Copyright © 2012 Pearson Canada Inc. 13 - 1 Personal Selling And Sales Promotion Chapter 13
Copyright © 2012 Pearson Canada Inc.13 - 2
1. Discuss the role of a company’s salespeople in creating value for customers and building customer relationships
2. Identify and explain the six major sales force management steps, and the role of sales force automation
3. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing
4. Define sales promotion, and list the major consumer sales promotion tools
5. Distinguish between consumer and trade promotions
Previewing the Concepts
Copyright © 2012 Pearson Canada Inc.13 - 5
The Role of the Sales Force
• Personal selling:– Interpersonal interactions between individual
customers and salespeople which can occur:• Face-to-face• By telephone• Via email• Through video or Web conferences
Copyright © 2012 Pearson Canada Inc.13 - 6
Critical Link
• External– Represent company to the customer– Represent customer to company
• Internal– Sales & Marketing work together– Communication– Reward systems
Copyright © 2012 Pearson Canada Inc.13 - 7
Managing the Sales Force
• Major steps in sales force management:
Copyright © 2012 Pearson Canada Inc.13 - 8
Managing the Sales Force
• Types of sales force structure:– Territorial
– Product
– Customer
– Complex
Copyright © 2012 Pearson Canada Inc.13 - 10
HRM
• Careful RECRUITing, SELECTtion and TRAINing of salespeople can enhance overall sales performance and minimize costly turnover
• Key talents of successful salespeople:– Intrinsically motivated– Disciplined work style– Ability to close a sale– Ability to build relationships with customers
Copyright © 2012 Pearson Canada Inc.13 - 11
Training
• Seminars, sales meetings, and Web e-learning
• Training programs have several goals:– Customer knowledge– The selling process– Company, product, and market knowledge
• E-learning techniques are making sales training more efficient
Copyright © 2012 Pearson Canada Inc.13 - 12
Compensation
• Compensating salespeople involves a mix of compensation elements:– Fixed amount: Salary– Variable amount: Commissions or bonuses– Expenses and fringe benefits
Copyright © 2012 Pearson Canada Inc.13 - 13
Managing the Sales Force
• Supervision can encourage salespeople to “work smart” by:– Helping identify customers and set call norms– Specifying time to be spent prospecting via:
• Annual call plan• Time-and-duty analysis
– Helping them save time by simplifying administrative duties, improving sales planning, and using technology to reduce traveling
Copyright © 2012 Pearson Canada Inc.13 - 17
The Personal Selling Process
• Steps in the selling process:
Copyright © 2012 Pearson Canada Inc.13 - 18
Sales Promotion
• Sales promotion:– Short-term incentives to encourage the
purchase or sale of a product or service– Can be targeted toward:
• Consumers (consumer promotions)• Retailers and wholesalers (trade promotions)• Business customers (business promotions)• Members of the sales force (sales force
promotions)
Copyright © 2012 Pearson Canada Inc.13 - 19
Sales Promotion
• Reasons for rapid growth:– Product managers are facing more pressure
to increase their current sales– Companies face more competition from less
differentiated brands– Advertising efficiency has declined– Consumers have become more deal oriented
• This has resulted in promotion clutter
Copyright © 2012 Pearson Canada Inc.13 - 20
Sales Promotion Objectives
Short term sales
Shelf space
Slow sales period
Frequency programs
Brand engagement
Copyright © 2012 Pearson Canada Inc.13 - 21
Sales Promotion
Consumer Promotions Tools
• Samples• Coupons• Rebates• Price packs• Premiums• Advertising
specialties
• Point-of-purchase (POP) promotions
• Contests• Sweepstakes• Event marketing
(event sponsorships)
Copyright © 2012 Pearson Canada Inc.13 - 22
Sales Promotion
• Trade promotions:– 81% versus 19% (retailers and wholesalers
than to final consumers)– Several trade promotion tools exist:
• Discounts• Allowances• Free goods• Push money• Specialty advertising items