Handling Objections The prospect may object to points made in the presentation, so the salesperson should be prepared to listen and address those concerns. LEARNING OBJECTIVES Describe the types of buyer’s objections and how to address them KEY TAKEAWAYS Key Points Sales objections can be defined as statements or questions raised by the prospect which can indicate an unwillingness to buy. The objections of customers include objections to prices, products,… Read More »Handling Sales Objections

Sales Presentation A well-prepared sales presentation will engage prospects with relevant information and entice them to make a purchase commitment. LEARNING OBJECTIVES Describe the characteristics of a sales presentation within the context of personal selling and sales promotion KEY TAKEAWAYS Key Points A sales pitch is a planned presentation of a product or service designed to initiate and close a sale. A well-prepared presentation should keep in mind the audience… Read More »Sales Presentation

Approach How you approach a sales pitch in terms of attitude, prospect knowledge, and customized product will determine your success. LEARNING OBJECTIVES Describe the characteristics and requirements for a sales approach as part of personal selling and sales promotion KEY TAKEAWAYS Key Points Every salesperson should prepare a customized elevator pitch to quickly entice the customer to view the product offered as the solution to his needs. Direct selling is… Read More »requirements for a sales approach as part of personal selling and sales promotion

The Personal Selling Process Generating Needs Prospecting starts with defining a narrow target market, identifying the customer’s wants, and then offering custom solutions. LEARNING OBJECTIVES Explain tools used in evaluating customer needs KEY TAKEAWAYS Key Points Where the potential market is very wide, there are significant advantages to limiting oneself to just one or two specialized market segments. To identify which particular market segment to aim for, a salesperson should… Read More »The Personal Selling Process

Value of Personal Selling Personal selling minimizes wasted effort, measures marketing ROI better than most tools, promotes sales, and boosts word of mouth marketing. LEARNING OBJECTIVES Discuss the advantages and disadvantages of personal selling KEY TAKEAWAYS Key Points Since the effects of marketing are difficult to measure, personal selling gives insight into customer habits and responses to a particular marketing campaign or product offer. Sales people can tailor their presentations… Read More »Value of Personal Selling

Personal Selling Defining Personal Selling Personal selling is when salespersons use a process to engage customers and take a sales order that may not otherwise have been made. LEARNING OBJECTIVES Compare and contrast sales and marketing functions within organizations KEY TAKEAWAYS Key Points The personal selling process is a 7 step approach: prospecting, pre-approach, approach, presentation, meeting objections, closing the sale, and follow-up. Each step of the process has sales-related… Read More »Personal Selling

Measuring Effectiveness of Public Relations Efforts Measuring and evaluating the effectiveness of a public relations campaign is necessary to ensure that established objectives are met. LEARNING OBJECTIVES Explain how organizations can measure and evaluate the effectiveness of the campaign KEY TAKEAWAYS Key Points The most basic level of measuring effectiveness comes from compilations of message distribution and media placement. One elementary form of evaluation is simply to count how many… Read More »Measuring Effectiveness of Public Relations Efforts

Handling Unfavorable Publicity Handling unfavorable publicity means being honest with consumers and putting public interest first. LEARNING OBJECTIVES List the steps firms can take to implement an effective crisis communication plan KEY TAKEAWAYS Key Points Being prepared for harmful situations is imperative. It is important to map out potential negative scenarios and have a PR plan for each one. It is important to have a crisis management team who can… Read More »Handling Unfavorable Publicity

Public Relations Public Relations Tools PR is the practice of managing the flow of information between organizations and the public. LEARNING OBJECTIVES Give examples of communications tools used to develop effective public relations programs KEY TAKEAWAYS Key Points A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. Messaging is the process of creating a consistent story around a product, person, company,… Read More »Public Relations Tools

Measuring Impact with Metrics Measuring performance based on previously established objectives is useful in determining the quality of advertising efforts. LEARNING OBJECTIVES Derive useful data metrics from advertising campaigns, and recognize the importance of establishing advertising objectives KEY TAKEAWAYS Key Points Performance-based advertising has grown in popularity as advertising campaigns have shifted towards online media. These types of advertising campaigns are easily measured by a variety of merics. Thinking strategically… Read More »Measuring Impact with data metrics from advertising campaigns