advertising course / MBA

1. Advertising and personal selling
By
Dr. Raafat Youssef Shehata

2. Contents
 Introduction to Integrated Marketing Communications
 The Communications Process
 Communications Theory: Source, Message and Channel
 Creative advertising
 Personal selling

3. Belch, George E. and Michael A. Belch,
Advertising & Promotion, 5th Edition,
McGraw Hill.

5. Marketing Mix
 The four Ps
Product
Price
Place
Promotion

6. The Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling

7. Fill criteria 4 Cs
1. Communication effectiveness
2. Cost
3. Control
4. Credibility

8. Communication tools

9. Advertising
 Paid forms of non-personal communication
 About an organization, product, service, or idea
by an identified sponsor
 No feedback from audience
 Important for products and services aimed at
mass consumer markets
 Cost effective

10. Flash mob
 A flash mob is a group of people who assemble
suddenly in a public place, perform an unusual and
sometimes seemingly pointless act for a brief time,
then disperse, often for the purposes of
entertainment or advertising
 Flash mobs are organized via telecommunications,
social media, or viral emails.
 Coca-Cola conducted a flash mob in Dandy Mall
which brought everything home

11. Advertising Wears Out
-One of the challenges facing marketers is determining
the most effective level of advertising exposure for a
brand, while maintaining a given budget.
-Conceptually, the media planner could choose
continuous advertising or follow a strategy of pulsing .
-The decision is important because the wrong one will
considerably affect customer response.

12. Advertising Wears Out
-When advertisements are run at a low frequency (very
few times), they run a risk of going unnoticed. The
first time customers view an advertisement, a
majority of the time, the message doesn't even
process in their minds.
-On the other hand, when an advertisement is run at a
high frequency, advertising wear-out may occur.
Therefore, the task at hand is finding just the right
frequency for a positive response.

13. Wear-Out
 Occurs when successive exposures no longer have
positive impact on audience
 2 explanations:
 (a) Complete information already absorbed
 (b) Irritating
 Ways to combat wear-out:
 (a) Provide reward to audience e.g., entertainment
 (b) Space exposures over time
 (c) Run multiple executions of same campaign theme

14. Advertising Wears Out
Ramadan 2011

15. Advertising awards

16. Advertising awards
 Cannes Lions international advertising festival
 Clio awards
 The Advertising Creative Circle (London)
 British television advertising awards
 Dubai Lynx international advertising festival
 MENA Cristal Festival
 Galaxy awards (Japan)
 Cristal festival Europe

18. Cannes 2007 winner
 Dove real beauty campaign
 Agent :Ogilvy & Mather, Toronto

19. Cannes 2010 winner
 Panda: never say no to Panda
 Agent :ADVANTAGE MARKETING &
ADVERTISING Cairo, EGYPT

22. MENA Cristal Festival
 The MENA Cristal Festival has been created in 2005 with the aim of
introducing a new competition for advertising in all the North African and
Middle Eastern countries.
 This event has been created as the First Advertising Festival for the
Arabic Countries and it gathers all the communications actors: advertising
agencies, advertisers, producers, directors, media, survey companies, TV
producers… in a series of interesting and convivial exchanges.
 The ambition of the Festival is to associate creativity and business, and to
promote Arabic advertising creativity.

23. Lion health
First time is on 2014

25. Advertising storyboard

26. Advertising storyboard
 Storyboarding is a planning convention used in
television, film, cartoons and even advertising.
 It is the part of the pre-production process in which
artists draw comic book-like representations of what
the advertisement will look like -- a series of panels
that represent the planned shots that will eventually
be filmed.

27. Advertising storyboard
 A storyboard is rough representation of a finished rich
media advertisement, “frame” by “frame” (or
screenshot by screenshot).
 This will usually be presented to a client for approval
before work is started.
 A storyboard generally includes graphics (rough
sketches or representations of objects, rather than
the finished product), text, fonts, links, calls to action
etc.
 Storyboarding is used extensively in video
production, TV commercial production and website
production, as well as in interactive advertising

28. Phases of production for commercials

29. PPM

30. PPM
Pre-Production Meeting
-The agency producer runs the PPM, which will include
representatives from the brand team, agency creative and account
teams, the director or photographer and his/her producer, and
depending on the project, specialists such as the stylist, set
designer, or home economist.
-The agency producer will have an agenda that covers everything
from the objectives of the advertising to the director’s vision and
shooting board, casting, wardrobe, hair and make-up, set/locations,
props, product/packages, editorial versions, schedules, and more.
-Ideally, the PPM will be held at least two days before the start of the
shoot – that buffer time allows the production team to handle any
changes coming out of the PPM discussion.

