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product, its features, & its uses. It links the product’s benefits to the prospect’s needs. A presentation may or may not include a demonstration of the product.

Handling Objections. No matter what the products, prospects will have some objections. At the very least, prospects will object to a product’s price, hoping to get a discount. Objections show the salesperson that the buyer is interested in the presentation & which parts of the presentation the buyer is insure of or has a problem with. They tell the salesperson what customers feel is important &, essentially, how to sell them.

Closing. The most critical part of the selling process is the close, in which the sales person asks the prospective customer to buy the product. Successful salespeople, recognize the signs that a customer is ready to buy.
Salespeople can ask directly for the sale or they can indirectly imply a close. Questions such as « Could you take delivery Tuesday?» & « Why don’t we start you off with an initial order of ten cases?» are implied closes.
Such indirect closes place the burden of rejecting the sale on the prospect, who often will find it hard to say no.

Following Up. The sales process doesn’t end with the close of the sale. Most companies wants customers to come back again. Sales follow-up activities include fast processing of the customer’s orders & on-time delivery. Training in the proper care & usage of the product & speedy service if repairs are needed may also be part of the fallow-up.

Sales Promotions

Sales promotions ( motivators) are a very important factor in the promotional mix because they increase the chances that consumers will try a product. They also enhance recognition for the products. And they can increase the purchase size & amount.
Did you ever here a promotional slogan « buy three & get one free.»

To succeed, however, sales promotions must be convenient & accessible when the decision to purchase occurs.

Types of Sales Promotions

Sales promotions can take a variety of forms. The best known are coupons, point of purchase displays, free samples, trading stamps, premiums, trade shows, trade promotions, & contests & sweepstakes.

Coupons. Any certificate that entitles the bearer to a stated savings off a product’s regular price is a coupon. Coupons may be used to encourage customers to try new products, to attract customers away from competitors or to include current customers to buy more of a product. They appear in newspapers & magazines & are often sent through direct mail.

Point-of-Purchase Displays. To grab customer’s attention as they walk through the store, some companies use Point of Purchase Displays. Displays located at the end of the aisles or near the checkout in supermarkets are
POP displays. POP displays are always coincide with a sale or the item being displayed. They also make it easier for customers to find a product & easier for manufacturers to eliminate competitors from consideration. The cost of shelf & display space, however, is becoming more
& more expensive.

Free Samples, Trading Stamps, & Premiums. Purchasing incentives such as free samples, trading stamps, & Premiums are used by many manufacturers
& retailers. Premiums are gifts, such as pens, pencils, calendars, & coffee mugs, that are given away to consumers in return for buying a specified product. Retailers & wholesalers also receive premiums for carrying some products.

Trade Shows. Periodically, industries sponsor Trade Shows for their members & customers. Trade shows allow companies to rent booths to display
& demonstrate their products to customers who have a special interest in the products or who are ready to buy. Trade shows are relatively inexpensive & are very effective, since the buyer comes to the seller already interested in a given type of product.

Contests & Sweepstakes. Customers, distributors, & sales representatives may all be persuaded to increase sales of a product through the use of contest. For example, distributors & sales agents may win a trip to Hawaii for selling the most pillows in the month of March. Although sweepstakes can’t require consumers to buy a product to enter, they may increase sales by stimulating buyers’ interest in a product.

Publicity & Public Relations Promotions

Much to the delight of marketing managers with tight budgets,
Publicity Is FREE. Moreover, consumers see publicity as objective & highly believable. Thus, it is a very important part of the promotional mix.
However marketers often have a little control over publicity.

Public relations is company-influenced publicity. It attempts to establish a sense of goodwill between the company & its customers through public service announcements that enhance the company’s image. From this topic, so far, you may think that only large companies can afford to seriously promote their goods & services. Although small businesses have fewer resources, cost-effective promotions can improve sales & enable small firms to complete with a much larger firms.

Small Business Advertising

The type of advertising chosen by a small business depends on the market the firm is trying to reach: Local, National, International.

Local Markets. Advertising is non prime-time slots on local television offers great impact at a cost many small firms can afford. More commonly though, small businesses with a local market use newspaper & radio advertising &, increasingly, direct mail.

National Markets. Many businesses have grown from small to large operations by using direct mail & particularly catalogues. By purchasing mailing lists of other companies’ customers, a small firm can target its mailing, reducing costs. The ability to target an audience also makes specialized magazines attractive to small businesses.

International Markets. Television, radio, & newspapers are seldom viable promotional options in reaching international markets because of both their costs and their limited availability. Most small firms find direct mail & magazine advertising the most effective promotional tools.

Small Business Personal Selling

Like advertising, personal selling strategies used by small businesses depend on their intended market.

Local Markets. Some small firms maintain a sales force to promote & sell their products locally. Other contract with a sales agency - a company that handles the products of several companies - to act on their behalf.
Insurance agents who sell insurance for several different companies are sales agencies.

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