Marketing is AWESOME!!!
UNIT 2
*Promotional Concepts and
Strategies
and
*The Selling Process
1
The Promotional Mix (17.1)
•
•
•
•
•
Sales Promotion
Advertising
Social Media
Public Relations
Personal Selling
• The purpose of any promotion is to persuade, inform or
remind and be directly related to a product (product
promotion) or to the image of a business. (institutional
promotion)
2
Sales Promotion
•
Sales promotion represents all marketing
activities, other than personal selling,
advertising, and public relations, that are
used to stimulate consumer purchasing
and sales effectiveness.
1. Increase Sales
2. Create Awareness of new products
3. Create Positive image of a company
3
Advertising
• Any paid form of non-personal
presentation and promotion of ideas,
goods, or services by an identified
sponsor.
• This is one-way communication that can
be found everywhere
4
Public Relations and Publicity
• CREATING AN IMAGE
• PR refers to any activity designed to create a
favorable image toward a business, product, or
a policy.
• Publicity is a specific kind of PR that involves
placing positive and newsworthy information.
EX. A panda having a new baby is great
publicity for the zoo
• Cost and Validity are huge advantages but lack
of control is the disadvantage
5
Personal Selling
• Think back to the steps of the sale
–
–
–
–
–
–
–
–
Pre-approach
Approaching the Customer
Determining Needs
Presenting the Product
Overcoming Objections
Closing
Suggestive Selling
Relationship Building
• Most expensive form of Promotion
6
Coordinating the Promotion
• Most companies use a combination of types of
promotion
Advertising creates awareness
PR creates a good image
Sales Promotion encourages buying
Personal Selling closes the deal
• Each promotion must tell the same story in order to have
an effective promotional mix
7
Sales Promotion (17.2)
• A short term incentive offered to
encourage buying a good or service.
• Sales promotions can be geared to
business-to-business or consumer
oriented.
8
Trade Promotions
• Activities designed to gain manufactures’,
wholesalers’, and retailers’ support for a
product.
• How can Coke get King Sooper’s to sell
and push Coke’s sales?
9
Trade Promotions
• Slotting allowance – a cash premium paid
by the manufacturer to a retail chain for
costs involved in placing a new product on
its shelves. Ex. Coke Paying Wal-Mart
• Buying Allowances – a price discount
given by manufactures to wholesalers and
retailers to encourage the purchase of a
product. Ex. Coke giving a discount rate to
Wal-Mart to sell more Coke.
10
Trade Promotions
• Trade Shows and Conventions – designed
to reach wholesalers and retailers by
providing businesses with opportunities to
introduce new products, encourage sales
of existing products, and gain continual
support.
• Sales incentives – are awards given to
managers and employers who
successfully meet or exceed sales quota.
11
Consumer Sales Promotion
Sales Promotion efforts designed to
encourage customers to buy a product
1. Premiums – low cost items given to
consumers at a discount or for a fee.
Coupons - newspaper, Factory Packs –
toy in cereal boxes, Traffic builders –
shirts at a college visit, Coupon Plans –
Qdoba card
12
Consumer Sales Promotion
2. Sponsorship – Involves the promotion of
a company in association of a property.
•
A property can be a physical site – Invesco
Field, an event – Fedex Orange Bowl, and a
group – Ford Racing Team.
13
Consumer Sales Promotion
3. Incentives – generally high priced
products given away through contests,
sweepstakes, and rebates.
•
•
•
Contests are activities that require participation to
demonstrate a skill. (Essay Contest)
Sweepstakes are a game of chance. No purchase
necessary. (McDonald’s Monopoly)
Rebates are discounts offered by manufactures to
customers who purchase an item during a given
time period. (Cell Phones)
14
Consumer Sales Promotion
4. Product Samples – a free trial size of a
product, great for new products
5. Promotional Tie-Ins – involve sales
promotion arrangements between one or
more retailers or manufactures.
-Gum in baseball cards
6. Product Placement – products featured
on television or movies. More popular
than ever. What type of cars are in
James Bond?
15
Consumer Sales Promotion
7. Visual Merchandising and Displays – this
is in store advertising that displays the
image of the product
8. Loyalty Marketing Programs – frequent
buyer programs that reward customers
for making multiple purchases. (Credit
Card rewards)
16
Public Relations (17.3)
• IMAGE BUILDING
• Businesses want to present a positive image to
their customers, employees, and the general
public.
