| Personal Selling and Sales Promotion
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Personal Selling and Sales Promotion

Summary

Personal selling is the process of informing customers and persuading them to purchase products through paid personal communication in an exchange situation. The three general purposes of personal selling are finding prospects, persuading them to buy, and keeping customers satisfied.

Many salespeople, either consciously or unconsciously, move through a general selling process as they sell products. In prospecting, the salesperson develops a list of potential customers. Before contacting prospects, the salesperson conducts a preapproach that involves finding and analyzing information about prospects and their needs. The approach is the manner in which the salesperson contacts potential customers. During the sales presentation, the salesperson must attract and hold the prospect's attention to stimulate interest in and desire for the product. If possible, the salesperson should handle objections as they arise. During the closing, the salesperson asks the prospect to buy the product or products. After a successful closing, the salesperson must follow up the sale.

In developing a sales force, marketing managers consider which types of salespeople will sell the firm's products most effectively. The three classifications of salespeople are order getters, order takers, and support personnel. Order getters inform both current customers and new prospects and persuade them to buy. Order takers seek repeat sales and fall into two categories: inside order takers and field order takers. Sales support personnel facilitate selling, but their duties usually extend beyond making sales. The three types of support personnel are missionary, trade, and technical salespeople. The roles of salespeople are changing. Team selling involves the salesperson joining with people from the firm's financial, engineering, and other functional areas. Relationship selling involves building mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time.

Sales force management is an important determinant of a firm's success because the sales force is directly responsible for generating the organization's sales revenue. Major decision areas and activities are establishing sales force objectives; determining sales force size; recruiting, selecting, training, compensating, and motivating salespeople; managing sales territories; and controlling and evaluating sales force performance.

Sales objectives should be stated in precise, measurable terms and specify the time period and geographic areas involved. The size of the sales force must be adjusted occasionally because a firm's marketing plans change along with markets and forces in the marketing environment.

Recruiting and selecting salespeople involves attracting and choosing the right type of salesperson to maintain an effective sales force. When developing a training program, managers must consider a variety of dimensions, such as who should be trained, what should be taught, and how training should occur. Compensation of salespeople involves formulating and administering a compensation plan that attracts, motivates, and retains the right types of salespeople. Motivated salespeople should translate into high productivity. Managing sales territories focuses on such factors as size, shape, routing, and scheduling. To control and evaluate sales force performance, sales managers use information obtained through salespeople's call reports, customer feedback, and invoices.

Sales promotion is an activity or a material (or both) that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers. Marketers use sales promotion to identify and attract new customers, introduce new products, and increase reseller inventories. Sales promotion techniques fall into two general categories: consumer and trade. Consumer sales promotion methods encourage consumers to patronize specific stores or try a particular product. These sales promotion methods include coupons; cents-off offers; money refunds and rebates; frequent-user incentives; point-of-purchase displays; demonstrations; free samples and premiums; and consumer contests, games, and sweepstakes. Trade sales promotion techniques can motivate resellers to handle a manufacturer's products and market them aggressively. These sales promotion techniques include buying allowances, buy-back allowances, scan-back allowances, merchandise allowances, cooperative advertising, dealer listings, free merchandise, dealer loaders, premium (or push) money, and sales contests.


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