0. Personal Selling
Sales Promotion 16

1. Definition Salesperson
An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.

2. Salespeople Have Many Names
Personal Selling
Salespeople Have Many Names
Agents
Sales consultants
Sales Representatives
Account Executives
Sales Engineers
District Managers
Marketing Representatives
Account Development Representatives

3. Personal Selling The Role of the Sales Force
Two-way personal communication
More effective than advertising in complex selling situations
The sales force plays a major role in most companies
The sales force works to produce customer satisfaction and company profit

4. Definition Sales Force Management
The analysis, planning, implementation, and control of sales force activities. It includes setting and designing sales force strategy; and recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople.

5. Major Steps in Sales Force Management

6. Managing the Sales Force
Sales Force Strategy and Structure
Sales Force Structure
Territorial sales force structure
Product sales force structure
Customer sales force structure
Complex sales force structure

7. Managing the Sales Force
Compensating Salespeople
Compensation elements: salary, bonuses, commissions, expenses, and fringe benefits
Basic compensation plans:
Straight salary
Straight commission
Salary plus bonus
Salary plus commission

8. The Personal Selling Process

9. Definition Sales Promotion
Sales Promotions are short-term incentives to encourage the purchase or sale of a product or service.

10. Sales Promotion Sales Promotions
Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force.
The use of sales promotions has been growing rapidly.

11. Sales Promotion Objectives – Consumer Promotions:
Increase short-term sales
Generate product trial

12. Major Consumer Sales Promotion Tools
Sample
Trial amount of a product
Coupons
Savings when purchasing specified products
Cash Refunds
Refund of part of the purchase price
Price Packs
Reduced prices marked on the label or package
Premiums
Goods offered free or low cost as an incentive to buy a product
Advertising
Specialties
Articles imprinted with an advertiser’s name given as gifts

13. Major Consumer Sales Promotion Tools
Patronage Rewards
Point-of-Purchase
Contests
Sweepstakes
Game
Cash or other rewards for the use of a certain product
Displays and demonstrations that take place at the point of sale
Consumers submit an entry to be judged
Consumers submit their names for a drawing
Presents consumers with something every time they buy

14. Sales Promotion Objectives – Trade Promotions:
Obtaining distribution and shelf space
Encouraging retailers to advertise the brand

15. Sales Promotion Objectives – Sales Force Promotions:
Signing up new accounts
Stimulating sales of specific items

16. Sales Promotion Trade Promotion Tools
Discounts (also called price-offs, off-list, and off-invoice discounts)
Allowances
Advertising allowances
Display allowances
Free goods
Push money
Specialty advertising items

17. Sales Promotion Business Promotion Tools
Includes many of the same tools used in trade and consumer promotions
Two additional tools:
Conventions & trade shows
Sales contests