Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1
Sales Promotion and
Personal Selling
Hany Sewilam @2017 - Sales Promotion
Learning Outcomes
2
Define and state the objectives of sales promotion
Discuss the most common forms of consumer sales
pro...
Learning Outcomes
3
Discuss the key differences between relationship
selling and traditional selling
List the steps in the...
Sales Promotion
4
Define and state the
objectives of sales promotion.
LO1
Hany Sewilam @2017 - Sales Promotion
Sales Promotion
5
Marketing activities, other than
advertising, personal selling,
and public relations, that
stimulate con...
Sales Promotion
6
Advertising Reason to buy
Sales Promotion Incentive to buy
Hany Sewilam @2017 - Sales Promotion
Sales Promotion
7
Consumer
Sales
Promotion
Consumer
Sales
Promotion
Trade
Sales
Promotion
Trade
Sales
Promotion
Consumer m...
Objectives of Sales Promotion
8
Type of BuyerType of Buyer
Loyal
Customers
Competitor’s
Customers
Brand
Switchers
Price Bu...
Review Learning Outcome
The Objectives of Sales Promotion
9
LO1
Hany Sewilam @2017 - Sales Promotion
Tools for Consumer Sales
Promotion
10
Discuss the most common forms
of consumer sales promotion.
LO2
Hany Sewilam @2017 - ...
Tools for Consumer Sales Promotion
11
Coupons and RebatesCoupons and Rebates
PremiumsPremiums
Loyalty Marketing ProgramsLo...
Coupons, Rebates, and Premiums
12
CouponCoupon
RebateRebate
PremiumPremium
A certificate that entitles
consumers to an imm...
Loyalty Marketing
13
Loyalty Marketing Program - A
promotional program designed
to build long-term, mutually
beneficial re...
Contests and Sweepstakes
14
Online
http://www.online-sweepstakes.com/
Contests - Promotions that
require skill or ability ...
Sampling
15
A promotional program that
allows the consumer the
opportunity to try a product or
service for free.
Hany Sewi...
Methods of Sampling
16
Direct mailDirect mail
Door-to-door deliveryDoor-to-door delivery
Packaging with another productPac...
Point-of-Purchase Promotion
• Build traffic
• Advertise the product
• Induce impulse buying
17Hany Sewilam @2017 - Sales P...
Online Sales Promotion
• Free merchandise
• Sweepstakes
• Free shipping with purchases
• Coupons
18
Effective Types of Onl...
Review Learning Outcome
Consumer Sales Promotion
19
Coupons and rebates
Premiums
Loyalty marketing programs
Contests and S...
Tools for Trade Sales Promotion
20
List the most common forms
of trade sales promotion.
LO3
Hany Sewilam @2017 - Sales Pro...
Trade Sales Promotion
21
Trade AllowancesTrade Allowances
Push MoneyPush Money
TrainingTraining
Free MerchandiseFree Merch...
Trade Allowance
22
A price reduction offered
by manufacturers
to intermediaries, such as
wholesalers and retailers.
Hany S...
Push Money
23
Money offered to
channel intermediaries to encourage
them to “push” products– that is,
to encourage other me...
Benefits of Trade Promotions
24
 Help manufacturers gain new distribution
 Obtain wholesaler and retailer support for
co...
Review Learning Outcome
Forms of Trade Sales Promotion
25
LO3
Hany Sewilam @2017 - Sales Promotion
Personal Selling
26
Describe personal selling.
LO4
Hany Sewilam @2017 - Sales Promotion
Personal Selling
27
Personal Selling
is more important if...
Customers are
concentrated.
Customers are
concentrated.
Produ...
Review Learning Outcome
Personal Selling
28
LO4
 Detailed explanation or demonstration
 Variable sales message
 Directe...
Relationship Selling
29
Discuss the key differences
between relationship selling
and traditional selling.
LO5
Hany Sewilam...
Relationship Selling
30
Relationship (Consultative)
Selling - A sales practice that
involves building, maintaining,
and en...
Traditional Selling
and Relationship Selling
31
Sell advice, assistance, counselSell products
TraditionalTraditional
Perso...
Review Learning Outcome
Relationship Selling vs. Traditional Selling
32
LO5
Initial
Sales
Repeat
Sales
Successive
Sales
Tr...
Steps in the Selling Process
33
List the steps in the
selling process.
