Chapter 17:Personal Selling and Sales Promotion Pride/Ferrell Foundations of Marketing Fourth Edition Prepared by Milton Pressley University of New Orleans
Objectives • Define personal selling and understand its purpose. • Describe the basic steps in the personal selling process. • Identify the types of sales force personnel. • Understand sales management decisions and activities. • Explain what sales promotion activities are and how they are used. • Recognize specific consumer and trade sales promotion methods.
Personal Selling • Paid personal communication that attempts to inform customers and persuade them to purchase products in an exchange situation Nature of Personal Selling State Farm provides professional sales career opportunities to serve local communities.
Personal Selling in the Promotion Mix • Provides greatest freedom to adjust message • Most precise focus on sales prospects • Usually most expensive element in the promotion mix • Often the closest relationship with customers • Sales professionals are gaining respect and trust as ethical codes of conduct are enforced
Prospecting for Customers • Developing a list of potential customers • Sources of prospects: Sales records Trade shows Commercial databases Newspaper announcements Public records Telephone directories Trade association directories
Personal Selling • Evaluating prospects - Find and analyze information about each prospect’s specific need, current use of brands, feelings about available brands and personal characteristics • Preapproaching and approaching the customer - The manner in which a salesperson researches, then contacts a potential customer • Making the presentation -Must attract and hold the prospect’s attention, stimulate interest and spark a desire for the product • Overcoming objections - Anticipate and counter them before the prospect raises them • Closing the sale - The stage when the salesperson asks the prospect to buy the product • Following up - Determine if the order was delivered on time and if there were problems
Types of Selling • Team Selling - The use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process • Relationship Selling - The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time
Managing the Sales Force • Establishing sales force objectives • Determining sales force size • Recruiting and selecting salespeople • Training sales personnel • Compensating salespeople • Motivating salespeople • Managing sales territories • Controlling and evaluating sales force performance Recruiting and Selecting Salespeople Careerbuilder.com assists in recruiting the right sales professionals.
Training Salespeople Training Sales Personnel Sales training occurs in numerous ways, such as small groups with technological support.
Compensating Salespeople • Straight salary compensation plan - Paying salespeople a specific amount per time period, regardless of selling effort • Straight commission compensation plan - Paying salespeople according to the amount of their sales in a given time period • Combination compensation plan - Paying salespeople a fixed salary plus a commission based on sales volume
Average Salaries for Sales Representatives and Executives Source: From Christine Galea, “Average Salary for Sales Staffers in 2005,” Sales and Marketing Management, May 2006, p. 30. 2004 VNU Business Media, Inc. Reprinted with permission from Sales and Marketing Management.
What is Sales Promotion? Sales Promotion - An activity and/or material meant to induce resellers or salespeople to sell a product or consumers to buy it Sales Promotion DenTek included a sample and a coupon in this sales promotion program.
Consumer Sales Promotion Methods • Ways of encouraging consumers to patronize specific stores or try particular products - Coupons and cents-off offers - Refunds and rebates - Frequent-user incentives - point-of-purchase materials and demonstrations, such as signs and display racks - Free samples and premiums - Consumer games, contests, and sweepstakes
Trade Sales Promotion Defined • Trade sales promotion methods stimulate wholesalers and retailers to carry a producer’s products and to market those products more aggressively • Encourage resellers to carry a product or stock more of it
Trade Sales Promotion Methods • Trade allowances - Buying allowance – Temporary price reduction for purchasing specified quantities - Buy-back allowance – Money given to a reseller for each unit bought after an initial promotion is over - Scan-back allowance – Manufacturer’s reward based on the number of pieces scanned - Merchandise allowance – Manufacturer’s agreement to pay in exchange for providing special promotional efforts
Trade Sales Promotion Methods Cooperative Advertising – Manufacturer agrees to pay a portion of retailer’s media costs for advertising the manufacturer’s products Dealer Listings – Ads that promote a product and list the names of retailers of that product Free merchandise – manufacturer’s reward to retailers for purchasing a stated quantity of product Dealer Loader – Gift given to a retailer for purchasing a stated quantity of product
Trade Sales Promotion Methods (con’t) Premium (push) money – Extra compensation to salespeople for pushing a product line Sales contest – Used to motivate distributors, retailers, and salespeople by recognizing outstanding sales achievements
After Reviewing This Chapter You Should: • Be able to define personal selling and understand its purpose. • Know the basic steps in the personal selling process. • Know the types of sales force personnel. • Understand sales management decisions and activities. • Know what sales promotion activities are and how they are used. • Be able to recognize specific consumer and trade sales promotion methods.
After Reviewing This Chapter You Should: • Be able to examine physical distribution as a part of supply-chain management. • Know how to explore legal issues in channel management.
Key Concepts • Prospecting • Approach • Closing • Order getter • Order takers • Support personnel • Missionary salespeople • Trade salespeople • Technical salespeople • Team selling • Relationship selling • Straight salary compensation plan • Straight commission compensation • Combination compensation plan • Sales promotion • Consumer sales promotion methods • Coupons • Cents-off offer • Money refunds • Point-of-purchase (P-O-P) materials • Rebates • Demonstrations • Free samples • Premiums • Consumer contests
Key Concepts • Consumer games • Consumer sweepstakes • Trade sales promotion methods • Buying allowance • Buy-back allowance • Scan-back allowance • Merchandise allowance • Cooperative advertising • Dealer listings • Free merchandise • Dealer loader • Premium (push) money • Sales contests