• Companies do this through actions, (ex.
helpfulness of customers gets them coming
back) through benefits, (ex. Tuition
reimbursement) and through print. (news
release of donating to a community service)
17
Quiz
• What is marketing?
• Four elements of the promotional mix
•
Goal or purpose of public relations
• Trade promotion vs. consumer promotion
• Slotting allowance vs. buying allowance
• Contest vs. sweepstakes
•
Product placement
• Loyalty Marketing
18
Chapter 19
Advertising
19
Advertising
• TV, radio, magazines, newspapers, store,
World Wide Web, billboards, busses and
even humans
• Can be controlled by the company
• Allows large number of people to see the
message
• The average person is exposed to more
than 2,000 ads per day
20
A Good Advertisement
Should…
1. Attract Attention
2. Stimulate interest
3. Develop desire
4. Initiate action
21
Two Types of Advertising
1. Promotional Advertising –
designed to increase sales
–
Introduces new products,
encourages interest in new products,
explains features
2. Institutional Advertising – attempts to
create a favorable impression and
goodwill for a business
22
Advertising Drawbacks
• Cannot focus on individual needs
• Can be too expensive for some
businesses (TV)
• Messages are often very short
• Can be inefficient – not all viewers are
potential customers (Sales Genie)
– http://www.youtube.com/watch?v=inB4uInnf4
U&safety_mode=true&persist_safety_mode=1
&safe=active
23
Types of Media
• Media: agencies, means, or instruments
used to convey advertising messages to
the public
• Four categories
– Print
– Broadcast
– Online
– Specialty
24
Print Media
Print media: written advertising
1.
2.
3.
4.
5.
Newspaper
Magazines
Direct mail
Signs
Billboards
25
Print media - Newspaper Ads
Pros to advertising in
the newspaper:
– Long Processing
Time
– Can Choose
Publication/section
– Reaches Large
Audience
– Purchased to be
Read
Cons to advertising in
the newspaper:
– Visual Message Only
– Large Ad Volume
Limits Exposure
– Lack of excitement
– Hard to Target
Specific Market
– Very short life
It is estimated that 55% of U.S. adults read the newspaper daily.
26
Print media - Magazine Ads
Pros to advertising in a
magazine:
– Long Processing Time
– Can Choose
Publication
– Reaches Large
Audience
– Purchased to be Read
– Longer life span/often
read more than once
Cons to advertising in
a magazine :
– Visual Message Only
– Large Ad Volume
Limits Exposure
– Lack of excitement
– Hard to Target
Specific Market
– Deadlines are
months before print
27
Print media - Direct Mail Ads
Sent by businesses directly to customers
Pros to direct mail ads:
– Highly selective
– Control the timing
– Choose format
Cons to direct mail ads:
– Low level or response
(less than 1%
– Items sent to wrong
target audience
– Cost is high
28
Print media - Outdoor Ads
Pros to outdoor ads:
Cons to outdoor ads:
– Highly visible
– More restrictions
– Relatively inexpensive
– Limited viewing time
– 24/7 advertising
– Unknown audience
29
Print media - Transit (Mobile) Ads
Transit Ads: uses public transportation to advertise
Pros to transit ads:
Cons to Transit ads:
– Reaches a wide and
captive audience
– Unavailable is small
towns
– Economical
– Subject to defacement
30
Broadcast Media
Broadcast media: television and radio
1. Television: sound, color, and action
– 30 or 60 seconds, 30-minute infomercial
Pros to TV ads:
– Demonstrate features
and benefits
– Target market specific
Cons to TV ads:
– Highest production cost
– Audience is not
assured (noise)
31
Broadcast Media
Broadcast media: television and radio
2. Radio: reaches 96% of people 12 and older in
a given week
–
When is the best time to advertise on the Radio?
Pros to radio ads:
– Demographically
Selective
– Low Cost
– Message can be
Changed Quickly
Cons to radio ads:
– Audio Only
– Short Life of Message
– Listeners Not Fully
Engaged in Listening
32
http://www.mallinsongs.com/commercials.htm (Kids Kingdom)
Online Advertising
• Online Advertising: placing a message on
the Internet…fastest growing
– Banner ad: takes the user to the advertiser’s
webpage if clicked
– Pop-Up games that take you to sight
Pros to online ads:
– Ease to measure
effectiveness by
counting clicks
Cons to online ads:
– People find it annoying
– Privacy issues
33
Specialty Advertising
• Specialty Advertising: inexpensive, useful
items with advertiser’s name printed on
them
– Pens, magnets, calendars, key chains
Pros to online ads:
Cons to online ads:
– Longevity
– Distribution is limited
– Creates ownership
– Size prevents much
info
34
Selection of Media
Advertisers must ask themselves three questions:
1. Does the medium have the ability to present
the product and appropriate business image?
