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1、1 Personal Selling and Sales Promotion2 Personal Selling:the nature Personal selling is one of the oldest professions in the world.They are also called as salespeople,sales representatives,agents,district managers,account executives,sales consultants,sales engineers It is the interpersonal arm of th
2、e promotion mix.It can be more effective than advertising in more complex selling situations.3 Managing the SF The analysis,planning,implementation,and control of sales force(SF)activities,including designing SF strategy and structure sales force structure sales force size outside and inside sales f
3、orces team selling recruiting and selecting salespeople training salespeople compensating salespeople supervising&motivating salespeople evaluating salespeople 4 The Sales Force Structure(1/2)1.Territorial SF Structure:a SF organization that assigns each salesperson to an exclusive geographic territ
4、ory in which that salesperson sells the companys full line.2.Product SF structure:a SF organization in which salespeople specialize in selling only a portion of the companys products or lines.3.Customer(or market)SF structure:a SF organization in which salespeople specialize in selling only to certa
5、in customers or industries.5 The SF Structure(2/2)4.Complex SF Structures:When a company sells a wide variety of products to many types of customers over a broad geographic area,it often combines several types of SF structures.Salespeople can be specialized by customer and territory;product and terr
6、itory;product and customer;or territory,product,and customer.6 Sales Force Size Many companies use some form of workload approach to set sales force size.Using this approach,a company first groups accounts into different classes.Then,it determines the number of salespeople needed to call on each cla
7、ss of accounts the desired number of times.7 Outside and Inside SF The company may have an outside SF(or field SF),an inside SF,or both.Outside salespeople travel to call on customers in the field.Inside salespeople conduct business from their offices via telephone,the Internet,or visits from buyers
8、.8 Team Selling Most companies now use team selling to service large,complex accounts.Such teams might include experts from any area or level of the selling firm sales,marketing,technical and support services,R&D,engineering,operations,finance,and others.9 Recruiting and selecting salespeople A rese
9、arch suggests that the best salespeople possess 4 key talents:self motivation a disciplined work style the ability to close a sale the ability to build relationships with customer 10 Training salespeople An effective training program must teach them about different types of customers and their needs
10、,buying motives,and buying habits;how to sell effectively and train them in the basics of the selling process;about the companys objectives,organization,products,and the strategies of major competitors 11 Compensating salespeople Compensation consists of 4 elements:a fixed amount,a variable amount,e
11、xpenses,and fringe benefits.4 basic types of compensation plans basing on different combinations of fixed and variable compensation:straight salary straight commission salary plus bonus salary plus commission 12 Supervising&motivating salespeople The goal of supervision is to help salespeople“work s
12、mart”by doing the right things in the right ways.One tool is the weekly,monthly,or annual call plan.Another tool is time-and-duty analysis.The goal of motivation is to encourage salespeople to“work hard”to fulfill the sales force goals.Many companies motivate their salespeople by setting sales quota
13、s standards stating the amount they should sell and how sales should be divided among the companys products.13 Evaluating salespeople Management gets information about its salespeople through:sales reports work plans(weekly or monthly)longer-term territory marketing plans call reports expense report
14、s Then sales management can evaluates salespeople on their ability to“plan their work and work their plan.”14 The Personal Selling Process(1/2)1.Prospecting and Qualifying A salesperson or company identifies qualified potential customers.2.Preapproach A salesperson learns as much as possible about a
15、 prospective customer before making a sales call.3.Approach A salesperson meets the customer for the first time.15 The Personal Selling Process(2/2)4.Presentation and Demonstration A salesperson tells the“value story”to the buyer,showing how the companys offer solves the customers problems.5.Handlin
16、g objections A salesperson seeks out,clarifies,and overcomes any customer objections to buying.6.Closing A salesperson asks the customer for an order.7.Follow-up A salesperson follows up after the sale to ensure customer satisfaction and repeat business.16 Sales Promotion:Objectives Objectives for c
17、onsumer promotions:urging short-term customer buying or enhancing customer brand involvement.Objectives for trade promotions:getting retailers to carry new items and more inventory,buy ahead,or promote the companys products and give them more shelf space.Objectives for the sales force:getting more s
18、ales force support for current or new products or getting salespeople to sign up new accounts.17 Major Tools of consumer promotions(1/2)Samples are offers of a trial amount of a product.Coupons are certificates that give buyers a saving when they purchase specified products.Cash refunds(or rebates)a
19、re like coupons except that the price reduction occurs after the purchase rather than at the retail outlet.Price packs(also called cents-off deals)offer consumers savings off the regular price of a product.Premiums are goods offered either free or at low cost as an incentive to buy a product.18 Majo
20、r Tools of consumer promotions(2/2)Advertising specialties,also called promotional products,are useful articles imprinted with an advertisers name,logo,or message that are given as gifts to consumers.Point-of-purchase(POP)promotions include displays and demonstrations that take place at the point of
21、 sale.Contests,sweepstakes,and games give consumers the chance to win something,such as cash,trips,or goods,by luck or through extra effort.Event marketing(or event sponsorships),such as 6.18 and 11.11 in China.19 Major Tools of trade promotions Contests Premiums Displays Discount Allowance Free Goods Push Money Specialty Advertising Items 20 Major Tools of business promotions Conventions and trade shows Sales contests