Chapter 19 Personal Selling and Sales Promotion 1 Personal Selling 2 Closing the Sale Paid personal communication that informs customers and persuades them to buy products in an exchange situation The stage in the personal selling process when the salesperson asks the prospect to buy the product Staff members facilitate selling but are not involved solely 3 Support Personnel with making sales 4 Team Selling 5 Relationship Selling Using a team of experts different functional areas of a firm or different areas of expertise led by a salesperson to conduct the personal selling process Building mutually beneficial long term associations with a customer through regular communications over prolonged periods of time 6 Straight Salary Compensation Plan 7 Straight Commission Compensation Plan 8 Combination Compensation Plan Salespeople are paid a specified amount regardless of effort Compensated solely by sales in a given period Salespeople are paid a fixed salary plus commission based on sales volume 9 Sales Promotion An activity and or material that acts as an inducement to resellers or salespeople to sell a product or consumers to buy it Written price reductions used to encourage consumers to try 10 Coupons specific products 11 Buying Allowance A temporary price reduction offered to resellers for purchasing set quantities of a product 12 Buy Back Allowance A sum of money a producer gives to a reseller for each unit the reseller buys after a promotional deal expires to re stock shelves A manufacturer s reward to retailers based on the number of 13 Scan Back Allowance items they sell 14 Merchandise Allowance 15 Cooperative Advertising A manufacturer s agreement to pay resellers certain amounts of money for providing special promo efforts POP for example An arrangement in which a manufacturer agrees to pay a certain amount of a retailer s media costs for advertising the manufacturer s products 16 Dealer Listings Advertisements promoting a product and identifying the names of retailers that sell the product A gift given to a retailer that purchases a specified quantity of 17 Dealer Loader merchandise 18 Premium Push Money 19 Sales Contests Additional compensation to salespeople offered by the manufacturer as an incentive to push a line of goods Used to motivate distributors retailers and sales personnel through the recognition of outstanding achievements
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