LO6
Hany Sewilam @2017 - Sales Promotion
Steps in the Selling Process
34
Generate LeadsGenerate Leads
Qualify LeadsQualify Leads
Probe Customer NeedsProbe Customer...
Time Spent in Key Steps of
Selling Process
Key Selling Steps
Traditional
Selling
Relationship
Selling
Generate Leads High ...
Generating Leads
36
AdvertisingAdvertising PublicityPublicity Direct Mail/
Telemarketing
Direct Mail/
Telemarketing
Cold C...
Referral and Networking
37
Referral – A recommendation
to a customer
or business associate.
Networking – A process of find...
Qualifying Leads
38
Recognized needRecognized need
Buying powerBuying power
Receptivity and
accessibility
Receptivity and
...
The Preapproach Process
39
Product or serviceProduct or service
CustomersCustomers
CompetitionCompetition
IndustryIndustry...
Needs Assessment
40
A determination of the
customer’s specific needs and
wants and the range of
options a customer has for...
Developing and Proposing Solutions
41
Sales ProposalSales Proposal
Sales PresentationSales Presentation
Hany Sewilam @2017...
Powerful Presentations
42
Be well prepared
Use eye contact
Ask open-ended questions
Be poised
Use hand gestures and voice ...
Handling Objections
43
 View objections as requests for information
 Anticipate specific objections
 Investigate the ob...
Closing the Sale
44
NegotiateNegotiate
Keep an open mindKeep an open mind
Look for
customer signals
Look for
customer sign...
Review Learning Outcome
Steps in the Selling Process
45
LO6
Hany Sewilam @2017 - Sales Promotion
Sales Management
46
Describe the functions
of sales management.
LO7
Hany Sewilam @2017 - Sales Promotion
Sales Management Responsibilities
47
Evaluate sales forceEvaluate sales force
Compensate and motivate sales forceCompensat...
Defining Sales Goals
48
ClearClear
PrecisePrecise
MeasurableMeasurable
Time SpecificTime Specific
Sales Volume
Market Shar...
Quota
49
A statement of the
individual salesperson’s sales
objectives, usually based on sales
volume alone but sometimes
i...
Sales Force Structure
50
Individual client
or account
Individual client
or account
Market or industryMarket or industry
Ma...
Traits of Top Sales Performers
 Strong, healthy self esteem
 Can bounce back from rejection
 Sense of urgency and compe...
Training the Sales Force
52
Training
includes...
Training
includes...
Nonselling dutiesNonselling duties
Industry and cust...
Compensating the Sales Force
53
CommissionCommission
SalarySalary
Combination
Plans
Combination
Plans
Hany Sewilam @2017 -...
Motivating the Sales Force
54
 Ceremonies
 Plaques
 Vacations
 Merchandise
 Pay raises
 Cash bonuses
 Stock options...
Evaluating the Sales Force
55
Contribution to profitContribution to profit
Calls per orderCalls per order
Sales or profits...
Review Learning Outcome
Functions of Sales Management
56
LO7
Hany Sewilam @2017 - Sales Promotion
Upcoming SlideShare
Loading in …5
×

Sales promotion and personal selling

Sales Promotion and Personal Selling Discussing the most common forms of consumer sales promotion and the key differences between relationship selling and traditional selling

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

Sales promotion and personal selling

  1. 1. 1 Sales Promotion and Personal Selling Hany Sewilam @2017 - Sales Promotion
  2. 2. Learning Outcomes 2 Define and state the objectives of sales promotion Discuss the most common forms of consumer sales promotion List the most common forms of trade sales promotion Describe personal selling LO1 LO2 LO3 LO4 Hany Sewilam @2017 - Sales Promotion
  3. 3. Learning Outcomes 3 Discuss the key differences between relationship selling and traditional selling List the steps in the selling process Describe the functions of sales management LO5 LO6 LO7 Hany Sewilam @2017 - Sales Promotion
  4. 4. Sales Promotion 4 Define and state the objectives of sales promotion. LO1 Hany Sewilam @2017 - Sales Promotion
  5. 5. Sales Promotion 5 Marketing activities, other than advertising, personal selling, and public relations, that stimulate consumer buying and dealer effectiveness. Hany Sewilam @2017 - Sales Promotion
  6. 6. Sales Promotion 6 Advertising Reason to buy Sales Promotion Incentive to buy Hany Sewilam @2017 - Sales Promotion
