Personal Selling and Sales Promotion web个人销售和促销网络.nchu.tw.pptxVIP

Personal Selling and Sales Promotion 1 Objectives Describe the role of today’s salesperson. Describe the four sales channels. Describe the major trends in personal selling. Identify and briefly describe the three basic sales tasks. 2 Objectives Outline the seven steps in the sales process. Identify the seven basic functions of a sales manager. Explain the role of ethical behavior in personal selling. Describe the role of sales promotion in the promotional mix, and identify the different types of sales promotions. 3 Introduction Personal selling - Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer 4 Table 17.1 - Factors Affecting the Importance of Personal Selling in the Promotional Mix 5 The Evolution of Personal Selling Selling has been a standard business activity for thousands of years Salespeople are problem solvers Personal selling is a vital, vibrant, dynamic process 6 The Evolution of Personal Selling Salespeople must be able to: Focus on a customer’s situation and needs and create solutions that meet those needs Follow through and stay in touch before, during, and after a sale Know the industry and have a firm grasp of their firm’s and their competitors’ abilities Work hard to exceed their customers’ expectations 7 Over-the-Counter Selling Personal selling in which customers come to the seller’s place of business 8 Field Selling Sales presentations made at prospective customers’ locations on a face-to-face basis Expensive form of selling, particularly because of travel expenses In routine cases, the salesperson processes regular customers’ orders In more complex cases, the salesperson prepares for weeks, makes presentations, and follows up 9 Field Selling Network marketing - Personal selling that relies on lists of family members and friends of the salesperson, who organizes a gathering of potential customers for a demonstration of products Examples: Avon, Pampered Chef, Tupperw