Transcript Chapter 18: Sales Promotion and Personal Selling

Comercialización
Promoción de Ventas y
Ventas personales
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Tipos de Clientes & Metas de promoción de Ventas
Tipo de Comprador
Resultados deseados
Loyal customers
People who buy your
product most or all
of the time
Reinforce behavior,
• Loyalty marketing programs,
increase consumption,
such as frequent-buyer cards
change purchase timing
or frequent-shopper clubs
• Bonus packs that give loyal
consumers an incentive to
stock up or premiums offered
in return for proofs-of-purchase
Break loyalty, persuade •Sampling to introduce your
to switch to your brand
product’s superior qualities
compared to their brand
• Sweepstakes, contests, or
premiums that create interest
in the product
Persuade to buy your
• Any promotion that lowers the
brand more often
price of the product, such as
coupons, price-off packages,
and bonus packs
• Trade deals that help make the
product more readily available
than competing products
Appeal with low prices
• Coupons, price-off packages,
or supply added value
refunds, or trade deals that
that makes price less
reduce the price of brand to
important
match that of the brand that
would have been purchased
Competitor’s
customers
People who buy a
competitor’s product
most or all of the time
Brand switchers
People who buy a
variety of products
in the category
Price buyers
People who
consistently buy the
least expensive brand
Ejemplos de promociones de ventas
Source: From Sales Promotion Essentials, 2E by Don. E. Schultz, William A. Robinson, and Lisa A. Petrison. Reprinted by permission of NTC Publishing Group, Lincolnwood, IL.
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Herramientas para promociones de venta
a consumidores
Cupones
Premios
Seis categorías
de promoción
de ventas
a consumidores
Programas de comprador
frecuente
Concursos y loterias
Muestras
Despliegues en Puntos de
compra (POP)
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Herramientas de promoción a canales
Financiamiento a canales
Dinero para empujar
Entrenamiento
Capacitación
Mercadería Gratis
Seis categorías
de promociones
a canales
de distribución
Demostraciones en Tienda
Reuniones de negocios,
convenciones,
y Ferias especialidad
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Ventajas de Ventas personales
Información
detallada
Control del
Mensaje
Segmentación
Control de costos
Cierre de Ventas
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Publicidad Versus Ventas personales
Personal Selling is more important if...
The product has a high value.
It is a custom-made product.
There are few customers.
The product is technically complex.
Customers are geographically concentrated.
Advertising/Sales Promotion is more important if...
The product has a low value.
It is a standardized product.
There are many customers.
The product is simple to understand.
Customers are geographically dispersed.
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Diferencias entre sistemas Tradicional & Relaciones de venta
Traditional Personal Selling
Relationship Selling
Sell products (goods and services)
Sell advice, assistance, and counsel
Focus on closing sales
Focus on improving the customer’s bottom line
Limited sales planning
Considers sales planning as top priority
Spend most contact time telling
customers about product
Spend most contact time attempting to build a
problem-solving environment with the customer
Conduct “product-specific” needs
assessment
Conduct discovery in the full scope of the
customer’s operations
“Lone-wolf” approach to the account
Team approach to the account
Proposals and presentations based
on pricing and product features
Proposals and presentations based on profit
impact and strategic benefits to the customer
Sales follow-up focused on product
delivery
Sales follow-up is long term, focused on
long-term relationship enhancement
Source: Robert M. Peterson, Patrick L. Shul, and George H. Lucas, Jr., “Consultative Selling: Walking the Walk in the New Selling Environment,”
National Conference on Sales Management, Proceedings, March 1996.
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Pasos en el proceso de Venta
Generating Sales Leads
Qualifying Sales Leads
Basic
Steps in
the
Selling
Process
Making the Sales Approach
Making the Sales
Presentation
Handling Objections
Closing the Sale
Following Up
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Funcion de la gerencia de Ventas
Set Sales
Objectives
Evaluate
Sales Force
Manage
Turnover
Structure
Sales Force
Major Tasks of
Sales
Management
Determine
Sales Force
Size
Develop
Compensation Plan
Motivate
Sales Force
Train Sales
Force
Recruit Sales
Force
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