31. Production
There are 3 stages of production:
 Preproduction
 All work before actual shooting/recording
 Production
 Period of filming, taping, or recording
 Postproduction
 Work after commercial is filmed or recorded

32. Preproduction Tasks
 Selecting a director
 Choosing a production company
 Bidding
 Cost estimation and timing

33. Preproduction Tasks
 Production timetable
 Set construction
 Location
 Agency and client approvals
 Casting
 Wardrobes
 Preproduction meeting

34. Production Tasks
 Location versus set shoots
 Night/weekend shoots
 Talent arrangements

35. Postproduction Tasks
 Editing
 Processing
 Recording sound effects
 Audio/video mixing
 Release/shipping

36. Advertising agencies

37. Local agencies
 Kairo ……..Hesham El Laban
 KTP ………..Mohmed Hamdalla –Ashref Cogy
 Mahdy’s ….. Tamer Mahdy and Hesham Mahdy
 MI7
 Tarek Nour ……. TNC ,TNA ,DDB, Nour Badie
 Animation
 Advantage
 Synergy
 Hit
 Creative lab
 Hala Mahran

38. Multinational agencies
1-Publicis
 Leo-burnett
 Publicis graphics
 Saatchi & Saatchi
2-BBDO
 Impact
 Strategies
 TBWA

39. Multinational agencies
3-WPP
 JWT
 Memac Oglivy
4-Maccan Arixon
 Fortune Promo 7

40. Alternative out of door media
 Aerial advertising
 Mobile billboards

41. Guerrilla marketing
Placing ads in unexpected places

42. Designing logos

43. Mechanism / message of logo
1-Symbolic :
-representing the activity , name of the organization
e.g. Shell - Hyundai
2-Expressive:
-Creating impression relevant to the organization
e.g. Nike
3-Recognizable
-Creating identification e.g. Vodafone

44. Chapter 2
Communication process
By
Dr. Raafat Youssef Shehata

45. The Nature of Communication
The communication process is complex, and often
unsuccessful

46. Which Type of Communication Is Featured
in This Ad, and What Strategic Concept
Does It Get Across?
46

47. Nonverbal Used for Positioning

48. Forms of Encoding
Graphic
•Pictures
•Drawings
•Charts
Verbal
•Spoken
Word
•Written
Word
Musical
•Arrange-
ment
•Instrum-
entation
•Voices
Animation
•Action/
Motion
•Pace/
Speed
•Shape/
Form

50. Distortion
 Change in message on handling
 Pepsi (……………….)
 Management: Sharp use of language/ Feedback

51. Communication Channel
Personal
Channels
Personal
Selling
Word of
Mouth
Non-personal
Channels
Print
Media
Broadcast
Media

52. Successful Communication
Receive feedback
Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target
audience

53. Successful Communication
 Successful communication is accomplished when the
marketer selects an appropriate source, develops an
effective message or appeal that is encoded properly,
and then selects the channels or media that will reach
the target audience.
 Marketers are very interested in feedback, that part of
the receiver’s response that is communicated back to
the sender. Feedback, which may take a variety of
forms, closes the loop in the communications flow and
lets the sender monitor how the intended message is
being decoded and received

54. Issues in the Regulation of
Promotion

55. Promotional puffery
 Puffery as a legal term refers to promotional
statements and claims that express subjective
rather than objective views, which no
"reasonable person" would take literally.
 Puffery serves to "puff up" an exaggerated
image of what is being described and is
especially featured in testimonials

56. Bait-and-Switch Advertising
First, customers are "baited" by advertising for
a product or service at a low price; second, the
customers discover that the advertised good is
not available and are "switched" to a costlier
product.

57. Harmful products
 The moral issue is seen as whether advertisers
have the right to encourage the purchase of a
product that might be harmful to certain individuals
 The sale of tobacco and in general and,
especially, to young people

58. Advertising to children
 Sweden and Canada prohibit any advertising
aimed at children;
 France and Japan limit the use of cartoon
characters in advertising to children; and the
major networks have strict guidelines for
children’s ads.
 In the United States the Federal Trade
Commission has taken a much less aggressive
stance on this subject.

