Chapter 13

Customer-solution approach (presentation)

1. Before the salesperson can present customer solutions, they must develop solutions to present 2. Buyers dislike pushy, late, deceitful, unprepared, disorganized, or overly talkative salespeople 3. Buyers value good listening, empathy, honesty, dependability, thoroughness, and follow-through

1. Conventions and Trade Shows 2. Sales Contest

2 Examples of Business Promotion

1. Contests, premiums, displays, and discounts 2. Allowances 3. Free Goods 4. Push Money

4 Examples of Trade Promotions

1. Samples 2. Cash refunds 3. Price packs (cent off deals) 4. Premiums 5. Advertising Specialties (promotional products) 6. Point-of-purchase 7. Contests, Sweepstakes, and Games 8. Event Marketing (Event Sponsorships)

8 Examples of Consumer Promotions

Elevator speech

A short summary used to quickly and simply define a profession, product, service, organization or event and its value proposition

Cold Calling (prospecting)

Drop in unannounced on various offices

Qualified Leads (prospecting)

How to identify the good leads and screen out the poor ones (financial ability, volume of business, specialty, needs, location, and possibilities for growth)

Personal Selling

Personal presentations by the firm;s sales force for the purpose of making sales and building customer relationships. "The interpersonal arm of the promotion mix"

What are the advantages of personal selling?

Personal selling can be more effective than advertising in more complex selling situations. Sales people can probe customers to learn mrs about their problem and then adjust the marketing offer and presentation to fit each customer's special needs

Consumer Promotions

Sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships

Business Promotion

Sales promotion tools used to generate business leads, stimulate purchases, reward customer, and motivate salespeople

Trade Promotions

Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers

Sales Promotion

Short-term incentives to encourage customer purchasing, reseller, support, and sales force efforts (encourage the purchase or sales of a product or a service)

1. Consumer Promotion 2. Trade Promotion 3. Business Promotion

Various Types of Sales Promotions

1. Prospecting 2. Pre-approach 3. Approach 4. Presentation 5. Handling Objective 6. Closing 7. Follow-up

What are the 7 steps of the selling process?

Strong relationships with the salesperson will result in strong relationships with the company and its product

What are the differences between traditional selling and relationship selling?

Face-to-face, by telephone, via e-mail, through video or Web conferences, or by other means

When do you conduct personal selling?

Closing

the sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business

Pre-approach

the sales step in which a salesperson learns as much as possible about a perspective customer before making a sales call

Companies conduct sales promotions when the economy tightens and sales lag

When do you conduct sales promotions?

Approach

the sales step in which a salesperson meets the customer for the first time

Prospecting

the sales step in which a salesperson or company identifies qualified potential customers

Handling Objective

the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying

Presentation

the sales step in which a salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problem

Call-objective (pre-approach)

to qualify the prospect, gather information, or make an immediate sale