Download Personal Selling - Assignment Point

12
Principles of Marketing
Advertising
&
Public Relations
Personal Selling
&
Sales Promotion
The Promotion Mix
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
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Broadcast, Print, Internet, Outdoor
Developing Advertising Programs
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Setting advertising objectives
Setting the advertising budget
Developing advertising strategy
Evaluating advertising campaigns
Advertising
Developing Advertising Programs
An
advertising objective is a specific
communication task to be accomplished with
a specific target audience during a specific
time
Objectives are classified by primary purpose
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Inform
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Persuade
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Remind
15-5
Developing Advertising Programs
Informative advertising is used when introducing a
new product category; the objective is to build
primary demand
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Comparative advertising directly or indirectly
compares the brand with one or more other brands
Persuasive advertising is important with increased
competition to build selective demand
Reminder advertising is important with mature
products to help maintain customer relationships
and keep customers thinking about the product
15-6
Advertising
Developing the Advertising Strategy
Advertising strategy is the strategy by which the
company accomplishes its advertising objectives. It
consists of two major elements: creating the
advertising message and selecting the advertising
media.
Advertisements need to break through the clutter:
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Gain attention
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Communicate well
15-12
Developing Advertising Programs:
Creating the Advertising Message
1.
2.
3.
Steps in creating effective advertising messages
Message strategy
Creative concept
Message execution
Message strategy is the general message that
will be communicated to consumers
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Identifies consumer benefits
15-15
Advertising
Developing Advertising Programs
Creating the Advertising Message
Creative concept is the idea that will bring the
message strategy to life and guide specific appeals
to be used in an advertising campaign
Characteristics of the appeals include:
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Meaningful
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Believable
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Distinctive
15-17
Advertising
Developing Advertising Programs
Creating the Advertising Message
Message execution captures the target market’s
attention and interest and can include the following
execution styles:
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•
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Slice of life
Lifestyle
Fantasy
Mood or image
Musical
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Personality symbol
Technical expertise
Scientific evidence
Testimonial evidence or
endorsement
15-18
Personal Selling
Personal selling is the personal presentation by the
firm’s sales force for the purpose of making sales
and building customer relationships
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Sales presentations
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Trade shows
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Incentive programs
The goal of the personal selling process is to get new
customers and obtain orders from them
Personal Selling
The Nature of Personal Selling
Examples of people who do the selling include:
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Salespeople
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Sales representatives
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District managers
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Account executives
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Sales engineers
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Agents
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Account development representatives
16-4
Personal Selling
Personal selling is the interpersonal part of the
promotion mix and can include:
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Face-to-face communication
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Telephone communication
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Video or Web conferencing
Sales quotas are standards stating the amount
salespeople should sell and how sales should
be divided among the company’s products
16-6
Personal Selling
Managing the Sales Force: Sales Force Structure
Territorial sales force structure refers to a structure
where each salesperson is assigned an exclusive
geographic area and sells the company’s full line of
products and services to all customers in that territory
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Defines salesperson’s job
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Fixes accountability
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Lowers sales expenses
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Improves relationship building & selling effectiveness
16-11
Personal Selling: Sales Force Structure
Product sales force structure refers to a structure
where each salesperson sells along product lines
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Improves product knowledge
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Can lead to territorial conflicts
Customer sales force structure refers to a
structure where each salesperson sells along
customer or industry lines
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Improves customer relationships
16-12
Personal Selling
Managing the Sales Force
Other Sales Force Strategy and Structure Issues
Team selling is used to service large complex
accounts and can include experts from:
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Sales
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Marketing
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Technical
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R&D
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Engineering
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Operations
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Finance
16-20
Personal Selling
Managing the Sales Force
Other Sales Force Strategy and Structure Issues
Some challenges of team selling
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Customers used to working with one salesperson
may become confused or overwhelmed
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Salespeople used to working alone can have
difficulties working with and trusting teams
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Evaluating individual contributions can lead to
compensation issues
16-21
The Personal Selling Process
Closing is the process where salespeople
should recognize signals from the buyer,
including physical actions, comments,
and questions to close the sale
Handling objections is the process where
salespeople resolve problems that are
logical, psychological, or unspoken
16-45
The Personal Selling Process
When handling objections from buyers,
salespeople should:
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Be positive
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Seek out hidden objections
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Ask the buyers to clarify any objections
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Take objections as opportunities to provide
more information
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Turn objections into reasons for buying
16-44
Sales Promotion
Sales promotion is the short-term incentives
to encourage the purchase or sale of a
product or service
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Discounts
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Coupons
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Displays
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Demonstrations
Rapid Growth of Sales Promotion: Types of
Sales Promotions
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

Consumer promotions
Trade promotions
Sales force promotions
Consumer promotions objectives are to:
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Urge short-term customer buying
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Enhance long-term customer relationships
16-50
Sales Promotion Objectives
Trade promotions urge retailers to:
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Carry new items or more inventory
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Buy in advance
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Advertise company products
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Get more shelf space
Sales force promotion objectives include getting:
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More sales force support for new or current
products
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Salespeople to sign up new accounts
16-55