2. Chapter 20 Personal Selling And Sales Promotion0

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. Elements of the Personal Selling Process
Prospecting
Preapproach
Approach
Making the presentation
Overcoming objections
Closing the sale
Following up

5. General Steps in the Personal Selling Process

6. Prospect Must Be:
Able
Willing
Authorized

7. Many sales teams use technology like WebEx to enhance presentations
Reprinted with permission of WebEx Communications, Inc.

8. Advantages/Disadvantages Of Personal Selling
Freedom to adjust message to customer
Most precise promotion method
Most expensive promotion method

9. Types Of Salespeople Order Getter Order Taker Support Personnel
Current-Customer
New-Business
Order Taker
Inside
Field
Support Personnel
Missionary
Trade
Technical

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. Managing The Sales Force
Establish Objectives
Determine Size
Recruit/Select
Train
Compensate
Salary
Commission
Combination
Motivate
Manage Territories
Create
Route/Schedule
Control/Evaluate

12. Prepare Job Description Analyze Successful Salespeople
Recruiting Steps
Prepare Job Description
Develop Requirements
Analyze Successful Salespeople

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. Average Salaries for Sales Representatives

15. Sales Force Compensation Methods

16. Managing Sales Territories
Creating sales territories
Measurable sales potential
Geographic size
Routing and scheduling salespeople
Geographic size/shape
Number of customers

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. 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. Consumer Sales Promotion Methods
Sales promotion techniques that encourage consumers to patronize specific stores or try particular products

20. Coupons
A written price reduction used to encourage consumers to buy a specific product

21. Effect Of Income On Coupon Usage

22. Effect Of Age On Coupon Usage

23. Coupon Advantages Effective for brand awareness Users
Reward present
Win back former
Encourage quantity purchase
Traceable to target market

24. Coupon Drawbacks Fraud Misredemption Expensive for manufacturers
Losing value
Brand loyalty diminished
Not enough of item in stock

25. Types Of Coupons Cents-Off Money Refunds Rebates
Frequent-User Incentives

26. Other Promotional Methods
Point-of-Purchase Materials
Demonstrations
Free Sample
Premiums
Consumer Contests
Consumer Games
Sweepstakes

27. Trade Sales Promotion Methods
Intended to persuade wholesalers and retailers to carry a producer’s products and market them more aggressively

28. Methods Trade Allowances Cooperative Advertising and Dealer Listing
Buying
Buy-back
Scan-back
Merchandise
Cooperative Advertising and Dealer Listing
Free Merchandise and Gifts
Premium (Push) Money
Sales Contests