Public Relations and Personal Selling Flashcards
Define publicity
The free mention of a product, celebrity or company in the media
Define public relations
Activities that promote the image and communications a company or celebrity has with it employees, customers, investors, and public
Define press kit
Promotional materials that can be used by the media, such as fact sheets, background information, press releases, testimonials, videos, etc.
Define press releases
A newsworthy article that provides the basic information to answer questions such as who, what, where, when, and why
Explain why companies, teams and individuals do press releases and press kits
To alert the media in hopes of getting media coverage
Define personal selling
Direct communication by a salesperson to potential customers either in person, by phone or online
Explain why personal selling is an important part of the promotional mix
Allows for two-way communication between the buyer and seller
Describe order taking
Does not involve much sales ability
The consumers know what they want and ask for it
Example of order taking
Ex. A salesperson who works in a souvenir shop
Describe order getting
A professional salesperson who knows how to follow the steps of a sale
Example of order getting
Ex. A sports agent, car dealership
Explain prospecting
Involves looking for potential customers or leads
Example of prospecting
Ex. Trade shows, business cards
Explain preapproach strategies
Learning about the products and the potential customers
Examples of preapproach strategies
Ex. For a pair of Nike athletic shoes, the features such as the unique patented design, colour, sizes and price may be a selling points to a customer
List the 7 steps of professional selling
- Approach
- Determine needs
- Present the product
- Overcome objections
- Close the sale
- Perform suggestion selling
- Follow up
Explain approach
First face-to-face meeting with a potential customer
Goal is to establish a relationship with the customer
Explain determine needs
Involves looking, listening, and asking questions
Look at the customer for non-verbal feedback and facial expressions
Explain present the product
Should be developed around the customer’s wants and needs
Should create interest and desire
Explain overcome objections
Involves answering questions or eliminating doubts about a product
Objections can become selling points
Explain close the sale
Getting a commitment for the customer
Explain perform suggestion selling
Presenting ideas for additional merchandising sales
Explain follow up
Sale is the beginning of a relationships and not the end
Developing a relationship can lead to repeat sales
Explain the power of the promotional mix
The right combination of all the elements work to create synergy
