13 Public Relations Sales Promotion and Personal Selling

13 Public Relations, Sales Promotion, and Personal Selling Prepared by Deborah Baker Texas Christian University Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 1

Learning Objectives 1. Discuss the role of public relations in the promotional mix. 2. Define and state the objectives of sales promotion 3. Discuss the most common forms of consumer sales promotion Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 2

Learning Objectives (continued) 4. List the most common forms of trade sales promotion 5. Describe personal selling 6. Discuss the key differences between relationship selling and traditional selling 7. List the steps in the selling process Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 3

The Role of Public Relations Evaluates public attitudes Identifies issues of public concern Executes programs to gain public acceptance 1 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 4

Functions of Public Relations Press relations Product publicity Corporate communication Public affairs Lobbying Employee and investor relations Crisis management 1 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 5

Public Relations Tools New product publicity Product placement Consumer education Event sponsorship Issue sponsorship Internet Web sites 1 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 6

Sales Promotion Objectives Consumer Sales Promotion Consumer market Goal = Drive immediate purchase = Influence Behavior Trade Sales Promotion 2 Marketing channel Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 7

Uses of Sales Promotion Immediate purchases Increase trial Boost consumer inventory Encourage repurchase Increase ad effectiveness Encourage brand loyalty 2 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 8

Tools for Sales Promotion CONSUMER 4 TRADE Coupons and Rebates Trade Allowances Premiums Push Money Loyalty Marketing Programs Training Contests & Sweepstakes Free Merchandise Sampling Store Demonstration Point-of-Purchase Promotion Conventions & Trade Shows Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 9

Advantages of Personal Selling § Detailed explanation or demonstration § Variable sales message § Directed at qualified prospects § Controllable adjustable selling costs § Effective at obtaining sale and gaining customer satisfaction 5 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 10

Types of Personal Selling Traditional Relationship 6 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 11

Steps in the Selling Process Generate Leads Qualify Leads Probe Customer Needs Develop Solutions Handle Objections Close the Sale Follow Up 7 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 12

Generating Leads Advertising Publicity Direct Mail/ Telemarketing Cold Calling Internet Web Site Referrals Networking Trade Shows/ Conventions Company Records Online http: //www. zapdata. com 7 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 13

Developing and Proposing Solutions Sales Proposal Sales Presentation 7 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 14

Handling Objections View objections as requests for information Anticipate specific objections Use the objection to close the sale 7 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 15

Closing the Sale Look for customer signals Keep an open mind Negotiate 7 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 16

Following Up Ensure delivery schedules are met Goods or service perform as promised Employees are trained 7 Chapter 13 Copyright © 2006 by South-Western, a division of Thomson Learning. All rights reserved 17