Download EFFECTIVE PROMOTION MEANS EFFECTIVE COMMUNICATION

Marketing
Unit 8:Promotion
Communication & Selling
Danna Nelson-Gresham High School
Promotion is Part of the Marketing Mix
• Promotion is one
of the 4 elements
of the Marketing
Mix, also referred
to as the 4 P’s of
marketing.
Frameworks 8.3
Promotion Is a Form of Communication
• Promotion is a communication process,
which is the transfer of a message from a
sender to a receiver.
Frameworks 8.2
Promotion Is a Form of Communication
• The sender is the source of the message.
Frameworks 8.2.1
Promotion Is a Form of Communication
• The message is what is being communicated.
Frameworks 8.2.1
Promotion Is a Form of Communication
• Encoding is when the sender converts an
idea into a message that the receiver can
understand.
The Oscar “selfie” was
retweeted over 3 million times.
The photo was taken with a
Samsung phone. A commercial
for Samsung appeared during
the commercial break.
Video: The Oscar Selfie Breaks Twitter
Frameworks 8.2.1
Promotion Is a Form of Communication
• The receiver is the person or persons to
whom the message is directed. (potential customers)
Frameworks 8.2.1
Promotion Is a Form of Communication
• Decoding is the
process by which the
receiver interprets the
transmitted language
and symbols to
comprehend the
message.
Video: “Who’s on First” With Abbott & Costello
Frameworks 8.2.1
Promotion Is a Form of Communication
• Noise is any
distracting
information in the
transmission, the
message channel,
or the environment
that might distract
from the message.
Frameworks 8.2.1
Promotion Is a Form of Communication
• Feedback is the receiver’s response to the
message.
Frameworks 8.2.1
Promotion Is a Form of Communication
• The message channel is the vehicle by
which the message travels. (social media,
TV, radio, newspaper, text message, a
salesperson, or billboard)
Frameworks 8.2.1
The Goals of Promotion
• Promotion is any form of communication a
business or organization uses to …
inform,
persuade, or
remind
consumers about its products or services.
Frameworks 8.3.1
The Elements of the Promotion
• The promotional mix is the combination of
advertising, public relations, personal
selling, and sales promotion that marketers
use to reach the target market.
Frameworks 8.3.2
The Elements of the Promotion
• The elements of the
promotional mix
must be coordinated
to deliver a
cohesive message.
Frameworks 8.3.2
The Elements of the Promotion
 Advertising is any form of paid, non-personal
communication that uses mass media to
deliver the marketer’s message to an
audience.
Frameworks 8.3.2
The Elements of the Promotion
 Public relations is the effort to reach
consumers by generating positive publicity.
Frameworks 8.3.2
The Elements of the Promotion
 Sales promotion is any short-term incentive,
activity, or material that gives consumers a
direct incentive to buy.
Frameworks 8.3.2
The Elements of the Promotion
 Personal selling is persuasive person-toperson communication with a potential
customer in an effort to inform, persuade, or
remind the
customer
about the
organization’s
products or
services.
Frameworks 8.3.2
The Personal Selling Process
 The salesperson is the link between the
customer and the business.
Video:
81 Year Old
Broom
Salesman
Frameworks 8.4.1
The Personal Selling Process
• Personal selling is
really about
helping customers
make wise and
satisfying buying
decisions.
Never sell a product to a customer if that
product will not meet their needs.
Frameworks 8.3.2
The Steps of Personal Selling
• The steps of the personal selling process include:
• The Pre-Approach
• The Approach
• Determining Customer Needs
• Presenting/Demonstrating the Product
• Answering Objections
• Closing the Sale
• Suggestion Selling
• Following-Up/Relationship Marketing
Frameworks 8.4
The Steps of Personal Selling
• During the pre-approach the salesperson
gets ready for the face-to-face meeting with
the customer.
• Becoming knowledgeable about the product.
• Gathering information about prospective
customers.
•
•
A prospect is a potential customer, also known as a
lead.
The term cold calling is contacting a prospective
customer without any information about the person.
