Marketing
Textbooks
Boundless Marketing
Marketing Textbooks Boundless Marketing
Marketing Textbooks
Marketing

Chapter 14

Personal Selling and Sales Promotion

Book Version 3
By Boundless
Boundless Marketing
Marketing
by Boundless
View the full table of contents
Section 1
Personal Selling
Thumbnail
Defining Personal Selling

Personal selling is when salespersons use a process to engage customers and take a sales order that may not otherwise have been made.

Thumbnail
Value of Personal Selling

Personal selling minimizes wasted effort, measures marketing ROI better than most tools, promotes sales, and boosts word of mouth marketing.

Section 2
The Personal Selling Process
Thumbnail
Generating Needs

Prospecting starts with defining a narrow target market, identifying the customer's wants, and then offering custom solutions.

Thumbnail
Preapproach

The preapproach is when you gather relevant information regarding the prospect in order to create a customized sales presentation.

Thumbnail
Approach

How you approach a sales pitch in terms of attitude, prospect knowledge, and customized product will determine your success.

Thumbnail
Sales Presentation

A well-prepared sales presentation will engage prospects with relevant information and entice them to make a purchase commitment.

Thumbnail
Handling Objections

The prospect may object to points made in the presentation, so the salesperson should be prepared to listen and address those concerns.

Thumbnail
Closing the Sale

Closing refers to the achievement of the desired outcome, which may be the exchange of money or the acquiring of a signature.

Thumbnail
Following Up

Following-up will build customer satisfaction, maximize long-term sales volume, and if a sale has not been made, it may lead to a sale.

Thumbnail
CRM and Personal Selling

Customer relationship management is a widely used model for managing a company's interactions with customers, clients, and sales prospects.

Section 3
Selling Roles
Thumbnail
Proactive Representatives

Proactive representatives tend to fall in to one of two main categories: Hunters and Farmers.

Thumbnail
Passive Representatives

Passive representatives don't like to sell, but are generally friendly and will take your order if you place one.

Thumbnail
Consultant

Consultants are problem solvers who ask questions about their prospect's business in order to meet their needs and close a sale.

Thumbnail
Support Personnel

Support personnel provide after-sales or technical assistance to customers, including functions ranging from engineering to marketing.

Section 4
Types of Selling
Thumbnail
Team Selling

Team selling is a group of people representing the sales department and other areas in a firm, all sharing a common goal of increased sales.

Thumbnail
Relationship Selling

Relationship selling is based on the concept that building long-lasting relationships with people will lead to future sales.

Section 5
Managing the Sales Force
Creating Sales Force Structure, Territories, and Goals

Creating the proper sales force structure, territoires, and goals leads to customer, sales force and firm satisfaction.

Thumbnail
Recruiting and Selecting Salespeople

Salespeople who have the best characteristics, and who fit the company ethos, should be chosen during the recruitment process.

Thumbnail
Sales Training

In general, training provides many diverse benefits both to the company as well as to the salesperson.

Thumbnail
Motivating and Compensating Salespeople

Employees are best motivated through effective job design, equitable compensation, and treatment as stakeholders in the company.

Thumbnail
Measuring Sales Force Performance

Appraisals are the common form of measuring how well an employee performed compared to a set of stated objectives; feedback communicates these evaluations.

Section 6
Sales Promotion
Thumbnail
Objectives of a Sales Promotion

The objectives of a sales promotion are to increase consumer demand, stimulate market demand, and improve product availability.

Section 7
Promotion Methods in Consumer Sales
Thumbnail
Coupons

A coupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing a product.

Thumbnail
Rebates

A rebate is an amount paid by way of reduction, return, or refund on what has already been paid or contributed.

Thumbnail
Premiums

Premiums are prizes, gifts, or other special offers consumer receive when purchasing products.

Thumbnail
Loyalty Marketing

Loyalty marketing is an approach whereby a company focuses on growing and retaining existing customers through incentives and rewards.

Thumbnail
Contests and Sweepstakes

Contests and sweepstakes are two forms of sales promotions which attract consumers by offering them the chance to win a valuable prize.

Thumbnail
Sampling

A free sample is a portion of a product given to consumers at no cost for their trial with the aim of driving product adoption.

Thumbnail
Point-of-Purchase Promotions

Point-of-sale displays are sales promotions that are placed where they can easily draw customer attention and trigger impulse buying.

Thumbnail
Online Sales Promotion

Online sales promotion can create personal relationships, channels of communication, and an exchange of information regarding a product.

Section 8
Promotion Methods in Trade Sales
Thumbnail
Trade Allowances

Trade allowances are price reductions given to middlemen, such as retailers, to encourage them to stock an organization's products.

Thumbnail
Training Programs

Effective training and coaching of a firm's sales force can help it outperform competitors.

You are in this book
Boundless Marketing by Boundless
Previous Chapter
Chapter 13
Advertising and Public Relations
  • Types of Advertising
  • Impacts of Advertising
  • The Advertising Campaign
  • Public Relations
Current Chapter
Chapter 14
Personal Selling and Sales Promotion
  • Personal Selling
  • The Personal Selling Process
  • Selling Roles
  • Types of Selling
  • Managing the Sales Force
and 3 more sections...
Next Chapter
Chapter 15
Social Media Marketing
  • Introduction to Social Media and Digital Marketing
  • Social Media and Technology Trends
  • Marketing Research and Consumer-Created Content
Subjects
  • Accounting
  • Algebra
  • Art History
  • Biology
  • Business
  • Calculus
  • Chemistry
  • Communications
  • Economics
  • Finance
  • Management
  • Marketing
  • Microbiology
  • Physics
  • Physiology
  • Political Science
  • Psychology
  • Sociology
  • Statistics
  • U.S. History
  • World History
  • Writing

Except where noted, content and user contributions on this site are licensed under CC BY-SA 4.0 with attribution required.