  7. 7. Sales Promotion 7 Consumer Sales Promotion Consumer Sales Promotion Trade Sales Promotion Trade Sales Promotion Consumer market Marketing channel Drive immediate purchase, Influence behavior Goal Hany Sewilam @2017 - Sales Promotion
  8. 8. Objectives of Sales Promotion 8 Type of BuyerType of Buyer Loyal Customers Competitor’s Customers Brand Switchers Price Buyers Desired ResultsDesired Results •Reinforce behavior •Increase consumption •Change purchase timing •Break loyalty •Persuade to switch •Persuade to buy your brand more often •Appeal with low prices •Supply added value Sales PromotionSales Promotion ExamplesExamples •Loyalty marketing •Bonus packs •Sampling •Sweepstakes, contests, premiums •Price-lowering promotion •Trade deals •Coupons, price-off packages, refunds •Trade deals Hany Sewilam @2017 - Sales Promotion
  9. 9. Review Learning Outcome The Objectives of Sales Promotion 9 LO1 Hany Sewilam @2017 - Sales Promotion
  10. 10. Tools for Consumer Sales Promotion 10 Discuss the most common forms of consumer sales promotion. LO2 Hany Sewilam @2017 - Sales Promotion
  11. 11. Tools for Consumer Sales Promotion 11 Coupons and RebatesCoupons and Rebates PremiumsPremiums Loyalty Marketing ProgramsLoyalty Marketing Programs Contests & SweepstakesContests & Sweepstakes SamplingSampling Point-of-Purchase PromotionPoint-of-Purchase Promotion Hany Sewilam @2017 - Sales Promotion
  12. 12. Coupons, Rebates, and Premiums 12 CouponCoupon RebateRebate PremiumPremium A certificate that entitles consumers to an immediate price reduction. A certificate that entitles consumers to an immediate price reduction. A cash refund given for the purchase of a product during a specific period. A cash refund given for the purchase of a product during a specific period. An extra item offered to the consumer, usually in exchange for some proof of purchase. An extra item offered to the consumer, usually in exchange for some proof of purchase. Hany Sewilam @2017 - Sales Promotion
  13. 13. Loyalty Marketing 13 Loyalty Marketing Program - A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers. Frequent Buyer Program - A loyalty program in which loyal customers are rewarded for making multiple purchasers. Hany Sewilam @2017 - Sales Promotion
  14. 14. Contests and Sweepstakes 14 Online http://www.online-sweepstakes.com/ Contests - Promotions that require skill or ability to compete for prizes. Sweepstakes - Promotions that depend on chance or luck, with free participation. Hany Sewilam @2017 - Sales Promotion
  15. 15. Sampling 15 A promotional program that allows the consumer the opportunity to try a product or service for free. Hany Sewilam @2017 - Sales Promotion
  16. 16. Methods of Sampling 16 Direct mailDirect mail Door-to-door deliveryDoor-to-door delivery Packaging with another productPackaging with another product Retail store demonstrationRetail store demonstration Hany Sewilam @2017 - Sales Promotion
  17. 17. Point-of-Purchase Promotion • Build traffic • Advertise the product • Induce impulse buying 17Hany Sewilam @2017 - Sales Promotion
  18. 18. Online Sales Promotion • Free merchandise • Sweepstakes • Free shipping with purchases • Coupons 18 Effective Types of Online Sales PromotionEffective Types of Online Sales Promotion Hany Sewilam @2017 - Sales Promotion
  19. 19. Review Learning Outcome Consumer Sales Promotion 19 Coupons and rebates Premiums Loyalty marketing programs Contests and Sweepstakes Sampling P-O-P Online LO2 Hany Sewilam @2017 - Sales Promotion
  20. 20. Tools for Trade Sales Promotion 20 List the most common forms of trade sales promotion. LO3 Hany Sewilam @2017 - Sales Promotion
  21. 21. Trade Sales Promotion 21 Trade AllowancesTrade Allowances Push MoneyPush Money TrainingTraining Free MerchandiseFree Merchandise Store DemonstrationStore Demonstration Conventions & Trade ShowsConventions & Trade Shows Hany Sewilam @2017 - Sales Promotion
  22. 22. Trade Allowance 22 A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers. Hany Sewilam @2017 - Sales Promotion
  23. 23. Push Money 23 Money offered to channel intermediaries to encourage them to “push” products– that is, to encourage other members of the channel to sell the products. Hany Sewilam @2017 - Sales Promotion
