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 SellingSalespeople Have Many NamesAgentsSales consultantsSales RepresentativesAccount ExecutivesSales EngineersDistrict ManagersMarketing RepresentativesAccount Development Representatives
3 Personal Selling The Role of the Sales Force Two-way personal communicationMore effective than advertising in complex selling situationsThe sales force plays a major role in most companiesThe 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.
6 Managing the Sales Force Sales Force Strategy and StructureSales Force StructureTerritorial sales force structureProduct sales force structureCustomer sales force structureComplex sales force structure
7 Managing the Sales Force Compensating SalespeopleCompensation elements: salary, bonuses, commissions, expenses, and fringe benefitsBasic compensation plans:Straight salaryStraight commissionSalary plus bonusSalary plus commission
12 Major Consumer Sales Promotion Tools SampleTrial amount of a productCouponsSavings when purchasing specified productsCash RefundsRefund of part of the purchase pricePrice PacksReduced prices marked on the label or packagePremiumsGoods offered free or low cost as an incentive to buy a productAdvertisingSpecialtiesArticles imprinted with an advertiser’s name given as gifts
13 Major Consumer Sales Promotion Tools Patronage RewardsPoint-of-PurchaseContestsSweepstakesGameCash or other rewards for the use of a certain productDisplays and demonstrations that take place at the point of saleConsumers submit an entry to be judgedConsumers submit their names for a drawingPresents consumers with something every time they buy
14 Sales Promotion Objectives – Trade Promotions: Obtaining distribution and shelf spaceEncouraging retailers to advertise the brand
15 Sales Promotion Objectives – Sales Force Promotions: Signing up new accountsStimulating sales of specific items
16 Sales Promotion Trade Promotion Tools Discounts (also called price-offs, off-list, and off-invoice discounts)AllowancesAdvertising allowancesDisplay allowancesFree goodsPush moneySpecialty advertising items
17 Sales Promotion Business Promotion Tools Includes many of the same tools used in trade and consumer promotionsTwo additional tools:Conventions & trade showsSales contests