1. Personal Selling and Sales Promotion Intro to Marketing Chapter 17

2. Personal Selling NetJetsExecutive Jet A Product Requiring Personal Selling Interpersonal influence process involving a seller’s promotional presentations conducted on a person-to-person basis with the buyer. Used when: Consumers are geographically concentrated and small in number. The product is expensive, complex, custom-made, requires special handling, or involves trade-ins. The price is high

4. Four Sales Channels Over-the-counter selling Retail and some wholesale where customers come to them Field selling - presentations made at the customers home or business An emerging trend in field selling is team selling where the salesperson is joined by specialists for other areas of the firm. Telemarketing Inside selling – by phone, mail, electronic For customers who need answers to frequently asked questions

5. Figure 17.1: Starbuck Offers Personalized Over-the-Counter Selling

6. Trends in Personal Selling Relationship Selling salesperson builds a relationship with a customer over an extended period of time. Consultative Selling listening to customers, understanding & caring about their problems, paying attention to details, and following through after the sale. Team Selling

7. Better Homes and Gardens Real Estate ServiceAnother Type of Field Sales

8. Use of Endorsements in a Creative Selling Strategy Sales Tasks Order Processing - selling at retail and wholesale levels Creative Selling Skillful proposals of solutions by the sales person Missionary Sales Indirect selling, sells the image of the firm

9. The Sales Process 1. Prospecting & Qualifying identifying potential customers determining whether or not the prospect can buy it 2. Approach Initial contact of salesperson with customer 3. Presentation the seller describes the product’s major features and strengths

10. Sales Process(cont.) 4. Demonstrations allow the customer to become involved 5. Handling Objections 6. Closing The “If I can show you” technique The alternative-decision The SRO (standing room only) Silence Extra-inducement closes 7. Follow-up

11. Sales Promotion Those marketing activities, other than personal selling, advertising, and publicity, that stimulate consumer purchasing and dealer effectiveness.

12. Sales Promotion Coupons & Refunds Samples Contests Specialty Trinkets Point-of-Purchase Displays Trade Shows Dealer Incentives