  24. 24. Benefits of Trade Promotions 24  Help manufacturers gain new distribution  Obtain wholesaler and retailer support for consumer sales promotions  Build or reduce dealer inventories  Improve trade relations Hany Sewilam @2017 - Sales Promotion
  25. 25. Review Learning Outcome Forms of Trade Sales Promotion 25 LO3 Hany Sewilam @2017 - Sales Promotion
  26. 26. Personal Selling 26 Describe personal selling. LO4 Hany Sewilam @2017 - Sales Promotion
  27. 27. Personal Selling 27 Personal Selling is more important if... Customers are concentrated. Customers are concentrated. Product is technically complex. Product is technically complex. There are few customers.There are few customers. Product is custom made.Product is custom made. Product has a high value.Product has a high value. Customers are geographically dispersed. Customers are geographically dispersed. Product is simple to understand. Product is simple to understand. There are many customers.There are many customers. Product is standardized.Product is standardized. Product has a low value.Product has a low value. Advertising & Sales Promotion are more important if... Hany Sewilam @2017 - Sales Promotion
  28. 28. Review Learning Outcome Personal Selling 28 LO4  Detailed explanation or demonstration  Variable sales message  Directed to qualified prospects  Controllable adjustable selling costs  Effective at obtaining sale and gaining customer satisfaction Personal Selling Advantages Personal Selling Advantages Hany Sewilam @2017 - Sales Promotion
  29. 29. Relationship Selling 29 Discuss the key differences between relationship selling and traditional selling. LO5 Hany Sewilam @2017 - Sales Promotion
  30. 30. Relationship Selling 30 Relationship (Consultative) Selling - A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnership. Hany Sewilam @2017 - Sales Promotion
  31. 31. Traditional Selling and Relationship Selling 31 Sell advice, assistance, counselSell products TraditionalTraditional Personal SellingPersonal Selling Focus on closing sales Limited sales planning Discuss product Assess “product-specific” needs “Lone wolf” approach Pricing/product focus Short-term sales follow-up Focus on customer’s bottom line Sales planning is top priority Build problem-solving environment Conduct discovery in scope of customers’ operations Team approach Profit impact and strategic benefit focus Long-term sales follow-up Relationship SellingRelationship Selling Hany Sewilam @2017 - Sales Promotion
  32. 32. Review Learning Outcome Relationship Selling vs. Traditional Selling 32 LO5 Initial Sales Repeat Sales Successive Sales Traditional Sales Relationship Sales Sales Increases Result From Creating Value Hany Sewilam @2017 - Sales Promotion
  33. 33. Steps in the Selling Process 33 List the steps in the selling process. LO6 Hany Sewilam @2017 - Sales Promotion
  34. 34. Steps in the Selling Process 34 Generate LeadsGenerate Leads Qualify LeadsQualify Leads Probe Customer NeedsProbe Customer Needs Develop/Propose SolutionsDevelop/Propose Solutions Handle ObjectionsHandle Objections Close the SaleClose the Sale Follow UpFollow Up Hany Sewilam @2017 - Sales Promotion
  35. 35. Time Spent in Key Steps of Selling Process Key Selling Steps Traditional Selling Relationship Selling Generate Leads High Low Qualify Leads Low High Probe Needs Low High Develop Solutions Low High Handle Objections High Low Close the sale High Low Follow-up Low High 35Hany Sewilam @2017 - Sales Promotion
  36. 36. Generating Leads 36 AdvertisingAdvertising PublicityPublicity Direct Mail/ Telemarketing Direct Mail/ Telemarketing Cold CallingCold Calling Internet Web Site Internet Web Site ReferralsReferrals Trade Shows/ Conventions Trade Shows/ ConventionsNetworkingNetworking Company Records Company Records Online http://www.linkedin.com http://www.ryze.com Hany Sewilam @2017 - Sales Promotion
  37. 37. Referral and Networking 37 Referral – A recommendation to a customer or business associate. Networking – A process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in organizations. Hany Sewilam @2017 - Sales Promotion
  38. 38. Qualifying Leads 38 Recognized needRecognized need Buying powerBuying power Receptivity and accessibility Receptivity and accessibility Hany Sewilam @2017 - Sales Promotion
