Professional Documents
Culture Documents
Perspective
Instructor Supplements
Created by Geoffrey da Silva
16
Chapter 16 Outline
16.1
16.2
16.3
16.4
Personal Selling
Managing the Sales Force
The Personal Selling Process
Sales Promotion
Opening Case
Prudential Assurance Company Limited
With the corporate credo Always
Listening, Always Understanding
Prudentials customer-focused sales
training has helped it to grow rapidly in
a changing and competitive business
environment.
16.1
Personal Selling
16.1
Personal Selling
The interpersonal part of the
promotion mix
At
Professional Selling
16.2
Managing the Sales Force
16.2
Sales Management
Recruiting
Training
Compensation plan
Supervising
Evaluating
This
Separate
OUTSIDE
33 2012 Principles of Marketing: An Asian Perspective
INSIDE
Inside
Telemarketing
Team Selling
Most
Team Selling
Recruiting
Recruiting Salespeople
In
Training
Training Salespeople
Training programs have several goals.
a)The training program must teach them about different types of
customers and their needs, buying motives, and buying habits.
b)It must teach them how to sell effectively and train them in the
basics of the selling process.
c)The training program teaches them about the companys objectives,
organization, and chief products and markets, and about the
strategies of major competitors
Training Salespeople
elearning is Web-based but many companies now offer ondemand training via smartphones and even iPod-type devices.
Compensation
Straight
salary
Straight
Commission
Salary
+ Bonus
Salary
+ commission
salary
B.Straight commission
C.Salary plus bonus
D.Salary plus commission
Supervise, Motivate
The
Many sales forces have gone high tech, equipping salespeople with everything from smartphones,
wireless Web connections, and videoconferencing to customer-contact and relationship
management software that helps them to be more effective and efficient.
57 2012 Principles of Marketing: An Asian Perspective
Sales
Machinery manufacturer
Makino makes extensive use
of online social networking
everything from proprietary
online communities and
webinars to Twitter, Facebook,
and YouTube.
61 2012 Principles of Marketing: An Asian Perspective
Motivating Salespeople
Salespeople
Organizational
Quotas are standards stating the amount they should sell and
how sales should be divided among the companys products.
Compensation
quotas.
Positive Incentives
Companies
effort:
Sales meetings provide social occasions, breaks from routine,
chances to meet and talk with company brass, and opportunities to
air feelings and to identify with a larger group.
Companies also sponsor sales contests to spur the sales force to
make a selling effort above what would normally be expected.
Other
Evaluation
FOLLOWUP
CLOSE THE
SALE
PROSPECT/
QUALIFY
The
Selling
Process
HANDLE
OBJECTIONS
APPROACH
SALES
PRESENTATION
PREAPPROACH
16.3
The Personal Selling Process
16.3
Prospect/Qualify
Prospecting
Prospecting
Qualifying
Qualifying
Preapproach
Preapproaching
Preapproaching
Approach
During the
approaching step, the
salesperson should
know how to meet and
greet the buyer and get
the relationship off to a
good start
76 2012 Principles of Marketing: An Asian Perspective
Presentation
Handling objections
Handling objections
In
Every
Follow-up
Follow-up is necessary if the salesperson wants to ensure customer
satisfaction and repeat business.
16.4
Sales Promotion
16.4
Sales Promotions
Short-term incentives
such as discount
coupons encourage the
purchase or sale of a
product or service.
Basically, it offers
reasons to buy now.
91 2012 Principles of Marketing: An Asian Perspective
Sales Promotions
Sales
3.
Sales
The consumer
promotions include a
wide range of tools.
Samples
Patronage rewards
POP displays
Contests, games
Demonstrations
Premiums
Advertising
specialties
Consumer Promotions:
Samples
Sampling
Sampling
Consumer Promotions
Price
Advertising Specialties
Advertising specialties,
also called promotional
products, are useful
articles imprinted with an
advertisers name, logo,
or message that are given
as gifts to consumers.
They typically include
items such as bumper
stickers, stationary, mugs,
keychains, and T-shirts.
Consumer Promotions
Contests,
Event Marketing
Event
Event Sponsorships
For the past few years, P&G has
sponsored a holiday event promotion for
its Charmin brand in New Yorks Times
Square, where it can be very difficult to
find a public restroom. P&G sets up 20
free, sparkling clean Charmin-themed
mini-bathrooms, each with its own sink
and a bountiful supply of Charmin. The
event is the ultimate in experiential
marketingtouching people in places
advertising wouldnt dare go. Over the
past three holiday seasons, the event has
been flush with success. More than 1
million people have gratefully used the
facilities.
Trade Promotions
Trade
Allowance
Discount
Free goods
Specialty advertising
Business Promotions
Business promotions
are used to generate
business leads, stimulate
purchases, reward
customers, and motivate
salespeople.
must decide:
Size of the incentive
Conditions for participation
Promotion and distribution
Length of the promotion
Evaluation
Company Case
Procter & Gamble:
Coming Face to Face with Customers
Thank
you