COMM 131 Chapter Notes - Chapter 13: Sales Promotion, Personal Selling, Tim Hortons

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Published on 20 Apr 2013
School
Queen's University
Department
Commerce
Course
COMM 131
Professor
Marketing
Chapter 13: Personal Selling and Sales Promotion
March 5, 2013
Personal Selling
Nature of Personal Selling
- Personal Selling: personal presentation by the firm’s sales force for the purpose of
making sales and building customer relationships
- Salespeople, sales representatives, sales consultants, agents, etc.
- Salespeople listen to their customers, assess their needs, and organize the company’s
efforts to solve customer problems
- Salesperson: an individual representing a company to customers by prospective,
communicating, selling, servicing, information gathering, and relationship building
Role of the Sales Force
- Personal selling involves interpersonal interactions between salespeople and individual
customers (face to face, phone, email, etc.)
- Personal selling can be more effective as salespeople can persuade customers
- Sales force typically plays a major role in the company
Linking the Company With its Customers
- Sales force links company to customers
- Sales force represents company to the customers (develop new customers,
communicate information, sell products, answer questions, negotiate, and
provide customer service)
- Sales force represents customers to the company (manage the buyer-seller
relationship, act as experts on customer needs, relay customer concerns)
Coordinating Marketing and Sales
- Marketing and sales should work together to jointly create value for customers
- Actions to help bring marketing and sales functions closer:
Increase Communications arrange joint meetings
Create Joint Assignments opportunities for each to work together
Create Joint Objectives and Reward Systems
Appoint Marketing-Sales Liaisons people from marketing who work
with the sales force
Appoint Chief Revenue Officer high-level marketing executive who
oversees both marketing and sales
Sales Promotion
- Sales Promotion: short-term incentives to encourage the purchase or sale of a product
- Offer reasons to buy now
- Time sensitive, must be planned well in advance
- Often used with other marketing communications
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Document Summary

Personal selling: personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships. Salespeople, sales representatives, sales consultants, agents, etc. Salespeople listen to their customers, assess their needs, and organize the company"s efforts to solve customer problems. Salesperson: an individual representing a company to customers by prospective, communicating, selling, servicing, information gathering, and relationship building. Personal selling involves interpersonal interactions between salespeople and individual customers (face to face, phone, email, etc. ) Personal selling can be more effective as salespeople can persuade customers. Sales force typically plays a major role in the company. Sales force represents company to the customers (develop new customers, communicate information, sell products, answer questions, negotiate, and provide customer service) Sales force represents customers to the company (manage the buyer-seller relationship, act as experts on customer needs, relay customer concerns) Marketing and sales should work together to jointly create value for customers. Actions to help bring marketing and sales functions closer:

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