Professional Documents
Culture Documents
Personal Selling by Philip Kotler
Personal Selling by Philip Kotler
4 $ales ontests
16.2f Evaluating Salespeople & Sales Force Performance
O $ales Reports, all Reports, xpense Reports, Return on $ales Investment
16.3 The Personal Selling Process
16.3a Steps in the Selling Process (7 Steps)
O Prospecting and QualiIying (identiIy potential customers)
O Preapproach (learn about organization and buyers)
O Approach (meet customer Ior Iirst time)
O Presentation and Demonstration (present value proposition to customer)
4 Don`t want to be pushy, late, deceitIul, unprepared
O andling bjections (seek out, clariIy, overcomes customer objections)
O losing (ask customer Ior order)
O Follow-Up (ensure customer satisIaction and repeat business)
16.3c Personal Selling & Managing Customer Relationships
O $teps are transaction oriented, but should be relational
16.4 Sales Promotion
O $hort-term incentives to encourage purchase/sale oI product or service
O Rapid Growth in $ales Promotion
4 ustomer Promotions
$amples, oupons, ReIunds, Premiums, Point-oI-Purchase Displays,
ontests, $weepstakes, vent $ponsorship
4 Trade Promotion
Discounts, Allowances, Free Goods, Push Money, Free $pecialty
Advertising Items
4 Business Promotions
onventions and Trade $hows, $ales ontests
4 $ales Force Promotions
4 Because:
Greater pressure to increase current sales
Increased competition and less diIIerentiated brands
Decline in advertising eIIiciency
onsumers are more deal oriented
4 Results in Promotion lutter
O Developing the $ales Promotion Program
4 $ize oI Incentive
4 Method oI Promotion and Distribution
4 valuation