Frameworks 8.4
The Steps of Personal Selling
• Methods for developing prospects:
•
•
•
•
•
•
•
Employer Leads
Telephone Directories
Professional Directories
Newspapers
Commercial Lists
Customer Referrals
Social Media – LinkedIn, Twitter, Facebook
The Steps of Personal Selling
• The approach is the first contact between
the customer and the salesperson.
• Common approach techniques:
• In the service approach the salesperson
asks the customer if he or she needs
assistance.
• This method is acceptable when the
customer is obviously in a hurry or if you
are an order taker for routine purchases.
Frameworks 8.4
The Steps of Personal Selling
• Common approach techniques:
• When using the greeting approach the
salesperson simply welcomes the
customer to the store.
• This lets the customer know that the
salesperson is available for any questions
or assistance.
Frameworks 8.4
The Steps of Personal Selling
• Common approach techniques:
• With the merchandise approach the
salesperson makes a comment or asks
questions about a product in which the
customer shows interest.
• This method can only be used if a
customer shows interest a specific item.
Frameworks 8.4
The Steps of Personal Selling
 A qualified customer is a prospect with a
need for the product, the resources to
purchase the product, and the authority to
make the purchase decision.
Personal Selling: Determining Needs
• In order to determine customer needs
salespeople should do the following:
• Question
• Listen
• Observe
Personal Selling: Determining Needs
Questioning – get the customer talking!
• Ask open-ended questions—questions that
require more than a yes or no answer.
• Ask clarifying questions to make sure you
understand customers' needs.
• Don't ask too many questions in a row.
• Don't ask questions that might embarrass
customers or put them on the defensive.
Frameworks 8.4
Personal Selling: Determining Needs
• Listening helps you pick up clues to the
customer's needs.
• Remember these five important listening
skills when talking to customers:
•
•
•
•
•
Maintain good eye contact.
Provide verbal and nonverbal feed back.
Give the customer your undivided attention.
Listen with empathy and an open mind.
Do not interrupt.
Frameworks 8.4
Personal Selling: Determining Needs
• When you observe a customer, you
should look for buying motives that are
communicated nonverbally.
• Nonverbal communication is expressing
yourself through body language such as
facial expressions, hand motions, and eye
movement.
Personal Selling: Presentation
• Creatively displaying the product is the first
step in an eye-catching presentation.
Frameworks 8.4
Personal Selling: Presentation
• A personalized presentation of the features
of the product in a way that emphasizes the
benefits and value to the customer.
Video: Jeep Grand
Cherokee
Demonstration
Frameworks 8.4
Personal Selling: Presentation
• The way you handle a product presents an
image of its quality. Handle it with care and
respect.
Frameworks 8.4
Personal Selling: Presentation
• When it is impractical to demonstrate the
actual product or when you want to
emphasize certain
selling points, you
can use sales aids
such as samples,
videos, models,
photographs, or
drawings.
Frameworks 8.4
Personal Selling: Presentation
• Get the customer
physically involved
with the product
demonstration as
soon as possible in
the sales
presentation.
Video: Customer Recommendation and Referral
Frameworks 8.4
Personal Selling: Presentation
Personal Selling: Presentation
Frameworks 8.4
Personal Selling: Objections
• Objections are concerns, hesitations,
doubts, or other honest reasons a
customer has for not making a purchase.
• Objections are opportunities to present
more information to the customer.
Frameworks 8.4
Personal Selling: Objections
• What is the most common objection in
PRICE!
selling? ____________.
Video: Say Yes to the Dress
Frameworks 8.4
Personal Selling: Objections
• Excuses are insincere reasons for not
buying or not seeing the salesperson.
Frameworks 8.4
Personal Selling: Objections
• Successful salespeople have learned to
use a very basic, four-step strategy when
answering all objections:
•
•
•
•
Listen carefully
Acknowledge the customer’s objections
Restate the objection – paraphrase.
Answer the objection.
Frameworks 8.4
Personal Selling: Closing
• Closing the sale is obtaining positive
agreement from the customer to buy.
• Close the sale when your customer is ready
to buy.
• Look for buying signals, the things a
customer does that indicate a readiness to
buy, such as facial expressions, actions, and
comments.
