1 Sales & Distribution Management (2005) Martin Khan Instructor Abdel Fatah Afifi MA&T, MBA, BA, ACPA, CPT 1 st Semester 2009/2010

2 Chapter 10 Salesmanship and Sales promotion

3 Concept  The success of salesmanship is dependent on three major factors: 1. Personality of the salesman, 2. Product Knowledge, and 3. Psychology of the People.

4 Personal Qualities of a successful salesman  There are a number of qualities that make up the personality of a salesman.  If an inquisitive young man is aspiring to become a successful salesman, he should develop his personality along the following lines: 1. Physical Qualities 2. Psychological Qualities 3. Social Qualities 4. Character Qualities

5 Personal Qualities of a successful salesman  Physical Qualities 1. Sound health and physique 2. Alluring posture 3. Good appearance 4. Voice

6 Personal Qualities of a successful salesman  Psychological Qualities 1. Social Qualities 2. Amazing alertness 3. Rich imagination 4. Rising resource-fullness 5. Confidence 6. Enthusiasm 7. Initiative 8. Keen observation

7 Personal Qualities of a successful salesman  Social Qualities 1. Extrovert 2. Conversational ability 3. Poise 4. Courtesy 5. Tact 6. Cooperation 7. Good manners

8 Personal Qualities of a successful salesman  Character Qualities 1. Maturity 2. Courage 3. Sincerity 4. Determination 5. Integrity 6. Loyalty 7. Industry

9 Sales Promotion Definition  Sales promotion is a direct and immediate inducement that adds extra value to the product, so  It promotes the dealer distribution or ultimate consumer to buy the product.

10 Sales Promotion Components  Sales promotion consists of a variety of company sponsored promotional activities that supplement both advertising and personal setup. These activities are impersonal and can be directed at industrial buyers, intermediaries or consumers.  Sales promotion consists of marketing activities other than advertising, publicity and personal selling, that stimulate consumer purchasing and dealer effectiveness, such as displays, shows and exhibitions, and various other non-recurring selling efforts not in the ordinary routine.

11 Sales Promotion Used for:  Sales promotion is used for short time periods to overcome immediate hurdles. While,  Advertising normally is used for long term objectives such as awareness or for reminder purposes  Sales promotion is used for increasing current sales.

12 Promotion Planning  The manager responsible for sales promotion has to be a professional, for every time he writes a letter, he is engaged in some form of sales promotion.

13 Approach to sales promotion  There are five different market categories in which sales promotion is used, namely: 1. Industrial selling 2. Selling to wholesalers 3. Selling to retailers 4. Selling to consumers 5. The selling of services

14 Material Used in Sales Promotion  Advance premium (is a gift before the sales)  Bill enclosures (are small pieces that are mailed in the same envelope with the monthly statement, Brochure, Catalogue, etc.)  Counter display (covers a wide variety and quality of top-of-the counter displays)  Demonstration means (public use of the product such as making and serving coffee from a coffee maker)  Give aways (items of small value packed together with the merchandise, such as a measuring spoon given with Chavanprash).  Handbills (printed pieces usually distributed by hand to be passed on within a certain marketing area).  Pamphlets (small booklets often used for educational or instructional purposes).  Premium (an article of merchandise used as an extra inducement to buy another product.  Trade fairs (exhibitions open to trade only for a certain period of the day, while open to the public at a different time of the day.  Sales promotion, should be interrelation and compatible with the entire distribution system of the company.

15 Basic requirements of sales promotion 1. Identifying the basic requirement (identify the need of sales promotion as to why this campaign is being undertaken). 2. Identifying the right promotional program. 3. Role of a salesman 4. Role of the dealers 5. Launching and follow up campaign 6. Tuning of the campaign (Seasons, Festivals, New year, or other special events of national and local interest should be kept in mind). 7. Coordination with other elements of promotion