59.  R.J. Reynolds has been accused
by critics of using its “Joe Camel”
cartoon character, as shown in
this 1988 ad, to target children for
cigarette consumption.
 How has society acted to protect
children from advertising such as
this? What obligations do
companies have to protect
children?
Advertising to children

60. Communication strategies
1. Push strategy
2. Pull strategy
3. Strategy mix
4. Profile strategy (corporate advertising)

61. Corporate advertising
Main indications :
1. Crisis
2. New company launch

62. Promotion and Motivation

63. Five basic needs (in order)
 Physiological needs
 Safety needs
 Social needs
 Egoistic needs
 Self-actualization needs
Maslow’s hierarchy of needs
Physiological Needs
(Food, water, air, shelter, sex)
Safety and Security Needs
(Protection, order, stability)
Social Needs
(affection, friendship, belonging)
Ego Needs
(Prestige, status, self esteem)
Self-Actualization
(Self-fulfillment)

64. Shock-vertising

65. Shockvertising
 Shockvertising is a type of advertising generally
regarded as one that deliberately, rather than
unintentionally startles and offends its audience by
violating norms for social values and personal
ideals...
 Shockvertising is designed principally to break
through the advertising “clutter” to capture attention
and create buzz around a given brand/product or
cause. Quite honestly, Dice Underwear did not fall
short in delivering on any of the above.

66. Shock ads as viral marketing
 One goal of “shockvertising” is to grab attention and
increase awareness
 An effective shock ad will generate its own publicity by
generating “buzz”

67. By
Dr. Raafat Youssef Shehata
Chapter 3
Source, Message,
and Channel Factors

68. Promotional Planning Elements
Who will be
effective in
getting
consumers’
attention?
Source
Attention
4
Receiver
Comprehension
Can the
receiver
comprehend
the ad?
1
Which media
will increase
presentation?
Channel
Presentation
2
What type of
message will
create
favorable
attitudes?
Message
Yielding
3
Promotional Planning

69. Advertising Message

70. Why Are Consumers Likely to
Perceive This Ad as Credible?
70

73. What Message Strategy
is Being Used Here?

75. Objectives of Promotional
campaigns

76. Marketing vs. Communications
Objectives
Marketing
Objectives
• Generally stated in the
firm’s marketing plan
• Achieved through the
overall marketing plan
• Quantifiable, such as
sales, market share, ROI
• To be accomplished in a
given period of time
• Must be realistic and
attainable to be effective
Communications
Objectives
• Derived from the overall
marketing plan
• More narrow than
marketing objectives
• Based on particular
communications tasks
• Designed to deliver
appropriate messages
• Focused on a specific
target audience
Vs.

78. Source Attributes — Receiver
Processing Modes

79.  Credibility – the extent to which the recipient sees the source as having
relevant knowledge skill or experience and trusts the source to give
unbiased, objective information.
• Internalization – the process by which a receiver adopts the position
advocated by the source because it is perceived as accurate and makes it
part of his or her belief system
 Attractiveness – refers to the similarity, familiarity, and/or likeability of
the source
• Identification – the process by which an individual is motivated to seek some
type of relationship with the source and thus adopts similar beliefs, attitudes,
or behaviors.
 Power – refers to the ability (real or perceived) of the source to
administer rewards or punishment to the receiver
• Compliance – the process by which the receiver accepts the position
advocated by the source to receive rewards or avoid punishment.

80. Source Credibility
Source
Ethical
Honest
UnbiasedBelievable
Knowledgeable Trustworthy
Skillful Experienced

81. Experts Lend Authority to an
Appeal

82. Types of Spokespeople
(a) Celebrity
 Pros: attention-getting; instant
recognition; goodwill associated
with celebrity is transferred to
product
 Cons: expensive; risky; may
detract attention from brand

83. Types of Spokespeople
(b) Expert
 Pros: allay fears; less expensive
 Used when: product is technical or consumers need
assurance
(c) Ordinary People
 Used when: strong audience identification with
spokesperson
 Pros: sincerity and trustworthiness come thro’

84. Source Attractiveness
Resemblance
between the
source and
recipient of the
message
Similarity
Knowledge of the
source through
repeated or
prolonged
exposure
Familiarity
Affection for the
source resulting
from physical
appearance,
behavior, or
personal traits
Likeability

