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Sales Promotion-Introduction to Business-Lecture Handout, Exercises of Business Fundamentals

Manav Bharti UniversityBusiness Fundamentals

Main topics for this course are foreign trade and business, accounting, joint stock company, communication, personal selling, pricing and distribution, total quality management, product cycle, human resource planning, marketing, wholesale retailing, marketing. This lecture includes: Sales, Promotion, Presentation, Type, Furniture, Wall, Hanging, Personal, Taste, Conversation, Interest, Stage

Typology: Exercises

2011/2012

Uploaded on 08/08/2012

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IntroductiontoBusiness–MGT211VU
Lecture34
SALESPROMOTION
HowtostartSalesPresentation
PresentationStage
Afterapproachingthebuyersalespersonreviewsthesituation.
Itincludes:
• TypeofFurniture
• Wallhanging
• Typeofcurtains
• PersonalTaste
Allthesethingshelpthesalespersontostartandprocesstheconversationandhecan
developtheimageofthetasteandlikingsofthebuyerbytheenvironmentand
surroundings.
Howtostarttheconversation
• Askaquestionnordertoseektheundividedattentionofthebuyer.
• Incaseofappointmentdirectconversationmaybestarted.
• Avoidunpleasanteventtostartthediscussion.
a. InterestStage:
Salespersonwilltrytocreateinterestofthecustomerintheproduct.
Interestofthecustomercanbe:
• Price
• AfterSalesServices
• GuaranteeandWarrantee
b. ObjectionStage:
Inthisstagesalespersonwilltrytocreatedesireinthecustomertobuytheproduct.
Customerwillstartraisingtheobjectionsorthequestions.Ifthebuyerstartstotakethe
interestinaskingthequestionsabouttheproduct,itmeanssalespersonhasconvinced
himinbuying.Salespersonwillhandlethequestionsraisedbythebuyer.
c. Closingstage:
Inthisstagetheorderisbookedandagreementissignedbythesellerandbuyer.
d. Followupstage:
Inthisstageorderisfulfilledandgoodsarebeingdistributedaccordingtothe
agreement.
©CopyrightVirtualUniversityofPakistan
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Lecture 34

SALES PROMOTION

How to start Sales Presentation

Presentation Stage After approaching the buyer sales person reviews the situation. It includes:

  • Type of Furniture
  • Wall hanging
  • Type of curtains
  • Personal Taste All these things help the sales person to start and process the conversation and he can develop the image of the taste and likings of the buyer by the environment and surroundings.

How to start the conversation

  • Ask a question n order to seek the undivided attention of the buyer.
  • In case of appointment direct conversation may be started.
  • Avoid unpleasant event to start the discussion. a. Interest Stage: Sales person will try to create interest of the customer in the product. Interest of the customer can be:
  • Price
  • After Sales Services
  • Guarantee and Warrantee b. Objection Stage: In this stage sales person will try to create desire in the customer to buy the product. Customer will start raising the objections or the questions. If the buyer starts to take the interest in asking the questions about the product, it means salesperson has convinced him in buying. Sales person will handle the questions raised by the buyer. c. Closing stage: In this stage the order is booked and agreement is signed by the seller and buyer. d. Follow up stage: In this stage order is fulfilled and goods are being distributed according to the

agreement. docsity.com

All the stages of Attention, Interest, Desire and Act (AIDA) have been covered in this way. Skeptic Customers It refers to the doubtful behavior of the customer because of deception from any seller in the past. Salesperson should try to understand the problems of the customers sympathetically.

Innovations in Sales

Tele Marketing‐ Tele Marketing helps to receive quicker response and avoid long distances. Extensive used method all over the world now, including Pakistan as well.

SALES PROMOTION

Short‐term promotional activity designed to stimulate consumer buying or cooperation from distributors and sales agents.

Techniques for Sales promotion

  • Arrangement for a contest Customers, distributors, and sales reps may all be persuaded to increase sales by means of contests.
  • Tradeshows Trade show exhibits to distributing free samples and publishing promotional booklets.
  • Point‐of‐purchase also called Point‐of‐Sales Point of purchase (POP) or Point of sales (POS) displays are devices used to show a product in a way that stimulates immediate sales. It may be an end‐of‐aisle display in a supermarket or the computerized kitchen design systems for cabinets in building‐supply stores.

PUBLICITY

It is an unpaid form of promotion through mass media like TV and news paper. Publicity is free but you have little or no control of the content and delivery. Be aware, there may be both good and bad publicity.

PUBLIC RELATIONS

Company‐influenced publicity directed at building goodwill between an organization and potential customers. Smart companies know they need to maintain positive relations with their communities, investors, industry analysts, government agencies, and the news media.

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