking LO6 A recommendation to a salesperson from a customer or business associate. A process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations. Networking

38. Recognized need Buying power Receptivity andaccessibility Qualifying Leads LO6

39. NeedsAssessment Needs Assessment LO6 A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them.

40. Product or service Salesperson must know everything about... Customers Competition Industry http://www.hoovers.com http://www.dnb.com Online LO6 The Preapproach Process

41. LO6 Developing and Proposing Solutions Sales Proposal Sales Presentation

42. Be well prepared Use eye contact Ask open-ended questions Be poised Use hand gestures and voice inflection Focus on the customer needs Incorporate visual elements Know how to operate the A/V equipment Make sure the equipment works PRACTICE, PRACTICE, PRACTICE! Powerful Presentations LO6

43. Handling Objections • View objections as requests for information • Anticipate specific objections • Investigate the objection with the customer • Be aware of competitors’ products • Stay calm • Use the objection to close the sale LO6

44. Closing the Sale Look for customer signals Keep an open mind Negotiate Tailor to each market LO6

45. REVIEW LEARNING OUTCOMESteps in the Selling Process LO6

46. Sales Management LO7 Describe the functions of sales management

47. Sales Management Responsibilities Define sales goals and sales process Determine sales force structure Recruit and train sales force Compensate and motivate sales force Evaluate sales force LO7

48. Clear Precise Measurable Time Specific LO7 Defining Sales Goals Sales Volume Market Share Profit Level

49. Quota Quota LO7 A statement of the individual salesperson’s sales objectives, usually based on sales volume alone but sometimes including key accounts, new accounts, repeat sales, and specific products.

50. Geographic region Product line Marketing function Market or industry Individual client or account LO7 Sales Force Structure