You have to expect things of yourself before you can do them. Michael Jordan
Idea Transcript
11/14/2011
Personal Selling and Sales Promotion PRINCIPLES OF MARKETING CHAPTER 19
Personal Selling Process Prospecting
Preapproach
Approach
Making the Presentation
Overcoming Objections
Closing the sale
Following up
Types of Salespeople Order Getters • Take care of current customers- build and maintain relationship • Seek out new customers
Order takers • Inside order takers • Field order takers
Support Personnel • Missionary • Trade • Technical
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Types of Selling Team
Relationship
Cross-functional
Consultative
For specific
Problem-solving
applications Salesperson leads
Long term
Managing the Sales Force Establishing objectives Sales force size Recruitment and selection Training Compensation Motivation Sales territories Control and evaluation
Product Knowledge is Key Use of product How product works (or how used) What product is made of How product is made Instructions for use Who is manufacturer Storage of product Maintenance of product Packaging (sizes and materials) Department of Agricultural Education, Ohio State University
Gaining knowledge of the product Merchandise itself
Competitor’s products
Customers themselves
The manufacturer
Your own experience
Fellow salespeople Department of Agricultural Education, Ohio State University
One-on- one Sales Presentations Customer characteristics
Customer demographics Personality Business demographics Special considerations
Goals Objectives Strategies Evaluation
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Sales Promotion
Two main purposes
Immediate purchase of items Encourage repeat patronage
Consumer Methods Coupons Online Paper Cents-off Money refunds Cash allowances on vehicles Rebates Frequent User Point-of-Purchase
Demonstrations Materials
Free samples Premiums Consumer contests Consumer games Sweepstakes
• Based on number of pieces sold • Expectation that discount passed on to customers
Merchandise allowance
• Producer pays to reseller • Occurs usually with customer promotions • Examplepayment for each coupon handled
Scan-back allowance
• Temporary price reduction • Based on volume
Buy-back allowance
Buying allowance
Trade Allowances
• highvolume, easily handled products • Activities need to be performed at a specific level
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Other Trade Promotion Methods
Cooperative Advertising
Merchandise and gifts
Premium Money
• Coop Ads • Dealer Listing
• Additional product • Displays with specialty items
• Additional compensation • Commitment incentive • Can be expensive
Sales Contests • Motivate sales people / distributors • Short lived impact • Can be expensive