Professional Documents
Culture Documents
Chapter 13 Marketing
Chapter 13 Marketing
sales management
1. Sales Promotion
Sales promotion= Programmes that marketers design to build interest in or encourage
purchase of a product or service during a specified time period
Why? immediate boost in sales or for the introduction of a new product. short-term
objective
For Who? to generate enthusiasm among retailers to take a chance on a new product
or provide more shelf space. can target channel partners or the selling firms own
employees as well as end customers
one part of the integrated marketing communication programme should be
coordinated with other promotional activities (never alone) used to support a more
extensive advertising, direct marketing, public relations and/or personal selling
initiative directed at two key groups: trade and consumers
to advertising focus on creating long-term positive feelings
Downsides:
- forward buying: purchase large quantities during the discount period and store
them and dont buy them until the next promotion
- diverting: buying the product at the discounted promotion price, store it and, after
the promotion has expired, sell to other retailers at a price between the original and
the discounted price profit
2. Personal selling
Occurs when a company representative interacts directly with a customer or prospective
customer to communicate about a good or service develop a relationship with customer
(especially in B2B), or explain complex/expensive products/services (such as industrial
products)
Salespeople are the firms eyes and ears: learn which competitor talks to customers,
what is offered, new rival products, other competitive intelligence gain information
about customers and market
Step 2: Pre-approach
consists of compiling background information about prospective customers and
planning the sales interview. Plan it to be able to use information about the customer
probe purchase history, look at current needs, find info about their interests, financial
data + use internal CRM system inside info comes from informal source (ex: non-
competing salesperson who have dealt with the prospect before)
background information set goals and plan the strategy for the sales call
Step 3: Approach
contact the prospect (use referrals) learn about needs, create good impression
(good vocabulary, well dressed need to be interested in the call no second chance),
build rapport
Step 7: Follow up
includes delivery, payment, purchase terms etc makes
sure it is receive and the customer is satisfied bridge to
next purchase