85. Top Celebrity Endorsers
Top Male Endorsers
• Tiger Woods
• Michael Jordan
• David Beckham
• Lance Armstrong
Top Female Endorsers
• Maria Sharapova
• Jennifer Lopez
• Jessica Simpson
• Venus/Serena Williams
• Annika Sorenstram

86. This ad shows Maria Sharapova, who has
endorsement contracts with a number of
companies, including Mike, Canon, Motorola,
and Tag Heuer

87. Advertising Risks of Using
Celebrities
The celebrity’s behavior may pose
a risk to the company
The celebrity may overshadow
the product being endorsed
The celebrity may be overexposed,
reducing his or her credibility
The target audience may not be
receptive to celebrity endorsers

88. Message StructureRecall
Beginning Middle End
Order of Presentation

89.  Research on learning and memory indicate that items
presented first and last are remembered better than those
presented in the middle. As this chart shows, the
strongest arguments should be placed at the beginning or
end of the message, never in the middle.
 Presenting the strongest arguments at the beginning of
the message assumes a primacy effect is operating,
whereby information presented first is most effective.
 Putting the strong points at the end assumes a recency
effect, whereby the last arguments are most persuasive.

90. Advertising Message
High
involvement
Low
involvement
Rational product attribute appeals
Information provision Benefit claims
Emotional image-based appeals
Social, ego, hedonic orientation

91. Clever Ads Encourage Low
Involvement Learning

92. Computers are high-involvement,
highly differentiated products
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

93. Message Appeal Choices
Appeal to the logical,
rational minds of
consumers
Appeal to both
Appeal to the feelings
and emotions of
consumers

94. Advertising Execution Techniques

95. Rational advertising
 Factual
 Demonstration
 Comparison
 Name calling
 Slice of life

96. Factual
 This type of appeal is commonly associated with
high involvement decisions where receivers are
sufficiently motivated and able to process
information.

97. Slice of life
 For example, many washing powder advertisers use a routine
that depicts two ordinary women (assumed to be similar to the
target receiver), invariably in a kitchen or garden, discussing
the poor results achieved by one of their washing powders.
Following the advice of one of them women, the stubborn
stains are seen to be overcome by the focus brand.
 The overall effect of this appeal is for the receiver to conclude
the following: that person is like me; I have had the same
problem as that person; he or she is satisfied using brand X;
therefore I too will use brand X.
 This technique is simple, well tried, well liked and successful.

98. Demonstration
 Headache remedies, floor cleaners and tyre
commercials have traditionally demonstrated the
pain, the dirt and the danger respectively, and
have then shown how the focus brand relieves the
pain (Panadol), removes the stubborn dirt (Flash)
or stops in the wet on a coin (or the edge of a
rooftop – Continental tyres).

99. Name Calling
-A commercial for Hardee’s said that they give you a half a
pound of meat unlike other companies that give you mostly
bun instead of meat. By that, they were referring to McDonalds
Big Mac.
-The name calling technique links a person or idea to something
negative.
-The advertiser or propagandist hopes that the audience will not
like that person or idea because of the negative image that he
gives it.

100. Emotional advertising
 Testimonial or endorsement
 Animation
 Music
 Fear
 Humor
 Sex
 lifestyle
•Joy
•Love
•Pleasure
•Pride
•Safety
•Security
•Self-esteem
•Combinations

101. Fear advertising
 Fear is used in one of two ways. The first type
demonstrates the negative aspects or physical dangers
associated with a particular behavior or improper product
usage.
 Drink-driving, life assurance and toothpaste advertising
typify this form of appeal.
 The second approach is the threat of social rejection or
disapproval if the focus product is not used.
 This type of fear is used frequently in advertisements for
such products as anti-dandruff shampoos and deodorants,
and is used to support consumers’ needs for social
acceptance and approval.

102. Appropriate intensity
Level of Fear Intensity
Low HighModerate
Degree of
Persuasive
Effectiveness

103. Animation
 Animation techniques have advanced considerably in
recent years, with children as the prime target audience.
However, animation has been successfully used in many
adult-targeted advertisements, such as those by
Schweppes, Compaq, Tetley Tea, Direct Line Insurance
and the Electricity Board.
 The main reason for using animation is that potentially
boring and low-interest/involvement products can be
made visually interesting and provide a means of gaining
attention.
 A further reason for the use of animation is that it is easier
to convey complex products in a way that does not
patronize the viewer.