2. Does the medium have the ability to target the
desired customers?
3. Does the medium have the ability to obtain the
desired response rate?
35
Random Funny Picture
36
Media Costs - Newspaper
• Factors involved in newspaper rates
– Type of ad: Classified or Display
– Number or words or lines (classified)
– Amount of space used (display)
– Run-of-paper: the more you pay the better
spot you get
– Use of color
– Cost per Thousand (CPM) rate: media cost of
exposing 1,000 readers to the ad
37
Media Costs - Magazine
• Factors involved in magazine rates
– Circulation
– Quality of readership
– Production technique
– Premium Position
• Ceteris paribus, what is the best page to advertise
in a magazine?
– Back cover or inside front page
– Frequency discounts: the more ads you place,
the less you pay per ad
38
Media Costs - Television
• Factors involved in television rates
– Time of day
– Packages
– Viewership
http://www.nielsenmedia.com/nc/portal/site/Publ
ic/menuitem.43afce2fac27e890311ba0a347a
062a0/?show=%2FFilters%2FPublic%2Ftop_t
v_ratings%2Fbroadcast_tv&selOneIndex=0&v
gnextoid=9e4df9669fa14010VgnVCM100000
880a260aRCRD
39
Media Costs - Radio
• Factors involved in radio rates
– Type
• Network radio adverting
• National spot radio advertising
• Local radio advertising
– Time of day
40
Media Costs - Online
• Factors involved in online rates
– Type of format
• Banner
• Rich media enhanced (flash, games)
• Button/text links
– CPM – cost per thousand
41
Cooperative Advertising
Cost sharing arrangement whereby both
suppler and local advertiser pay of
advertising
Pros to Cooperative ads: Cons to Cooperative ads:
– Shared expense
– Pre-prepared ads
– Loss of control over
content
– Guidelines each party has
to follow
42
Quiz 3
• Four elements of the promotional mix.
• Visual Merchandising
• Promotional advertisement or an institutional
advertisement?
• Four types of advertising media.
• Pros and cons or different advertising types
• Factors that play into the cost of advertisements
43
Preparing Print
Advertisements
Chapter 20
44
Essential Elements of Advertising
• One Part of the Promotional Mix
• 1st step – determine the target audience
you want to reach and how much money
you are willing to spend
• 2nd step – develop an advertising
campaign which involves the creation and
coordination of a series of advertisements
around a particular theme to promote a
product of business.
45
Advertising Agencies
• These agencies work jointly with business clients
to develop advertising campaigns.
• Full Service Agencies vs. Limited Service
Agencies
• Full Service offers advertising research, media
selection, copy development, and artwork
• Limited Service offers specialize in one aspect of
the campaign
46
Advertising Agencies Departments
• Client Services – used to identify
advertising opportunities
• Creative Services – develops the message
and produces the ads
• Research Services – studies the target
market to determined the best message to
communicate
• Media Service – consult clients on their
media choices
47
Developing a Print Ad
1.
2.
3.
4.
Headline
Copy
Illustrations
Signature
•
•
Slogan
These 4 elements of a
print ad create a theme
and can be used in
other forms of
marketing media.
48
Headlines
• Headline is a saying the gets the readers’
attention, arouses their interest by
providing a benefit, and leads them to read
the rest of the ad.
49
Copy
• Copy is the selling
message in a written
advertisement.
– Expands on the
information from the
headline
– Who, what, when, where,
why, and how
– Written in an active voice
Ex. This item will save
your life!!!!
50
Illustration and Signature
• Illustration is the
photograph or drawing
used in a print ad.
• Signature, or logo, is
the distinctive
identification symbol for
a business.
– Slogan supports the
signature and is a catch
phrase
51
ILLUSTRATION
HEADLINE
COPY
SIGNATURE
MISSING SLOGAN
52
WHAT IS IT?
Social Media Marketing Strategies
http://www.youtube.com/watch?v=lFZ0z5FmNg&safety_mode=true&persist_safety_mode=1&safe=active
Media Evolution
Social Media
Chat
Digital Media (TV, Internet..)
Print Media
Email
Why the need for Social media?
