16. Promotion - Personal selling & sales
promotion
Type Lecture
Completed
Prac
1. Personal Selling
2.The Personal Selling Process
3.Sales Promotion
1. Personal Selling
What is Personal selling?
= personal presentations by the sales force to engage C, make sales & build C
relationships ( the interpersonal part of the promotion mix)
⇒ Personal selling can be done via: face-to-face, phone or text, trade shows,…
⇒ Sales forces r used by B2C & B2B companies, non-profits, gov
Sales force
16. Promotion - Personal selling & sales promotion 1
, → The people who do the selling, covers a wide range
→ Salespeople, sales representatives, agents, account managers,…
The Role of the Sales force
→ Role varies from company to company, it can be no salespeople, behind-the-scenes role, major role when
working
→ The sales force is critical in linking the company with its C, representing the company to C, representing the C
to company
→ The sales force & marketing functions should work closely
2.The Personal Selling Process
ST vs LT goal of personal selling
Short Term Long Term
→ to close a specific sale with a specific C → to develop a mutually profitable relationship
1. Prospecting & Qualifying
⇒ Prospecting identifies qualified potential C
sources of ‘leads’ can be
Referrals from C, suppliers, dealers,…
Searching in directories or online
Cold calling
→ dropping in unannounced via in-person visits, mails, calls
2. Pre-approach
⇒ The process of learning as much as possible about a prospect, including needs, who is involved in the buying
Objectives Approaches
qualify the prospect personal visit
gather info phone call
make and immediate sale letter/email
3. Approach
⇒ The process where the salesperson meets & greets the buyer and gets the relationship off to a good start
⇒ Might take place online or in person, it involves the salesperson’s appearance, opening lines, follow-up
remarks
4. Presentation
⇒ When the salesperson tells the product value story to the buyer, presenting C benefits & showing how the
product solves the C problems
16. Promotion - Personal selling & sales promotion 2
promotion
Type Lecture
Completed
Prac
1. Personal Selling
2.The Personal Selling Process
3.Sales Promotion
1. Personal Selling
What is Personal selling?
= personal presentations by the sales force to engage C, make sales & build C
relationships ( the interpersonal part of the promotion mix)
⇒ Personal selling can be done via: face-to-face, phone or text, trade shows,…
⇒ Sales forces r used by B2C & B2B companies, non-profits, gov
Sales force
16. Promotion - Personal selling & sales promotion 1
, → The people who do the selling, covers a wide range
→ Salespeople, sales representatives, agents, account managers,…
The Role of the Sales force
→ Role varies from company to company, it can be no salespeople, behind-the-scenes role, major role when
working
→ The sales force is critical in linking the company with its C, representing the company to C, representing the C
to company
→ The sales force & marketing functions should work closely
2.The Personal Selling Process
ST vs LT goal of personal selling
Short Term Long Term
→ to close a specific sale with a specific C → to develop a mutually profitable relationship
1. Prospecting & Qualifying
⇒ Prospecting identifies qualified potential C
sources of ‘leads’ can be
Referrals from C, suppliers, dealers,…
Searching in directories or online
Cold calling
→ dropping in unannounced via in-person visits, mails, calls
2. Pre-approach
⇒ The process of learning as much as possible about a prospect, including needs, who is involved in the buying
Objectives Approaches
qualify the prospect personal visit
gather info phone call
make and immediate sale letter/email
3. Approach
⇒ The process where the salesperson meets & greets the buyer and gets the relationship off to a good start
⇒ Might take place online or in person, it involves the salesperson’s appearance, opening lines, follow-up
remarks
4. Presentation
⇒ When the salesperson tells the product value story to the buyer, presenting C benefits & showing how the
product solves the C problems
16. Promotion - Personal selling & sales promotion 2
