1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Public Relations, Sales Promotion, and Personal Selling Prepared by Deborah Baker Texas Christian University 13

2 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Learning Objectives 1.Discuss the role of public relations in the promotional mix. 2.Define and state the objectives of sales promotion 3. Discuss the most common forms of consumer sales promotion

3 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Learning Objectives (continued) 4. List the most common forms of trade sales promotion 5. Describe personal selling 6. Discuss the key differences between relationship selling and traditional selling 7. List the steps in the selling process

4 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 The Role of Public Relations Evaluates public attitudes Identifies issues of public concern Executes programs to gain public acceptance 1

5 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Functions of Public Relations Press relations Product publicity Corporate communication Public affairs Lobbying Employee and investor relations Crisis management 1

6 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Public Relations Tools Product placement Consumer education Event sponsorship Issue sponsorship Internet Web sites New product publicity 1

7 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Sales Promotion Objectives 2 Consumer Sales Promotion Trade Sales Promotion Trade Sales Promotion Consumer market Marketing channel Goal = Drive immediate purchase = Influence Behavior

8 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Uses of Sales Promotion 2 Immediate purchases Increase trial Boost consumer inventory Encourage repurchase Increase ad effectiveness Encourage brand loyalty

9 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Tools for Sales Promotion Coupons and Rebates Premiums Loyalty Marketing Programs Contests & Sweepstakes Sampling Point-of-Purchase Promotion 4 Trade Allowances Push Money Training Free Merchandise Store Demonstration Conventions & Trade Shows CONSUMERTRADE

10 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Advantages of Personal Selling 5  Detailed explanation or demonstration  Variable sales message  Directed at qualified prospects  Controllable adjustable selling costs  Effective at obtaining sale and gaining customer satisfaction

11 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Types of Personal Selling Traditional Relationship 6

12 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Steps in the Selling Process Generate Leads Qualify Leads Probe Customer Needs Develop Solutions Handle Objections Close the Sale Follow Up 7

13 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Online Generating Leads Advertising Publicity Direct Mail/ Telemarketing Direct Mail/ Telemarketing Cold Calling Internet Web Site Referrals Trade Shows/ Conventions Trade Shows/ Conventions Networking Company Records 7

14 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Developing and Proposing Solutions Sales Proposal Sales Presentation 7

15 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Handling Objections Use the objection to close the sale Anticipate specific objections View objections as requests for information View objections as requests for information 7

16 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Closing the Sale Negotiate Keep an open mind Look for customer signals 7

17 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 13 Following Up Employees are trained Goods or service perform as promised Goods or service perform as promised Ensure delivery schedules are met 7