104. Rotoscoping
 It is a form of animation which involves shooting live
action digital videos of actors and then using a
special software to paint over the screen images on
a computer to make them animated
 This technique is effective in drawing the attention to
the ad
 Example: Charles Schwab television ad

105. Sex advertising
 Sex appeals normally work well for products such as
perfume, clothing and jewellery but provide for poor
effectiveness when the product is unrelated, such as
cars, photocopiers and furniture.
 The use of sex in advertising messages is mainly
restricted to getting the attention of the audience
and, in some circumstances, sustaining interest.
 It can be used openly, as in various lingerie, fragrance
and perfume advertisements, such as WonderBra

106. Sex advertising
-Men tend to focus on an ad's sexual imagery (breasts,
legs, skin, etc.), which draws their attention away from
other elements of the ad (logo, product shot, headline).
-This may be why men's brand recall was worse for the
sexual ads than for the nonsexual ones.
-An average of 19.8 percent recalled the correct
brand/product for the nonsexual ads; for the sexual ads,
9.8 percent did.
-MediaAnalyzer calls this the "vampire effect," with a too-
strong visual sucking up a lot of the attention that would
have otherwise been spent on an ad's actual
communication.

107. Music in advertising
 There are a number of advertisers that are using
music in their advertising such as Apple, Nike,
Volkswagen, Microsoft Zune and many others.
 There is a Web site,
www.songsincommercials.org, which has a
listing of songs being used in commercials by
product category.

108. Humor in advertising
 Humor does aid awareness and attention, which
are the objectives best achieved by its use.
 Humor may harm recall and comprehension in
general.
 Humor does not aid persuasion in general.
 Humor does not aid source credibility.

109. Humor in advertising
 Humor is generally not very effective in bringing
about action/sales.
 Radio and TV are the best media in which to use
humor; direct mail and newspapers are least suited.
 Consumer non-durables and business services are
best suited to humor; corporate advertising and
industrial products are least suited.

110. Clutter
 Half of the average magazine’s pages contain
ads and in some publications the ratio of ads to
editorial content is even higher.
 On average, around a quarter of a broadcast
hour on TV is devoted to commercials
 While most radio stations carry an average of 10
to 12 minutes of commercial time per hour.

111. Creative advertising
Planning and
Development
By
Dr. Raafat Youssef Shehata

112. What Makes Effective Advertising?
Sound
Strategy
Consumer’s
View Persuasive
Doesn’t
Overwhelm
Deliver on
Promises
Break
Clutter
Effective
Advertising

113. Advertising Successes and Mistakes

114.  Successful campaigns: both the brand management team and
the creative team have done their work well.
 Marketing Mistakes: result when the brand manager fails to
distinguish the brand from competitive offerings.
 Agency Mistakes: due to the ad agency’s inability to design an
effective execution, even though its brand management client
has a convincing message.
 Complete Disasters: caused by poor value propositions and
mediocre executions.
Advertising Successes
and Mistakes

115. Determining what the
advertising message will say
or communicate
Determining what the
advertising message will say
Message Strategy vs. Execution
Creative
Strategy
Creative
Execution
Determining how the
message will be said

116. Creativity and Synergy
Agency
• Account
executives
• Media
planners
• Researchers
• Attorneys
Client
• Marketing
managers
• Brand
managers
• Upper
management

117. An Absolut World

123. An Advertising Campaign
Integrated
Interrelated Coordinated
In Different
Media
Over a Time
Period
Marketing
Communication
Activities
Centered on a Theme
or Idea

124. Advertising Campaign Themes
“ The ultimate
driving
machine”
BMW
“ Marlboro
country”
Miller
Lite
“The
breakfast of
champions”
General Mills,
Wheaties
The central message that will be communicated
in all IMC activities

125. Developing a Creative Strategy
Target
audience
identity
Creative Strategy
Basic
problem,
issue,
opportunity
Major
selling
idea or
key
benefit
Any
supportive
information

126. Creative Strategy
Implementation and Evaluation

127. Transformational Ads
 A transformational advertisement is one which
associates the experience of using (consuming) the
advertised brand with a unique set of psychological
characteristics which would not typically be associated
with the brand experience to the same degree without
exposure to the advertisement. Thus, advertisements in
this category "transform" the experience of using the
brand by endowing this use with a particular experience
that is different from that of using any similar brand. It is
the advertisement itself which links the brand with the
capacity to provide the consumer with an experience
that is different from the consumption experience that
would normally be expected to occur without exposure
to the advertisement.