 People love to communicate
 Personalization
 User Friendly: allows mixing of messages, photos, & videos
 Inculcates Inquisitiveness
IDC's recent Social Business Survey indicates that the top 5 reasons end users are conducting social
business initiatives are to:
 Acquire knowledge/ask questions
 Share knowledge/contribute ideas
 Communicate with customers
 Create awareness about company product or service
 Communicate with internal colleagues
Social Media impact on the business value
chain
Product
Research
 Collaboration especially with
Operations/
distributed teams
Delivery
 Innovation
 Customer influenced offerings
 Expert communities shape product
ideas
Marketing
Listening
 Co-creation of brand
 Insights from social
conversations
Sharing
Conversing
 Employee engagement
 Recruit through social
channels
HR
Responding
Customer
service
 Real-time responses
 New tools for customer connect
Sales
 Mining social conversations
 New tools for persuasion
 Building stronger relationships
SOCIAL MEDIA TOOLS
Total Users (in Millions) (as
Sites & Services
on March 2011)
Average age of users
LinkedIn
100+
44
Facebook
640+
38
Twitter
175+
39
Social Media in IT sector
Sites & Services
For Work-Related Purposes
LinkedIn
62%
Facebook
18%
Twitter
13%
Facebook
Linkedin
Twitter
Employees
Followers
%
Followers
Follows
Accenture
40428
124179
225057
58%
24016
697
IBM news
48756
203507
325242
48%
12651
52
Cognizant
NA
55694
70319
54%
5406
592
L&T Infotech
1161
8141
10157
56%
841
124
Infosys
25645
63037
80917
55%
13595
482
Wipro
4201
52385
66384
44%
7545
253
TCS
3270
89690
103541
48%
8039
103
SOCIAL MEDIA ROI: EXAMPLES
 ADIDAS: Used social networks to do guerrilla marketing on mobile (e.g. Facebook,
Twitter, SMS) in and around NBA All-Star Game and increased retail sales 20X goal in Las
Vegas (where All-Star Game occurred
 COCA-COLA: Achieved strongest global marketing integration ever with Expedition 206, a
social media promotion where a small group of travel ambassadors went to 206 countries
over 365 days to “generate happiness” and published on social networks. It enabled
global promotion execution among 3,500 Coca-Cola marketers around the world.
 GENERAL MOTORS: Launched “FastLane,” one of the first blogs personally written by
senior executives. Customer feedback given through a blog saved the company
$180,000/year versus traditional focus group research not to mention the enormous good
will of company executives responding to consumers, not a focus group moderator
 EMC: B2B social media effort that achieved business transformation by creating a global
company-wide social community, EMC ONE. This connected and increased collaboration
resulting in double-digit revenue growth in more than 60 countries.
 COLGATE: Launched Wisp, disposable toothpaste, through “Be More Kissable” social
media video campaign (+30 more involvement) that ran on YouTube, Twitter and
Facebook. It achieved reach of 10,000,000+ rivaling mass advertising at small fraction of
the cost.
A SUGGESTED well defined Social Media Policy:
 Blogs Posts
 Tweets
 One-to-One conversation
through Direct messages
 Polls
 Participation on external Blogs
& Forums
 Webinars
 Periodic Update
 CSR Activities
Reactive
(R)
Events & Media




Industry Events
News
Press Releases
Webinar
Collaborative
 Blog Posts
 Polls
 Forums




Retweets
Thank you notes
Welcome messages
Clarification on queries
Thought Leadership
 Case Studies
 White Papers
 Newsletters





Informative
Presentations
Photos
Audio/Video files
New launches
HR Content
Social Media: Gains & Cost
Gains
Sales Revenue
Consumer Insights
Brand Protection
Lead Generation
Contact Center Operations
Costs
Related to People
Related to Technology
Future roadmap….
What’s next?
 Consolidation….
 Preference for Single
platform….One for Business and
one for Personal
Social Media
DISCUSSION
• What are/do you feel are the best features
of social networking sites such as Twitter,
YouTube, Wikipedia, Blogs, LinkedIn, and
Facebook?
http://www.youtube.com/watch?v=MpIOClX1jPE&safety_mode=true&persist
_safety_mode=1&safe=active
Please respond to the following
questions on our Marketing Blog:
• Explain/define: Social Media.
• What types of social media do you use on a personal level?
• Give one example of how you have seen a company use
social media.
• Discuss the advantages/disadvantages of social media.
