Chap|cr 17

Pcrsonal Scllin and

Salcs Promo|ion
ChapLer Cb[ecLlves
1 uescrlbe Lhe role of Loday's salesperson
2 uescrlbe Lhe four sales channels
3 uescrlbe Lhe ma[or Lrends ln personal selllng
4 ldenLlfy and brlefly descrlbe Lhe Lhree baslc sales
Lasks
3 CuLllne Lhe seven sLeps ln Lhe sales process
6 ldenLlfy Lhe seven baslc funcLlons of a sales manager
7 Lxplaln Lhe role of eLhlcal behavlor ln personal
selllng
8 uescrlbe Lhe role of sales promoLlon ln Lhe
promoLlonal mlx and ldenLlfy Lhe dlfferenL Lypes of
sales promoLlons
@he LvoluLlon of ersonal Selllng
W Salespeople musL be able Lo
locus on a cusLomer's slLuaLlon and needs and
creaLe soluLlons LhaL meeL Lhose needs
lollow Lhrough and sLay ln Louch before
durlng and afLer a sale
know Lhe lndusLry and have a flrm grasp of
Lhelr flrm's and Lhelr compeLlLors' ablllLles
Lxceed Lhelr cusLomers' expecLaLlons even lf lL
means golng above and beyond Lhe call of duLy
@rends ln ersonal Selllng
W Ma[or personal selllng approaches
8elaLlonshlp selllng
ConsulLaLlve selllng
@eam selllng
Sales @asks
W Crder processlng
W CreaLlve selllng
W Mlsslonary selllng
luncLlons of Sales Manager
W 8ecrulLmenL and selecLlon
W @ralnlng
W CrganlzaLlon
W Supervlslon
W MoLlvaLlon
W CompensaLlon
W LvaluaLlon and conLrol
LLhlcal lssues ln Sales
W LongLerm success requlres sLrong code of
eLhlcs
W PonesLy and eLhlcal behavlor ls encouraged
when
Lmployees undersLand whaL ls expecLed
of Lhem
Cpen communlcaLlon ls encouraged
Managers lead by example
Sales romoLlon
W MarkeLlng acLlvlLles oLher Lhan personal
selllng adverLlslng and publlclLy LhaL
enhance consumer purchaslng and
dealer effecLlveness
W lnLegraLed lnLo overall markeLlng plan
W romoLlons are llkely Lo sLress prlce
advanLages glveaways or speclal offers
Sales romoLlon
W Coal ls speedlng Lhe sales process and
lncreaslng sales volume
W roduces besL resulLs when comblned
wlLh oLher markeLlng acLlvlLles such as
adverLlslng
W CannoL overcome poor brand lmages
producL deflclencles or poor Lralnlng for
salespeople
ConsumerCrlenLed Sales
romoLlons
W Coupons and refunds
W Samples bonus packs and premlums
W ConLesLs and sweepsLakes
W SpeclalLy adverLlslng
@radeCrlenLed romoLlons
W @rade allowances
W olnLofpurchase adverLlslng
W @rade shows
W uealer lncenLlves conLesLs and
Lralnlng programs