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C13 PART 2, (step selling process), Tools to accomplish SP obj - Coggle…
C13 PART 2
PERSONAL
SELLING PROCESS
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HANDLING OBJECTIONS
s.person seeks out, clarifies & overcome cust objection.
s.person should use +ve approach to clarify any objection @ take objection as opportunities to provide > in4 and turn the objection into reason to buying.
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preapproach tools: consult standard industry, online resources, or check prospect's soc media site to get infor abt their product, buyer & buying prcess.
CLOSING
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closing signal frm buyer whch include physical action, comments & questions. - eg: cust might sit forward & nod approvingly / ask abt price & credit term.
closing technique fr s.person.
- ask for order.
- review points of agreement
- offer to help write up the order
- ask whether buyer wnt whch model
- s.person offer the buyer special reason to close. - lower price, extrta quantity at no charge / additional service.
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FOLLOW-UP
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Schedule a follow-up after buyer receives the initial order
- to make sure proper installation, instruction & service occur.
- assure the buyers of s.ppl's interest & reduce buyers concerns
SALES PROMOTION (SP)
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SP OBJECTIVE
Consumer Promo - To urge short-term customer buying or boost cust-brand engagement.
Trade Promo - Getting retailers to carry new items & > inventory.
Buss Promo - Used to generate buss lead, stimulate purchase, reward cust & motivate s.ppl.
Consumer promo - must usually be advertised & can add excitement to ads & other marketing content.
Trade & Buss promo - to support firm's personal selling process.
SALES PRMO TOOLS
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TRADE Promo
DEF: SP tools used to persuade resellers to carry a brand, give it shelf space & promote it in ads
Trade Tools:
- Contest, Premium, Display
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- Free goods - extra merchandise to reseller who buy a certain quantity. / feature certain flavor/size.
- Push Money - cash / gift to dealers or sales force to "push" the manufacturer's goods.
- Specialty Advertising Items - free pens, calendar, tote bag
BUSS Promo -
DEF: SP tools used to generate buss leads, stimulate purchase, reward cust, & motivate s.person
2 Business Tools
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SALES CONTEST
Contest f s.person or dealers to motivate them to increase their sales performance over a given period.
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DEVELOP SP PROGRAM
SP prog design decision:
- det the size of incentive
- set condition fr participation
- det hw to promote & distribute the promoting prog
- set the length o the promotion
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