• Give one example of social media stories such as twitter in
the news
– CNN/Oprah/Kutcher
• Discuss social media as an opportunity to earn money.
• Give one example of how new words enter the English
language with the new technology.
– For example: Google is now a verb! Google it or google me for
more information about my background.
Examples
LHS Facebook Account!
Ashton Kutcher’s Twitter
Account
The Sales Process
Chapters 12 - 15
67
Selling
• Selling – providing customers with goods
and services they want.
• Personal selling – direct contact occurring
between a salesperson and a customer,
two-way communication sets it apart from
other promotion.
•
Examples – clothing store, car lot
68
Selling
• Business to business selling – one
business selling to another (wholesale to
retail), (manufacture to wholesale)
• Telemarketing – selling over the phone,
bad rap lately, “Give me your home phone
number and the time you eat dinner and
I’ll call you back.”
•
When good? Magazine subscriptions,
phone services, Business to business
69
Feature-Benefit Selling
• Feature-benefit selling – matching the
characteristics of a product to a
customers’ needs and wants
• Product features – attributes of the product
or purchase.
• Customer benefits – advantages or
personal satisfaction a customer will get
from a good or service
70
Where there’s a feature there’s a
benefit
• My phone
– Features: makes calls, displays time, stores phone
numbers
– Benefits: can call from anywhere, anytime, do not
need my watch, do not need to carry a little black
book
• iPhone features and benefits?
• Kleenex
– Features: soft/strong
– Benefits: does not hurt your nose/does not explode in
hand
71
1. Rational – conscious, logical reason for a
purchase, dependability,
time or monetary
Buying Motives
savings, health or safety service and quality
– Examples – Grocery store, insurance, Cars – Buick,
Toyota, Ford
2. Emotional– feeling experienced through
association, social approval, recognition,
power, love, prestige.
– Examples – Grill, $300 Bronco Jacket, Cars –
Porsche, F-350 Power Stroke
72
Different Types of Decision Making
• Routine decision making – high degree of prior
experience, little info needed, low risk
– Example – groceries, shampoo, toothpaste, other?
• Limited decision making – item has been
purchased before but not regularly, moderate
risk, more info needed
– Example: oil change, hotel, school supplies, others?
• Extensive decision making – little of no previous
experience with an item, high risk, expensive
– Example: buying your first car, wedding, others?
73
What kind of toothpaste to you use?
Deodorant?
Toilet Paper?
Gas station?
Jeweler?
Hair stylist?
It is hard to talk people into change –
that
is selling!
74
Preapproach
• Preapproach – getting ready for the faceto-face encounter
– Study your product
– Know your industry trends
– Research potential customers
– Know your companies policies and
procedures
75
Prospecting
• Prospecting – looking for customers
• Prospect – lead – potential customer
– Employer leads
– Phone and trade directories
– Newspapers and Commercial lists
– Customer referrals
– Cold Canvassing
• Selected at random (door to door)
76
How Leads are Developed
• Businesses Advertise
• Prospective customers respond
• Employers pass on leads
• Salespeople act on leads
77
STEPS OF A SALE
1. Approaching the customer
2. Determining needs
3. Presenting the product
4. Overcoming objections
5. Closing the sale
6. Suggestion selling
7. Relationship building
78
Approaching the Customer
• 1st contact of with the customer
• This is where the gate keeper normally
will be
• You can make or break the sale in the first
few minutes
• 3 purposes: begin conversation, establish
a relationship, focus on the merchandise
• Be ALERT to potential customers’ interest
79
Tips for Approaching the Potential
Customer
• Treat customer as individual and always use
their name
• Be energetic, courteous, respectful
• Always sell to the next step
– This critical!!! Sell an appointment, sell a suggestion,
sell knowledge, sell the merchandise
• 3 approach methods in retail
– Service – ask customer for assistance
– Greeting – simply welcomes the customer
– Merchandise – start talking about merchandise
without asking the customer if they want to waited on
80
Determining Needs in Sales
• Needs are directly related to buying
motives
• Ask questions, listen, ask questions
• 3 methods to Determine Needs
– Observing – nonverbal communication
– Listening – pick up clues to needs
– Questioning – Who, What, When, How
• Always ask Open-ended questions
81
Presenting the Product/Service
• This when you get to say, “I am the
coolest because…..”
• Always make a plan before you present:
– What to show?
– What price?
– How many different products and services to
show?
– What to say and look out for (layman’s
terms)?
82
Presenting the Product/Service
• Who should demonstrate?