128. Transformational Ads
Richer
More
Exciting
Warmer
Feelings
Meanings
Images
Beliefs
More
Enjoyable
It must make the
product use
experience . . .
The ads
create . . .

130. Teaser advertising
 Advertisers introducing a new product often use
teaser ads, which is designed to build curiosity,
interest, and/or excitement by talking about the
new product, but not actually showing it.
 Teaser ads, also called mystery ads, are also
used for new movies or TV shows. They are
especially popular among automotive advertisers
for introducing a new model or announcing
significant changes in a vehicle.

131. Personal Selling
By
Dr. Raafat Youssef Shehata

132. Tenders Versus Reverse auctions

133. Cross selling versus upselling

134. 9 Ps=1
Positive polite patient
Prepared planned punctual
Persuasive precise practical
=
Professional

135. One million $ slide
 Customer oriented opening
 Good knowledge of customer needs
 Respond to customer needs
 Use multiple product facts
 Always translate facts to benefits
 Good knowledge on industry
 Effective use of promotional material
 Perseverance in asking for commitment
 Ask & Listen +++
 Link benefit to needs
 Resolving concerns
 Treats customers per potential
 Follow up with customers
 Assertive Style +++
 Product oriented opening
 Medium knowledge
 Rarely respond to customer needs
 Always use same product facts
 Rarely translate facts to benefits
 Moderate knowledge
 Medium use of promotional material
 Rarely ask for commitment
 One way communication
 Talks evidence
 Ignore any concern
 Treats customers indifferntly
 No follow up
 Submissive
High performer☺ Average performer

136. Planning the sales call

138. 1-Prospecting
It is the process of identifying
and developing
a list of potential customers
called prospects

139. Sources of leads
 Satisfied “customers”
 Centre of influence method
 Networking
 Internet
 Ads, Direct mail , Catalogs
 Lists
 Exhibition
 Telemarketing
 Others

140. 2-Pre-approach
-A part of the selling process that includes developing
information about prospective customers & planning
the sales interview
- It is very risky to a qualified prospect without a
preparation
- Personal sellers must collect information about current
needs , interests , …….etc

141. Cold call
It is a call without a preparation

142. 3- Approach
-It is the first step of the actual sales presentation in
which the sales person tries to learn more about the
customer ‘s needs , create a good impression and
build rapport
You never get a second chance to make a good first
impression

143. Types of approach
1-Referral Approach
2-Benefit Approach
3-Product Approach
4-Compliment Approach
5-Question Approach
6-Shoch approach
7-Problem approach
8-Introductory approach

144. 4-Make the presentation

145. Presentation
Customer
Sales RepCustomer
Sales Rep
Communication is a two way process

146. -The sales person seeks to persuasively communicate
the product’s features and the benefits it will provide
after the sale
-Sales presentations can be improved with
demonstration aids such as
 Product samples
 Computer based simulations
 Brochures

147. Features and benefits
A feature is a quality
or characteristic of the
product or service.
A benefit is the way in
which a specific
feature will help a
particular buyer. A
benefit helps the buyer
more directly answer
the question, “What’s
in it for me?”

148. 5- Handling objections
The effective sales person anticipates
objections & is prepared to respond with
additional information

149. Types of objections
1-Psychological resistance
2-Logic resistance

150. Common methods for
responding to objections
If the buyer makes a statement
that is factually not true, use:
If the buyer raises a valid
concern or offers an opinion, use:
Direct denial
Indirect denial
Compensation
Feel-felt-found
Boomerang
Pass-up
Postpone

151. 6- Close the sale
The stage of the selling process in
which the sales person actually
asks the customer to buy the
product

152. Buying signals
 Positive sentence :
-Useful benefits
-Suitable pack size
 Positive question
-What is the price?
-“Is this available in red?”
 Positive reaction
-The customer writes the product name or put the
sample in a clear place in front of him

153. Traditional closing methods
1-Minor point
2- Continuous yes close
3-Assumptive
4-Standing room only close
5- Benefit-in-reserve close
6-Emotional
7-Summary close

154. 7-Follow up after the sale
-Follow up includes
Arranging for delivery, payment ….etc.
Also , sales person must make sure that the
customer is satisfied
-CRM is a major tool to manage this phase

155. Thank you