  39. 39. The Preapproach Process 39 Product or serviceProduct or service CustomersCustomers CompetitionCompetition IndustryIndustry Salesperson must know everything about... Salesperson must know everything about... Online http://www.hoovers.com http://www.dnb.com Hany Sewilam @2017 - Sales Promotion
  40. 40. Needs Assessment 40 A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them. Hany Sewilam @2017 - Sales Promotion
  41. 41. Developing and Proposing Solutions 41 Sales ProposalSales Proposal Sales PresentationSales Presentation Hany Sewilam @2017 - Sales Promotion
  42. 42. Powerful Presentations 42 Be well prepared Use eye contact Ask open-ended questions Be poised Use hand gestures and voice inflection Focus on the customer needs Incorporate visual elements Know how to operate the A/V equipment Make sure the equipment works PRACTICE, PRACTICE, PRACTICE! Hany Sewilam @2017 - Sales Promotion
  43. 43. Handling Objections 43  View objections as requests for information  Anticipate specific objections  Investigate the objection with the customer  Be aware of competitors’ products  Stay calm  Use the objection to close the sale Hany Sewilam @2017 - Sales Promotion
  44. 44. Closing the Sale 44 NegotiateNegotiate Keep an open mindKeep an open mind Look for customer signals Look for customer signals Tailor to each marketTailor to each market Hany Sewilam @2017 - Sales Promotion
  45. 45. Review Learning Outcome Steps in the Selling Process 45 LO6 Hany Sewilam @2017 - Sales Promotion
  46. 46. Sales Management 46 Describe the functions of sales management. LO7 Hany Sewilam @2017 - Sales Promotion
  47. 47. Sales Management Responsibilities 47 Evaluate sales forceEvaluate sales force Compensate and motivate sales forceCompensate and motivate sales force Recruit and train sales forceRecruit and train sales force Determine sales force structureDetermine sales force structure Define sales goals and sales processDefine sales goals and sales process Hany Sewilam @2017 - Sales Promotion
  48. 48. Defining Sales Goals 48 ClearClear PrecisePrecise MeasurableMeasurable Time SpecificTime Specific Sales Volume Market Share Profit Level Hany Sewilam @2017 - Sales Promotion
  49. 49. Quota 49 A statement of the individual salesperson’s sales objectives, usually based on sales volume alone but sometimes including key accounts, new accounts, repeat sales, and specific products. Hany Sewilam @2017 - Sales Promotion
  50. 50. Sales Force Structure 50 Individual client or account Individual client or account Market or industryMarket or industry Marketing functionMarketing function Product lineProduct line Geographic regionGeographic region Hany Sewilam @2017 - Sales Promotion
  51. 51. Traits of Top Sales Performers  Strong, healthy self esteem  Can bounce back from rejection  Sense of urgency and competitiveness  Persuasive  Assertive  Sociable  Willing to take risks  Understand complex concepts  Creative in developing solutions  Possess empathy 51 Hany Sewilam @2017 - Sales Promotion
  52. 52. Training the Sales Force 52 Training includes... Training includes... Nonselling dutiesNonselling duties Industry and customer characteristics Industry and customer characteristics Product knowledgeProduct knowledge Selling techniquesSelling techniques Company policies and practice Company policies and practice Hany Sewilam @2017 - Sales Promotion
  53. 53. Compensating the Sales Force 53 CommissionCommission SalarySalary Combination Plans Combination Plans Hany Sewilam @2017 - Sales Promotion
  54. 54. Motivating the Sales Force 54  Ceremonies  Plaques  Vacations  Merchandise  Pay raises  Cash bonuses  Stock options  Tuition assistance  Product discounts Rewards and incentives include: Hany Sewilam @2017 - Sales Promotion
  55. 55. Evaluating the Sales Force 55 Contribution to profitContribution to profit Calls per orderCalls per order Sales or profits per callSales or profits per call Call percentage achieving goalsCall percentage achieving goals Sales volumeSales volume Hany Sewilam @2017 - Sales Promotion
  56. 56. Review Learning Outcome Functions of Sales Management 56 LO7 Hany Sewilam @2017 - Sales Promotion

×