– Let your customer try it hands on
• What sales aids would use?
– Customer testimonials, samples, trials,
guarantees, visual of actual product
83
Objections and Rejections
• These include: concerns, hesitations, doubts
• These should be viewed as positives because it
gives sales people an opportunity to present
more info to the customer
• Objections vs. Excuses – objections are honest
and sincere; excuses are insincere reasons for
not buying
– Ex. of an excuse: I’m too busy to buy.”
• A true skill is to distinguish between an objection
and excuse.
• Sometime when we hear an excuse it is better to
move on to an new potential customer. Do not
waste your valuable time.
84
Objections and Rejections
• Answering objections
– Repeat the objection to give yourself a
chance to think to answer the objection
tactfully
– Think of yourself as consultant trying to help
your potential customer’s company
– When price is objection
• Is it worth the cost to change the current status
quo of the potential customer to help that
customer’s company
• Next are you worth the cost compared to
competitors cost and worth if the potential
customer does decide to change
85
Methods to Handling more
Objections
• Boomerang – an objection can be returned
to the customer in the same way but as a
selling point
– Be careful not to sound like the potential
customer is stupid
• Question – question the potential
customer to learn more about the
objection
– Be careful not to ask questions in abrupt
manner, never ask “Why not?”
86
Methods to Handling more
Objections
• Superior Point – allows you to admit
disadvantages but then present superior points
to compensate (works good with high prices)
• Denial – objection is based on misinformation
• Demonstration – seeing is believing
• Third Party – involves using previous customers
and experts to help with the sale
87
CLOSING THE SALE
• This is how you get paid and is the
ultimate goal
• This is an agreement between you and
your new customer
• Sales people must be flexible. Just
because there are steps to a sale, it does
not mean you cannot skip some steps to
close the deal
• Key to closing the sale is customer
readiness, which can be at any moment 88
Customer Buying Signals
• Look for things potential customers will do or say
to indicate readiness to buy
– Nonverbal or with words of communication
– For example “That is exactly what I am looking for.”
• Trials are nice to get the customer to use the
product/service but a step not highly encourage,
why?
– They get to think about it longer and use the
product/service for free.
89
General Rules to Closing the Sale
• Begin closing the sale from the 1st moment
of interaction.
• Use major objections that have been
resolved as opportunities of closing the
sale.
• Create an ownership mentality
• Don’t talk too much
– Ask for the business and then SHUT UP!
– You will either get a Yes or an Objection
which is exactly what you are looking for!!!
90
Specialized Methods for Closing
the Sale
• Which Close – encourage a customer to
make a decision between 2 items
• Standing-Room-Only-Close – the product,
service, or special is about to run out soon
so buy now
• Direct Close – ask directly for business
• Service Close - create a service that
overcomes an obstacle to close the deal
91
Remember, it’s a Number game
• Keep in mind that even with all the work
and steps you put into the sales process,
closing a deal will not always happen
• What to benefit/learn when a deal goes
unclosed. Look at the cup half full.
– Learn about Product/service deficiencies
– Knowledge of competition
– EXPERIENCE
– Customer now knows you exist
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Suggestion Selling
• This is selling additional goods or services to the
customer.
• Once again consider your self a consultant trying
to help your customer’s company
• The benefits include
– Takes less time and effort than initial sale
– Fixed costs remain the same despite the extra sale
activity. It’s a win, win, win for all 3 parties.
• Be careful to stay honest and only sell what the
customer needs.
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5 Basic Rules for Suggestive
Selling
1. Do suggestion selling after the customer
has agreed to buy, but before payment is
made.
2. Make your recommendation from the
customer’s point of view and give at
least one reason for the suggestion.
3. Make the suggestion definite.
4. Show the item you are suggesting.
5. Make the suggestion positive.
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Methods to Suggestion Selling
• Offering related merchandise
– Related items and accessories
• Recommending larger quantities
– Most of the time cheaper in long run and
saves an extra trip
• Calling Attention to Special Sales
opportunities
– Salespeople are obligated to communicate all
sales to customers
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Relationship Marketing
• Involves the strategies businesses use to stay
close to their customers
• Customer service can be the most important part
in selling a deal, closing a deal, and keeping a
deal
• What happens when something goes wrong?
– Helping a customer through a problem often creates
customer loyalty and more business even when the
problem in the first place was your fault
• Remember always to follow up
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–
–
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Keep competitors away
Maintain a great relationship
Keep customer updated to new products and features
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Maybe a customer in the future