Frameworks 8.4
Personal Selling: Closing
• Which or Choice Close Encourage a
customer to make a decision between two
items.
• Standing-Room-Only Close (SRO) Use
this when a product is in short supply or
when the price will be going up in the near
future. Should only be used when it is
TRUE.
Frameworks 8.4
Personal Selling: Closing
Direct Close Ask for the sale with nonthreatening questions or statements that get
the customer ready for the close.
 Service Close Explain services that
overcome obstacles or problems: giftwrapping, a return policy, special sales
arrangements, warranties and guarantees,
bonuses or premiums, and credit or
payment terms.

Frameworks 8.4
Personal Selling: Suggestion Selling
 Suggestion selling requires that the
salesperson suggest other related products
that customers may see as valuable.
Frameworks 8.4
Personal Selling: Suggestion Selling
 Suggestion selling should be attempted after
the customer has made a commitment to
buy, but before payment is made or the
order written.
Frameworks 8.4
Personal Selling: Following-Up
• Personal selling should create an on-going
profitable relationship with the customer.
Frameworks 8.3.2
Personal Selling: Following-Up
• Relationship
marketing
involves the
strategies
businesses use
to stay close to
their customers.
Frameworks 8.3.2
Personal Selling: Following-Up
• Think of following-up activities as part of an
ongoing dialogue with customers in
preparation for future sales.
Personal Selling: Following-Up
• Before the customer departs or before you
leave your client's office you should:
• Reassure the person of their wise buying
choices.
• Take the time to educate your customer about
any special care or specific instructions for their
purchase.
• Tell them when to expect delivery, if applicable.
• Thank the customer, even if they don’t buy.
Product Features & Benefits
• The salesperson must have extensive
product knowledge and a full understanding
of all product features and benefits.
• The salesperson
must know all
there is to know
about the
product they are
selling.
Frameworks 8.5
Product Features & Benefits
• Sources of product information include
product manuals, trade shows,
advertisements, other salespeople,
company training programs, sales aids,
direct experience with the product, and
other business publications.
Frameworks 8.5
Product Features & Benefits
• A product feature is a description of a
product characteristic. It’s basic, physical or
extended attributes.
• A product benefit is the advantage provided
to a customer as a result of the feature.
The personal satisfaction a customer will
get from a good or service.
• Remember … customers buy benefits not
features!
Frameworks 8.5
Product Features & Benefits
• What is the benefit of an
extended warranty?
• What is the benefit of antilock brakes?
• What is the benefit of
airbags in an automobile?
Video: Volkswagen Airbag Demonstration
Frameworks 8.5.1
Customer Decision Making
• Routine decision making is used for
purchases that are made frequently and do
not require much thought.
Frameworks 8.6 & 8.6.1
Customer Decision Making
• Limited decision making takes more time and
is associated with a more expensive product
that is bought less frequently.
Frameworks 8.6 & 8.6.1
Customer Decision Making
• Extensive decision making is done for very
expensive products and the customer will
often take considerable time to compare
many options.
Frameworks 8.6 & 8.6.1
Customer Decision Making
• The convenience of online selling is
changing how customers make buying
decisions.
• Personal selling must also
change in order to compete
with new technology.
Video: Online Real Estate Sales
Frameworks 8.6 & 8.6.1
Customer Decision Making
• Marketers will have the greatest opportunity
to explain the benefits of their products and
services and how they can satisfy consumer
needs when the customer uses extensive
decision making.
• The appropriate role of marketers in
consumer decision making is to match their
product benefits to the needs and
expectations of customers.
Frameworks 8.6.1
Video – The Pursuit of Happyness
Watch the Movie Trailer
Interview With Chris Gardner Pt. 1
Interview With Chris Gardner Pt. 2
Video – Door to Door
• The movie Door to Door is about
Bill Porter (William H. Macy), a
door-to-door salesman with cerebral
palsy.
• Despite the pain of his medical
condition, Bill Porter walked eight
to ten miles a day to meet his
customers.
• The film was nominated for twelve
Emmy Awards, winning six.
Watch the Movie Trailer
End of Unit 8
Promotion
Communication
and Selling