Personal selling & sales promotion, Strategic Marketing Presentation

1. WELCOME
TO MY
PRESENTATION

2. Special Thanks to
Mr. Salah Uddin
Lecturer
Accounting & Information
Systems
Jagannath University
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3. Presentation Topic
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Personal Selling
And
Sales Promotion

4. Presenter
Sourov Shaha Suvo
ID : M18150201705
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5. The role of a company’s salesperson in creating value for
customers and building customer relationships
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Sales person represents a company to customers by
performing one or more of the following activities :
prospecting, communicating, selling, servicing, information
gathering and relationship building.

6. The role of a company’s salesperson in creating value for
customers and building customer relationships
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Sales people are the interpersonal part of the
promotion mix.
It can include :
Face-to-face communication
Telephone Communication
Video or Web conferencing

7. The role of a company’s salesperson in creating value for
customers and building customer relationships
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Sales people can be more effective than
advertising.
•They learn about customer problems and adjust the
marketing offer to meet the special needs of each
customer.

8. The role of a company’s salesperson in creating value for
customers and building customer relationships
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Sales people are an effective link between the
company and its customer to produce customer
value and company profit by:
• Representing the company to customers.
• Representing the customers to the company.

9. The six major force management steps
Sales force management is the analysis, planning,
implementation, and control of sales force
activities. It includes designing sales force strategy,
recruiting, selecting, training, compensating,
supervising and evaluating the firm’s sales people.
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10. The six major force management steps
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Designing sales force strategy and structure
Recruiting and selecting sales people
Training sales people
Compensating sales people
Supervising sales people
Evaluating sales people

11. Designing sales force strategy & structure
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Territorial sales force structure
Product sales force structure
Customer sales force structure
Complex sales force structure

12. The Personal Selling Process
1. Prospecting and qualifying.
2. Pre-approach
3. Approach
4. Presentation and demonstration
5. Managing Objections
6. Closing
7. Follow-up
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13. The Personal Selling Process
 Prospecting identifies qualified potential customers
through referrals from:
• Customers, Suppliers, Dealers, Internet
 Qualifying is identifying good customers and
screening out poor ones by looking at:
• Financial ability, Volume of business, Needs, Location,
Growth potential
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14. The Personal Selling Process
 Pre-approach is the process of learning as much as
possible about a prospect, including needs, who is
involved in the buying, and the characteristics and styles
of the buyers.
 Approach is the process where the salesperson meets
and greets the buyer and gets the relationship off to a
good start.
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15. The Personal Selling Process
 Presentation is when the salesperson tells the
product story to the buyer, presenting customer
benefits and showing how the product solves the
customer’s problems.
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16. The Personal Selling Process
 Managing objections is the process where
salespeople resolve problems that are logical,
psychological, or unspoken.
While managing objections from buyers, salespeople should:
 Be positive
 Seek out hidden objections
 Ask the buyers to clarify any objections
 Take objections as opportunities to provide more
information
 Turn objections into reasons for buying.
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17. The Personal Selling Process
 Closing is the process where salespeople should
recognize signals from the buyer, including physical
actions, comments, and questions to close the sale.
 Follow up is important — it’s an opportunity to build
first impression and create a lasting impression, to
show the other person we do care and we can be
counted on, and to add value to growing
relationship.
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18. Transaction-oriented marketing
vs. Relationship marketing
Transactional marketing is a business approach that concerns
on “single point of sale” business dealing. The prominence is to
blow up the effectiveness and capacity of singles sales, in place
of focusing on building up a connection with the buyer.
Besides, relationship marketing is a business approach that
focuses on carrying out a long lasting relationship with its
clients rather than pushing the business towards establishing
only sales transactions.
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19. Transaction-oriented marketing
vs. Relationship marketing
▸ Focus –
The focal point of transactional marketing is driving customers towards individual
sale, while relationship marketing keeps an eye on retaining the customers.
▸ Orientation –
The business orientation strategy of transactional marketing concerns on product
essential roots, where as marketing relationship business orientations focus on
product advantages and organizational resolutions.
▸ Time Boundary –
The time boundary of transactional marketing is short-lived when in fact
relationship marketing time boundary is far-reaching.
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20. Transaction-oriented marketing
vs. Relationship marketing
▸ Customer Concentration –
The customer concentration in transactional marketing is low-lying
comparatively to relationship marketing where they focus on building a
bond with customers.
▸ Information –
The information of transactional marketing is essence of communication
while relationship marketing is product of communication.
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21. How sales promotion campaigns are developed
& implemented
Sales Promotion is the short term incentive to
encourage purchases or sales of a product or service.
sales promotion campaigns are developed &
implemented by:
 Consumer Promotion tools
 Trade promotion tools
 Business promotion tools
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22. How sales promotion campaigns are developed
& implemented
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 Samples
 Coupons
 Cash refunds
 Price packs
 Premiums
 Advertising specialties
•Patronage rewards
•Point of purchase
displays
•Demonstrations
•Contests
•Sweepstakes
•Games
Consumer Promotion Tools

23. How sales promotion campaigns are developed
& implemented
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• Discount
• Allowance
• Free goods
• Specialty advertising
Trade Promotion Tools

24. How sales promotion campaigns are developed
& implemented
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• Generate leads
• Stimulate purchases
• Reward customers
• Motivate salespeople
• Conventions and trade shows
• Sales contests
Business Promotion Tools

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