Ch. 17 - Personal Selling and Sales Management

One of the most effective ways to attract consumers is by having sales promotions. This tactic tells the consumers to come into that specific location offering sales promotions. Once the customer has entered the store, it is know the employees turn to give their expert advice and knowledge in order to help the consumer out. The employee can  use anything to execute the sales, such as in depth tutorials on how a product works and giving. The employee should familiarize themselves to the customer so they can feel important, which is the next important factor. After the sales associate has gained the sale, the interaction between the customer and sales associate is what creates repeat visits from the customer. If the employee is very good at their job then this can lead to referrals from the customers. As a result, the sales promotions and retail store become positively popular.

Personal Selling

Apple uses different promotional techniques by using special short term methods to encourage people to respond or undertake their products. For example, they use money guarantees, purchase price and rebates.

Apple stores are very unique on each store layout design and structure, which is what sets them apart from all electronics stores. Apple displays all of their products so the consumers have a hands on experience, along with a clear intake on the environment of the store. Consumers are allowed to surf the web on any of the products, such as: the iMac, Macbook, iPad and iPhone. This allows them to experience different features and allows the consumers to get comfortable with Apple products. Ultimately, this is a major sales and promoting strategy, which shows Apple has good personal selling strategies.

Sales Promotion

     

In addition to the previous chapter about sales promotions, Apple uses advertising, public 

relations and personal selling. This way the marketing managers can execute the idea of using the method of sales promotions to increase the effectiveness of their promotional efforts.

Another aspect to take notice of is that Apple rarely gives out promotions and discounts on items. However, Apple does have special deals on specific months, such as back to school for college students. During the summer Apple has this program where they give you up to $200 off on a purchase either online or in store. They will also give you a $100 iTunes gift card. 

Rebates

Apple does not hand out many rebates on merchandise. They only do a follow up on certain occasions with special educational pricing (as said above).

If you choose to purchase a Macbook Pro for college, then Apple will give you a $100 iTunes gift card. They will do a quick in store audit to see whether you are a student or not by looking up your student ID card. This is an example of a rebate.

Sales Management 

Going back to "Chapter 14 - Supply Chain Management and Marketing Channeling Retailing" and my personal experience of going to the Apple store. When the associate encouraged me to purchase an attachment of insurance along with my iPhone, which was called "Applecare", she then quickly handed the brochure to her sales manager because she did not know much about the Applecare system. From there it didn't take long for the sales manager to execute the sell furthermore. He was proposing ways on how to maintain my product from any potential damages and providing me really good advice in general. This way he won't lose the sale.  He also kept on asking me if I found everything alright and advised me to buy a protective case so my phone is safe at all times. 

As you can see it is the sales manager's duty and obligation to fulfill my needs. He also helped his employees out who didn't know much about the Applecare system.