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Chapter 20 Personal Selling And Sales Promotion0.

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Presentation on theme: "Chapter 20 Personal Selling And Sales Promotion0."— Presentation transcript:

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2 Chapter 20 Personal Selling And Sales Promotion0

3 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 3 Objectives Understand purposes of personal selling Describe steps in personal selling process Identify types of sales force personnel Recognize types of personal selling Understand sales management decisions and activities Explain sales promotion activities and how used Explore specific consumer/trade sales promotion methods

4 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 4 Elements of the Personal Selling Process Prospecting Preapproach Approach Making the presentation Overcoming objections Closing the sale Following up

5 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 5 General Steps in the Personal Selling Process

6 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 6 Prospect Must Be: Able Willing Authorized

7 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 7 Many sales teams use technology like WebEx to enhance presentations Reprinted with permission of WebEx Communications, Inc.

8 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 8 Advantages/Disadvantages Of Personal Selling Freedom to adjust message to customer Most precise promotion method Most expensive promotion method

9 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 9 Types Of Salespeople Order Getter –Current-Customer –New-Business Order Taker –Inside –Field Support Personnel –Missionary –Trade –Technical

10 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 10 Selected Types Of Selling Team – experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process Relationship – mutually beneficial long-term associations with a customer through regular communications

11 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 11 Managing The Sales Force Establish Objectives Determine Size Recruit/Select Train Compensate –Salary –Commission –Combination Motivate Manage Territories –Create –Route/Schedule Control/Evaluate

12 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 12 Recruiting Steps Prepare Job Description Analyze Successful Salespeople Develop Requirements

13 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 13 Compensating Salespeople Straight salary compensation plan –paid a specified amount despite effort Straight commission compensation plan –compensated solely by sales Combination compensation plan

14 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 14 Average Salaries for Sales Representatives

15 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 15 Sales Force Compensation Methods

16 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 16 Managing Sales Territories Creating sales territories –Measurable sales potential –Geographic size Routing and scheduling salespeople –Geographic size/shape –Number of customers

17 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 17 Controlling and Evaluating Sales Force Performance Information for managers –Call reports –Customer feedback –Invoices Set sales objectives/performance indicators –Calls per day and cost per call –Average sales per customer and gross profit per customer –Actual sales vs. sales potential –Number of new customer orders

18 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 18 Nature of Sales Promotion Sales promotion – an activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it

19 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 19 Consumer Sales Promotion Methods Sales promotion techniques that encourage consumers to patronize specific stores or try particular products

20 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 20 Coupons A written price reduction used to encourage consumers to buy a specific product

21 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 21 Effect Of Income On Coupon Usage

22 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 22 Effect Of Age On Coupon Usage

23 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 23 Coupon Advantages Effective for brand awareness Users –Reward present –Win back former –Encourage quantity purchase Traceable to target market

24 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 24 Coupon Drawbacks Fraud Misredemption Expensive for manufacturers Losing value Brand loyalty diminished Not enough of item in stock

25 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 25 Types Of Coupons Cents-Off Money Refunds Rebates Frequent-User Incentives

26 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 26 Other Promotional Methods Point-of-Purchase Materials Demonstrations Free Sample Premiums Consumer Contests Consumer Games Sweepstakes

27 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 27 Trade Sales Promotion Methods Intended to persuade wholesalers and retailers to carry a producer’s products and market them more aggressively

28 Copyright © Houghton Mifflin Company. All rights reserved. Microsoft clipart and photos reprinted with permission from Microsoft Corp. 20 | 28 Methods Trade Allowances –Buying –Buy-back –Scan-back –Merchandise Cooperative Advertising and Dealer Listing Free Merchandise and Gifts Premium (Push) Money Sales Contests


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