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Sales Promotion
SalesPromotion
SalesPromotion
Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase.
Sales PromotionConsumer
Sales Promotion
ConsumerSales
Promotion
Trade Sales
Promotion
Trade Sales
Promotion
Consumer market
Marketing channel
Drive immediate purchase
Influence behavior Goal
Coupons and RebatesCoupons and Rebates
PremiumsPremiums
Loyalty Marketing ProgramsLoyalty Marketing Programs
Contests & SweepstakesContests & Sweepstakes
SamplingSampling
Point-of-Purchase PromotionPoint-of-Purchase Promotion
Tools for Consumer Sales Promotion
Sales Promotion toward Consumers
Product sampling: Product sampling: samples given to samples given to consumers to try consumers to try the product.the product.
Coupons: Coupons: reduction reduction in price given in in price given in the form of a the form of a certificate.certificate.
Sales Promotion toward Consumers
Rebates: Rebates: portion of portion of the price is returned the price is returned to the purchaser.to the purchaser.
Contests and Contests and Sweepstakes: Sweepstakes:
Contests: consumer Contests: consumer must performmust perform
Sweepstakes: lotterySweepstakes: lottery
Sales Promotion toward Consumers
Premiums: Premiums: product product offered free or at offered free or at reduced charge if reduced charge if another product is another product is purchased.purchased.
Multiple Purchase Multiple Purchase Offers: Offers: two-for-one two-for-one or other multiple or other multiple purchase tied to purchase tied to lower price or other lower price or other promotion.promotion.
LoyaltyMarketingProgram
LoyaltyMarketingProgram
A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers.
A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers.
FrequentBuyer
Program
FrequentBuyer
Program
A loyalty program in which loyal consumers are rewarded for making multiple purchases.
A loyalty program in which loyal consumers are rewarded for making multiple purchases.
Tools for Consumer Sales Promotion
Sales Promotion toward Consumers
Product placements: Product placements: conveying a conveying a noncommercial message by having a noncommercial message by having a product appear in a movie or TV show.product appear in a movie or TV show.
Tie-ins: Tie-ins: collaborative effort between two collaborative effort between two or more organizations in a promotional or more organizations in a promotional effort.effort.
Trade Sales Promotion
Trade AllowancesTrade Allowances
Push MoneyPush Money
TrainingTraining
Free MerchandiseFree Merchandise
Store DemonstrationStore Demonstration
Conventions & Trade ShowsConventions & Trade Shows
TradeAllowance
TradeAllowance
A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers.
Trade Promotions
Push MoneyPush MoneyMoney offered to channel intermediaries to encourage them to “push” products--that is, to encourage other members of the channel to sell the products.
Trade Promotions
Trade Promotions
Trade show: meeting or convention of members of a particular industry.
Contest: offering bonuses or prizes for sales performance in order to motivate a sales force.
Trade Promotions
Point-of-purchase: Point-of-purchase: Promotional items Promotional items which attract which attract attention at the attention at the places where places where products are products are purchased.purchased.
Cooperative Cooperative advertising: advertising: paid for paid for jointly by supplier and jointly by supplier and retailer.retailer.
Personal SellingPersonal Selling
is more important if...
Customers are concentrated.
Customers are concentrated.
Product is technically complex.
Product is technically complex.
There are few customers.There are few customers.
Product is custom made.Product is custom made.
Product has a high value.Product has a high value.
Customers are geographically dispersed.
Customers are geographically dispersed.
Product is simple to understand.
Product is simple to understand.
There are many customers.There are many customers.
Product is standardized.Product is standardized.
Product has a low value.Product has a low value.
Advertising & Sales Promotion are more important if...
Traditional Selling and Relationship Selling
Sell advice, assistance, counsel Sell products
TraditionalTraditionalPersonal SellingPersonal Selling
Focus on closing sales
Limited sales planning
Discuss product
Assess “product-specific” needs
“Lone wolf” approach
Pricing/product focus
Short-term sales follow-up
Focus on customer’s bottom line
Sales planning is top priority
Build problem-solving environment
Conduct discovery in scope of operations
Team approach
Profit impact and strategic benefit focus
Long-term sales follow-up
Relationship SellingRelationship Selling
Generate LeadsGenerate Leads
Qualify LeadsQualify Leads
Probe Customer NeedsProbe Customer Needs
Develop SolutionsDevelop Solutions
Handle ObjectionsHandle Objections
Close the SaleClose the Sale
Follow UpFollow Up
Steps in the Selling Process
AdvertisingAdvertising PublicityPublicityDirect Mail/Telemarketi
ng
Direct Mail/Telemarketi
ng
Cold CallingCold Calling Internet Web SiteInternet Web Site ReferralsReferrals
Trade Shows/
Conventions
Trade Shows/
ConventionsNetworkingNetworking Company
RecordsCompany Records
Sources of Leads
Recognized needRecognized need
Buying powerBuying power
Receptivity andaccessibility
Receptivity andaccessibility
Qualifying Leads
Developing and Proposing Solutions
Sales ProposalSales Proposal
Sales PresentationSales Presentation
View objections as requests for information
Anticipate specific objections
Investigate the objection with the customer
Be aware of competitors’ products
Stay calm
Use the objection to close the sale
Handling Objections