Level 3 Diploma in Business Administration Power Point
Level 3 Diploma in Business Administration Power. Point presentation Unit 320 (B&A 59): Principles of business Handout 11: Branding and sales © 2014 City and Guilds of London Institute. All rights reserved. 1 of 8
Level 3 Diploma in Business Administration Function of sales An organisation needs to sell its products/services in order to survive; the sales function persuades the customer to buy and closes the sale. © 2014 City and Guilds of London Institute. All rights reserved. 2 of 8
Level 3 Diploma in Business Administration Roles of sales • Obtaining new accounts • Managing existing accounts • Persuading customers to buy • Processing orders • Directing sales activities • Training sales staff • Customer service • After-sales services © 2014 City and Guilds of London Institute. All rights reserved. 3 of 8
Level 3 Diploma in Business Administration Sales strategies • Face to face • Telephone – telesales • Travelling sales representatives • Mailshots • Business to business (B 2 B) © 2014 City and Guilds of London Institute. All rights reserved. 4 of 8
Level 3 Diploma in Business Administration The seven-step sales process 1. Product knowledge 2. Prospecting 3. Approach 4. Needs assessment 5. Presentation 6. Close 7. Follow up © 2014 City and Guilds of London Institute. All rights reserved. 5 of 8
Level 3 Diploma in Business Administration What is a brand? • Promise an organisation makes to its customers • Incorporates the organisation’s character and culture • When an organisation fulfils its brand’s promise, the brand can be said to have value. © 2014 City and Guilds of London Institute. All rights reserved. 6 of 8
Level 3 Diploma in Business Administration Elements of a brand • Organisation name • Trademark logo • Tagline or slogan • Graphics • Shape used for eg packaging, or a shape element present in the product that creates a ‘family’ trait • Colours • Sounds, eg Intel’s four musical notes © 2014 City and Guilds of London Institute. All rights reserved. 7 of 8
Level 3 Diploma in Business Administration The value to an organisation of creating a good brand • Positioning • Identity • Recognition – brand awareness • Customer loyalty © 2014 City and Guilds of London Institute. All rights reserved. 8 of 8
- Slides: 8