1. Sales Promotion and Personal Selling Prepared by Deborah Baker Texas Christian University 16
2. Learning Objectives 1. Define and state the objectives of sales promotion 2. Discuss the most common forms of consumer sales promotion 3. List the most common forms of trade sales promotion
3. Learning Objectives (continued) 4. Describe personal selling 5. Discuss the key differences between relationship selling and traditional selling 6. List the steps in the selling process 7. Describe the functions of sales management
9. Steps in the Selling Process 6 Generate Leads Qualify Leads Probe Customer Needs Develop Solutions Handle Objections Close the Sale Follow Up
10. Generating Leads Online http://www.zapdata.com 6 Advertising Publicity Direct Mail/ Telemarketing Cold Calling Internet Web Site Referrals Trade Shows/ Conventions Networking Company Records
12. Handling Objections 6 Use the objection to close the sale Anticipate specific objections View objections as requests for information
13. Closing the Sale 6 Negotiate Keep an open mind Look for customer signals
14. Following Up 6 Employees are trained Goods or service perform as promised Ensure delivery schedules are met
15. Sales Management Responsibilities 7 Evaluate sales force Compensate and motivate sales force Recruit and train sales force Determine sales force structure Define sales goals and sales process
16. Sales Force Structure 5 Numerous ways to organize the sales force Geographic Region Marketing Function Market or Industry Client or Account Product Line
17. Training the Sales Force 7 Training includes... No selling duties Industry and customer characteristics Product knowledge Selling techniques Company policies and practice
19. Evaluating the Sales Force: Performance Measures 7 Contribution to profit Calls per order Sales or profits per call Call percentage achieving goals Sales volume
