1 18 - 1 Comercialización Promoción de Ventas y Ventas personales

2 18 - 2 Tipos de Clientes & Metas de promoción de Ventas Tipo de CompradorResultados deseadosEjemplos de promociones de ventas Loyal customersReinforce behavior,Loyalty marketing programs, People who buy yourincrease consumption,such as frequent-buyer cards product most or allchange purchase timing or frequent-shopper clubs of the timeBonus packs that give loyal consumers an incentive to stock up or premiums offered in return for proofs-of-purchase Competitor’sBreak loyalty, persuade Sampling to introduce your customersto switch to your brandproduct’s superior qualities People who buy acompared to their brand competitor’s productSweepstakes, contests, or most or all of the timepremiums that create interest in the product Brand switchersPersuade to buy yourAny promotion that lowers the People who buy abrand more oftenprice of the product, such as variety of productscoupons, price-off packages, in the categoryand bonus packs Trade deals that help make the product more readily available than competing products Price buyersAppeal with low pricesCoupons, price-off packages, People whoor supply added valuerefunds, or trade deals that consistently buy thethat makes price lessreduce the price of brand to least expensive brandimportantmatch that of the brand that would have been purchased Source: From Sales Promotion Essentials, 2E by Don. E. Schultz, William A. Robinson, and Lisa A. Petrison. Reprinted by permission of NTC Publishing Group, Lincolnwood, IL.

3 18 - 3 Herramientas para promociones de venta a consumidores Cupones Premios Programas de comprador frecuente Concursos y loterias Muestras Despliegues en Puntos de compra (POP) Seis categorías de promoción de ventas a consumidores Seis categorías de promoción de ventas a consumidores

4 18 - 4 Herramientas de promoción a canales Financiamiento a canales Dinero para empujar Entrenamiento Capacitación Mercadería Gratis Demostraciones en Tienda Reuniones de negocios, convenciones, y Ferias especialidad Seis categorías de promociones a canales de distribución Seis categorías de promociones a canales de distribución

5 18 - 5 Ventajas de Ventas personales Control de costos Control del Mensaje Segmentación Información detallada Cierre de Ventas

6 18 - 6 Publicidad Versus Ventas personales Personal Selling is more important if... The product has a high value. It is a custom-made product. There are few customers. The product is technically complex. Customers are geographically concentrated. Advertising/Sales Promotion is more important if... The product has a low value. It is a standardized product. There are many customers. The product is simple to understand. Customers are geographically dispersed.

7 18 - 7 Diferencias entre sistemas Tradicional & Relaciones de venta Traditional Personal Selling Sell products (goods and services) Focus on closing sales Limited sales planning Spend most contact time telling customers about product Conduct “product-specific” needs assessment “Lone-wolf” approach to the account Proposals and presentations based on pricing and product features Sales follow-up focused on product delivery Relationship Selling Sell advice, assistance, and counsel Focus on improving the customer’s bottom line Considers sales planning as top priority Spend most contact time attempting to build a problem-solving environment with the customer Conduct discovery in the full scope of the customer’s operations Team approach to the account Proposals and presentations based on profit impact and strategic benefits to the customer Sales follow-up is long term, focused on long-term relationship enhancement Source: Robert M. Peterson, Patrick L. Shul, and George H. Lucas, Jr., “Consultative Selling: Walking the Walk in the New Selling Environment,” National Conference on Sales Management, Proceedings, March 1996.

8 18 - 8 Pasos en el proceso de Venta Basic Steps in the Selling Process Basic Steps in the Selling Process Generating Sales Leads Qualifying Sales Leads Making the Sales Approach Making the Sales Presentation Handling Objections Closing the Sale Following Up

9 18 - 9 Funcion de la gerencia de Ventas Motivate Sales Force Evaluate Sales Force Manage Turnover Train Sales Force Develop Compen- sation Plan Structure Sales Force Determine Sales Force Size Recruit Sales Force Set Sales Objectives Major Tasks of Sales Management