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Sales Promotion, Public Relations, and Personal Selling
Business 1201, Fall 2005
Dr. Katherine Gallagher
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Objectives
• To understand the roles of sales promotion, public relations, and personal selling in building relationships with customers
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Sales Promotion
• More marketing $ are now spent on sales promotions than on advertising, due to:– – – – –
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Sales Promotion
• Deciding what specific tools to use:– – – – –
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Consumer Promotions
• Goals:– – – – –
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Consumer Promotions
• Techniques– Coupons– Samples– Frequency marketing programs– Sweepstakes and contests– Premiums– Price promotions– Refunds and rebates– Displays
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Trade Promotions
• Goals:– – – –
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Trade Promotions
• Techniques– Trade allowances– Trade shows– Incentives and contests– Cooperative advertising– Training and marketing support
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Sales Promotion and the PLC
• Introduction– Trade promotion to …– Consumer promotion to…
• Growth– Trade promotions to …– Consumer promotions to …
• Maturity– Trade promotions to …– Consumer promotions to …
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Public Relations
• Types:– Corporate PR– Marketing public relations (MPR)– Event sponsorship– Publicity
• Goals:– – – –
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Publicity
• Techniques– Prepare a story and circulate it to the media
• Press release– Communicate personally with a group– Engage in one-on-one personal communication, or
lobbying
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Personal Selling
• Types– Inside selling
• Proactive selling• Reactive selling
– Outside selling• In-person sales calls• Mail or telemarketing selling
• Sales jobs
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Personal Selling
• Trends in personal selling– – – – – –
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Personal Selling
• The sales process– Prospecting– Pre-approach– Presentation
• AIDA– Post-purchase services
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The Sales Process
1. Prospecting– Identify prospects
• Company-supplied leads• Developing leads
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– Qualify prospects• Screen out poor leads
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The Sales Process
2. Preapproach– Gather information about prospect company and individual– Set call objectives
• • • • •
– Decide on overall sales strategy– Decide on best approach, timing
• • •
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The Sales Process
3. Sales presentation• Approaching the prospect
• • •
• Presenting and demonstrating• • •
• Dealing with resistance and objections
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The Sales Process
• Sales presentation (continued)– Dealing with resistance and objections
• Valid and invalid objections• Techniques for handling objections
– – – – –
• Strive for a win-win outcome
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The Sales Process
• Sales presentation (continued)– Close
• Obtain prospect’s agreement to buy• Try to close after:
– – –
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The Sales Process
4. Post-purchase services– Follow through on promises– Follow up– Build a relationship
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Summary
• Sales promotions can be directed at either retailers or consumers. Usually a consumer promotion comes after a trade promotion.
• PR and publicity are credible but not very controllable, and can focus on either the company or the brand.
• Personal selling includes four steps, all of which must be done carefully: prospecting, preapproach, presentation, and post-purchase services.