Professional Documents
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Personal Selling and Sales Promotion
Personal Selling and Sales Promotion
Principles of
Contemporary Marketing
Kurtz & Boone
Personal Selling and Sales
Promotion
Personal Selling
o Interpersonal influence process
involving a sellers promotional
presentation conducted on a personto-person basis with the buyer.
Table 12.1 Factors Affecting the Importance of Personal Selling in the
Promotional Mix
OVER-THE-COUNTER SELLING
o Personal selling conducted in retail
and some wholesome locations in
which costumer came to the sellers
place of business.
o Others respond to many kinds of
appeals:
- direct mail
- advertisement for sales
- special events
- new-product introduction
FIELD SELLING
o Sales presentation made of
prospective customers location on a
face-to-face basis.
o Salesperson must first convince
costumers that they need the
particular brand the salesperson is
selling
o View as a market in itself and have
developed goods and service
designed to help salespeople do their
jobs
NETWORK MARKETING
TELEMARKETING
o Promotional presentation
involving the use of the
telephone on an outbound
basis by salespeople or on an
inbound basis by costumer
who initiate calls to obtain
information and place orders.
OUTBOUND TELEMARKETING
o Sales personnel place phone calls to
prospects and try to conclude the
sale over the phone.
o Predictive dialers- weed on busy
signals and answering machines,
nearly doubling the number of calls
made per hour.
o Autodialing- allows telemarketers
to dial numbers continually.
o Random-digit dialing allows
telemarketers to reach unlisted and
INBOUND TELEMARKETING
INSIDE SELLING
o Selling by phone, mail, and
electronic commerce.
- They turn opportunities into actual
sales.
- Support technicians and purchases
with current solutions.
ROLES
- Taking orders to solving problems
- Providing costumer service and
selling
OVER-THE-COUNTER
SELLING
Costumer in retail setting
with typical, routine
needs.
FIELD SELLING
Costumers who need
solution to complex
problem.
TELEMARKETING COSTUMER
Outbound: Existing
INSIDE SELLING
costumers; people or
companies granted
Costumer who need
permission to call.
answers to frequently
Inbound: new and
asked questions
existing costumer.
RELATIONSHIP SELLING
o It is the regular contacts
between sales representative
and customers over an extended
period to establish a sustained
buyer And seller Relationship.
CONSULTATIVE SELLING
TEAM SELLING
o It is a selling Situation in which
several sales associates or other
members of the organization are
employed to help the leads sales
representative reach all those who
influence the purchase decision.
o Virtual sales team Network of
strategic partners, Suppliers, and
others who recommend a firms
Goods or Services
SALES TASK
ORDER PROCESSING
o It involve both field selling and
telemarketing is most often typified
by selling mostly at the wholesale
and retail levels.
1. Identify costumer needs
2. Point out the need to the costumer
3. Complete the order
CREATIVE SELLING
MISSIONARY SELLING
APPROACH
PRESENTATION
DEMONSTRATION
HANDLING OBJECTIONS
CLOSING
FOLLOW-UP
-training
-organization
-supervision
-motivation
-compensation
-evaluation and control
TRAINING
o On-the-Job training
o Individual instruction
o In-house classes
o External seminars
o Simulation/enrolling at colleges/hiring
specialists
o Popular training techniques
Instructional videos/DVD lectures
Role-playing exercises
Interactive computer programs
ORGANIZATION
o National Accounts Organizationpromotional effort in which a dedicated
sales team is assigned to a firms major
customers to provide sales and service
needs.
SUPERVISION
MOTIVATION
COMPENSATION
o Commission- incentive
compensation directly related to
the sales or profits achieved by a
salesperson.
o Salary- fixed compensation
payment made periodically to an
employee.
SALES PROMOTION
SPECIALTY ADVERTISING
o Is a sales promotion
technique that places the
advertisers name, address,
and advertising message on
useful articles that are then
distributed to target
consumer.
TRADE-ORIENTED PROMOTION
POINT-OF-PURCHASE ADVERTISING