Presentation on theme: "CHAPTER 18 Sales Promotion and Personal Selling"— Presentation transcript:
1 CHAPTER 18 Sales Promotion and Personal Selling Lamb, Hair, McDanielChapter 16 Sales Promotion and Personal SellingCHAPTER 18Sales Promotionand Personal Selling
2 Sales Promotion Sales Promotion Chapter 16 Sales Promotion and Personal SellingSales PromotionSales PromotionMarketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase.
3 Objectives of Sales Promotion Chapter 16 Sales Promotion and Personal SellingObjectives of Sales PromotionType of BuyerLoyal CustomersCompetitor’sCustomersBrand SwitchersPrice BuyersDesired ResultsReinforce behaviorIncrease consumptionChange purchase timingBreak loyaltyPersuade to switchPersuade to buy your brand more oftenAppeal with low pricesSupply added valueSales Promotion ExamplesLoyalty marketingBonus packsSamplingSweepstakes, contests, premiumsPrice-lowering promotionTrade dealsCoupons, price-off packages, refunds
4 Tools for Consumer Sales Promotion Chapter 16 Sales Promotion and Personal SellingTools for Consumer Sales PromotionCoupons and RebatesPremiumsLoyalty Marketing ProgramsContests & SweepstakesSamplingPoint-of-Purchase Promotion
5 Tools for Consumer Sales Promotion Chapter 16 Sales Promotion and Personal SellingTools for Consumer Sales PromotionCouponRebatePremiumA certificate that entitles consumers to an immediate price reduction.A cash refund given for thepurchase of a product duringa specific period.An extra item offered to the consumer, usually in exchange for some proof of purchase.
6 Tools for Consumer Sales Promotion Chapter 16 Sales Promotion and Personal SellingTools for Consumer Sales PromotionLoyaltyMarketingProgramA promotional program designedto build long-term, mutually beneficial relationships betweena company and key customers.FrequentBuyerA loyalty program in which loyal consumers are rewarded formaking multiple purchases.
7 Tools for Consumer Sales Promotion Chapter 16 Sales Promotion and Personal SellingTools for Consumer Sales PromotionContestsPromotions that require skill or ability to compete for prizes.SweepstakesPromotions that depend on chance or luck, with free participation.
8 Tools for Consumer Sales Promotion Chapter 16 Sales Promotion and Personal SellingTools for Consumer Sales PromotionSamplingA promotional program that allows the consumer the opportunity to try a product or service for free.8
9 Point-of-Purchase Promotion Chapter 16 Sales Promotion and Personal SellingPoint-of-Purchase PromotionBuild trafficAdvertise the productInduce impulse buying
10 Online Sales Promotion Chapter 16 Sales Promotion and Personal SellingOnline Sales PromotionEffective Types of Online Sales PromotionFree merchandiseSweepstakesFree shipping with purchasesCoupons
12 Personal Selling Personal Selling is more important if... Chapter 16 Sales Promotion and Personal SellingPersonal SellingPersonal Selling is more important if...Advertising & Sales Promotion are more important if...Customers areconcentrated.Product is technically complex.There are few customers.Product is custom made.Product has a high value.geographically dispersed.Product is simple to understand.There are many customers.Product is standardized.Product has a low value.
13 Relationship (Consultative) Selling Relationship SellingChapter 16 Sales Promotion and Personal SellingRelationship (Consultative) SellingA sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.
14 Traditional Selling and Relationship Selling Chapter 16 Sales Promotion and Personal SellingTraditionalPersonal SellingLO5Sell advice, assistance, counselSell productsFocus on closing salesLimited sales planningDiscuss productAssess “product-specific” needs“Lone wolf” approachPricing/product focusShort-term sales follow-upFocus on customer’s bottom lineSales planning is top priorityBuild problem-solving environmentConduct discovery in scope of operationsTeam approachProfit impact and strategic benefit focusLong-term sales follow-upRelationship Selling
15 Steps in the Selling Process Chapter 16 Sales Promotion and Personal SellingSteps in the Selling ProcessClosing the saleHandling objectionsDeveloping and proposing solutionsApproaching CustomerQualifying LeadsGenerating LeadsA Continuing Process
16 Powerful Presentations Chapter 16 Sales Promotion and Personal SellingPowerful PresentationsBe well preparedUse eye contactAsk open-ended questionsBe poisedUse hand gestures and voice inflectionFocus on the customer needsIncorporate visual elementsKnow how to operate the A/V equipmentMake sure the equipment worksPRACTICE, PRACTICE, PRACTICE!
17 The Impact of Technology on Personal Selling Chapter 16 Sales Promotion and Personal SellingThe Impact of Technology on Personal SellingCell phonesLaptopsPagersElectronic organizersInternet
18 Ch 18 Discussion Questions What is sales promotion? Explain how various tools for consumer sales promotion influence behavior.Explain how various tools for trade sales promotion affect the channel behavior.What is personal selling? When should we use personal selling over sales promotion or advertising?Differentiate between relationship selling and personal traditional selling.Explain the steps involved in Personal Selling.