Unit 8: Promotion - Communication & Selling Name:______

Unit 8: Promotion - Communication & Selling Name:______

Marketing Education

DIRECTIONS: Complete the following outline during the class discussion.

I. Promotion is Part of the Marketing Mix

A. Promotion is one of the 4 elements of the Marketing ______, also referred to as the 4 P’s of marketing.

B. List the 4 P’s of marketing: ______

II. Promotion Is a Form of Communication

A.  A. Promotion is a ______process, which is the transfer of a message from a sender to a receiver.

B.  The ______is the source of the message.

C.  The ______is what is being communicated.

D.  ______is when the sender converts an idea into a message that the receiver can understand.

E.  The ______is the person or persons to whom the message is directed. (potential customers)

F.  ______is the process by which the receiver interprets the transmitted language and symbols to comprehend the message.

G.  ______is any distracting information in the transmission, the message channel, or the environment that might distract from the message.

H.  ______is the receiver’s response to the message.

I.  The ______is the vehicle by which the message travels. (social media, TV, radio, newspaper, text message, a salesperson, or billboard)

III. The Goals of Promotion

A.  ______is any form of communication a business or organization uses to ______, ______, or ______consumers about its products or services.

IV. The Elements of the Promotion

A.  The promotional ______is the combination of advertising, public relations, personal selling, and sales promotion that marketers use to reach the target market.

B.  The elements of the promotional mix must be ______to deliver a cohesive message.

C.  ______is any form of ______, non-personal communication that uses mass media to deliver the marketer’s message to an audience.

D.  ______is the effort to reach consumers by generating positive publicity.

E.  ______is any short-term incentive, activity, or material that gives consumers a direct incentive to buy.

F.  ______is persuasive person-to-person communication with a potential customer in an effort to inform, persuade, or remind the customer about the organization’s products or services.

V. The Personal Selling Process

A.  The salesperson is the ______between the customer and the business.

B.  Personal selling is really about helping customers make wise and satisfying buying decisions.

C.  Never sell a product to a customer if that product will not meet their needs.

VI. The Steps of Personal Selling

A. The steps of the personal selling process include: The Pre-Approach, The Approach, Determining Customer Needs, Presenting/Demonstrating the Product, Answering Objections, Closing the Sale, Suggestion Selling, and Following-Up/Relationship Marketing

B. During the ______the salesperson gets ready for the face-to-face meeting with the customer.

1. Becoming knowledgeable about the product.

2. Gathering information about prospective customers.

3. A ______is a potential customer, also known as a lead.

4. The term ______is contacting a prospective customer without any information about the person.

5. Methods for developing prospects: Employer Leads, Telephone Directories, Professional Directories, Newspapers, Commercial Lists, Customer Referrals, Social Media – LinkedIn, Twitter, Facebook

C. The ______is the first contact between the customer and the salesperson.

1. In the ______approach the salesperson asks the customer if he or she needs assistance. This method is acceptable when the customer is obviously in a hurry or if you are an order taker for routine purchases.

2. When using the ______approach the salesperson simply welcomes the customer to the store. This lets the customer know that the salesperson is available for any questions or assistance.

3. With the ______approach the salesperson makes a comment or asks questions about a product in which the customer shows interest. This method can only be used if a customer shows interest a specific item.

D. A ______customer is a prospect with a ______for the product, the ______to purchase the product, and the ______to make the purchase decision.

VII. Personal Selling: Determining Needs

A. In order to determine customer ______salespeople should do the following: Question, Listen, and Observe

B. Questioning – get the customer talking!

C. Ask ______questions—questions that require more than a yes or no answer.

D. Ask clarifying questions to make sure you understand customers' needs.

E. Don't ask too many questions in a row.

F. Don't ask questions that might embarrass customers or put them on the defensive.

G. Listening helps you pick up ______to the customer's needs.

H. Remember these five important listening skills when talking to customers:

1. Maintain good ______contact.

2. Provide verbal and nonverbal feedback.

3. Give the customer your undivided attention.

4. Listen with ______and an open mind.

5. Do not interrupt.

I. When you ______a customer, you should look for buying motives that are communicated nonverbally.

J. ______communication is expressing yourself through body language such as facial expressions, hand motions, and eye movement.

