Chapter 18 Personal Selling

Personal Selling

Paid personal communication that attempts
to inform customers and persuade them to buy products in an exchange situation; Disadvantages is the most expensive in promotion mix

Prospecting

Developing a database of potential customers

Approach

The manner in which a salesperson contacts a potential customer

Closing

The stage in the personal selling process when the salesperson asks the prospect to buy the product

Sales promotion

An activity and/or material intended to
induce resellers or salespeople to sell a product or consumers to buy it ie: Special Offer

Consumer sales promotion methods

Sales promotion
techniques that encourage consumers to patronize specific stores or try particular products

Coupons

Written price reductions used to encourage
consumers to buy a specific product

Cents off offers

Promotions that allow buyers
to pay less than the regular price to encourage
purchase ie: 10c off per gallon of gas

Money refunds

Sales promotion techniques that offer
consumers a specified amount of money when they
mail in a proof of purchase, usually for multiple product
purchases

Rebates

Sales promotion techniques in which a
consumer receives a specified amount of money
for making a single product purchase ie: Menards 11%

Loyalty and Frequent user Incentives

Cards or apps used by customers to gain points and rewards

Point of purchase materials

Signs, window displays, display racks, and similar
devices used to attract customers. ie: middle of isle displays

Demonstrations

Sales promotion methods a
manufacturer uses temporarily to encourage trial
use and purchase of a product or to show how a
product works ie: free Netflix trial

Free Samples

Samples of a product given out to encourage trial or purchase. ie: Sephora Samples

Premiums

Items offered free or at a minimal
cost as a bonus for purchasing a product ie: Value pack toothpaste

Consumer Contests

Sales promotion methods in
which individuals compete for prizes based on their
analytical or creative skills ie: Lays Win 1 million

Consumer Games

Sales promotion methods in which individuals compete for prizes based primarily on chance ie: Spin to win