Beruflich Dokumente
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Learning Outcomes
LO1
LO2
LO3
LO4
Learning Outcomes
LO5
LO6
LO7
Sales Promotion
LO1
Sales Promotion
Sales Promotion
Advertising
Reason to buy
Sales Promotion
Incentive to buy
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Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Sales Promotion
Consumer
Consumer
Sales
Sales
Promotion
Promotion
Goal
Trade
Trade
Sales
Sales
Promotion
Promotion
Consumer market
Marketing channel
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Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Desired Results
Sales Promotion
Examples
Loyal
Customers
Reinforce behavior
Loyalty marketing
Increase consumption
Competitors
Customers
Break loyalty
Persuade to switch
Sampling
Sweepstakes,
contests, premiums
Brand
Switchers
Price-lowering
promotion
Trade deals
Price Buyers
Coupons, price-off
packages, refunds
Trade deals
LO1
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11
A
A certificate
certificate that
that entitles
entitles
consumers
consumers to
to an
an immediate
immediate
price
price reduction.
reduction.
Rebate
Rebate
A
A cash
cash refund
refund given
given for
for the
the
purchase
purchase of
of aa product
product during
during
aa specific
specific period.
period.
Premium
Premium
An
An extra
extra item
item offered
offered to
to the
the consumer,
consumer,
usually
usually in
in exchange
exchange
for
for some
some proof
proof of
of purchase.
purchase.
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Loyalty Marketing
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.
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http://www.online-sweepstakes.com/
Online
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
14
Sampling
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Methods of Sampling
Direct
Directmail
mail
Door-to-door
Door-to-door delivery
delivery
Packaging
Packagingwith
withanother
another product
product
Retail
Retail store
storedemonstration
demonstration
16
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Point-of-Purchase
Promotion
Build traffic
Advertise the product
Induce impulse buying
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Free merchandise
Sweepstakes
Free shipping with purchases
Coupons
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Copyright 2010 by Cengage Learning Inc. All Rights Reserved
LO2
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Trade Allowance
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Push Money
Money offered to
channel intermediaries to encourage
them to push products that is,
to encourage other members of the
channel to sell the products.
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LO3
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Personal Selling
LO4
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Personal Selling
Personal Selling
is more important if...
Product is standardized.
Product is
technically complex.
Product is
simple to understand.
Customers are
concentrated.
Customers are
geographically dispersed.
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LO4
Personal
Selling
Advantages
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Relationship Selling
LO5
Discuss the key differences
between relationship selling
and traditional selling.
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Relationship Selling
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.
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Traditional Selling
and Relationship Selling
Traditional
Personal Selling
Relationship Selling
Sell products
Discuss product
Assess product-specific
needs
Lone wolf approach
Pricing/product focus
Short-term sales follow-up
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LO5
Sales
Increases
Result
From
Creating
Value
Initial
Sales
Repeat
Sales
Successive
Sales
Traditional Sales
Relationship Sales
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Relationship
Selling
Generate Leads
High
Low
Qualify Leads
Low
High
Probe Needs
Low
High
Develop Solutions
Low
High
Handle Objections
High
Low
High
Low
Follow-up
Low
High
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Generating Leads
Advertising
Advertising
Publicity
Publicity
Direct
DirectMail/
Mail/
Telemarketing
Telemarketing
Cold
ColdCalling
Calling
Internet
InternetWeb
Web
Site
Site
Referrals
Referrals
Networking
Networking
Trade
TradeShows/
Shows/
Conventions
Conventions
Company
Company
Records
Records
http://www.linkedin.com
http://www.ryze.com
Online
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
36
37
Qualifying Leads
Recognized
Recognized need
need
Buying
Buying power
power
Receptivity
Receptivity and
and
accessibility
accessibility
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Salesperson
Salesperson
must
must know
know
everything
everything
about...
about...
http://www.hoovers.com
http://www.dnb.com
Customers
Customers
Competition
Competition
Industry
Industry
Online
39
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Needs Assessment
A determination of the
customers specific needs and
wants and the range of
options a customer has for
satisfying them.
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Sales
Sales Presentation
Presentation
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Powerful Presentations
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!
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
42
Handling Objections
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
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LO6
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Sales Management
LO7
Describe the functions
of sales management.
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Sales Management
Responsibilities
Define
Define sales
sales goals
goals and
and sales
sales process
process
Determine
Determine sales
sales force
force structure
structure
Recruit
Recruit and
and train
train sales
sales force
force
Compensate
Compensate and
and motivate
motivate sales
sales force
force
Evaluate
Evaluate sales
sales force
force
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
47
Sales Volume
Market Share
Profit Level
Time
TimeSpecific
Specific
48
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Quota
A statement of the
individual salespersons sales
objectives, usually based on sales
volume alone but sometimes
including key accounts, new
accounts, repeat sales, and specific
products.
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Sense
Persuasive
Assertive
Sociable
Willing
to take risks
Understand
Creative
Possess
complex concepts
in developing solutions
empathy
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Training
Training
includes...
includes...
Product
Product knowledge
knowledge
Industry
Industry and
and customer
customer
characteristics
characteristics
Nonselling
Nonselling duties
duties
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Combination
Combination
Plans
Plans
Salary
Salary
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Ceremonies
Plaques
Vacations
Merchandise
Pay raises
Cash bonuses
Stock options
Tuition assistance
Product discounts
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55
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
LO7
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