VIII. Personal Selling: Presentation

A.  ______displaying the product is the first step in an eye-catching presentation.

B.  A ______presentation of the features of the product in a way that emphasizes the benefits and value to the customer.

C.  The way you handle a product presents an ______of its quality. Handle it with care and respect.

D.  When it is ______to demonstrate the actual product or when you want to emphasize certain selling points, you can use sales aids such as samples, videos, models, photographs, or drawings.

E.  Get the ______physically______with the product demonstration as soon as possible in the sales presentation.

IX. Personal Selling: Objections

A. ______are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase.

B. Objections are opportunities to present more information to the customer.

C. What is the most common objection in selling? ______.

D. ______are insincere reasons for not buying or not seeing the salesperson.

E. Successful salespeople have learned to use a very basic, four-step strategy when answering all objections: Listen carefully, acknowledge the customer’s objections, restate the objection – ______, and answer the objection.

X. Personal Selling: Closing

A.  ______is obtaining positive agreement from the customer to buy.

B.  Close the sale when your customer is ready to buy.

C.  Look for ______, the things a customer does that indicate a readiness to buy, such as facial expressions, actions, and comments.

D.  Which or ______Close: Encourage a customer to make a decision between two items.

E.  Standing-Room-Only Close (SRO): Use this when a product is in short supply or when the price will be going up in the near future. Should only be used when it is TRUE.

F.  ______Close: Ask for the sale with non-threatening questions or statements that get the customer ready for the close.

G.  ______Close: Explain services that overcome obstacles or problems: gift-wrapping, a return policy, special sales arrangements, warranties and guarantees, bonuses or premiums, and credit or payment terms.

XI. Personal Selling: Suggestion Selling

A.  ______selling requires that the salesperson suggest other related products that customers may see as valuable.

B.  Suggestion selling should be attempted ______the customer has made a commitment to buy, but before payment is made or the order written.

XII. Personal Selling: Following-Up

A.  Personal selling should create an ______profitable relationship with the customer.

B.  ______marketing involves the strategies businesses use to stay close to their customers.

C.  Think of following-up activities as part of an ______dialogue with customers in preparation for future sales.

D.  Before the customer departs or before you leave your client's office you should:

E.  ______the person of their wise buying choices.

F.  Take the time to educate your customer about any special care or specific instructions for their purchase.

G.  Tell them when to expect delivery, if applicable.

H.  Thank the customer, even if they don’t buy.

XIII. Product Features & Benefits

A.  The salesperson must have ______product knowledge and a full understanding of all product features and benefits.

B.  The salesperson must know all there is to know about the product they are selling.

C.  Sources of product ______include product manuals, trade shows, advertisements, other salespeople, company training programs, sales aids, direct experience with the product, and other business publications.

D.  A product ______is a description of a product characteristic. It’s basic, physical or extended attributes.

E.  A product ______is the advantage provided to a customer as a result of the feature. The personal satisfaction a customer will get from a good or service.

F.  Remember … customers buy benefits not features!

XIV. Customer Decision Making

A.  ______decision making is used for purchases that are made frequently and do not require much thought.

B.  ______decision making takes more time and is associated with a more expensive product that is bought less frequently.

C.  ______decision making is done for very expensive products and the customer will often take considerable time to compare many options.

D.  The convenience of ______selling is changing how customers make buying decisions.

E.  Personal selling ______also change in order to compete with new technology.

F.  Marketers will have the ______opportunity to explain the benefits of their products and services and how they can satisfy consumer needs when the customer uses ______decision making.

G.  The ______role of marketers in consumer decision making is to match their product benefits to the needs and expectations of customers.

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